People use their preferred social platform each day to search for opportunities, connect with family and friends, and for entertainment and marketing. The backbone of a brand’s social marketing success depends on the strategies and tools. Let’s dive into a strategy that can make the most out of your low-budget plan.
Conducting research is an effective way to have a deeper view of your audience. And research is easily funded. When you understand your audience, then you can start satisfying their needs. You can create campaigns, posts, or messages that speak directly to your target audience at a low cost through research.
When you target the right people, there are higher possibilities of converting them to paying customers. This will also minimize your budget by avoiding non-related posts or campaigns to non-interested audiences.
Information gathered from people who have purchased from your brand or people who have visited your page can be useful in coming up with a buyer persona. You can also research your competitors to get data on how they relate with their customers to better your relationship. You can also do research in the marketplace for easy information. Start by creating a user persona to create an overview of the customers you’re targeting. User persona can be created in different formats such as;
- Demographic data: Age, gender, etc.
- Location: Where your customers are
- Likes: What are their hobbies, interests, and favorite brands
- Dislikes: What they dislike about other companies
- Behavior: How long do they stay online, and what platform do they prefer
Every brand has a perfect social media channel that can push the brand further. A brand that fails in a certain platform can do better in another. It is best to use different platforms to reach your audience. For low-budget social marketing to prosper, you must carefully select the platform to make the most of your campaign or message. Running a campaign or message on the wrong channel will only cost the brand money. Here’s how to figure out the best platform for your brand.
Your Brand’s Image
When it comes to a brand, you have to focus more on building a reputation. If you consider building trust via fun posts, TikTok and Instagram are preferable choices. But if you intend to create an image through a B2B approach, consider using LinkedIn, Twitter, or Facebook.
Your competitors are another sector to examine before using a channel. Analyzing your competitors’ social marketing channels and strategies will make it easy to decide on a channel suitable for your products or services.
Your Products and Services
Your product or services determine the channel to use. For instance, insurance companies are less likely to succeed if they use platforms like TikTok, Pinterest, and Instagram. But products such as clothes and makeup will do well on these platforms as they enable videos, posts, and campaigns.
Once you figure out the channel, the next step is to create a content strategy to avoid overspending. Having the right content will surely attract the right audience, making it easy to build relationships with the target audience. The better the plan, the easier the conversion rate and the better the outcome. A well-planned strategy includes the regular posting of different content. These contents can be posts, videos, infographics, etc. Always have related and relevant posts to drive traffic to your brand page. Also, focus on the type of content to post for each social marketing channel. You can post 3 to 4 videos or photos a week for some channels. You can also add reels and stories using Instagram or IGTV. Ensure you practice with all the available features on the channel to make the most use of the channel for your brand promotion. Here are some content strategies to use on social marketing platforms:
- Decide What You’re to Share
Your social marketing channels should be a place to showcase your products or services and also entertain your audience. Share educational and valuable content that keeps your audience informed on certain issues on the platform. You can create a blog post, educational video, or comedy video to keep active with your target customers. Since you are working on a low budget, share content like how-to videos, tutorials, actionable tips, and guides to attract an audience.
Keep an Eye on Your Competitors
Your competitors also need to be tracked to remain updated on new ways to penetrate your target audience with a low budget. You can use a competitor’s campaign or post relevant and related to your brand, modify the content and repost on your page. You can start by tracking posts with a high number of engagements and those that stand out.
Create Content Suitable for the Platform
Every social marketing platform has rules on the type of content posted and in what conditions. Instagram, for example, supports sharing videos and photos, while TikTok prefers only video content, Twitter makes use of short posts and hashtags.
Constantly collect data from past social media engagements, and analyze it to create better posts to get higher engagement. Data collection also helps a brand achieve its goals by monitoring their metric on a campaign. Brands should constantly track metrics like post-performance, follower increase, and likes.
Influencers are the trending people to deal with when running on a low budget. There are influences to suit any size of budget placed by a brand. They are the go-to for businesses with low-budget planning to increase their ROI. The work of influencers is to increase your brand awareness, reputation, loyalty, and trust and drive traffic to your products or services. However, don’t limit yourself to working with celebrities; a brand can also partner with a micro-influencer relevant to your social marketing. These micro-influencers are valuable in their ways and can achieve the goals you’re looking for. Influencers with smaller communities are less expensive and work harder to bring a target audience than celebrities. This method can save you money and allow you to partner with different influencers on a low-budget scheme while yielding wilder results.