With 2.46 billion people active, social media is the platform to look forward to for all marketers. However, it is not easy for marketers to get the right strategy to use social media for all its benefits. An effective social media strategy can only be developed after thorough understanding of the business and its customers and will vary with the dynamics of different businesses. However, the approach for the strategy remains the same for all practical purposes. Here, let’s know the important steps forming the right approach for social media marketing strategy.
Know Your Purpose
Before developing a social media strategy, it is important to know the overall purpose of using social media. This is directly related to your company’s business goals, which can be increasing brand awareness, retaining customers, reducing marketing costs, etc. The next step is to define the social media goals in sync with the business goals of the company.
Sync Social Media Goals with Business Goals
It is important to be specific with your social media goals in order to make them achievable. Suppose the company has three goals: Increase in revenue and overall profitability, Limiting expenses to improve profitability and improvement in customer service. For the first goal, the
corresponding social media goals can be lead generation, lead nurturing and lead qualification. For the next goal, we can optimize processes in marketing and sales. Finally for customer service, social media can be used to better connect with the customer.
Identify Ideal Customers
Before jumping to social media marketing, define your customers and make their profile. The profile would include their age, occupation, income, interests, problems, habits, likes, dislikes, motivations, objectives, etc.
Choose Appropriate Channels
There are multiple channels out there in the social media space, but not all may be beneficial for your needs. Don’t waste time in experimenting in each one of them. Instead, identify which of these channels can serve your purposes. Know where your prospects or customers spend time. You may
get to know that most of them spend 30% of their online time on Facebook, 20% on Twitter and 10% on Instagram, you will get your focus priorities.
Create Profiles and Frame a Content Strategy
Create profiles on the channels you choose and start actively engaging with users on them. Now, engagement with the users has to be thoughtful. So, develop a content strategy for this. The main components of a content strategy are type of content that you will be posting, time of posting the
content and frequency of posting it.
Content should be a mix of text only, images, links, video, etc. However, you need to define the tone of the content: funny, serious, educational or something else. Many studies suggest the best times for posting on different channels. However, you should also figure out yourself whats the best time
for your content.
For posting frequency also, you need to make a reference and then experiment and reach the best option. Apart from this, have a balanced mix of posts like asking your audience questions, sharing newsworthy information, etc.
While focusing on your social media marketing, it is important to take note of what successful strategies your competitors are adopting in their social media marketing. Check the type of content they post, the frequency of the content, their likes, comments and shares. It is not a bad idea to take some inspiration here.
Use Brand Advocates
Word of mouth marketing is a great thing to have. This can also be done in social media. You need to identify social media influencers who can be your brand advocates. You can also have your existing customers or employees as your brand advocates. Such strategy gives an impetus to your goals.
Allocate Budget and Resources
Finally as you achieve some experience and maturity in your social media activities, allocate a budget to the whole marketing plan and also identify resources with clear roles. This way, it makes the whole system sustainable and long lasting, giving the desired results.
Use Analytics to Effectiveness
Remember, nothing is written in stone. Use analytics – Facebook, Google and Twitter, as per the channel and know what’s working and what’s not. Accordingly make changes in your strategy and plan. Social media is very dynamic, so no static things works here. You have to cope with its dynamism.