How to Develop an Effective Social Media Marketing Strategy
Step 1 : Determine your Goals and Objectives
Like any good marketing strategy, Measurable goals and objectives are critical to proving your social media return on investment (ROI). Therefore, first thing you should do is define your goals and objectives.
Firstly, consider the overall purpose of your social media marketing activities. Is it to make an increase in brand awareness, or encourage customer loyalty and retention create sales or generate website traffic?
Choose one or two goals that act as a hold up to your brand’s extensive business goals. Then set yourself SMART (specific, measurable, attainable, relevant and timely) objectives mapped to your Social Media Marketing.
Step 2 : Create a Cross-Functional Team
While the furthest duty for a social media marketing strategy should sit with the marketing team, social media reaches into all corners of an company. Marketers in a whole are great at connecting a brand to an audience, but other issues raised on social media, such as customer service and support, is better supervised by a different department.
Many expert marketers conscribe a cross-functional team, compassed of relevant talent and assets across various departments of an organization to help grow and manage the organization’s social media marketing strategy.
Step 3 : Understand Your Audience
Take for instance you haven’t already developed buyer personas for your other marketing activities, then now is the time. A buyer persona is a detailed profile of your ideal customer. It goes beyond the traditional target market most relevant and provides meaningful awareness into customer behavior and how customers engage on social media.
In Social Media Marketing, the manager explains that the buyer personas notify your social media messaging, and empower you to create highly chosen content addressing your audience’s interests and concerns.
For instance, you really don’t want to target everyone on social media in the 18 to 35 age group if you want to connect with upwardly mobile young technology enthusiasts.
Step 4 : Conduct a social media audit
Interestingly, if your brand has a social media presence already, then it’s time to assess what is and isn’t working. Ask yourself whether you are on the right platforms where you can get access to your target audience.
Review your social media marketing metrics and other relevant data including results of any campaigns and website referral reports. Be sure to also check whether your content is up-to-date and geared towards your brand promise and business goals.
What resources are you currently being used to maintain your social media presence? are they sufficient? And does every social media profile serve a purpose? these are the things to think about.
Step 5 : Look and listen
Hence, as part of the above social media audit, make it as a point of duty to review customer engagement and determine what type of posts your target audience engages with the most. What type of posts have induced negative responses?
You should also look at your competitors to see what social media platforms they use and what they are doing that is attracting the buyers. Choose 4 or 5 of your top competitors and study their content in detail.
Step 6 : Choose your platforms
From the above you should be able to clearly recognize your target social media platforms. It’s worth noting that some platforms suit particular types of businesses better than others. For instance, LinkedIn is a good platform for business-to-business (B2B) marketing, while Pinterest and Instagram are a great fit for gifted industries.
Hence, you may need to set up new platforms or de-commission ones that no longer support your social media marketing goals, or connect with your target audience. At this point you also need to ask yourself about the kind of content you will be producing. For example, if you want to produce mainly visual content, then Instagram is a good choice.
Step 7 : Create a content plan and calendar
The first thing you need to do to market your business on social media is by creating quality content. As part of your social media marketing strategy, you should develop a content plan define the kind of content you will use, when and where you will post, and how often.
You need to create content that provides special value to a special audience. Valuable content is informative, entertaining, or inspirational Aim to have a mix of different types of media, such as user generated images, link posts, info graphics, videos, guides and shared content from other sources.
It’s also a great idea to have a variety of posts with different purposes and calls-to-action, whether they are to inform, entertain, engage or persuade. Dove’s social media content has a common purpose and is heavily focused on getting women to feel truly good about themselves. Also consider paid content options, such as sponsored posts and advertisements on social media.
As part of your content plan, create a schedule or calendar of when you will post on your preferred networks. It’s even better if you can automate the process by scheduling your posts ahead of time and even putting campaigns on repeat. You should determine the best days and times to post on each network and use a scheduling tool such as MavSocial to publish your posts for you.
How to market on social media
- Create quality content
- Create content that people see
- Create content that people like
- Create content that people act on
- Create Content That People Like
Do people like your content?
If people see your content and do not like it, then it has no positive impact on your business. Fortunately, it is fairly easy to determine if people are enjoying your content. All you need to do is look at your posts’ engagement levels. Likes, comments, shares, views, and clicks make up your overall engagement.
You can use analytics to determine which of your posts have the most engagement, and which have the least engagement. Then you can decide to adjust your posts to the style that is gaining the most engagement amongst your target audience.
You should also continue to try new types of posts to see if you can increase your engagement to even higher levels. But ultimately, it’s important to keep a pulse on your social media KPIs. Most social media platforms have native analytics that allows you to view metrics like this without paying for specific software.
Create Content That People See
The second challenge of social media marketing is making sure people actually see your content. So many businesses create content over and over again that people never see. And it’s normally because they do not understand what they are up against.
Here’s what you need to know – there are millions of pieces of content being published every day on social media. Frankly, there’s more content being published than eyeballs to read it.
Social media is a very noisy environment. And algorithms make it even harder to break through to gain visibility on news feeds.
Create Content That People Act On
Likes and followers are cool. But as the old saying goes, if it doesn’t make money, it doesn’t make sense. Fortunately, likes and engagement make a lot of sense. A lot of people dispute this and call engagement metrics “vanity metrics”.
Create Quality Content
The first thing you need to do to market your business on social media is by creating quality content. You need to create content that provides unique value to a specific audience. Valuable content is informative, entertaining, or inspirational.
This could be done by sharing facts, statistics, or other information that may help your audience improve their unique circumstance. For example, a tax accountant might share important tax deadlines to help their audience avoid late penalties.
- Informative Content material
This might be achieved by sharing info, statistics, or different info which will assist your viewers enhance their distinctive circumstance. For instance, a tax accountant may share necessary tax deadlines to assist their viewers keep away from late penalties.
Entertaining content might consist of posts with witty captions, .gifs, or memes. If you want a good example of entertaining content, just take a look at McDonalds.
- Entertaining Content material
Entertaining content material may encompass posts with witty captions, .gifs, or memes. If you would like instance of entertaining content material, simply check out McDonalds.
Inspirational Content material
Inspirational content material may encompass posts that present an finish purpose that your viewers could have. We see this on a regular basis already – particularly with health, vogue, or magnificence companies. As an example, seeing match individuals on social media which may inspire us to work out.
Or a extremely cool outfit worn by your favorite movie star which may inspire us to purchase a brand new outfit. Or a 60-year man or girl that appears like they’re 30-years previous as a result of their pores and skin seems so good. Seeing content material like this may inspire us to attempt a brand new skincare routine.
The underside line right here is that it’s essential create precious content material, which may be both of this stuff – inspirational, informative, or entertaining.
Step 8 – Monitor, Engage, and Analyse
A solid social media marketing strategy needs to incorporate how and when social media accounts will be monitored, and who will be engaging with and responding to comments and questions.
Any questions or feedback, whether positive or negative, need to be responded to professionally and in a timely manner. This is also important to ensure nothing inappropriate is posted by others on your accounts.
You will need to regularly monitor and analyze data, so you can track your performance against your original objectives. Ensure you have all the tracking mechanisms and reporting functions in place, such as Google Analytics, website tracking pixels if relevant, and sales figures.
MavSocial has a built-in social media reporting dashboard with graphical data, engagement statistics, detailed follower insights, top posts and peak times, which makes analysis and reporting much easier.
You will also need to refine your content plan and schedule as needed, and like any marketing activity you should regularly test and measure different types of content and scheduling.