Building an effective social media marketing strategy and staying consistent in your efforts may sound easier than it is.
It’s not all about what and when to do it. It should also incorporate fail-safe mechanical media and actions to tell you whether your KPIs are where you want them to be.
The hardest thing to achieve when building such a strategy is to make it as specific as you can. Also, it is important not to confuse it with a ‘plan.’
The strategy is where you’re headed while a plan is how you’ll get there.
If you are interested in how a few things, such as an online quiz maker and analytics software can help you do it, stay with us. In this article, we give you the 8 easy steps to build a social media marketing strategy.
In this article, you will learn:
- 1 Step-1: Establish Social Media Marketing Goals
- 2 Step- 2: Leverage a Quiz Maker to Tailor Content for Your Audience
- 3 Step- 3: Learn from Competitive Analysis Reports
- 4 Step-4: Learn From Your Experiences
- 5 Step-5 Choose Platforms and Optimize Your Accounts
- 6 Step-6: Revisit the Case Studies of Successful Strategies
- 7 Step-7: Use Social Media Content Calendar
- 8 Step-8: Measure and Optimize Your Efforts
Step-1: Establish Social Media Marketing Goals
Remember, when we mentioned that social media marketing strategy should be specific? The first step is all about making it specific. How do you do it?
Take a look at your business goals. Your social media marketing strategy should reflect those goals.
Establishing business goals gives ground to your social media marketing strategy. After all, goals are what you wish to achieve with your social media marketing strategy. Goals also give you a clear picture of all the inclusions and exclusions in your social media marketing strategy.
However, it’s great to focus on just a handful of goals. Working simultaneously on many goals is great when you have a team where different people within the team can handle different goals.
Here are the most common goals of a social media marketing strategy:
- Increasing brand awareness – If you want to appear more relevant in your target market, this is the best goal to set.
- Improving public relations – This is the best goal for companies to increase sales, the main efforts include responding to complaints and entering meaningful conversations with the customers in time.
- Create a network of brand advocates – Social media platforms are great for building brand loyalty and this goal can help businesses of all sizes achieve it.
- Improving R&D – This goal is best suited for companies planning to improve the customer journey by directly engaging customers on social media.
- Generating more leads and sales – Companies can use social media to communicate with customers, identify their pain points, and ultimately resolve those.
It is important to keep your business goals in mind while you build your social media marketing strategy.
Step- 2: Leverage a Quiz Maker to Tailor Content for Your Audience
While the social media marketing strategy goals are there for you, to achieve them, you will have to deliver something special to your audience. That something is content.
What topics your content should cover is an important question for the success of your efforts. Why not ask them yourself by engaging them with short and sweet quizzes?
An easy-to-use quiz creator software can help you create quizzes and share them in a few simple clicks.
With a simple personality quiz, you can come closer to knowing about your buyers’ personas. You can give them personalized results based on their answer choices.
Personalized results get shared a lot. So, ultimately, when you post a quiz on your social media, you expand your brand’s reach multifold.
You can also extend your efforts by creating audience personas. There is analytics software for each of the major social media platforms.
We suggest that you read about how a company leveraged analytics on Facebook to reduce cost per referral by a staggering 40%.
Step- 3: Learn from Competitive Analysis Reports
Competitive analysis is the bread and butter of marketing, and social media marketing is no exception. There’s so much you can learn from your competitors.
A well sought-out competitive analysis can help you analyze what makes your product or service unique and what elements of it you can play up with to pull your target market closer.
For instance, which social media platform they are using, what type of content they share, how they communicate with their followers, and many other things.
Create strategic groups like products or services, profitability, growth pattern, marketing objectives, current & past strategies, cost structure, strengths & weaknesses, and place your competitors in those groups.
You can also track the most competitive keywords and your competitors to gauge their strategy. Use this information to customize your strategy and remove the friction from the decision-making process.
Step-4: Learn From Your Experiences
To fuel your social media marketing strategy, you can tap into the power of the experience you already have on numerous social media platforms.
Go back as far as you can and identify the best performing posts, which platform generated the most leads, the demographics of your social media follower base, and so on.
This data will enable you to draw powerful conclusions and implement your findings in your current strategy.
An analysis of all the strategies utilized in the past and their outcomes can help in the development of your new strategies and their application.
Step-5 Choose Platforms and Optimize Your Accounts
Some social media marketing strategy goals are easier to reach on specific social media platforms. For instance, quick video tutorials are more suited for Instagram and Snapchat.
On the other hand, if you want to communicate with the customers directly, Facebook is the best channel to do so.
Once you know where your audience likes to hang out, and what they do on those social networks, you can divide your end goals into milestones and target specific channels.
You can even curate different types of content to go on different platforms. For instance, you can create Instagram stories wherein you can take a quiz, a poll, an AMA, etc. Instagram stories or also great for breaking down news or announcement.
Step-6: Revisit the Case Studies of Successful Strategies
Some social media platforms are more than ten years old. Companies have been using them for marketing purposes for quite a while now. To further refine your strategy, you should learn from the success stories.
Don’t just skim through these stories. Make sure to identify the business goals, KPIs, and specific social media marketing efforts, to be able to truly understand to which extent the companies in question used social media to achieve success.
Step-7: Use Social Media Content Calendar
At this point, you want to decide how often you want to share content on your social media profiles. Creating great content but posting it blindly and haphazardly is going to take it nowhere.
This is why you should create and use a social media content calendar that will help you keep track of what content to post when & where.
- Delegate specific tasks to the best people
- A well-managed content calendar will help you:
- Create content that meets your specific goals
- Ensure you have a good balance of different types of content
- Keep your content consistent.
Make sure to devote some time every day to talk with the followers. Schedule these efforts in your calendar as well.
At this stage, you also want to decide how to mix content. Each content type has a different engagement potential.
Diversifying your content marketing efforts can help you consistently engage followers and achieve your goals more easily.
Step-8: Measure and Optimize Your Efforts
At last, your social media marketing strategy is not written on an ancient Egyptian papyrus protected by the UNESCO. You can change it, and if you want to succeed, you will have to.
Track your KPIs, study how your followers interact with the content, and make decisions on the go.
Find the right mix of new leads and expansion opportunities: Find the right mix of new leads and expansion opportunities: It is alright to expand the existing customer base and to follow up on the prior leads. But, it is also important to generate new high-quality leads in numbers that ensure the brand’s growth.
For this, you’ll need to identify the right percentage of newly sourced leads against leads generated from your database. With a data-centric approach, you can find the right mix of leads and expansions for the organic growth of the company.
Get visibility into how marketing drives revenue: It is important for marketers to understand their impact on revenue so that they can set their annual targets and gauge performance towards their goals.
For this, it is necessary for them to demonstrate the program value and make the processes transparent with multi-touch, weighted campaign models, segregating the strategies into different campaigns.
Fine-tuning your strategy is a long-term effort. You will have to commit to it if you truly want to build an effective social media marketing strategy.
If you go through all these eight steps, you will be able to build a social media marketing strategy that reflects both your company goals and customers’ needs.
Devote as much time and resources as you can, as a good strategy is the foundation of your social media marketing campaign.
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Author Bio: Robin is a Technical Support Executive. He is an expert in various LMS and employee training software. Currently, he is a resident learning management expert at ProProfs. In his free time, Robin enjoys cycling and sky diving.