Social media has become a powerful platform for marketing due to the high brand exposure and great return on investment. Social media has grabbed a major portion of the budget and has become part of the marketing strategy for most of the brands.
This is just the beginning and social media will become much more important for a brand in the days to come. Hence it is important to understand the important aspects of designing a successful social media strategy.
Irrespective of whether you have just started to design your first social media strategy or whether you have done it for few years now, there is always more to learn.
Here are 6 Key ingredients for a successful social media marketing strategy, to help you get started or refine your social media strategy:
Define Your Brand value proposition
Value proposition is a promise that a brand makes to offer value in its products. It’s the only reason why a prospect would buy from you. If your company is less known, then there is a higher need of a better value proposition.
Your brand value proposition is the first and the most important thing that determines whether your audience will really bother to read about your product or just scroll through the numerous posts on social media.
Create a strong value proposition by:
- Clearly explaining how your product will be able to solve the problems
- Explaining the specific benefits of your products
- Justify why customer should buy from you and not from competition
Set Clear Goals
What is that you actually hope to achieve with your social media strategy?
List down your company’s overall marketing goals and then decide how you want to use social media to reach your overall goals.
Some of the goals that are associated with social media are:
- Build brand awareness
- Increase engagement
- Increase website traffic
- Lead generation
- Convert leads to customers
Every strategy of your social media marketing should lead you towards the goals that you have set.
It is wise to breakdown your goals into primary goals and secondary goals. It becomes much easier to focus on each goal without having too many complicated goals.
Identify your social media audience
Social media marketing is all about being able to talk and engage with the audience who will eventually convert into customers. But if you are not spending time in the first step of knowing your audience, then the succeeding steps can be a disaster.
Create audience personas, which are nothing but are a deeper understanding of demographics.
Research your audience to find factors such as:
When you have identified your target customers, it becomes easy to engage and connect with your audience.
Variety of social media management tools such as Audiense, has made it possible and easy for the marketers to conduct the search for their right audience with much more ease and perfection.
Related content: 5 Tools To Decode Your Target Audience
4. Compare with Competition
Competitors are key ingredients for the success of your social media marketing strategy. Research and know your competitors well so that you can keep a tab on their activities.
Identify your key competitors and make a list of top 5-10 competitors. Analyze aspects of your competition such as:
- Social platforms
- Social profiles
- Number of followers
- Content strategy
- Posting schedule
- Engagement rate
With tools such as QuickSprout, you can observe content to find which type of content is gathering more attention. Analyze the time of the time, frequency of the posts and the content of the posts that are getting high engagement.
This will give you a lead on the type of content that has to be generated by you to get equal or more attention on social.
5. Define Content Strategy
Content strategy is also interchanged with social media strategy most of the times, since marketers feel that both are deeply connected. Social media gains greater strength with great content while your content is lifeless without social media. Hence brands should learn to use both of them together to reach greater heights.
Content strategy should include the variations such as:
Include information, humor, emotions, urgency, product demos, and knowledge sharing in the content that you share with your audience.
Content has to be shared at the right time with the right frequency to make an impact on your audience. With the help of tools such as Cloohawk, you can identify interesting content from your influencers and followers. You can also identify your evergreen content and repost it automatically at the best time.
6. Monitor Metrics
A social media strategy to be successful needs to be measured. Only planning your social media marketing strategy, and having no ways to measure it, will mean that there is no way to determine the success of your social media campaigns.
Measuring and data analysis will provide the insights required for continuous improvement in your social media strategy.
Identify the metrics that need to be monitored on continuous basis. For example, if you wish to measure the increase in website traffic, then you need to find ways of tracking the traffic coming through social media. Find analytical tools such as SocialClout that enables brands to plan the marketing strategies based on feedback from various social media platforms.
Related content: 7 Tools for Social Media Marketers to Avoid Burnout
All the new as well as the seasoned marketers are trying their best known tactics to nail down the key ingredients for a successful social media marketing strategy.
While the starting point for any strategy is to set goals and objectives, every ingredient of your social media strategy serves the goals you set.
Although there are many different methods and ingredients for a successful social media strategy, an effective social media campaign will start with the basic 6 ingredients explained in this article. These ingredients will marketers to create a successful social media strategy.