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Developing a social media strategy can be burdensome for many businesses. With so many channels available, it can be challenging to keep up with and incorporate their new features into your plan.
It’s even more difficult if you don’t have access to a full-time team of social media specialists. But the reality is that your ability to succeed hinges on having a clear and straightforward plan that fits your available resources and objectives.
By the end of this article, you’ll learn how to design a social media strategy that will improve traffic and alleviate the intense feeling you get when you visit Twitter or Instagram. Let’s, for now, move toward the steps you need to do for an effective social media campaign strategy.
Audit your current social media accounts
“Without proper self-evaluation, failure is inevitable.” – John Wooden
Take a moment to assess your current situation before developing a plan for where you want to go. When reviewing the social media presence of your company, a few things to keep in mind are:
- What platforms are you currently using?
- Your social accounts, are they optimized? (photos and cover images, bio, etc.)
- Which networks now provide you with immense value?
- How do your profiles stack up against those of your competitors?
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Write down who your real customer is
Even the best marketers will struggle if they start marketing to the wrong audience for their product. Therefore, figuring out who your ideal client is can help you get far better results. For example, it would be okay if your targeted customer is parents for outdoor activities. However, if you can identify a parent who works outside, lives in the United States, earns more than $70,000, and is also interested in outdoor activities. That will increase your success rate. To create a highly targeted buyer persona, you need to get answers to the following:
- Location
- Age
- Job Title
- Income
- Pain-points
- Active on which social media channels
Create a social media mission statement
Your brand must have a social media mission statement. This statement will clarify how and why you intend to use social media. For instance, “to use social media channels to educate present and new clients about football.” could make it clear to everyone working on social media for you. For what reason you’re preparing this strategy?
Identify KPIs
How will you assess the success of your social media marketing efforts? We’re also referring to making money—not just collecting more followers. Investing time and money in something that doesn’t increase the bottom line is difficult to justify.
A few metrics you should consider are:
- Conversion Rate
- Reach
- Bounce rate
- Engagements through likes & comments
- Brand Mentions
- Sentiment
- Total Shares
Create and share engaging content
You have prepared a social media mission statement and are aware of who your ideal customer is. With this knowledge in hand, you should find it simple to start curating and creating content. What, then, actually qualifies as content? Before you start creating valuable content, you must know different types of content. Some of these are:
- Images
- Videos
- Blog Posts
- Company News
- Infographics
- eBooks
- Interviews
There are countless possibilities for content, but you should limit your focus to styles that suit your skill set and mission statement. Since content is what drives social media, you must prioritize producing high-quality, engaging content.
Make a content calendar specifying how frequently, which themes, and when you will post to each network.
Use social media management tools.
The secret of most marketers is that they use tools to increase their productivity. Employing a social media management tool makes it simple to grow your efforts. One of the key advantages is the ability to plan ahead and schedule postings.
Track, analyze, and optimize
“No data is clean, but most are useful.” – Dean Abbott
Even the most successful social media marketers can make errors. Therefore, every prior step should be reassessed once you’ve had some time to consider the outcomes. Let the data be your guide. Consider doubling down if data indicates that Facebook or Twitter are your most productive channels.
A successful social media strategy is not static. It is always a work in progress and is updated as required. So go forth, plan your approach, and refine it as your business expands.
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