Actively participating in social media marketing only works well if you plan for it. Without a concise and targeted strategy, your social media efforts will go to waste, meaning lost expenses and resources. You need goals, metrics and targets to achieve results on Facebook, Instagram or Twitter.
So, let’s jump into and explain how you can create a successful social media strategy for your campaign.
What is a Social Media Strategy?
As stated by Hootsuite, a social media strategy can be defined as “a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress. [It] should also list all of your existing and planned social media accounts along with goals specific to each platform you’re active on.”
In essence, the strategy encompasses your complete plan, “the how”, to achieve your social media goals, “the why”, which is how we start the planning process.
How to Build a Social Media Strategy
You can build a social media strategy in five easy steps. We’ve made this process simple so that anyone can do it well.
1) Establish Your Goals
Here are some common goals that many businesses want to achieve on social media:
- Boost and increase brand awareness
- Engage with prospective customers
- Build engaged communities within their industry
- Advertise and sell products and services through social media
- Use customer feedback to improve services, products and operations
This list above is why you might need to be on social media. Now, it’s time for you to decide for yourself. You can have multiple goals – which is perfectly normal – but you’ll have to determine how you’ll achieve them all.
2) Define Your Target Audience
There is no point in making a social media strategy if you don’t know who you are targeting.
The worst thing you can do is make assumptions about the audience, believing that one group likes something over another. Don’t think like that; take the time to create an audience profile for each group so you know how to reach them.
Here are some things to consider when creating a profile:
- Who they are – age, gender, salary, job, location
- What they are interested in – the type of content that appeals to them
- Which social media do they use and when do they use it – Facebook, Instagram or Twitter on the weekends or weekdays
- Why they want your content – to improve themselves, stay trendy or become healthier
Figuring out the above questions can help you define your audience, making it easier to target them through social media.
“While Facebook dominates in terms of personalization, and Instagram is only about photos, Twitter rules the roast when it comes to simplicity and responsiveness” – find out why Twitter Marketing is essential for your business.
3) Establish Your Metrics
You won’t know if your strategy is successful or not if you don’t have predetermined metrics to measure them. That’s why it’s important to establish the metrics before you start your strategy. Some examples can include:
- Tracking the number of followers and Likes on your Facebook Page
- Measuring the number of click-throughs on your LinkedIn
- Reviewing the number of customer responses and ratings on Google My Business
Once you have decided on the metrics, it’s time to consider the timeframe. Remember that it takes time to get results. If you don’t reach the goals you want, it might require you to reconsider your strategy and approach (more on that at Step 5)
4) What You are Going to Share
Let’s use a few examples here:
A) If you want to get click-throughs to your website, you need to appeal to their interests by providing information that piques their interest is crucial. That’s what the Entrepreneur does effectively. They give a quick hook – with a snappy title – that immediately grabs their audience’s attention. Take a look at their Twitter post below to see how effectively it works:
B) If you wish to promote your company’s brand, it’s important to showcase what happens internally, as it gives your audience insight into who you are and what you do. Consider how GrowME celebrates its team members with special birthday posts on Facebook. Check the image below as an example:
If you know what goals you’re trying to achieve and how your audience wants to consume them, you’ll easily understand what content to share and how.
From here, it’s easier to plan and set out your content calendar so you know what you’re posting and when.
5) Evaluate and Assess Your Strategy
Remember how we mentioned that you should put a timeline on your metrics? That’s because when the date comes, you need to know if your strategy is working or not.
When the numbers come in, sit back and assess if the strategy you’re utilizing delivers the results you want.
If it has been working, find gaps that could have been improved so you can make it even better. If it hasn’t been working, reassess what you have done wrong to get it back on track.
Constant testing and tracking allow you to understand what works and what doesn’t, so you can refine your strategy in real-time, delivering results that really matter for your business.
Contact GrowME if you’re in need of advice, digital marketing help, or for your next marketing campaign! For more information, send an email or give us a call! Local: (403) 5-GrowME | Toll Free: 1 (855) 547-6963 | [email protected]