5 Steps to a Successful Social Media Marketing Strategy
A social media marketing strategy is crucial to ensuring the success of your social media efforts – be they campaigns, ads or organic content. Like any form of marketing you conduct for your business, social media requires careful planning, research and a lot of patience; Rome wasn’t built in a day and neither will the best social media strategy!
Interested in marketing your business or brand on social media? Here are 5 steps for a successful social media marketing strategy!
What is a Social Media Marketing Strategy?
Before we jump in, let’s explain what a social media marketing strategy is!
Simply put, a social media marketing strategy is a detailed, structured plan that covers everything you want to do and achieve for your business through social media. It guides your actions when interacting on social media so that every post, picture, video, like, comment or share is meaningful and serves the plan you have for your business’ social media marketing.
The more detailed your strategy is, the greater your chance for success. A good strategy will ensure effective implementation and help you achieve the results you are after.
Why Do You Need a Social Media Marketing Strategy?
Think of a social media strategy as architectural blueprints for a very tall building; if you want to ensure that the building stands steady, strong and doesn’t fall over, your blueprints have to be designed to make it so!
Your interactions on social media will be much the same as that building – it will only work if you have laid out the proper infrastructure to build on. This is what makes a social media strategy so important.
Without a social media marketing strategy, you may find yourself without inspiration for content, marketing to the wrong audience, using the wrong social media platform and ultimately wasting your own time and marketing budget.
A good, well-structured social media marketing strategy all but eliminates these factors; by laying down the foundation of your social media marketing plans, you can rest assured that your efforts are making a real difference to your bottom line.
Social media is a must for almost every business: through it, you can create brand awareness, reach your target audience, advertise your products or services and generate a strong, loyal following. With this much at stake, a social media strategy is a necessity for your business’ success online.
Let’s get to the key elements for a successful social media marketing strategy.
Social Media Marketing Strategy Step 1: Know Your Audience
As of 2019, there were 3.5 billion daily, active social media users – which is about 45% of the global population!
With so many people online, you need to know who your audience is, where they are, what they like and – very important – which social media platforms they are using.
More than potential followers, these social media users are customers. By understanding them, you can:
- Ensure your content is tailored to the right people
- Create content that encourages engagement
- Increase your leads, conversions and sales
Some key demographics to note about your audience are:
- Pain points
- Preferred social network
Social Media Marketing Strategy Step 2: Pick Your Platform
Did you know that people spend an average of three hours per day on social media? Now your job is to figure out which social media network your people are spending all their time on – and use it to your advantage!
While it’s a well-known fact that Facebook is currently the most popular and most used social media platform, this does not necessarily mean it’s the right platform for your business. This is because your target audience may be using another social media platform instead.
As you can see, before you can pick your platform, you need to understand your audience. Your audience ultimately dictates which platform you should market on – or you might waste your time and budget creating content and ads on a platform that your ideal customers aren’t even using!
Each social media network has its pros and cons and, while your audience is extremely important, it’s also useful to know which platform would suit your business best. Cross-platform marketing is also an effective way to advertise your brand, products or service while utilising the network your customers are using and still advertising on a network that suits your business.
For example, a business that offers tactile products or services (like a pet parlour or hair salon) may have more luck on a visual platform like Instagram, while a less tactile business (like an accounting firm or psychologist) may receive more interest on a less visual platform like Twitter.
Social Media Marketing Strategy Step 3: Know Your Competitors
After your customers, your competitors are the most important people to keep an eye on. If you are new to your industry, or are adding a new product or service to your range, your competitors can often reveal more about how to effectively market on social media than they’d like.
A competitive analysis will help you learn what your competitors are doing well and where they aren’t succeeding. It will also give you an idea of what your industry’s standards are, as well as provide insight on where it’s falling short – which may help you spot opportunities for your own business.
It’s important to remember that the goal of a competitive analysis isn’t to steal or copy your competitor’s ideas. Instead, you can use what you know and learn to your advantage and include this knowledge when outlining your social media strategy.
Social Media Marketing Strategy Step 4: Content Creation & Curation
As every marketer knows, content is king – be it on your website, your blogs or your social media networks.
It’s tricky to balance, but your content must:
- Encourage engagement
- Entertain and inform the customer
- Resolve a problem
- Inform the customer about your service or product
Statistics show that people generally remember 80% of what they see and only 20% of what they read – which could make creating content slightly easier.
Your competitors could prove useful here again; a quick scan of their social media content may give you an idea of what people respond best to, as your audience is likely almost identical to your competitor’s audience.
Social Media Marketing Strategy Step 5: Analyse, Review, Restructure
So, you know who your audience is, you’ve identified which platform you should market on, you’ve got a keen eye on your competitors, and you are pumping out content like there’s no tomorrow – what’s next?
Above all else, data is your social media marketing strategy’s best friend. The data you collect as you use social media networks is one of the most important tools for your social media marketing strategy.
Insights and analytics can tell you everything you need to know about your customer’s experience on your social media profile. You’ll see which of your posts or ads received the most and least engagement, how long a user spent watching a video you posted, and even how many times your post was seen. This data is invaluable as it can define almost everything about future content or ads you create and help you achieve higher engagement rates, a higher click-through rate and can even increase your conversions.
By analysing and reviewing your data, you can restructure and adjust your strategy as needed, ensuring that the least amount of time and money is wasted on your social media marketing.
Need a Winning Social Media Marketing Strategy?
We know social media! We can help your business with a tailored, unique social media marketing strategy that will promote your business, create brand awareness and generate leads and conversions.
Get in touch for a free strategy session!