Social Media Strategy For Startups (A Data-Driven Approach)

By December 18, 2018 Blog
How startups can use social media for massive growth_Eko

Confused if social media is the right channel for your startup?

 

Or perhaps worried that your startup does not have that kind of a budget to spend on social channels.

 

In this blog, first, we will show you some industry statistic and then discuss how you can leverage social media to increase your brand visibility and sales. We will also discuss how other Indian startups are using social media.

 

Let’s get you started!

 

 

  1. Why should startups use social media?

 

There are approx 3.2 billion people on social media be it Facebook, Instagram, Twitter or LinkedIn, and this number is increasing rapidly every second.

 

61% of the Indian population use the internet every day

 

Frequency of internet usage in India

(Source: https://blog.hootsuite.com/11-people-join-social-every-second/)

 

In the next 10 years, companies and startups will leverage social media for customer engagement, operations, customer support, and brand building. 

 

According to Statista, India has the highest Facebook user base as compared to other countries in the world.

 

Number of Facebook users_country-wise

(Source: https://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/)

 

ShareChat a Bangalore-based startup is the desi social media channel that is growing at a fast pace and has a customer base of 30 million users and can be used in 14 Indian languages as mentioned by BBC News.

 

As per the news report provided by Twitter Inc, its daily active user base is 326 million. As per the latest news, the number of members in LinkedIn is 562 million out of which more than 50 million users are Indian.

 

Out of all the social media channels, the most interesting growth is seen on Instagram. The Instagram user base is growing by 5% per quarter and has already reached 1 Billion monthly active users in June 2018.

 

Compared to Instagram, Facebook’s monthly count grew by 3.14% and Snapchat’s daily user count grew by 2.13%.

 

Instagram Data

(Source: https://techcrunch.com/2018/06/20/instagram-1-billion-users/)

 

Today, social media is one of the efficient and cost-effective channels for startups who are strict on their budget and want to create brand awareness instantly.

 

You might be thinking that social media is not the place where your customers hang out the most, believe me, many companies still think the same but the data speaks otherwise.

 

In order to get your grip on the social media channels, your content should not be just like any other content out there. It has to be different and speak directly to your target audience.

 

More than 3.2 billion images are shared each day on social media out of which written articles (27%), videos (26%) and images (24%) are the most engaging posts as per the survey conducted by Clutch.

 

90% of the consumers say that watching a product video helps them make better purchase decisions and 64% of the consumers mostly buy the product online after watching a video about it as per the report by HubSpot.

 

Did you know?

Humans have the ability to recollect 65% of the visuals three days after watching it.

 

 

Tools to create social media graphics

 

While creating visuals try to avoid stocks images as it has crowded the internet like hell and does not look genuine.

 

Instead, create something of your own.

 

If you are a small startup and cannot afford a graphic designer go with free social media designing tools like Canva, Snappa or Adobe Spark. They have a number of templates and you can start designing within seconds.

 

(Of course, you will have to register at these sites first. Don’t worry, they won’t ask for your credit card details while signing up.)

 

To be frank, I am not a graphic designer but these tools are so handy that I do not have to start from scratch, I can design attractive images easily.

 

Alternatively, if you feel you can not invest your time creating graphics check out how to use stock images here.

 

 

 

 

  1. Most efficient social media channel for your startup

 

As of October 2018, Facebook has the most active users base. There are more than 80 million SME business pages on Facebook out of which 6 million startups use Facebook for advertisements.  (These companies are both B2B and B2C).  

 

Though Facebook tops the list on social media, companies also use Twitter, LinkedIn, and Instagram to advertise and engage with their audience.

 

most popular social network worldwide

(Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/)

 

According to a recent survey conducted by PwC on consumer habits, when asked where they go to buy products online, 37% of the consumer said social media and 34% said retail websites.

 

Consumers want to know what their peers think about the product/services/brands before they go for a purchase. They want to receive promotional offers and engage with the ads relevant to them on social media.

 

The below data shows category wise purchase decision of consumers on social media. Food and Drink category has the highest influence on the purchase decision of the consumers, followed by gifts, fashion and so on.

 

 

data showing image and content influence purchase decision

(Source: https://wearesocial.com/blog/2018/11/how-social-media-inspiration-will-drive-sales-this-christmas)

 

 

Facebook is the most affordable channel even for startups to promote their business. Apart from cost, 30% of the marketers feel that Facebook gives them the highest ROI followed by Instagram, YouTube, and Twitter.

 

If you look at the data of our Facebook post, without promoting we received a good amount of organic traffic on the testimonial video of our customer:

 

Data of Facebook post_Eko

 

 

And with Boost Post (paid) we received  

 

 

Facebook boost post_Eko

 

 

In short, Facebook gives you a wide range of options to target your customers at the minimum possible budget.

 

To learn about Facebook marketing read the guide here.

 

You must be thinking which social media channel will work for me?

 

There is no specific answer to that. The channel where your target audience spends more time is where you should be present.

 

Although the data shows Facebook is the most widely used channel for business, it’s best to test other channels as well and measure the results.

 

Did you know?

On an average people spend 35 minutes on Facebook every day.

 

 

  1. How startups can increase their fan base and engage with them?

 

Until now we were discussing numbers as to what data says about social media and those numbers were astonishing. But when we start doing actual campaigns it’s a lot tough to grab audience attention and make them like your post/page, comment on it and share it.

 

As we discussed above the most engaging content on social media are visuals and videos. And if you remember more than 3.2 Billion images get shared on social media daily. Channels are already very crowded and noisy.

 

To stand out you need to do something unique and out of ordinary to grab your audience attention.

 

Let’s discuss what all you can do to increase your fan base and engage with them:

 

 

  • Know your audience pain points: The first rule of social media marketing is to know the pain point of your audience. Check Quora or Reddit to understand what kind of questions the audience asks. You can also ask your existing customers problems they face or conduct a survey to know the difficulties of your customers. Based on those questions you can create a content that solves your customer pain point and share it on social media to attract prospects.

For example, when buying a product online, we feel insecure to pay because we are unable to test, touch and feel the product. To solve this, companies have return policies and money back guarantee in place, that gives some security to us. Peak Pilates, went an extra mile to create a one-minute product video that gives their customers an idea on what they can expect from an exercise equipment. This increases the level of trust and differentiates them from their competitors. 

 

  • Create visual stuff: Visual here means videos, images, and infographics. Today, 1 in every 5 Facebook videos are a live broadcast. People prefer consuming content on the go. Write a blog, create explainer and product videos, tutorial videos, conduct live broadcast, or webinars to address their problem and provide a solution. But make sure your video is no longer than 2 minutes or you will lose your audience attention.

Long videos don’t work on Facebook anymore. Social Media Examiner CEO and Founder, Michael Stelzner said only 4 to 6 individuals are watching 50% of the video longer than 2 minutes on Facebook. Watch the whole video here:

 


 

 

  • Use Hashtags: Identify popular hashtags to attract the relevant audience or develop a brand-specific hashtag that people can relate to. For example, McDonald’s has created its unique hashtag #imlovinit. People relate to it and use it in their real life (especially posting on Twitter or Instagram after having an amazing burger).

 

McDonalds Hashtag

 

  • Spy on your competitor: It’s always good to keep an eye on your competitor’s social media pages. What kind of posts their audience are engaging with, which content has given them most likes, comments, and shares. You can use your competitors’ social media strategy and develop content around those topics and grab attention.
  • Create a content calendar: Once you have your content in place prepare a content calendar and follow it consistently. It’s best to choose the time and day when you will be sharing the content with your audience and stick to it.  Don’t leave your audience wondering when they will see the next post from you. After posting, always ask your audience to like, comment and share your post.  
  • Stay active on social media:  Always respond to your audience on social media. It shows that you care for your customers and you are always there for them. In fact, 59% of Americans believe that their queries get solved faster and its easier to communicate with the company on social media than on customer support portals.

 

Check out this 2-minute video by Neil Patel to get an insight into how you can increase your fan base on Facebook:

 

 

 

 

  1. How to leverage social media to generate leads?

 

In order to generate leads from social media, you need to have a specific landing page for that post. According to HubSpot companies with more than 40 landing pages have a better conversion rate.

 

For startups, this may be a difficult number to achieve in the starting, but it’s not impossible. For starters, you can ask your developer to create one landing page and tweak it from time to time and measure the results.

 

If you are new to the landing page design read this post.

 

For example, Suppose you are hosting a webinar and would like your audience to register for the same. Running a social media campaign without a landing page is not advisable.

 

Before you run a campaign make sure your landing page is ready with all the necessary details like:

 

  • Start Time, End Time and Date
  • Contact Form
  • Topic and what they will learn
  • Who will be the host
  • Who all are the speakers and what’s there profile

 

The landing page gives clarity to the audience as to what the webinar is all about and the chances of your audience filling the form increases.

 

Though the length of a landing page is debatable, data says, longer landing page increase the chance of conversion rate by 220%.

 

It all depends on the hit and trial method. For some companies, long landing page works for others short one does. You can always test which one works for you.

 

Always remember to add a link back to your website wherever you wish to generate a lead, increase subscription or sales from your social media post.

 

A post from Eko that helps generate leads from Twitter, LinkedIn or Facebook:

 

Twitter Post_Eko

 

 

If someone wants to become our API Partner, it takes them to our landing page where they can fill their details.

 

 

Eko landing page

 

 

 

Did you know?

Sharing user-generated content increases the chance of conversion rate by up to 4.5%.

 

 

  1. Social Media strategies you can learn from these 5 Indian startups

 

Freecharge

To create brand awareness and buzz around social media Freecharge went for growth hacking marketing strategy. They focused on the key elements like:

  • Building a personality for their startup before jumping on the social media
  • Generated content that people can relate to
  • Focused on turn around time to respond to their customers.  

(Source: Social Samosa)

 

FreshMenu

The food startup FreshMenu mainly focus on content marketing strategy. Their content marketing does not generate sales directly through the content but gradually builds trust and brand image in the mind of the consumers. To expand their content marketing strategy this food-tech startup rolled out a magazine that educates and delights the customers with respect to everything about food.

(Source: exchange4media, buzzincontent)

 

Ola Cabs

Ola Cabs expanded its business by running Facebook ad campaigns. As mentioned earlier Facebook gives you multiple options to target your audience. Leveraging the features of Facebook,  Ola focused on targeting customers above 21 years and used gender wise, location wise and age wise targeting. It also segmented people based on whether they access Facebook on mobile or laptop.

(Source: DigitalVidya)

 

BYJU’S

An Edutech startup Byju’s started in 2011 with online video-based CAT classes. Their brand awareness happened through word of mouth. Since their target segment is students they started with TV commercials and saw that 75% of their app downloads happened outside metro cities. They use TV to advertise their app and once students download the app they then target parents through print ads. Recently Byju’s has deployed Feet-on-Street model where salespeople go door to door and give the demo of the product in places where social media is still expanding.

 

But that does not mean Byju’s is not at all active on social media. Statistics show that Byju’s occupies the topmost position in terms of most efficient brands and received 9.1 million engagement on its social media posts in 2017.

 

top 10 most efficient brands

(Source: VAIZLE, afaqs, Economic Times)

 

Grofers

Facebook and Twitter are the major social media channel for Grofers. They run different offers from time to time that is time-bound and hence creates urgency among the audience. Their target segment is the working population who have insufficient time to go for household shopping. It also started advertising on TV  to increase brand visibility.

(Source: MARKETING91)

 

Did you know?

As per YOURSTORY, Indian startups share 3 posts per day on their social media channels.

 

 

Over To You

 

Product and services are different for different companies and so is their social media strategy, as we saw above. A social media strategy that works for one company may not work for others. You will have to figure out what type of content works best for your target segment. If you do not know how to start, check out the social media pages of your competitors. It will give you an idea on the type of content your audience consumes.

 

What kind of content has worked for you in the past? Do share it in the comment below.

 

Cheers!

Join the discussion 25 Comments

  • Great, I really like it! Youre awesome

  • LesApajox says:

    Cheap Prevacid Real Levaquin Ups With Free Shipping Store New Hampshire Keflex 500mg 3 Times A Day viagra Buy Levothyroxine 50mcg Mastercard Amoxicilina Next Day Delivery Canadian Pharms

  • Divya says:

    I am not good at social media stuff but your blog will help me a lot for my business growth, Thanks for sharing information.

  • ujjwal vaish says:

    your post is so amazing and informative.you are always write your in the meaningful and explaining way.
    benefits of pomegranate

  • AustAmins says:

    Cephalexin Indications Io Col Viagra Mi Calmo cheap cialis Analyse Du Clomid

  • AustAmins says:

    Kamagra In Svizzera Cheap Propecia Usa viagra Propecia Hair Thickening

  • Dr. Med says:

    Sell/sale your kidney urgently in India Urgently for a handsome amount in Tamil Nadu,Bangalore, Mumbai,Andhra Pradesh etc ( DOCTOR MED SASCHA FLOHE) WE NEED ONLY 100% SERIOUS KIDNEY DONORS B+ve , O+v and A+ve AND WE WILL OFFER YOU A TOTAL AMOUNT FOR YOUR 1 KIDNEY DONATION IN INDIA RUPEE 3 CORE ADVANCE 1 CORE 50LAKH AND BALANCE AFTER SURGERY 1 CORE 50LAKH INCLUDING FREE FLIGHT TICKET ,VISA AND MEDICAL TREATMENT IS OUR RESPONSIBILITY, CONTACT US NOW TO SELL YOUR ORGAN FOR MONEY plus 919643351334 also in WhatsApp

  • Rita says:

    My life has change with my relationship am so happy I met Dr Williams a spell caster for five year I lost my relationship with my husband when I met Dr Williams online I explain my problem to him he gave me 5 days today am happy with my family with much love all appreciation goes to Dr Williams if you are having relationship issue please contact Dr Williams on his phone number. He will transfer your life.+918582930094 and visa Email;doctorwilliamspellcaster@yahoo.com

    HE ALSO SPECIALIZES ON THE FOLLOWING PROBLEMS
    (1) If you want your ex back.
    (2) To cure HIV/AID or related illness
    (3) You want to be promoted in your office.
    (4) You want women/men to run after you.
    (5) If you want a child.
    (6) Are you a contractor and you want to win contracts
    (7) You want to tie your husband/wife to be your forever
    (8) If you need help spiritually.
    (9) How you been scammed and you want to recover you lost money.
    (10)Stop Divorce
    (11)Invoking of Money Ritual
    (12)Win Elections

  • Bijender says:

    I want to thank an awesome Apollo Hospital in the person of Dr. med Sascha Flohe, who has made my family and i proud in trust and urgency, he bought off one of my kidneys for his patient with awesome amount of 3 crore, i came across his message on the internet in public view by one Andy, Michel, Lopez and Kumar, I thank him and to tell you too. So if you are interested of selling your k1dney, kindly Contact him on this no. plus 919643351334 also in WhatsApp

  • juliet says:

    I am JULIET from usa.I never believe in spells and magic until I experienced one some times ago and it
    really worked for me. I was in love with this guy and he is in love with me too for 3years and we making preparations to get married but to my surprise,he parents didn’t want his hand in the marriage because of the religion difference. I was about loosing my man to another lady under the influence of his parents until I met a spell caster on net that claimed he can help me out.He helped me cast a very strong spell that helped change his parents mind and i noticed also that my man love for me has greatly increased. We are happily married now with kids. People with similar problems can contact the spell caster on doctorwilliamspellcaster@yahoo.com and also whatsapp number +918582930094 (BEST REGARD TO DR WILLIAM)
    He cast spells for different purposes like

    1. Custom Spells
    2.Love Spells
    3.Attraction Spells
    4.Money Spells
    5.Business/Career Spells
    6.Feel Sexyer Spells
    7.Commitment Spells
    8.Marriage Spells
    9.Hex Removal Spells
    10. Lucky Spells
    11.Miracle Spells
    12.Charmed Spells
    13.Family Spells
    14.Meditaion
    15.Kabbalah
    16. I-Ching
    17.Voodoo Dolls
    18.Hoodoo Spells
    19.Forget Me Spells
    20.Evil Eye Spells
    21.Kissing Spell
    22.Venus Spell
    23.Make An Enemy Move Away Spell
    24.Aura Cleansing
    25.Sand Healing
    26.Crystal Healing
    27.I Want Him/Her Back Spells
    28.Beauty Spells

  • poornima karkera says:

    Testimony on how i sold my kidney. I”m Poornima Karkera by name. I live in Delhi,{India} i want to use this medium to alert everyone who want to sell his/her kidney to be very careful because there are scammers everywhere.Few months ago I was financially strained, and due to my desperation I was scammed by several online kidney hospital clinics. I had almost lost hope until a friend of mine referred me to a very reliable Hospital called APOLLO HOSPITA where i finally got a secured amount for the selling of my kidney of 3 crore under hours without any stress. If you are in need of where to sell your kidney just contact them now via {apollohospital179@gmail.com} and Whatsapp plus plus 919643351334} I”m using this medium to alert everyone who want to sell his/her kidney because of the hell I passed through in the hands of those fraudulent Hospitals. And I don”t wish even my enemy to pass through such hell that I passed through in the hands of those fraudulent online Clinic, i will also want you to help me pass this information to others who are also in need and looking for where to sell their kidney for money once you have also receive your payment from APOLLO HOSPITAl , i pray that God should bless them and give them more Grace to help us all.

  • Dr. Prakash Rai says:

    Attention:

    Hosmat Hospital is urgently in need for kidney donors with awarded amount of ( 4 CRORE ) Interested person should kindly contact us and you will be highly rewarded
    with this amount. Whats-app No +918722911436

    Our Email: hosmathospital7@gmail.com
    Dr. Prakash Rai
    Whats-app No +918722911436

  • Smith says:

    do you need money urgently,and want to sell your kidney,hurry now fortis hospital need kidney donors each donor will get 2crore contact us on +917085799740 ,email fortishospital72@gmail.com

  • AustAmins says:

    Buy Seasonique Without A Prescription Prezzo Viagra Cialis Levitra Buy Generic Doxycycline Online cialis 5mg best price Cialis Online Venta

  • Dr. Mark says:

    Do you want to sell your kidney for 10 Croce INR. Urgent donors needed by Columbia Asia Hospital. Contact Dr. Mark on columbiaasiahospital8@gmail.com for more details.

    Best 9791950646 Regards:
    Dr. Mark
    Columbia Asia Hospital
    WhatsApp: +91-9791950646

  • Dr Eugene Curry says:

    Do you mean to donate your organ and we have five serious patients who urgently want to buy your kidney now because we are fast in payment within 24hours and please note we offer you $600,000USD only. I am Dr. Eugene Curry Medantabhospital India, add me up on Whatsapp number immediately +919740852105 Or +918123924808. we are the original hospital here to help you with good cash to do anything you wish, Contact us immediately please stop wasting your time with wrong hospital if you are interested in donating your organ. Contact medantahospital1@gmail.com

  • Dr Eugene Curry says:

    Do you mean to donate your organ and we have five serious patients who urgently want to buy your kidney now because we are fast in payment within 24hours and please note we offer you $600,000USD only. I am Dr. Eugene Curry Medantabhospital India, add me up on Whatsapp number immediately +919740852105 Or +918123924808. we are the original hospital here to help you with good cash to do anything you wish, Contact us immediately please stop wasting your time with wrong hospital if you are interested in donating your organ. Contact medantahospital1@gmail.com
    .

  • Dr Eugene Curry says:

    Do you mean to donate your organ and we have five serious patients who urgently want to buy your kidney now because we are fast in payment within 24hours and please note we offer you $600,000USD only. I am Dr. Eugene Curry Medantabhospital India, add me up on Whatsapp number immediately +919740852105 Or +918123924808. we are the original hospital here to help you with good cash to do anything you wish, Contact us immediately please stop wasting your time with wrong hospital if you are interested in donating your organ. Contact medantahospital1@gmail.com

  • AustAmins says:

    Cephalexin Sulfa Drug Jelly Kamagra Sildenafil Citrate On Line Tab Provera For Sale Direct tadalafil cialis from india Levitra Curativo Cialis Viagra Comparatif Can A Dog Take Amoxicillin

  • DR Pramod says:

    Kidney donor are needed A+, B+, O+, blood group donors between the age
    of 19 to 65.Whats-app Dr.Pramod +917349303221 or pramodtransplant7@gmail.com

  • DR Pramod says:

    Do you want to sell your kidney in amount of 1Crore 50lakhs INR. Urgent donors are needed by Manipal Hospital.

    Whatsapp Number… +917349303221
    EMAIL… pramodtransplant7@gmail.com

  • AustAmins says:

    Cialis 10 Mg Medicament Purchase Levothyroxine 125mcg Cheapeast Dutasteride Best Website In Germany Pharmacy buy viagra Generic Viagra Side Effects Viagro Buy Kamagra Super Active

  • Dr. Thomas E. Cox, MD says:

    Global Hospital. we are looking for kidney donation, and you will be offer the amount of 3 crore without any stress, So if you are ready to sell your kidney, this is your opportunity for you to sell your kidney. Contact this whatsApp +918296078842. Email: globalkidneyhospital@gmail.com

  • AustAmins says:

    Priligy Epilessia Want To Buy Discount Macrobid Secure In Germany vardenafil 20 mg.no prescription Remove Pink Amoxicillin Stain From Clothes Viagra With Dapoxetine Reviews Amoxicillin Crohn’S

  • AustAmins says:

    Levitra Long Term Effects Trimox 500mg Safe Priligy Sans Ordonance generic viagra Finasteride And Propecia Buy Trichozole Without Prescription Priligy Costo En Mexico

Leave a Reply

shares
Bitnami