A social media marketing strategy is a summary of everything you plan to do and hope to accomplish on social media. It guides your actions and lets you know if you are succeeding or not. Every post, reply, like and comment must have a purpose.
Set social media marketing goals that align with business goals
The first step in creating a winning strategy is to set your goals and objectives. Without goals, you have no way of measuring success or return on investment (ROI). Each of your goals should be:
Be sure to align your social media goals with your overall marketing strategy. This will make it easier for you to show the value of your work and get executive involvement and investment. Start developing your social media marketing plan by writing at least three goals for social media.
Learn everything you can about your audience
Knowing who your target audience is and what they want to see on social media is key to creating content you like, comment on, and share. It is also essential if you want to convert social media followers into customers for your business. Social media analytics can also provide a ton of valuable insight into who your followers are, where they live, what languages they speak, and how they engage with your brand on social media. These ideas allow you to refine your strategy and better target your social ads.
Research the competition
Chances are, your competitors are already using social media, and that means you can learn from what they’re already doing. A competitive analysis allows you to understand who the competition is and what they are doing well (and not so well). This analysis will also help you spot opportunities. Social listening is another way to monitor competition. As you keep track of competitor accounts and relevant industry keywords, you may notice changes in the way these channels are used.
Perform a social media audit
If you are already using social media tools, you should step back and see what you have already done and accomplished. Once you gather all this information in one place, you will have a good starting point to plan how to improve your results. Your audit should give you a clear idea of the purpose of each of your social accounts. If the purpose of an account is unclear, think about whether it is worth keeping.
Set up accounts and improve existing profiles
When you decide which social channels to use, you will also need to define your strategy for each network. It is a good exercise to create mission statements for each network. These one-sentence statements will help you focus on a very specific goal for each account on each social network. Once you’ve decided which networks to focus on, it’s time to create your profiles or improve existing profiles to align with your strategic plan. Use keywords that people will use to search your company. Use images that are the correct size for each network Don’t let this list overwhelm you. Remember, it is better to use fewer channels than to stretch to try to maintain a presence on each network.
While it’s important that your brand be unique, you can still draw inspiration from other companies that are great on social media. You can also check out the winners of the Facebook Awards or The Shorty Awards for examples of brands that are at the top of their social media game. Consumers can also offer inspiration on social media. If you have existing social channels, you can also ask your existing followers what they want from you. Just be sure to follow up and deliver what they ask for.
Create a social media content calendar
Sharing great content is essential, of course, but it’s just as important to have a plan for when to share content for maximum impact. Your social media content calendar lists the dates and times when you will post content types on each channel. Make sure your calendar reflects the mission statement you’ve assigned to each social profile so that everything! Once you’ve set up your calendar, use scheduling or bulk scheduling tools to prepare your message in advance instead of constantly updating it throughout the day. . This allows you to create the language and format of your posts instead of writing them on the go whenever you have time.
Test, evaluate and adjust your strategy
As you begin to implement your plan and track your results, some strategies may not work as well as you had anticipated, while others work even better than expected. Once this data starts coming in, use it to reevaluate your strategy regularly. Surveys can also be a great way to find out how well your strategy is working. Ask your followers, your email list and website visitors if it meets their needs and expectations, and what they would like to see more of. Then be sure to deliver what they tell you.