A social media strategy can help you give your brand a marketing direction on social media and improve performance. When working with a new brand or a product, there are ten things that I work on while defining a social media strategy. Here is the list below:
Before you go ahead and start planning what you would like to do on social media, you need to have an objective. State what you would want to achieve through your marketing efforts. The objective or mission statement can be broad, and it should define what you would like to achieve upon implementing the strategy. Some examples – To raise awareness about your brand, To generate new leads or To direct more traffic to your website.
Your goals should outline exactly how you plan to complete your defined mission.
Start by listing the steps that you need to take to achieve your mission. You’ll need three or four steps that are ‘SMART’ – specific, measurable, achievable, realistic and time-sensitive.
For example, if your mission is to get more people to learn about the culture of your brand, one of your goals could be to increase the reach of your Facebook videos to 2 000 views per post within the next six months.
Targeted marketing helps you to reach out to those who care about your brand and/or products. Additionally, you also lower your cost per acquisition. A simple way to identify your audience is to create buyer personas. These are fictional characters that have the same traits as your typical clients.
Look at what your biggest competitor is doing on social media. Which platforms are they using and how are they reaching to their target audience. Having done your research, you are now armed with adequate information to start differentiating your brand from others.
This is also an opportunity to learn from your competitor’s mistakes. For example, if your competitor’s content seems too serious or light-hearted, you can avoid falling into the same trap while planning your content.
Each social media platform serve a different purpose. You need to find the right fit for your brand. You’ll need to think about the platforms that your target audience, set out in your buyer personas, are using.
List the social media platforms that you want to use for your social media marketing. Then look at the analytics and audience insights on each platform to see which ones your target market prefers. Search the social media platforms using the hashtags that are relevant to your brand. Opt for those social media platforms that seem to have more conversations related to your products or services.
Once you have identified the social media platforms you want to use, you’ll need to ensure you produce content that suits the platform.
For example, if you have decided to use YouTube and Instagram, you’ll need to be producing videos or images only. However, if you use Twitter and Facebook, you can share links to articles and information on your website.
Use a combination of analytics and tracking tools to measure your social media performance. This combination will give you a complete view of your brand’s presence on social media.
Analytics found on each social media platform can provide in-depth information on the performance of your posts, while tools like Google Analytics can give you a further in-depth information on the traffic visiting your website through social media.
Do some research into the various online tools that you can use to run your brand’s social media. Social media management programmes that schedule your posts can be useful, as can analytics software and social media tracking services.
Make a list of the people responsible for various tasks related to your social media strategy. Consider who will be accountable for creating the content, posting updates and measuring the performance of your social media activities.
Your final step is to ensure that your social media strategy is working out as planned. Check your goals against your mission – did you achieve what you wanted to?
If you aren’t moving closer to your goals within six months of implementing your strategy, it might be time to revise it. Tweak the content you are creating, the social media platforms you are using or your goals if necessary.
Remember that your strategy should evolve as you learn. Check up on it often, and above all else – don’t be afraid to try out new ideas.