Social networks are often the center of your customer’s day. Millennials usually start their day by checking their favorite social media accounts and return for updates during their activities. Successful marketers or business owners like you know how to catch their attention with stunning visuals and persuasive copy. This content should be built around the needs of your audience so your social media marketing strategy drives qualified leads to you and helps you build a relationship with your audience.
Chances are, you already have a social media strategy in place. But what makes a social media strategy powerful and successful?
While being concise, direct, and measurable, it needs to outline your marketing goals for the year with actionable steps to achieve them.
A social media strategy is a summary of all the actions you plan to take and what you hope those actions produce. It influences your business decisions, shows if these choices are successful or fall short of the mark, and also helps with future planning in order to keep an edge on your competitors.
Depending on how specific your plan is, your social media marketing plan can increase your ROI and drive traffic to your website, which will improve conversions.
Whether you are just establishing your social media presence or looking for ways to amplify your company’s message, here are five ways to create a robust social media strategy that sets you apart from the competition:
Establish your vision: Set S.M.A.R.T goals
Before you start planning, brainstorm your vision for your social media marketing campaign and what outcomes you want to achieve.
The best social media campaigns begin with a solid foundation of actionable, attainable goals. As you set goals for your social media marketing strategy, use the S.M.A.R.T goal acronym to create objectives that are:
- Specific: Clear, specific goals give you a clear understanding of the steps needed to achieve them. Always be as detailed and focused with what you want as possible because that allows for more efficient decision making on how to get there faster.
- Measurable: It takes a lot of time and effort to achieve your goals. To make it all the more rewarding, when you get those little milestones completed, reward yourself in some way that’s meaningful for you and your brand!
- Attainable: Your goals are what keep you motivated and focused. You can accomplish a goal by setting an achievable one, but there is some planning that will need to be done beforehand. First decide if the outcome of your goal is something you want now or whether it requires more work first before taking action on this big idea?
- Relevant: Setting goals is hard. But it doesn’t have to be! When you set a goal, make sure that the objective aligns with your values and other long-term objectives.
- Timely: Think about how much time you have to work towards your goal. Set a specific date that will signal when it’s time for the final push or make sure your timeframe is realistic so there isn’t any unnecessary stress on yourself. Setting an end-date helps provide motivation and allows you to prioritize what needs attention first, which can be crucial if things don’t go as planned!
Use this reliable framework to guide your actions and business decisions. When formulating your S.M.A.R.T social media goals, remember to review and track meaningful metrics.
Don’t focus too much on vanity metrics, which only graze the surface of social media analytics. They are easy to track but lack meaningful information.
Your social media strategy should align with your overall marketing and business objectives. This makes it easier to demonstrate the value of your marketing plan and secure buy-in from key stakeholders.
Learn from the past: Audit your social media content
The next step in perfecting your social media marketing plan is to go back and review your previous social media content. It is essential that you gain a fundamental understanding of your brand’s social media performance during the last year, half-year, or quarter.
Take a look at the metrics from each social channel you maintain a steady presence on. Analyze how you have generated leads, pushed follows, increased conversion, and driven traffic to your landing page.
Align these results with previous business goals. A high number of likes and shares on a specific social media campaign make it look encouraging, but the goal is to ensure every campaign meets its particular objectives.
Analyzing social metrics in conjunction with your brand’s social goals will tell you whether your social media performance has generated successful ROI.
Once you have audited your social performance, you will see what you did well and what needs to be adjusted. You can use this data to inform your effective social media marketing strategy going forward.
Visualize your target audience: Invent personas
No matter your industry, your target customer will have specific demographics that must be considered when formulating your social media content strategy. Marketers need to fully understand their customers when choosing types of content that will promote brand awareness.
First, identify the audience groups you are targeting. You can achieve this by doing a bit of research across multiple social media channels to see who is interacting with your current marketing content, as well as your competitors’. You can do this manually or use an AI-driven social analytics tool to gather data automatically.
Once you know who you are targeting with your digital marketing, begin creating buyer personas. This will help you clearly define who you are trying to engage. These personas should inform marketing campaigns, ad targeting, and content creation to ensure conversions that meet your marketing objectives.
You will use the insights you gain from creating these buyer personas as you tailor your social media marketing strategy to meet your customers’ needs. You will be able to develop clear strategies to ensure audience engagement on social media.
Devise a content strategy: Choose social media channels and ideal posting times
Identifying your key distribution channels and posting time strategies is crucial to the success of your marketing campaign.
Your types of content, social media channels, and posting times should be heavily influenced by your buyer personas. For example, 72% of adults reported using Facebook, while only 25% reported being active on LinkedIn. This demonstrates the importance of devoting time and energy to your Facebook marketing strategy.
Conduct research to show which social media platforms your audience is most active on and what times of day they are most engaged.
Look back at successful past posts to see when they were posted and who interacted with them. This will show you where to focus your marketing budget and resources. Once you know when to post, focus on generating quality content aimed at your target audience.
Be strategic with your content marketing: create diverse content that can be used across social media platforms, like short-form videos that can appear in Facebook News Feed, Instagram Stories, or Tiktok. Use hashtags to engage influencers and open the door to the possibility of influencer marketing. Finally, use SEO to find just the right words for your ad copy.
Utilize a social media content calendar, which will help you devise the best content schedule and post it automatically. This will allow you to focus on other areas of your business while refining your social media presence.
Eye the competition: Conduct competitive research
Finally, with your social media strategy in mind, consider how your competitors are utilizing their social media accounts. Ask yourself these questions:
- Who are my direct competitors?
- Which social media channels are they using to connect with their customers?
- What content are they producing, and how is it received?
- What are they doing well, and what needs work?
While you can manually review your competitor’s multiple social media platforms, using social media listening is the best way to gather competitor data quickly and compare it to your marketing strategy.
Monitoring how customers respond to your competitors’ brands will help you understand industry trends and improve your content strategy.
By understanding your competitors’ strengths and weaknesses, you will gain critical knowledge to inform your social media marketing better.
Create a strong social media marketing strategy today
There are so many factors to consider as you establish or refine your social media marketing strategy. Use existing data and dig deep to find critical insights on your social media performance, your audience’s habits, and your competitions’ marketing plan.
By keeping your eye on social media analytics, you will be better prepared to create workable, well-defined, and goal-orientated content that leads to social media success.
Are you looking to make more of your social media analytics? Metigy’s social media platform offers scheduling tools and customizable data templates that will not only collect valuable data but guide your analysis towards the best business decisions for your business.