It is interesting to note that social media is a vital marketing channel for companies big or small. As a digital marketer, most things for you to do when starting your SMM on your niche or brand is for you to have a social media marketing strategy.
In this article, we are going to break down the social media marketing strategy you need to start your goals, engage your audiences and optimize your results. Below are the seven steps you need to do to run a successful social media campaign;
- Set your social media goals
- Research your audience
- Create a social media mission
- Research and Analyze your competitors
- Create and curate an engaging content
- Create a schedule for yourself
- Assess your results, analyze and optimize
Set Your Social Media Goals
First, you need to figure out why you want to be on social media i.e. to get more leads/customers or perhaps it’s to drive more traffic to your website? Or to promote your products or services.
And on a related note, your goals will influence everything from which social networks you can tackle. Below are the lists of social media goals that businesses of all sizes can use to grow their business on social media.
- Increase brand awareness
- Drive traffic to your website
- Generate new leads and impressions
- Increase your revenue (by converting leads to sales)
- Build a loyal community
- Engage with your community (be timeless)
- And staying ahead of your clients.
Research Your Audience
Going into marketing without researching your ideal customer is a dangerous game for a marketer. Understanding your target audience will make it easier for you to get the engagement or sales you want and thanks to social media analytics tools and demographic data and out there, it will make it very for you not to market to the wrong audience.
For instance, if you’re into a health and fitness niche your target audience should be people that want to lose weight or stay healthy. A great approach for you to research your audience is to build a marketing persona, such as
- Who is your target audience? (E.g. Age, Gender, Salary, Location, etc.)
- What are their interests? (E.g. Entertainment, Sport, Information, etc.)
- Which network are they into? (E.g. Facebook, Linkedin, Twitter, Instagram, e.t.c.)
- What type of content are they into? (E.g. posts, videos, Article, etc.)
- And lastly at what time are they online? (E.g. weekends, daily, etc.)
And if your business has been running for a while, you most likely must have already a good sense of your targeted audience.
Create a Social Media Mission
When creating your social media mission you should put a lot of thoughts into it because it will reflect on your social media presence and brand identity.
An example of your mission might be to use your social media to educate your followers about your niche e.g. how to lose weight or becoming an online entrepreneur. Once you have a mission you are on the right track but if your mission doesn’t align with what your sending or posting then you doom to fail.
Note that; businesses without a mission to guide them are surely doomed to fail. People follow an expert, not an amateur.
Research and Analyze Your Competitors
Before you start creating your content for your social media networks or blog, you should have a good idea of what your competitors are doing or into, take a little bit of time to research your competition and analyze their approach.
Doing so might just require analysis tools to dig deeper into your competitors. Take note of what they are doing, what kind of content are they posting, how many likes or comments are they getting on average. Pay attention to how they are scheduling and positioning their business on social media so you can do something similar to stand out.
Note: The goal here isn’t to copy or steal your competitor’s ideas. Instead, it is to determine what’s working for them and see how you can implement it to work for you.
How to Find Your Competitors
The easiest way to find your competitors is through a simple Google search. Look up at your most focused keywords, phrases and see who shows up. Then, you’ll want to take a look at who’s active on social media. After you’ve found your competitors, quickly compare and analyze the competitor performance to your own.
Create and Curate an Engaging Content
At this point, you should have a pretty good idea of what kind of content to create based on your niche or brand and you now know which social media networks to cover.
Now that you know who your ideal customers are and you’ve used that information to create your social media strategy. It should now be easy for you to create your content. Here are a few examples of content you could create:
- Video Content (Across all networks, video content is among the most viewed and shared content on Facebook Youtube and Instagram)
- Blog posts
- News and so on
Note: To focus on only the type of content that aligns with your niche, as well as your social media mission. And your social media marketing strategy is centered on contents. So it is crucial that you create high quality, engaging content.
Create a Schedule for Yourself
Make timeless your top priority, so basically, you are investing 20-40min each day to your social media accounts. To start, create a list of all the types of content you want to post or share on an ongoing basis. Keep in mind that you don’t want to spam your followers (i.e. you don’t want all your content to be promotional).
This means 80 percent of your content should be educational or entertaining and 20 percent is sales-driven.
For example, a digital marketing agency might want to post a mix of content that includes tutorial content, guide, motivational quotes, educational content, helpful articles, and photos from their case study.
Once you have created a list of content ideas, start plugging those ideas into Google spreadsheet with date and time. And make sure you are communicating with your audience in a timely manner. To stay ahead of your audience, look into using a social media management tool to help you stay organized and save time.
Access Your Results, Analyze and Optimize
By accessing and analyzing your result you will see how your social media efforts are paying off and you’ll be able to see how many followers you’ve gained, how much traffic you are driving to your website, and how many engagements you are receiving through your social media analytics platforms. Here are some analytics that you will use
- Followers/Likes (Shows the size of your audience)
- Reach (Shows how many people are actually seeing your social media posts)
- Engagements (The number of Likes, Comments, and Shares are receiving)
- Clicks (The number time your audience click your content)
And look at your overall performance on a monthly basis, and analyze the data and then make tweaks to optimize them, and you will see what type of content drives the best results to your brand.
I hope with these few pointers you would be able to create a successful social media marketing strategy GOODLUCK!!!