What is a social media marketing strategy, why you need one, and how to get started.
Let’s start with the basics.
What is a Social Media Marketing Strategy?
The foundation of your social success comes from meeting clear objectives, goals, and key performance indicators (KPIs). So how do stay on track (because a content calendar is not enough)? That’s where a social media strategy comes into play. Simply put, a social media strategy is a well-informed plan of action that consists of what you want to post, and when you want to post it based on your business’s overall goals and objectives. Think of your social media strategy as a roadmap for you and your team. Keep it organized, refer to it often, and update as needed.
Why do you need a Social Media Marketing Strategy?
Social media cannot be ignored. It has become an important aspect of nearly every business’s marketing plan. Whether you’re a freelancer, boutique business, or large agency, a social media strategy can benefit anyone and everyone. It’s easy to say you want to become more active on social media, but without an overall strategy in place, your posts will be ineffective.
How do you build your Social Media Marketing Strategy?
Below are 5 essential elements to include in your social media marketing strategy to help you identify your social media goals, engage audiences, and optimize your results.
1. Establish your goals
The first step to any social media marketing strategy is identifying clear business goals and marketing objectives that make sense for your business. You need to know what you want out of social media. Are you looking to create brand awareness, generate leads and sales, increase engagement, or drive website traffic? Whatever it may be, make sure that you set realistic goals that are specific, measurable, and time-sensitive.
You’ll also want to establish your most important metrics. For example, if you’re looking for engagement you’ll want to focus on comments, likes, and mentions, and if you’re looking for conversions, you’ll want to track website clicks, email signups, etc.
2. Learn everything you can about your audience
Knowing who your audience is, where they hang out online, and what they want to see is on social media is key. Some of the things you’ll want to know about them include age, location, interests, job titles, etc. You must get to know your followers and your social media analytics will provide you with valuable information about them. You can take those insights and use them to refine your strategy to better target your audience.
3. Know your competition
Before you jump into creating content, pay close attention to what your competitors are doing. Take a look at their content strategy. What type of content are they posting? How frequently are they posting? The goal of reviewing these things is not to steal your competitors’ ideas. It’s just a way to review what seems to be working and what’s not. You should be able to take your conclusions and adapt your campaigns accordingly.
4. Choose the appropriate channels and optimize your profiles
No platform is one-size-fits-all and your research may show you that you don’t need to be present on every platform. Choose the ones that align best with your goals and your audience. Each platform will also have a different purpose. It’s best to set up one specific goal for each one. After you’ve chosen your networks, ensure your profiles are optimized. This means making sure your profile fields are filled out, you’ve included the right keywords, and your branding (logos, images, etc.) is consistent across all your accounts.
5. Create a content strategy
Sharing high-quality content is important of course, but you’ll also want to have a posting schedule in place. Once you’ve decided on the type of content you want to share, you’ll want to create a content calendar that tracks the dates and times at which you will post to each platform. Your calendar will ensure that you are posting at the optimal times and that your posts are appropriately spaced. It’s also important that your calendar designates time for you to spend interacting and engaging with your audience and other accounts.
Once you have your calendar in place, there are many scheduling apps available to help you prepare your posts in advance.
After creating your social media marketing strategy, you’ll have a better understanding of your social media expectations and a clear guide for the actions needed to be taken to achieve your goals. It’s important that you continuously analyze your efforts and refer back to your strategy often. You’ll need to adapt your strategy as time goes on.
We hope this guide offered you some much-needed insight into understanding how to get started on your social media marketing strategy. If you find yourself still needing some extra guidance, visit our social media management services to learn more about how we can help.