Planning a social media marketing strategy may sound overwhelming. But when you break it down into five easy steps, it’s doable and even enjoyable. (Really!)
Are you planning to boost your social media marketing performance? Or maybe you are going to start your very first social media campaign?
Whatever the case may be, your first step is setting up an effective social media strategy.
A social media strategy refers to a brand’s overall game plan for reaching prospective customers on social media.
In other words, a social media strategy is the outline of what (and why) social media managers and digital marketing agencies are planning to do on social media.
When you are setting up your social media marketing strategy, it is important what it is you want to achieve. I have seen too many brands trying to do social media marketing just because their competitors are doing that.
The result is always the same: Those brands see no results, and in a few months (or a couple of years) decide to move those budgets elsewhere.
Unless you know what you want to achieve, you cannot create a strategy around that.
Here are a few examples of goals you may want to set here:
Consequently, metrics you want to keep an eye on may include:
There’s nothing stopping you from setting several (or all) of the above goals. In fact, the more goals you have, the more robust your social media strategy is going to be.
Imagine that your only reason for having a social media strategy is traffic. This may well result in a spammy execution where your managers are going after clicks without caring about anything else.
But when you add fewer customer support emails as a supplementary goal, your social media managers are going to be encouraged to develop a more personalized approach, where they will have to engage with the community, address customers’ concerns, and answer their questions.
The important thing is that prior to setting up your social media strategy you need to know your goals as well as how you are going to measure the implementations.
Most of those metrics should be measured long-term. While a quick traffic spike may come quickly (especially if you are doing social media ads), if you do things right, over time you will achieve steady growth (from those brand-driven searches).
To measure quick results, you may want to add S.M.A.R.T. (Specific, Measureable, Achievable, Realistic, and Timely) approach which sets quick doable goals and helps you and your team feel more motivated to move forward to long-term results.
As I mentioned before your social media strategy shouldn’t be “Just because my competitors are doing that.” Yet, this doesn’t mean that you shouldn’t be monitoring what your competitors are doing on social media and how it is working out for them.
When researching your competitors’ social media strategy, look for the answers to the following questions:
There are a few powerful competitive intelligence tools that can help you find answers to most of those questions. BuzzSumo, for example, lets you find the most engaging Facebook content by a keyword or a page name.
You can also find influencers tweeting on a specific topic (and identify whether those influencers are approachable).
Agorapulse’s social media listening tool will help you keep an eye on your competitors and understand their strategy even better. You can also set filters to notify certain team members of those competitors’ mentions to create a more effective workflow.
This step ties in with the previous one nicely … Once you start looking at how your competitors are engaging your potential customers on social media, you’ll get to understand both (your competitors and your target audience) better.
But looking at your competitors is not (or rather should not be) the only way you are getting to know your future customers.
You should be investing more effort in this step if you want to set yourself apart from the competition (and ultimately outperform them).
These days, web analytics tools give much more information than just the number of clicks or when they are coming from. You get an insight into your audience’s behavior as well as their demographics and location.
One of the most in-depth demographics reports out there is provided by Finteza that reports on your site users’ preferences, devices they are using, and exact location:
Getting organized is the only way to ensure you (and/or your team) will be consistently moving forward. Create a plan, set the number of daily tasks or deliverables, and discuss with your team to make sure everyone understands how each social media update contributes to your whole plan.
Your weekly social media contribution routine may look something like that:
Of course, your team is encouraged to contribute more (there are many more types of social media updates to use), but having a set schedule will help them remain consistent and prompt your followers to look forward to your weekly update.
It is a good idea to use content repurposing tools to diversify your social media strategy. For example, Renderforest video maker can turn just about any article’s highlights into a well-designed professional video:
The beauty of having this well-outlined routine is that many of these updates can be scheduled weeks and even months ahead ensuring your team can relocate their time to daily interactions and outreach.
Monitoring your team’s progress will help you identify gaps and issues that need solving. Agorapulse offers detailed and customizable social media reporting features allowing you to track your team’s progress based on your goals.
A well-structured social media strategy keeps you and your team on the same line. It is important that you (and your employees) keep the whole picture in mind and know what you are doing and why. Being consistent is the only way to succeed in social media marketing.
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