Your Social Media Strategy is everything you plan to do and all the goals you set out to achieve through social media for your business success. It’s a blueprint of the actions you take and a feedback barometer of how you are performing on social media. For a social media campaign to be successful, every single response, post, like, and comment has to have a purpose, a goal, and a vision. Your brand’s image is built through these measurable and consequential actions.
For greater effectiveness and impact, keep it concrete, keep it simple, keep it fresh. Most of all, be specific and know as much about your audience and customers’ persona as possible. If you try being too broad and greedy, you might end up with less than expected. Narrow it down and then measure results before reaching higher.
You can design and maintain your social media strategy on your own, with an employee, or you may seek professional marketers, whatever the case, it’s important for you to know as much about social media marketing as possible. After all, great changes are taking place in marketing with the advent of social media platforms. It is now easier than ever to reach a targeted audience with a minimum budget.
Here is how you can create a social media strategy
1. Align your business and social media marketing goals
Create a list of social media goals and objectives for your business. In order to measure the results of your social media campaign, you must establish goals and objectives, first. Most business owners are concerned with their ROI or return on investment numbers. The ROI for social media is the sum total of all the social media actions that create value. The formula to calculate the ROI by revenue is simple.
Divide profit over total investment and multiply by 100 to get the social media ROI. For example, if you make $1,000 from social media and invested $500, then 500 profit divided by 500 investment and multiplied by 100 would equal 100% ROI.
Every goal should be a smart one: specific, measurable, attainable, relevant, and time-bound. For example, increasing your Instagram followers by 100 each week. You can create a goal for each social media site.
While likes, comments, shares, and mentions are important, the bottom line is how many leads you acquired and this is measured by conversion rate.
The Conversion Rate can be the measure of how many people click and buy or how many signed up to receive your business email newsletter or blog over time.
Web referrals are another way of measuring results. If you obtain many referrals and backlinks to your website, your business presence on the web will increase.
2. Never stop learning about your audience
Your audience is your potential customer. Learn as much as possible about them as you can. What does your audience like, want, listen to, follow, and share? What are their favorite social media platforms and why? How much money do they make, what kinds of jobs do they hold, are they teens and children, if so, what are their parents’ favorite social sites and income rank?
Are they Hispanics, Blacks, southerners, northerners, degreed, or college students? Where do they live? IN houses, apartments, or mobile homes? Always try to relate to your audience’s needs and wants. That’s how you develop customer personas. Talk directly to them, don’t lie, don’t be phony. This is critical to the creation of content. Speak their social language, inspire them, solve their problem, enhance their attributes, and they will take action, click and see, click and buy, click and sign up, click and share. Every click is a conversion.
RESEARCH IS GOLD
Assuming will get you nowhere. Find the facts where facts are measured and published by experts that recognized as legitimate. For example, the Pew Research Center is a place where you can start to investigate your audience. Are they millennials (born in the 80s), or Xrs (born in the 60s), or Boomers, (born before 1960). Principles, values, likes, and dislikes vary from generation to generation.
3. Study your competitors
Find out what your competitors are doing on social media. Chances are they are already getting referrals and other conversions. Research their strategy, study their campaigns. Measure their success and design your social media campaign similarly but with a personalized angle according to your company’s profile and goals.
Go to Google, enter the keywords that you want your business to rank for in the search bar and watch who shows up. Are they businesses like yours or larger? Look at the first three entries in the SERP, or search engine response page. Are these companies your competitors? Scroll to the organic search, the entries that are not ads. Are those your competitors? Follow them on their social media sites and study who their followers are.
4. Create your Social Media Accounts and Profiles
Select the accounts you want to start using and create profiles that speak in a prescribed way, using keywords, using the color palette you have chosen for your brand and the type of content that your audience responds to the most. Videos are increasingly being more effective but blogs, banner ads, articles, and posters are just as useful or more. Give value to what your posts are transmitting. They are the voice and image of your brand.
Facebook business page
Instagram business account
Twitter business account
LinkedIn Company page
Pinterest Business Account
WeChat Business Account
You don’t have to use these, there are others, and you don’t need to use all of them. Two or three to start out with is recommended. Learn everything about each one of your selected social media platforms. Each has a different voice, tone, and style of interacting.
5. Set a Calendar and Schedule
This is the most important step. Being consistent is the key to success. It doesn’t help to create great content sporadically shared. You must establish a presence regularly on your social media profiles. When creating your calendar, take into account the time you will spend interacting with your customers.
Use Hootsuite or Buffer to create a posting schedule. List the dates and times when you will publish content on each channel. Include the type of content you will publish. You can publish content that =dives traffic, that enhances your company’s image, that is curated from other sites, or that reflects the events your company holds. Your posts should inform, educate, or entertain. These are called native ads and account for 80% of your content. Only 20% of your posts should directly promote your brand. That’s a rule of thumb you can entertain.
Alternatively, you can use the rule of thirds.
1/3 of your content promotes your business, converts audiences, and generates revenue.
1/3 of your content should be dedicated to sharing ideas and stories from thought leaders in your industry or like-minded people and businesses
1/3 of your social content should be based on personal interactions to build a personal brand