When it comes to digital marketing, social media is here to stay. Here’s our four-step guide to using social media for the robotics industry
The main news
- Having a documented strategy is key to reaping the benefits of social media marketing.
- Define your audience and set realistic goals for social media campaigns.
- Set metrics and use data to constantly adjust your long-term strategy.
Demand for high-performance robotic systems is constantly growing and shows no signs of slowing down. in fact, A new tool predicts the digest The robotics market in the material-handling-equipment sector is expected to grow more than 8 percent to reach $20 billion by 2024. Social media has huge potential for the robotics industry – if used properly.
In our work with clients across various verticals in the supply chain, including robotics, we frequently hear that they are skeptical about the potential of B2B social media use. While social media management requires time and resources, robotics companies should definitely be reaping the benefits of social media marketing.
Read on for tips on how to create a strategy and use social media for the robotics industry.
4 steps to developing a social media strategy for the robotics industry
1) Define your audience.
One of the keys to a successful social media marketing campaign for supply chain companies is a clearly documented strategy. A big part of that is defining your target audience. Chances are, you already have some target buyer personas. Keep these brains in mind when creating your social media strategy.
What are the unique needs and challenges your audience faces? Where do you go for information online? What is their goal? What are they worth to you? The more you can ask and answer about your audience, the better positioned you are to create a strong and effective social media strategy.
2) Determine your goals.
Next, consider what your goals are on social media. You’d be surprised how often this step is skipped. Marketers are often pressed for time or resources and think of social media marketing as a goal in itself, rather than defining specific, measurable objectives for their social media campaigns.
When it comes to social media for the robotics industry, common goals often include increasing brand awareness and authority, generating leads, or establishing thought leadership. But before you start a social media strategy, consider what your company needs to achieve.
3) Define your metrics.
One of the best things about setting written goals for your social media strategy is that it helps you define what metrics you need to use to track your progress toward those goals. Measuring social media ROI is no easy task, but there are many tools and strategies that can help. Your complete list of metrics depends on your goals, and robotics companies should track at least these four metrics:
- Where does the traffic come from?
- Income from posts
- Visitor behavior on your site
- Social media conversions
In addition to the analytics tools offered by social media platforms like Facebook, Twitter, Instagram, and LinkedIn, Google Analytics gives you a bird’s-eye view of your social media efforts and drill down into the metrics that matter most to you. . For more, check out our guide to getting the most from Google Analytics.
4) Choose your platforms.
Not all social media platforms are created equal. When it comes time to choose your social media platforms and create a strategy for each, it’s important for robotics companies to consider where their audience spends their time online (see Step 1).
When determining which social media channels are right for your company, keep in mind that the characteristics of each platform should inform what content you should post and how often. For example, Twitter lends itself to short, pithy content or links and frequent posting, while a visual platform like Instagram only requires 1-2 posts per day.
Moving forward: Using your metrics to be efficient
Once your strategy is established, you can simply put it in place, start posting content and forget about it, right? Error. Effective use of social media for the robotics industry requires continuous evaluation and adaptation.
If you define the right metrics to track, the data you collect should help you determine where your efforts are succeeding and where your methods need to be adjusted. As you refine your strategy and learn the needs and preferences of your target audience, you’ll find that social media is an extremely effective tool for capturing leads, expanding your brand, and building your reputation.