?Step 1: Choose a social platform where potential customers gather
With the rapid development of the Internet and its devices, social networks emerge in endlessly and in many varieties. However, a problem that comes with it is homogeneity The problem is serious, so how to improve the efficiency of using social networks? The answer is to find social networks that are useful to you and your users, to avoid the “stupid method” of casting a wide net with half the effort, and to choose social networks based on their different styles and user characteristics.
What factors should be considered when choosing a social network?
★First of all, the first thing to consider is the time invested in social media. “Especially in the initial stage of cross-border e-commerce operations, which requires the accumulation of customers, you need to invest at least 1 hour a day on social media. .
★Secondly, we must consider whether the resources are suitable. There are various resources worth exploring on social platforms, such as new technologies, personnel, emphasis on content quality, etc., so you need to screen for the resources you need.
★Finally, consider the precise positioning of users. What are the potential customers of different types of cross-border e-commerce and which social platforms do these customers gather on? This all needs attention.
Step 2: Ensure that your information on social platforms is complete
The information on social media is the “face” of e-commerce, so you should review it every month, including an introduction. , avatar, resume and other information to ensure that the information is complete and updated in a timely manner. Complete information can show a brand’s seriousness and professionalism, and can leave a good first impression on visitors.
Generally speaking, information includes visual and textual parts. The visual part should pay special attention to consistency across different platforms to cultivate its comfort level in the eyes of visitors. For example, it is best to keep the avatar information consistent on Twitter
I and Facebook. The production of these images requires the selection of pictures with appropriate formats, which can be done with the help of the Canva tool for template generation.
As for the text part, the introduction and information need to be personalized to make the content attractive and different from others. To make a good social media introduction, generally follow the following rules:
★Replace tablet preaching with vivid display, and use a simple metaphor to illustrate, if you put a piece of delicious food in front of customers, it will be better than You should be more convincing when describing how delicious it is;
★Pay attention to the clarity and emphasis of keywords;
★Always keep the language in a fresh state and keep up with the times. , but avoid widely used “high-frequency words”;
★Focus on the interests of potential customers and show them what you have;
★Never give up your own personality and character;
★Pay attention to the update and maintenance of your own page and the flow of information.
?Step 3: Set the right tone for your own marketing path
After selecting social networking sites and completing the necessary information, it seems that the next step is to start sharing on social networks . But don’t worry, before sharing, you should also find your own marketing tone. Just like singing, only by finding the right pitch can you sing more beautifully. By setting a good marketing tone, you will be more purposeful in the marketing process.
In order to do this, you need to fully consider customers and various marketing details. You can start from the following points:
★Determine the character of your own brand;
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★Position the relationship between the brand and customers;
★Use adjectives to describe non-company personality parts;
★Which companies are similar to you in what ways?
★How do you expect customers to view your company?
By answering these questions you will get some adjectives related to your company’s business strategy, and based on these adjectives you can decide Marketing tone. Maintaining a consistent tone when talking to customers will help establish a positive corporate image.
Step 4: Develop an effective posting strategy
In the formal process of posting, you must consider the number of posts, posting time, appropriate posting content, etc. These issues must be adjusted at any time according to the specific situation. The most important influencing factors are the customers and the audience of the information.
(1) What kind of content is most suitable?
In social media communication content, compared to text, pictures tend to get more attention. When browsing information content such as Twitter and Facebook, image information may be browsed quickly within a certain period of time, but text cannot be viewed. According to data, picture messages on Facebook receive 53%, 104% and 84% more likes, comments and clicks respectively than text messages.
This is true in Twitter. Among the 2 million tweets, the proportion of picture information is much higher than that of text.
So when selecting post content, you should pay attention to the reasonable distribution of content. Basically, you should pay attention to the following marketing strategies:
★Start with the five most basic forms: text, Pictures, links, quotes and forwards;
★Determine a main type so that most posts will be of this type;
★Content format should be based on a 4:1 ratio Interspersed adjustment means that after publishing four pieces of content in one form, a piece of content in another form should be interspersed.
Through the implementation of these strategies, you will gradually determine your own style and let customers understand what information you can provide them.
(2) What frequency is most appropriate
Some data factors will appear from time to time in social media updates, including industry, resources, content quality, etc. These data may be related to your content. It may be suitable or inconsistent, so the frequency of posting should be adjusted at any time.
The social platform you use must also have its own posting frequency, which means that generally the frequency of posting will achieve the best results. Of course, if the content you post is popular, you can continue to increase the number of posts.
The most suitable posting frequency for Facebook is 5~1() posts per week, for Twitter it is at least 5 posts per day, and for Linkedin it is best to keep one post per day during working days.
3) When is the best time to post?
How to know the best time to post on social media? There are quite a few tools that can help you get the answer. These tools can help monitor how long your followers are online and when they post in the past.
However, some companies that have just started using social media do not have historical posting records, so how to summarize the time pattern? SumAll provides key data for solving this problem. We can clearly know the active times of different social media platforms:
★ Twitter: 13:00-15:00 on weekdays;
★ Facebook:! 13:00 on weekdays ?16:00 and 14:00?17:00;
★ Linkedln: 7:00?8:30 am, 17:00-18:00 pm from Tuesday to Thursday;
< p>★ Instagram: 17:00-18:00 pm on weekdays, 6 pm and 8 pm on Mondays;
★ Tumblr: 19:00-22:00 pm on weekdays and 4 pm on Fridays
★ Pinterest: 14:00-16:00 on weekdays, 20:00-23:00 in the evening () and all weekends;
★ Google+: 9 on weekdays :00?11:00.
Step 5: Continuously accumulate analysis data and conduct repeated testing
Social media sharing can build a complete information exchange circle. As the amount of information you inject into it increases, you The information feedback that can be collected will also increase, and you will gradually have a grasp of suitable posting content, posting time and posting frequency.
So, how to get accurate information feedback? Large-scale social media modules usually provide relevant data analysis. Coupled with further improvements using third-party software, you will get detailed data on clicks, comments, forwards, etc. on posts.
After the data has been compiled through information feedback, how can we use this data to help operate better?
★Set measurement indicators based on data. After a period of accumulation of data on clicks, comments, etc., an average number is calculated. This number is an indicator of your future operations. Of course, the numbers should keep changing as they evolve.
★Continuously make new attempts. You are not sure that the tool you use at the beginning is the best, so you need to constantly try new tools during the operation process. For example, which image format works best? Does zooming in get more clicks or does concentrated stacking have a better effect? You have to try to find a more suitable tool.
This kind of testing is a necessary means to make further development. Compare the test results with the previously set marked data. If the test results have a positive effect, then you can put it into practice. Otherwise, you need to continue. Conduct new tests.
Step 6: Automate updates and maintain interaction with community members
Now enter the final step of social media marketing, which is to establish a system that can automatically update and track results. Enable timely interaction with community members.
An automatic system should be set up for updated content at the beginning, so that it can be automatically and continuously released in the future. Of course, this does not mean that everything will be fine once automation is set up. Subsequent interaction work still requires operations to complete.
The topics on social media are constantly updated, and only by following them in real time can we accurately grasp its pulse. Its importance lies in discovering new potential customers from topic interactions, understanding customer needs and concerns, etc. This is an important link that cannot be ignored.