Social media has become one of the greatest assets for businesses’ marketing efforts worldwide. With 4.7 billion people or 59% of the world’s population using social media it is almost expected that companies will use this outlet to market their products or services.
But is it enough to just create a business account? Of course not. If you’ve ever stumbled upon a corporate social media account and thought “wow, this is amazing”, you most likely had an afterthought – “how did they come up with such a great feed?”.
Creating an appealing social media platform timeline is almost science at this point. Keeping up with the different algorithms is a challenge. And just picking the right platform to work on entails research of its own, not to mention the constant updates and new features these platforms release regularly.
Read along to learn about some tips on how to simplify your daily workflow by creating a social media strategy.
What is social media strategy?
To form your social media strategy, first, you have to find out what it is and why you need it. It is an outline of the content that you want or are planning to post on social media. It should include ideas for all of the platforms you are planning to use. It also needs to incorporate the end goals you’re trying to achieve with social media, how it works together with your overall digital marketing goals, and how it is predicted to impact your business’ success. The strategy should be redone for each new year.
This strategy will include the guidelines for your social media content, creative plans, and ideas, the approximate posting schedule or preferred times of posting the content, any planned social media campaigns, as well as your engagement strategy.
You need to create a social media strategy to reach out to your audience, build brand awareness, and reach your planned return on investment and business goals. It will also help you keep yourself accountable when comparing the expected goals in your strategy to the actual numbers you’ve reached on a daily basis or through campaigns. Social media strategy allows you to keep up with your plans, tasks, and overall goals.
Tips to create a social media strategy
1. Define your target audience
Research your potential audience as much as you can. Start by defining key demographics like gender, age, occupation, location, and interests.
Think about what challenges your customer may face and how your brand can help them solve these issues. How can you help your target audience feel better, do better, or solve their daily struggles?
Most importantly, try to narrow your audience down to only a couple of segments that you feel will actually engage with your business and focus on them rather than pleasing all the 4.7 billion people using social media.
2. Choose the right channels
The ultimate goal for social media marketing isn’t to be on every social media platform. It is to be on the correct platform for their business. This means being on the right platform based on your target audience.
Youtube has a very mixed audience and is great for ads and brand promotion.
On LinkedIn, you’ll be able to reach out to a professional audience which helps with industry-specific marketing.
You should always select the social media platform that best aligns with your marketing goals and preferred audience. You are always welcome to explore all the channels, but keep in mind to always focus more on the ones that give you the best ROI.
3. Plan Content
As mentioned before, your content strategy should include ideas and projects for your future content. This would include blog posts, images, videos, infographics, etc. The planned posts should be lined up with the planned platforms you are going to use. You can always separate your planned content into their respective subject categories as well and plan to post them across your channels accordingly.
Always remember about quality over quantity. You want to put out engaging content, not just post because you have to. Think of how you can promote your brand without seeming too pushy while also creating an aesthetically pleasing timeline.
In your strategy, you should also mention any planned or approved collaborations with brand ambassadors, influencers, etc. Collaborations with social media content creators can also significantly improve your brand awareness and attract new audiences.
4. Create Social Media Content Calendar
Use social media calendar to plan and schedule particular posts on all of the social media platforms you use.
If you want to create your posts and schedule them for posting using the same tool, a great option is Canva. It lets you create designs for different outlets, and immediately schedule them for posting on your content calendar.
5. Use analytics to measure your success
After all the planning, you’ll want to be mindful of the results of your campaigns, as well. Some social media platforms have the option to measure your campaign and content success directly on their platform, however, you can always use Google Analytics, Hootsuite, or Buffer to collect the data as well.
Pay attention to the impressions, likes, shares, and link clicks to see which posts have worked the best, which have been the most engaging, or have the biggest ROI. Another important measurement to consider is how many posts or links have generated traffic to your website, and how many of your social media campaigns have actually ended in a purchase of your product or service.
Make sure you analyze these numbers regularly to be on track with your marketing goals. If something does not seem to be working as you had hoped, you can always go back and fix anything that needs to be improved.
Look for inspiration
No matter what platform or direction you choose to go when choosing the platforms you’ll be present on, remember that you have to create your strategy to fit your brand’s needs. Focus on quality content, constantly look for more inspiration, and brainstorm new ideas. But don’t forget to check in with your social media strategy to keep on track with your goals or to update it if needed.
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