Social media strategies have become crucial for businesses. With social media, companies can reach a wide audience to market their offerings.
It is a well-known fact that businesses not present on social media should prepare themselves for going out of business. And that speaks about the importance of social media for businesses, especially in today's stiff competition.
Businesses need to formulate a social media strategy to leverage the capabilities of social media. You can regard such a strategy as the blueprint to create, post, and engage with your social media content.
You might be wondering why businesses need social media strategy. The answer is that with a social media strategy, companies can reach their target audience, measure the return on investment and attain business goals.
You might find social media confusing due to the presence of many channels with different features. And what is more is that social media channels get new features now and then, compounding the confusion.
If you do not have in-house resources to handle your social media campaign, you can hire a trusted social media marketing agency.
Your success depends upon creating a simple strategy aligned with your resources and goals.
Building a Social Media Strategy
The next question that arises spontaneously is how to build a social media strategy? The answer is that you can craft your social media strategy with the following steps:
Define Your Target Audience
Start with documenting the buyer personas. Next, define the demographics of your target audience, such as age, gender, occupation, income, hobbies, and interests.
Figure out the challenges your target audience faces. It is a good idea to focus on four types of people, ignoring the outliers.
You might have heard that content is the king in a digital marketing strategy. So, create fresh content that is high in quality, relevant, and valuable. The best way to create content is to prepare a list of common questions from prospects and write at least one blog per week addressing the questions.
Address Buyers' Pains
Share content, like ebooks, checklists, videos, and infographics, to address your target audience's pains. They will share the content on social media to expand your reach if they find the content useful.
Do Not Focus on All Social Channels
It is a good idea to start things in a small way. Focus on the social media channels where your target audience spends most of their time. Make efforts to build and nurture a community on the social media channels you work. You might not have a large bandwidth to establish your presence on all social media platforms.
Results are what indicate whether your social media strategy is progressing in the right direction. You can start by assessing the amount of traffic that drove them to your blog.
Examine which posts people are responding to, and look for keywords that generate the maximum interest.
After you get an idea of the average performance of your social media strategy, you can set your goals and continue measuring the results.
But, choose metrics that are easy to find, such as new followers, interactions, and website visits from social media.
Do not expect quick results. Before you see results, you should build a following and establish your brand. Therefore, you need to experiment with your strategy to figure out the right combination of social media channels, content, and messaging that works for your audience.
With time, you will be able to make perfect adjustments based on the information you source. In addition, it will help you to fine-tune your strategy.
How is Social Media Marketing Strategy Different?
You can do many things with social media, from connecting with your target audience to promoting your products, services, and brand.
In this context, you should acquaint yourself with the slight difference between a standard social media strategy and a strategy for marketing.
In a social media marketing strategy, you should choose more specific goals to metrics you track for your marketing initiatives.
Ensure that user experience on social media channels is positive when you market your business offerings on such channels. And all content and images you use should be consistent with those on your website and blog.
Answer all questions your followers post on social media, as you should engage with them to build stronger relationships, which matters for all businesses.
Also, do not fail to align the content you post with your marketing campaigns on other channels, like email or ads.
What is a Social Media Content Strategy?
Content is the main element in any social media strategy. Imagine if there was no content, then what would have happened? You will not engage with your audience, promote your business offerings, or measure performance results.
So, you should plan your social media content wisely. Your content should be engaging and valuable to retain followers on social media apart from prompting them to share your content. And, that is why you should have a social media content strategy. Typically, it should include:
Adherence to posting guidelines in respect to every channel you use in your social media strategy--for example, you can post a GIF on Twitter but not on Facebook.
Audience trends on every social media channel--for example, the younger segment is more active on Instagram than on LinkedIn.
A plan to create long-form content--you can use your blog, podcast, ebooks, etc., to develop such content.
Segregate your team members into two broad sections: one section for posting content and the other for engaging followers.
The publications you will repost.
Social Media Strategy Templates
It will help if you use templates for your social media strategy. Such templates are freely available over the internet to download.
When you download such templates, you will get:
A template schedule for every social media channel. It is understood that one template cannot fit all such channels
A calendar of hashtag holidays to keep you updated to participate with new and relevant content
A social auditing template to track your followers, engagement rates, etc.
A social media content calendar to organize campaigns across every social media channel
A social reporting template to follow your monthly results
A paid template with which you can manage and optimize your paid budget
The bottom line is that social media is not confusing if you adhere to the right tactics of running your social media strategy. We believe that this article will help you run the most effective social media strategy for your business.