If you’re looking to start a social media marketing strategy and already panicking, don’t worry too much. Social media marketing can be difficult, but it’s not impossible – and when it’s done right, it can be very effective and lucrative for a businesses.
We’ve prepared a beginner’s guide for those starting from scratch and looking to build an effective and easy-to-manage social media marketing strategy.
What Should a Social Media Marketing Strategy Cover?
Let’s start with the basics: your social media marketing strategy should be well-built and include a comprehensive plan for every aspect and platform of your social media. That includes:
- An Understanding of Your Business’ Identity: This entails an audit of your current social media practices and future goals. By understanding where you stand and what you want social media to do for you, you can better identify which platforms should receive the bulk of your attention.
- Measurable Goals and Auditable Results: This can be whatever you want most for your business, whether it’s converting leads, connecting with your clientele, becoming a thought leader in the industry, or just keeping your profile relevant. The most important thing to consider is what’s best for you and your business. After that, make sure you have the right tools to monitor your progress and performance.
- An Outline for Content Types: Once you know what your goals are and how you hope to achieve them, the next step is to design a thoughtful approach that represents your brand’s creativity and individuality. In the best circumstances, you’ll know what types of posts serve your clients and feel manageable from a content creation standpoint. You should aim to mix up what kind of content you are posting to keep your feed feeling fresh.
- A Social Media Calendar: Again, your strategy doesn’t have to be planned through the end of the year. The goal for your calendar is to keep your social media marketing relevant and not harried. Planning content in advance (however far that means to you) ensures you maintain a constant presence on the internet.
Optimise Channels to Reflect Your Best Angles
Several platforms might factor into your social media marketing strategy. Make sure you have some sort of presence on all of them, even if it’s just ensuring you have a uniform brand identity present, such as a logo or contact information. Once you’ve figured out which ones are best for you to use, flex those creation skills effectively.
Every part of the profile should be filled out and in line with the image your brand wants to promote. Links to your site should be easy to find, and photos should make your profile pop.
Remember that each choice you make should work to get you closer to one of your goals; don’t just create social media posts for the sake of it. Think about how you can generate a social media presence that encourages these aspects of your strategy:
- Building brand awareness and creating a demand for your business
- Acquire leads, generate sales, or drive traffic to your website
- Provide customer service or share positive reviews from satisfied customers
- Serve as a thought leader and set the tone for your industry by sharing relevant commentary
- Seek out network partnerships for better exposure
Each of these is easier to achieve if your profile is optimised for the target audience or customer you hope to connect. Use social media insights to find data that can inform your best practices, including location, age, gender, income level, or other information that might be easily collected about your followers.
Once you consider that information, think about how to best create content your followers will love and find varied and exciting. Online graphic design programs like Canva or Gimp can make image editing a breeze, while phone videos can jazz up an otherwise mundane post.
From there, establish which metrics most closely align with your goals. They can include:
- Reach – how many people saw your post
- Clicks – the total number of people who followed the post back to your site
- Engagement – how people interact with your post
Keep tabs on how your competitors perform in these areas and what tactics they are using in their social media marketing strategy. Ultimately, however, your strategy should be fully aligned with your business’s goals and its future success.