Social media is a crucial marketing channel for all kinds of businesses. Previously, a few years ago, the question was, “should I indulge in social media marketing?’ but today, it is most likely, “how should I do social marketing?”
A social media strategy is a sum of all you intend to do and hope to accomplish on social media. It inspires your actions and helps you keep a tab on what is working and what is not. You cannot ignore the value of social media marketing campaigns.
The following are 6 crucial steps for your business to design an effective social media marketing strategy:
Step 1: Audit Current Situation
Before you start building your social media strategy, take some time to understand where you are currently placed. For conducting an audit on your existing social media presence, few areas you must focus on are:
- On which networks are you currently active?
- Are your networks optimized for elements like the photo, URL etc.?
- Which among the networks is bringing in most value?
- How do your profiles compare to the profiles of your competitors?
Step 2: Define Your Ideal Customer
For this, you must get as specific as possible. For instance, it may be good if you define your target audience as new moms and dads. But if you go further- persons who reside in the US, are between 25 and 35 years of age, earn more than $50,000 annually, are interested in the outdoors and frequently use Facebook, you will have much more success. Even the best marketers have slipped up by marketing to the wrong audience.
You can design a customer persona with:
- Job role
- Issues which you can solve
- Most active social network
Step 3: Social Media Mission Statement
This statement will drive your future actions, so devote some solid time and energy to it. It will render it clear what use you will put your social media activities for and will reflect your brand identity. You must create this statement keeping in mind your ideal customer. Once you document the statement, it will become easy for you to decide what to create and share. It is also important that you put the statement to good use to guide all your actions.
Step 4: Important Success Metrics
Defining your success on social media must be identifiable by key metrics; this is not just about most followers but more revenue or money. For this, some useful metrics are:
- Time spent on a website
- Conversion rate
- Brand mentions
- Total shares
Step 5: Engaging Content
Armed with information on ideal customers and a solid mission statement, you must begin to create and curate content. Some useful contents are:
- Company news
- Blog posts
Step 6: Tracking, Analysing, And Optimizing
It may seem too trivial, but tracking your results, analysing data, and tweaking your social media postings for optimal performance is vital. Every previous step must be re-evaluated to judge the impact of your marketing efforts. Let data inspire you, and in case, Facebook is garnering most value, jump to the opportunity.
The best social media marketing strategy is not set in stone. It involves continuous efforts. So, design a pro-active strategy that will improve your bottom line in the long run.