Building Your Social
Media Marketing Strategy
Do you know how important social media marketing is for your company?
No matter the type of business, you need brand exposure. These days, one of the best ways to get it is by using social media.
But creating company accounts on different social media platforms won’t be enough. That only gives you the means to build your social presence.
It doesn’t actually build that presence yet.
What you need to do is build your social media marketing strategy. That’s a plan for how you’ll get word out about your company and your products.
Not everyone knows how to go about developing that. If you’re one of those who need help making a social media marketing strategy, this post is for you.
Effectively Build Your Social Marketing Strategy
Your social media marketing strategy is part of your online advertising strategy. That’s because it uses social networks found on the Web.
“Social media marketing” isn’t just spamming users with posts about your business. It’s about using different topics and types of content. It’s also about engaging others in different ways.
The goal for all of these is simple: to promote your brand.
So, what do you need to build an effective social media marketing strategy?
1) Business Goals and Objectives
Start by asking this: Why are you making a social media marketing strategy?
For most, the answer is growth. You want your business to grow as a result of your social media marketing.
Recall that goal when you build your social media marketing strategy. It can help you identify smaller goals that lead to it.
Here are some examples of smaller goals:
- Brand awareness.
- Customer retention.
- Lower marketing costs.
All of these can lead to the growth of your business.
Goals guide you in coming up with your social media marketing plans. They also help you measure the effectiveness of those plans.
Just remember that it isn’t good to have too many goals at a time. This can cause confusion as to what to put first.
You can avoid overwhelming yourself by prioritizing. When coming up with goals for your social media marketing strategy, try to assign a priority value to them.
This can help you figure out how much of your resources to spend on each goal. It can also help you figure out which goal should come first in your plan’s stages.
If you’re having trouble with goal-setting, try the SMART approach. It says all of your goals should be the following:
If your goals have these traits, you can be sure that they’re within reach.
2) Ideal Customers or Buyer Personas
Every business needs a target audience. That’s the group of people who usually buy their products or services.
To make it easier for you to recognize your target audience, you can make a buyer persona. This can simplify your work as you make a marketing strategy.
Buyer personas can help you target the right people. That way, you won’t waste your time when coming up with a social media marketing strategy.
Knowing the following can help you narrow down your target audience:
3) Choosing the Right Channels
There are many networks available for social media marketing. But should you use all of them?
Signing your business up on every social network can be inefficient in some cases. What if only a few of a platform’s users fit your buyer persona?
Don’t waste time on platforms like that. It’s silly to market on a place where you can’t connect often with your target audience.
Use your buyer persona to find which platform will work best for you. You can also choose a social media platform that supports your brand image.
Once you’ve looked at your buyer persona and brand image, choosing can be easy. You can choose from among the following:
- Facebook – Nearly three-quarters of its users are American adults and the platform itself is effective at promoting nearly any brand.
- Instagram – Very helpful at promoting businesses that rely on photos, such as clothing companies and retailers.
- Pinterest – Very good for brands that sell jewelry or clothing.
- LinkedIn – Focuses on promoting businesses and making connections with corporate professionals or influencers.
What if enough of your target audience is on all platforms to make them all worthwhile?
Then get on all platforms! But try to concentrate your social media marketing on the ones where you get the most engagement.
4) Knowledge about Your Competition
Keeping an eye on your competition may sound nosy but it’s smart. It’s actually very useful when you’re making a strategy.
Watching your competition keeps you updated on what works in your field. If you see something that works, add it to your strategy.
Check the type of content your competition posts too. Watch how the audience reacts. Are they doing it right? Do the customers think so?
You can also use this tactic to compare your performances. It can help you find out what you’re both doing poorly.
Among other things, this can hone your strategy. It can show you too what things should be avoided.
5) A Smart Content Strategy
Your social media profiles will be useless if you don’t have great content.
A successful content strategy for your social media marketing relies on many things. Sometimes it depends on the platform in question.
However, these are important for social media marketing on any platform:
- The type of content.
- The time of posting.
- The frequency of posting.
Your brand image and buyer persona can help. Use them to narrow down the type of content you should be posting.
Let’s say you’re a business that sells clothing for women and you’re using Instagram. In that case, you can focus on beautiful photos for your content.
Think too about when you’re going to be publishing that content and how often. It matters.
Sometimes, posts get more attention if you post on a certain day or time. That’s why it pays to schedule posts wisely.
Just mind how often you post. If you don’t you may flood your fans’ feeds. Nobody enjoys that.
In the worst cases, they may even mute you. This happens if you post too often and don’t think about post quality.
Getting muted is one of the things you should try to prevent. A follower can no longer see your content on their newsfeed or timeline if they have you muted on a platform.
Why’s that bad? Because for every follower who mutes you, your reach lessens.
Once you do put your strategy in action, remember to get data on your content’s performance. This will let you adjust your content strategy according to what works and what doesn’t.
6) Social Media Employee Roles
Lastly, you don’t need to work on your social media marketing alone. You should assign employees to specific social media marketing roles. This will make it easier to monitor how you’re doing.
Having specific employees work on specific tasks can avoid confusion and overlap. It also helps you and your team avoid wasted time and resources.
Having a team dedicated to your business’s social media marketing can also help you plan and execute strategies better.
Final Thoughts on Social Media Marketing Strategies
Now you’re ready to build up your social media marketing momentum!
Even as your social media marketing grows, you should always remember these steps. That’s because your strategy should change as time goes on.
As long as you’re doing social media marketing, keep these strategy-building tips in mind:
- Set feasible goals.
- Create buyer personas.
- Choose and focus on the right platforms.
- Research your competition.
- Develop a content strategy.
- Assign social media marketing roles to employees.
If you have any comments or suggestions about social media marketing, try heading over to IM Consultant Services. They can help you out if you get stuck with your social media marketing strategy.