There‘s no denying that you need to be using Social Media Marketing as part of your overall marketing strategy.  

In today’s world, social media is part of our daily lives with most people tuning in, turning on and connecting to one social platform or another. With billions of people using social media, you would be crazy not to be using it to build your online presence. However, there’s more to social media marketing than just creating profiles on different platforms and posting content. To get results, you need a strategy.

I’m going to break down the various elements of that strategy so you can start building yours. Let’s get started

1. Know Your Audience

Age range, key responsibilities, major concerns, key stressors/pain points, key purchasing drivers, places most likely to find information, days/times most likely to be active, role in purchase process for the family, etc.

An effective social media strategy starts with knowing your audience. If you don’t know who that audience is then you can’t deliver the right content and messages that resonate with them.

While, social media platforms provide a lot of analytical data on your audience – age, gender, income etc., this data will only get you so far.

Create personas (composites of your ideal customers) – these composites should be alive, give them names, and fill in the blank of who they are.

2. Have Clear Business Goals

Your social media strategy starts with defining measurable business goals that your social activity will deliver.  These goals can be driving brand awareness, increasing traffic to your website, gaining more leads, etc.

Without clear, measurable, smart goals your social media marketing will be a waste of your time and money.

Your goals should be written down. Statistics indicate that people with written goals are 30 times more successful than those who have no goals, and those with goals in their heads are 10 times more successful than those who have no goals.

3. Go Where Your Audience Hangs- Out

There are a lot of different social media channels – Facebook, Snapchat, Instagram, Twitter, LinkedIn, Pinterest and more. Depending on who your audience is, only some of these channels may be relevant.
According to the Pew Research center, 78% of Pinterest users are aged between 18 to 24. For example, if your audience is older then maybe Snapchat isn’t ideal.
To get the best ROI from your social strategy only focus on those channels where the majority of your audience hangs out.
Facebook is one of the most popular social channels. It will fit most social strategies.

4. Track the Right Metrics

To effectively measure the impact of your social media activity and how it delivers on business goals, you’ll have to track the right metrics.
While Likes, Hearts, Retweets, and Shares are nice, they mean nothing if they’re not delivering business value.
The most important metrics are those that send people your way. This includes driving traffic to your website, getting people to sign-up for your email list, and of course ultimately referrals, and sales.

5. Create a Content Strategy

Content fuels social media. Part of developing a social media strategy is understanding the different types of content that are suited to each social channel.

For example, Instagram is very visual. Facebook is more of a mixture of content types. LinkedIn is more informative written content for professional purposes.

Posting the right type of content for each channel is important. The content that you publish should be created to resonate with your audience personas and also the business goals that you’re trying to achieve. Creating engaging content seams to be one of the biggest challenges marketers face.

Another element of your content strategy is publishing frequency, which is usually daily and often multiple times a day.  

Many businesses use social media tools to manage their presence on different platforms.

6. Measure, Analyze, & Tweak

The success of your social media marketing efforts comes down to how you measure and analyze the impact of your activities. You don’t need to spend all day listening and engaging on social media to be successful.
You should be able to measure how the various posts that you publish perform and contribute to the business goals that you want to achieve through social media when you have established metrics for tracking results.
All platforms will provide analytics data that tells a story of how your posts perform if you use management tools. These often provide further analytics insights – combine these with your website analytics to really get the full picture.
Your objective is to understand what worked and why. If some posts performed well and others didn’t, look for commonalities and patterns. You can then tweak future posts accordingly.

Now it’s Your Turn….

Social media has the power to deliver amazing results but only when done properly with intention and a clear plan.

And now that you know the elements that make-up a social media marketing strategy, it’s time to build your own.

Need help with your social media management? I’d love to hear from you! 

Contact Shannon