Social media is a significant marketing channel for businesses. A few years ago, the common question was “why should businesses use social media?”. Now, the statement is changed to “how can social media help in growing a business?”
There are many businesses who have started using social media for growing their business, but there are still many who are trying to market on social media without a documented strategy. Here, you will come across a few steps that you must take for creating an effective social media strategy.
a. Audit your current social media presence- It is said that one should know themselves and know the customer too. Before strategizing about where you are moving, have a look at where you are. Some of the areas to consider while auditing your businesses social media presence are-
- Which networks are you at present active on?
- Are the networks optimized?
- Which networks are currently bringing the maximum value?
- How is your profile when compared to your competitor’s profile?
We provide a whole online presence audit that includes a complete analysis of your social media, SEO, content, and web structure with a presentation of significant priorities and recommended plan.
b. Find out who is your ideal customer- The main objective of marketing is to know and understand the customer so well that the product or service will fit him or her perfectly and sells itself. You will want to get as specific as possible in this part. For instance, if you identified your target market as parents then it would be ok. However, if you find your ideal customer as a parent who lives in the United States, is between 30 and 50 years of age, earns more than $70,000, mainly uses Facebook and has an interest in outdoor activities you will enjoy more success. Even the best marketers will fail if they are marketing to the wrong audience. Answer the following questions to help you come up with a highly focused purchaser persona:
- Job Title
- Pain points of the customers that your business can solve
- Most used social media channel
c. Develop A Social Media Mission Statement- What makes you weird, makes you special and thus make you stand out. Your social media mission statement will drive your future actions, so ensure you put some thought into this. This statement will make everything clear exactly for what you plan to use social media presence and should reflect your brand identity. Always keep in mind the right customer when you try to create this statement. An example might be “to use social media to educate potential and current customers about online marketing with a focus on social media marketing. Once you have this statement fixed, it will make it easier for you to decide what things to share and create. If it does not match with your mission statement, leave it. Businesses that post at random without any guiding mission will not succeed. People follow professionals, not generalists.
d. Discover key success metrics- If you are not able to measure it you can enhance it. How will you determine if your social media marketing efforts are successful? It’s not about attracting more followers, it is about making money. After all, it is difficult to rationalize spending money and time on something that is not enhancing the bottom line. Some of the metrics to consider measuring are:
- Time spent on the website
- Total shares
- Brand Mentions
e. Create and curate engaging content- Bill Gates said, “Content is where I expect much of the money will be made online.” Unfortunately, many businesses jump straight to this step without thinking much. Hopefully, this post has made it clear that there are many important steps that you must take before you start creating engaging content to share on social media channels. Let us now focus on the fun part, posting to social media. You know who your right customers are, and you used that info to develop your social media mission statement. Armed with this info it should be simple for you to start curating content. So, what exactly is regarded content? Here are a few things that your content must create:
- Company News
- Blog Posts
The list of ideas for content continues but ensure that you focus only on the forms of content that match with your mission statement along with your skillset. Content is what fuels social media, so it is important that you consider developing high quality and engaging content as the topmost priority. It is always better to create a content calendar that outlines how often you will post to each of the networks, which topics will you share and when will you share them.
f. Invest in a social media management tool- Most of the dealers have a secret, they leverage devices to enhance their productivity. Ok, maybe it is not a secret, but without these tools, marketers would face endless burnout (many do even with the tools). As far as social media is concerned, having a social media management tool permits you to scale your efforts easily.
g. Track, evaluate, and optimize- This may be the most vital step as far as achieving success in social media is concerned. Even expert social media marketers depend on trial and error. It might be basic, but tracking your results, evaluating the data and then making tweaks for optimizing them is important. Every previous step must be re-evaluated after you have had enough time to analyse the results of your advertising efforts. Allow the data to drive It the data tells you that Twitter or Facebook is the most effective social media channel, consider using it more.
A great social media strategy is never set. It is a repeated work in progress that alters when required. So, get out there, develop a strategy and start the optimization as you continue to expand and learn more and more about your audience and business.