There are six steps that need to be followed to create an effective Social Media Marketing Strategy :
Step 1 : Audit Current Social Media Presence
A few areas to consider while auditing your business’s social media presence are:
– Which networks are you currently active on
– Are your networks optimized (photo and cover images, bio, URL, etc.)
– Which networks are currently bringing you the most value
– How do your profiles compare to your competitors’ profiles
Step 2 : Document Who Your Ideal Customer Is !
Even the best marketers will fail if they are marketing to the wrong audience. Answering the following questions will help to come up with a highly focused buyer persona:
– Job Title
– Pain Points (that your business can solve)
– Most Used Social Network
Step 3 : Create A Social Media Mission Statement
Your social media mission statement will drive your future actions, so make sure you put some thought into it. This statement will make it clear exactly what you plan to use your social media presence for and should reflect your brand identity. Keep in mind your ideal customer when trying to create this statement.
An example mission statement might be for an example, “to use social media to educate current and potential customers about digital marketing, with a focus on social media marketing.” Once you have this statement documented, it will make it simple to decide what to share and create.
If something doesn’t align with your mission statement, we need to discard it. Businesses that post randomly without a guiding mission fails. People follow experts, not generalists.
Step 4 : Identify Key Success Metrics
How will you determine if your social media marketing efforts are successful? I am not just talking about gaining more followers, I am talking about making money. After all, it is hard to rationalize spending time and money on something that isn’t improving the bottom line.
A few metrics to consider measuring are:
– Conversion Rate
– Time Spent on Website
– Brand Mentions
– Total Shares
Step 5 : Create and Curate Engaging Content
Sadly, many businesses jump straight to this step. There are several vital steps that one must take before starting, creating and curating engaging content to share on your social media channels.
Let’s now discuss the fun part, posting to social media. You know who your ideal customer is and you used that information to create your social media mission statement. Armed with this information it should be easy to begin creating and curating content. So, what exactly is considered content? Here are a few examples of content one could create:
– Blog Posts
– Company News
The list of content ideas goes on and on, but make sure you focus only on forms of content that align with your mission statement, as well as your skill set. Content is what fuels social media, so it is crucial that you consider creating high quality, engaging content as a top priority.
It is necessary to create a content calendar that outlines how often you will post to each network, which topics you will share and when you will share them.
Step 6 : Track, Analyze, Optimize
This may be the most important step when it comes to succeeding on social media. Even the best social media marketers rely on trial and error. It might seem basic, but tracking your results, analyzing the data and then making tweaks to optimize them is crucial.
Each previous step should be re-evaluated after analyzing the results of marketing efforts. Let the data drive the action & effort. If it is telling Facebook or Twitter is your most effective channel, we need to consider doubling down.
A great social media strategy is never set in stone. It is a constant work in progress that changes when necessary. So need to get out there, create a strategy and start optimizing it as it continue to grow and learn more about your business and your audience.