Social Media Marketing Metrics
Although metrics are one of the essential elements of a successful social media marketing strategy, there are other key components that should be considered even before launching any digital marketing campaign. These factors need to be taken into account during the process of content production.
The performance of key indicators will most likely fulfill the executives’ expectations if the strategy clearly and completely reflects the unique selling proposition (USP), the competitive advantage, and the brand’s personality.
USP: A Result of Deep Analysis
The content should explain the benefits offered through the brand’s products or services so the end consumers can understand the way their needs can be satisfied. Because so many companies offer the same experiences, innovative social media strategists should be able to communicate how their brand can provide more value than its competitors.
The buying decision process is particularly interesting in the current digital era given that consumers have more access than ever to updated information on the internet. Consumers constantly review this information to evaluate their available alternatives. Only truly innovative offers will catch the attention of this well-informed audience.
Prior to defining a business’ unique selling proposition and the competitive advantage, a deep analysis of direct competitors must be conducted to accurately define the elements that make your brand unique.
The Human Side of the Strategy
Finally, the brand’s personality should shape the structure and tone of the social media communication. One’s target audience will be more likely to accept the messages if they reflect the brand’s human characteristics that will determine the environment where the offered experience will take place.
If the content always highlights these three elements, the target audience will quickly understand the brand’s proposal and its attributes, which will have a positive impact in their buying decision process. Well-developed content strategies also lead to an increased engagement both online and offline.