How to avoid 'self-healing' overseas social media marketing? Think about these 3 questions
I worked hard to chase hot spots, and the data is not as good as before. Is chasing hot spots a good method, suitable for all brands? Please red people can bring goods, suitable for all e-commerce? Telling jokes is very humorous, does it suit your brand personality?
In the process of overseas social media marketing, how to avoid "self-healing" marketing?
You need to clarify the following 3 questions:
What are my marketing goals?
Is there an intersection between what my users want to see and what the brand wants to express?
Is my social media content consistent?
01
Clear marketing goals and metrics
Nowadays, overseas social media marketing has become a "standard" for overseas brands, but different brands want to achieve different goals on social media, and the measurement standards are also different.
If your brand wants to build influence through overseas social media, then the number of fans, coverage, interaction and social media voice of the brand’s social page are clear measures.
Through the "social account monitoring" function of Marketing Cloud, you can authorize your company's social account on the same platform, and through the "periodic report" function of Marketing Cloud, you can automatically generate social media including key data such as fans, coverage, and interaction. Operation report.
At the same time, you can also choose to share regular reports with team members or directly to a specific mailbox. By viewing and summarizing the social media marketing effect of a fixed period at any time, it can quickly complete the measurement and monitoring of social media marketing effect.
02
Identify common ground between user preferences and brand expression
When formulating content strategy and planning, overseas social media marketers need to seek common ground in two areas, that is, the intersection between what customers love and what the brand needs to convey.
At this time, you need to use the "Portrait" and "Post Sentiment Analysis" functions of Marketing Cloud.
First of all, "Portrait" can gain insight into loyalty data such as audience interaction time, interaction type, and interaction times. It also provides basic information such as the user's gender, age, country & city, language, and constellation, and supports exporting relevant reports at any time to help Brands can grasp the characteristics and changes of their social media fans and consumers at any time, and dig out the favorite content of target users.
Secondly, "post sentiment analysis" can help you better intuitively measure whether the sent brand content is accepted by fans and target users.
Combining the results obtained from the two and looking for the intersection can effectively guide the brand's next content planning - on the basis of outputting the content that the brand wants users to see, it also delivers the content that users like to see.
03
Keep social media marketing consistent across platforms
We often say that different social media platforms have different characteristics. For example, TikTok needs humorous and lively content; Facebook needs to emphasize the emotional connection between people; and LinkedIn needs more professional content.
But brands should maintain consistency across platforms, even if the content genres or approaches that are applicable to the platforms are different. Because consistency is a unified impression generated by users after they come into contact with a brand on different platforms, only by maintaining consistency will users’ impressions of the brand not be scattered and fragmented.
For example, the industry leader XCMG. On TikTok, it mainly attracts clicks and browsing with its shocking excavator products and cool excavator operations, but it also impresses users with its high-end and leading image.
On Instagram, XCMG mainly shows the natural style of employees and the rich activities of the brand, and also uses exquisite pictures and shocking composition to highlight the leading position of the brand.
Through the cross-platform social account management function of Marketing Cloud, it can help brands achieve one-stop management of the social media matrix composed of Facebook, Twitter, Instagram, LinkedIn, YouTube, VKontakte and TikTok.
Brands can centrally and uniformly manage their overseas social media matrix on the same platform, and can intuitively view the specific performance of brand social accounts on different platforms in the same period, helping brands efficiently and quickly maintain the consistency of brand output on social media platforms .
Epilogue
Valuable brands don’t miss out on social media marketing and do so with purpose. Therefore, on the road of building overseas social media influence, your brand needs to clarify the above three issues at all times, and constantly adjust the content strategy to achieve the best marketing effect that both users and the brand themselves are satisfied with.
If you are interested in the "periodic reports", "post sentiment analysis", "cross-platform social account management" and other functions of Marketing Cloud mentioned in the article, please leave your contact information, and we will arrange someone to contact you.