On Every day more than three billion consumers are on social media. How to create an effective strategy to capitalize on this huge opportunity?
Often, small businesses and marketers get into social media without planning. This approach can be very costly in money and time.
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A social media marketing requires a strategy to get results.
This effective strategy defines a marketing plan that achieves results by:
- strengthening the notoriety of your company,
- developing your audience on social media and ultimately
- generating turnover.
Without strategy, it is difficult to achieve your business goals. And without a goal, it is difficult to generate revenue.
In this blog post, we put together an eight step plan for creating an effective strategy on your social media.
Perform a Social Media Audit
If you want to develop or improve your social media marketing strategy, the first and best option is to audit your social media presence.
This audit assesses your profiles on social networks and analyzes your activities. It highlights the points to be optimized.
Consider the following when performing a social media audit:
- What networks are used by your target audience?
- What type of content do you post and how often?
- Which networks currently provide you with the most value?
- How is your social media performing compared to your competition?
- Finally, what are your strengths (good consistency between your targets and your community) and your weaknesses (little commitment to content)?
Once you’ve answered all of these questions, you’ve put all the pieces together to identify the under-performing social networks in your business. These observations also determine the potential for improvement for each social channel. They define the main axes of your social media strategy; the one that achieves better results.
Define your Social Media Marketing Goals
To create this effective social media strategy, translate your company’s business goals into measurable social media goals. Without these goals, it is impossible to measure the success rate of the strategy.
Social media marketing helps achieve several business goals, such as:
- Increased website traffic
- Generate new leads
- Increase brand awareness
- Create / strengthen brand identity
- Strengthen customer engagement
Set relevant and measurable goals
Often times, companies set unattainable goals that don’t bring results. A relevant goal is specific, measurable, achievable and realistic. By setting relevant goals, your social media strategy will have a quantifiable impact on your business.
Analyze your Audience on Social Media
Understanding and knowing your target audience is essential to create quality and relevant content. This quality content is appreciated, shared and commented on by your target audience.
Different types of social media use different social media platforms and in different ways. To achieve your goals, you must use the same social networks as your target audience.
A recent study showed that there would be almost 2.27 billion monthly active users on Facebook in 2019. If the target audience for your business is in the 25 to 34 age range, they represent 29.7% of Facebook users. This segment is the most active. However, if your business targets a younger audience, you’re more likely to reach them on Snapchat or Instagram.
The best way to define your target is to use the persona. The persona is a fictitious representation of the target customers. By analyzing the behavior of our customers, we can understand consumers’ expectations for a product and / or a service and find solutions adapted to their problems.
Analyze your Competitors on Social Networks
Remember, if you use social media, so do your competitors!
By analyzing the competition you identify the content strategy of companies offering similar services. Observe their approach to your audiences. Do not duplicate their actions. Adopt the techniques that are successful with your common targets.
This competitive analysis will allow you not only to identify the strengths of your competitors but also their weaknesses. Integrate this information into your social media strategy. They will be critical for the effectiveness of your strategy.
Choose the Relevant Social Networks
One of the most important steps in social media marketing is choosing which social channels to use. As we discussed above, before choosing your social media channels, you need to ask yourself two very important questions: “Where are my customers?” And “Where are my competitors?”
But these are not the only parameters for choosing the relevant social networks. Other factors, such as the staff resources you have at your disposal, the time you have to manage social media, and the type of business you run can also affect your choice of network. For example, if your business is active in B2B, create a presence on LinkedIn and target your content for a professional audience. If your business is B2C active, create a Facebook page instead.
Once you have chosen the right social networks, decline your strategy with a clear goal for each social channel.
For example, Sephora, one of the biggest cosmetics brands in the world, uses Snapchat and Instagram to promote their products and especially influence the younger audience. On the other hand, he uses Twitter to troubleshoot customer service issues.
As soon as you have chosen your social channels, create / improve your profiles to align them with your strategic plan
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