Social media is one of the most popular marketing platforms today. It’s easy to use and doesn’t require you to spend a lot of money on marketing your products and services. However, it doesn’t mean that there aren’t any challenges.
Due to the popularity of social media around the world, there is a lot of competition in it. Plus, there are so many websites that it can be difficult to pick the most suitable ones for your business. In other words, if you are just starting out, then you can’t expect good results from your campaigns unless you have a watertight strategy. In case you don’t have one, then you have come to the right place!
To create a solid social media marketing strategy, just follow these steps:
1) Set Your Goals
The first question that you must ask yourself when you start working on your social media strategy is: “what do I want out of my efforts?”. The answer will help you set clear and attainable goals.
Some good social media goals that you can consider include:
- Building a brand: Social media is an excellent platform for building powerful brands. By sticking to a particular theme, tone, and mission statement in your social media content, you can build a unique brand over time without any problem.
- Boosting sales: You can find most of your target demographic on social media. By connecting to your leads successfully, you can nudge them toward becoming paying customers. You can also create “shareable” content so that they spread your brand’s name among their friends for increased sales.
- Increasing engagement: You can’t miss out on engaging with your customers on social media as 90% of businesses are estimated to be using social media for customer service by 2020. If your customers won’t find you on social media platforms, it can make it easier to be attracted to other brands that are more active.
So, bottom line- create your goals, but also make sure they are realistic and have a timeline. Your goals will prevent you from deviating from your path.
2) Understand Your Audience
Unless you have a clear idea of what your target audience comprises of, you can’t create the most effective social media strategy. This is because everything depends on your leads and customers- their age, sex, location, interests, etc.
To take an example, let’s say that you are a video games reseller who sells a massive range of games on all the major platforms at highly competitive prices in a particular country. This means that your target audience is predominantly male, in the age group 18-35, and based in your country only (assuming you are not offering international shipping). This information can help you a lot in creating the right type of content for your social media campaigns. You would want to choose a fun and laid-back tone for the content, run contests for free goodies (video games or accessories) frequently, and publish blog posts that cover the latest news in the video game industry (upcoming new games, industry trends, etc.).
Apart from the identification of your target demographic, you should also learn how to find your customers on social media. This is because there are various types of social media platforms, and you will find that certain types of users prefer certain types of platforms. For instance, research has found that Twitter is largely used by US adults who have some kind of college education and a high income. On the other hand, Facebook has users of all income groups. These details can help you pick the right platforms for your marketing endeavors.
3) Find a Good Social Media Management Platform
Creating new content and publishing it on your various social media accounts every day, manually is an ineffective way to go about the process. What you need is any of the top social media management tools that fit your requirements and budget.
Social media management tools are special programs (usually web-based) that allow you to manage all your social media accounts under one roof. They equip you with advanced analytics tools that allow you to monitor your campaigns closely and see the performance of every individual status update, video, and image shared by you on multiple platforms. Some other big reasons why you should use these tools are:
- To management customer relationships
- To make team collaboration easier and more efficient
- To monitor important keywords
- To create a social editorial calendar and schedule content publishing in advance
4) Create and Share Engaging Content
Social marketing is all about sharing high-quality content that’s either interesting or informative. And you have to do this on a daily basis, although you can schedule the posts for up to a month or more with a social media management tool. However, make sure that you apply a humanized approach to your social media strategy. This is because people are attracted to brands easily and much more strongly when they feel an emotional connection. So, make sure that your content is not just appealing but also helping in consumer engagement.
The following are some of the most popular and engaging forms of content that you can use:
- Blog Posts
You can also connect to your target demographic and reach wider markets by hosting fun contests and webinars, etc.
5) Track, Learn, and Adapt
Now that you have put a system in place, it’s time to launch and monitor your campaigns. You should also record the observations to make appropriate changes. In all of this, your choice of social media management tool will be of huge help.
There are many metrics that you can track to see what type of content is working better than others. For instance, you can compare the different tones of content that you are using (casual and formal), the timings at which you publish the content, and important numbers including the number of likes, comments, retweets, etc.
Social media marketing is a volatile space. What’s working today may not work tomorrow. The top platforms like Facebook and Twitter are also adding new features from time to time which means you must adapt accordingly.
By keeping an eye on your social media campaigns and comparing the performance with your targets, you can make changes in your strategy and ensure that your efforts pay off. Since the whole process usually involves a lot of trial and error, don’t lose heart if you don’t get the results you want in the first few weeks. Just take your time, learn as much as possible about the domain, and you will get on track eventually. Good luck!