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The ultimate objective of any content marketing strategy is to tell, educate, and entertain audiences through content that inspires action. Social media marketing isn’t any different.
However, for beginners it can seem a touch daunting as it’s easy to induce lost within the sea of the most recent social media trends and techniques.
Don’t worry: if you’re unaccustomed social media marketing, this practical guide is all that you’ll must craft a social media strategy from scratch. 🔍 So, let’s start.
1. Understand your audience
A positive and perfect social media marketing strategy is one that puts the audience at its essentials. So, before you begin considering your content formats and what not, confirm you understand the people you’ll be creating content for.
Here are some inquiries to ask about your audience:
– Who are they?
– What do they care about?
– Which social media platforms do they frequent?
Understanding your audience is that the key to making relevant content that resonates with them. However, making blind assumptions about your audience isn’t visiting cut it.
Start by analyzing your existing social media audience to grasp their demographics, interests, and preferences. you’ll take a look at the Analytics section of your Instagram, Facebook, or YouTube accounts or use tools like Sprout Social that consolidates the information from all of your accounts.
If you’ve got an existing customer base, take an in depth take a look at the those that are already buying from you to realize an improved understanding of who they’re. This, in turn, will help hone in on the proper audiences on social media.
Based on the information you gather, you’ll have the data needed to make your audience/buyer personas, which may be a comprehensive representation of your key audience segments. Once you recognise your audiences well, you’ll be in an exceedingly better position to craft a social media strategy that’s tailored to their needs.
2. Define S.M.A.R.T. goals
The next step in your social media marketing strategy should be to define your goals. If you lack a transparent vision of what you would like to accomplish, you’re likely to finish up wasting money and resources. Your goals also will facilitate your define your success metrics in order that you’ll calculate your Return On Investment (ROI).
Some of the foremost common social media marketing goals include increasing brand awareness, generating leads, increasing followers, engagement, or website traffic. It’s best to choose only 1 or two so on avoid losing focus and keeping things simple.
The most important thing to recollect while defining your goals is to form sure that they’re specific, measurable, attainable, relevant, and time-bound. S.M.A.R.T. goals can guide you towards better results from your social media marketing.
Here’s an example of such a goal:
“We will use Facebook to extend brand awareness and grow our page followers and post likes by 15% within the next three months.”
Strive for that level of clarity when bobbing up along with your social media goals.
3. Establish your metrics
Once you’ve got identified your goals, you would like to define your success metrics. a number of the foremost common social media marketing metrics are:
• Engagement rate: the entire number of reactions or likes, comments, and shares divided by the overall impressions for a post.
• Clicks: the amount of clicks to a selected post or content.
• Reach: the whole number of individuals who saw your post.
• Sentiment: the sort of sentiment (positive or negative) that your audiences feel once they see or interact together with your content.
When you establish your metrics for measurement, ensure that they align directly along with your goals. for instance, if your goal is to extend brand awareness, you want to concentrate on measuring reach through impressions and shares. The table below are often an honest place to begin.
4. Choose the proper channels
Did you recognise that 74% of adults within the US with a university degree use Facebook? Or that the highest sites utilised by teens are YouTube (85%), Snapchat (69%), and Instagram (72%)?
Data like these in addition to your audience personas should govern your choice of social media channels or platforms when it involves promoting your brand. you wish to pick the platforms where you’re presumably to search out your audience.
For example, Musical.ly used Facebook Analytics to find out that there was a large potential for them to have interaction users aged 25 and above. supported this data, they redesigned their interface to appeal to older users and recorded a 130% increase in users belonging to the current cohort.
Once you’ve identified the channels you wish to target, create your company profiles on them or improve the prevailing ones. ensure that they contain up-to-date information about your brand with relevant keywords and consistent branding across all platforms.
5. Determine the correct content mix
In Social Media Marketing small steps are taken before going on full on perfect strategies.The next step in your marketing strategy should be to form the content to be posted on the channels you’ve identified. An analysis of the social media accounts of your competitors will be an honest place to begin here. While originality and uniqueness are extremely important in social media marketing, a bit inspiration from others never hurts.
This suggests that 80% of the content you post should be focused on entertaining, informing, and educating your audience. And 20% should be focused on directly promoting your brand.