Focus your customer acquisition strategy on social networks

Social networks are particularly present in the lives of consumers. These platforms are currently used by billions of users around the world. They therefore constitute a suitable space to increase the visibility of your brand.

networks have also affected digital business . They allow you to create a network of contacts and interact with them. If they are used correctly, these platforms are good traffic acquisition levers .

Social networks and social media

A social network is a website whose main purpose is to connect users with each other. To do this, they provide tools and interfaces for interaction , presentation and communication. The terms “social media” and “ social media ” are generally used to refer to the same thing. However, there is a nuance, because social media has a more global reach. Here are the different features corresponding to each family of social media:

• publication: blogs and participatory sites such as Wikipedia;
• sharing: networks of content to be shared by a community ;
• networking: where Internet users connect and interact directly with other users with the aim of expanding their personal or professional networks;
• discussion: discussion forums and instant messaging .

Social media is an important part of social media and is heavily used in both B2B and B2C . The most famous are :

• in B2C: Facebook, YouTube, Instagram, Snapchat;
• in B2B: LinkedIn, Twitter.

Social networks as traffic acquisition levers

Target a wider audience

Social media can help you do organic and paid campaigns , in order to promote your brand to a larger number of people. Note that the publication of quality and regular content optimizes the presence of the company on social networks , thus offering them a greater range.

Finding the right niche

Finding the right niche is crucial to a successful customer acquisition strategy . Each of the social media platforms has their audience. Additionally, knowing your target users and their behaviors helps you better focus your efforts. The fact is that users actively join groups based on their interests, which means you already have a segmented audience .

An engagement stimulator

Your users' opinions on your products are usable information to inform your strategy . Interaction with your audience helps you determine the impact of your business and your message. Moreover, the content generated by users and product presentations stimulate engagement and transform prospects into customers when they understand the value of your brand .

Real credibility

Social networks make it possible to develop credibility . Indeed, by creating quality and engaging content, you will be able to unite and attract a community around your brand . Using the right tools, such as SMO or (Social Media Optimization), you can optimize your visibility and notoriety. Here are some tips to optimize your content for social networks:

• create content to share ;
• simplify sharing ;
• be a resource by providing added value;
• participate in conversations to provide relevant solutions ;
• be innovative by experimenting with new things .

Essential data

Social media generates massive data through comments, hashtags, videos, images, polls, etc. Indeed, this information is essential to obtain strategic angles that allow messages to be personalized .

How to develop a strategy for using social media?

Choose your goals wisely

The first step to create a successful strategy is to determine your goals. Digital Smart Marketing Objectives (specific, measurable, achievable, relevant, temporally defined) aligned with your commercial objectives will constitute fundamental assets.

Get to know your audience

Knowing the profile of your audience will allow you to guide your publications . This way, your content will be more likely to be commented on and shared. This will help you know how to target and encourage your followers to get involved on your social media. Analyzing social media statistics provides essential information.

Evaluate your competitors

Competitive analyzes make it possible to understand your competitors and will give you a precise idea of ​​what is done in your sector of activity and to detect opportunities . In addition, "social listening", or listening to social media, is another way to achieve it. For more efficiency, use a social media management tool to configure listening flows and monitor keywords in real time.

Set up your accounts and improve your profiles

Choose which networks to use and determine a strategy for each network. Assigning a specific mission to each media outlet ensures that you don't lose sight of the objective by becoming too dispersed. You will then need to create profiles or improve existing profiles so that they align with your strategy.

Find inspiration

Take inspiration from companies that succeed in social media strategists . You can also consult the page dedicated to the winners of the Facebook Awards or Shorty Awards to read examples of brands that have succeeded .

However, keep a uniform tone and style , consistent with your brand image, so that your subscribers can easily identify you .

Share quality content , regularly. Planning at the right time is an effective way to get a better impact. Also note that your content calendar must take into account the time spent interacting with your audience. Use a calendar for your daily publications and for your campaigns guarantees a better balance between content. Then you can use programming tools to prepare your messages in advance.

In addition, the analysis tools are offered by all social media to observe the activity of visitors to your website and know which publications attract the most traffic. Use this data to regularly reassess your strategy. Users' questionnaires can also be a great way to measure the success of your strategy.

The social media evolve very quickly. Your digital strategy must be regularly adjusted to keep the course.

Focus your customer acquisition strategy on social networks

Social networks have become an essential channel to acquire new customers. With billions of active users, these platforms offer unique targeting, commitment and conversion opportunities. Here are concrete examples, reliable evidence and proven strategies to optimize your customer acquisition via social networks.

Effective examples and strategies

1. Authentic storytelling (example: glossier)

Glossier, a brand of cosmetics, has built its notoriety thanks to a strategy focused on the content generated by users (UGC) and a community committed to Instagram. By highlighting the real experiences of its customers, the brand has created a strong sense of belonging.

Source: Harvard Business Review - "The Power of Customer Advocacy"

2. Targeted advertisements (example: airbnb)

Airbnb uses user behavior data to customize its advertising campaigns on Facebook and Instagram. By segmenting travelers according to their past research, the platform increases its conversion rates.

Expert cited: Brian Solis , author and specialist in digital transformation, underlines the importance of hyper-personalization in social strategies.

Source: Social Media TODAY - "How Airbnb Leverage Social Ads"

3. Marketing influence (example: Gymshark)

Gymshark exploded by collaborating with fitness micro-influencers on Instagram and Tiktok. These credible partnerships allowed the brand to reach niche and highly committed audiences.

Expert cited: Neal Schaffer , consultant in influence strategy, explains that micro-influencers generate a superior king thanks to their authenticity.

Source: Forbes-"The Rise of Micro-Influancers"

4. Live shopping (example: Sephora)

Sephora adopted live shopping on Facebook and Instagram to demonstrate its products in real time, answer questions and generate instant sales.

Expert quoted: Mari Smith , Facebook marketing expert, says that live streaming strengthens trust and commitment.

Source: Marketing Land - "How Live Video Boosts Sales"

4 types of segmentation to optimize your campaigns

To maximize the efficiency of your acquisition strategy, segment your audience is crucial. Here are four key methods:

(Source: "Marketing Management" by Philip Kotler)

Conclusion

Social networks offer powerful tools for customer acquisition, provided you adopt a targeted and data-driver strategy. By combining storytelling, personalized advertisements, marketing influence and fine segmentation, brands can transform their audiences into loyal customers.

To go further:

• HubSpot - "Social Media Acquisition Strategies"
• Neil Patel - "Advanced Social Media Targeting"

(Names of alternative experts: Ann Handley, Gary Vaynerchuk, Rand Fishkin)