Social media marketing is important, really important. By now we understand that social media marketing drives consumers to engage with a brand, expose new products or services, increase sales and a whole lot more. However, social media marketing can’t be effectively utilized without having a strategy, a strategy that acts as a map, riddled with well thought out promotions, content schedules and campaigns.
Creating a social media strategy that is geared to win is not always an easy task. There are many things that need to be considered when crafting the social media strategy for your organization. Our team brainstormed some of the most critical things to include in your social media strategy. Below are our top 5 items to include:
1. Your vision: This is the hallmark of all things social media in relation to your brand! In times of doubt, turn to the vision of your social media marketing strategy.
Your strategic vision should encompass who your brand is and what purpose it serves in social media. To ensure that your vision is successful, write it down. Bounce the vision off others to get their feedback, then follow it! Lastly, don’t be afraid to adjust your strategic vision with time. Social media changes at a rapid pace, and your vision needs to as well.
Here’s an example of a vision statement: Candeo Creative is a full-scale, integrated marketing agency that serves the greater Fox Valley area. Candeo Creative is active in social media marketing to market ourselves to potential clients, educate our followers and fans and be a thought leader in our industry.
2. Your target: You have your sail set with your vision; now you need some direction! Identifying your target is the next critical step in forming your social media marketing strategy. A great way to identify your target is to discover who is the decision maker on the opposite side of the table. What’s their average age, gender, race, etc.? You get the picture.
Once you discover who this person is (there may be multiple targets), put yourself in their shoes. What kind of things would they like to see on your social media channels? What would offer them value? What would make them come back to your social media channels? If you don’t know how to find these answers, ask! Ask friends, family, colleagues and the almighty Google.
Here’s an example: The target at Candeo Creative may be a female, between the ages of 35-50, who is in a marketing role at another organization. She finds value in infographics and video marketing. However, she also enjoys seeing the lighter side of posts, such as funny memes and other humor.
3. Your ‘legs’: Here’s the fun part! The legs of your social media strategy is what attracts your target market. These are called campaigns, promotions and editorial calendars. Allow me to explain what these are in more detail:
4. Your methods: How your brand acts in social media is what gives your brand a personality. Before you launch your social media strategy, write down your plan for the following:
How often will you be posting content?
What time of day will you be posting content?
What type of content are you going to be posting?
What’s your online voice sound like? (Is it sweet and gentle, or maybe aggressive and forward?)
How long will your posts be?
These are just a few of the things to think about before launching into social media marketing. Of course, plan on your answers fluctuating with time.
5. Your metrics: Lastly, and possibly most importantly, how do you plan on measuring success? Below I list some of the top metrics to analyze. However, before I do, make sure you set concrete goals within a specific time-frame. I would encourage you to set goals for each month, quarter and year to make sure you are on track. If you’re not, it’s time to reevaluate.
Key metrics to study:
Overall new fans and followers: How many new fans/followers are you gaining?
Composite engagement: Out of all your social media channels, what’s the engagement rate like?
Conversion rate: When you call your fans and followers to a specific action, such as buying a product, or visiting your website, what percentage of them take that action?
Target monitoring: Is your average Facebook fan a 16 year old girl and your target user a 60-year-old man? If so, it’s time to reevaluate your strategy.
What you see above are only some of the key elements to a good strategy, but this will certainly give you a head start! If you are looking for more help with your social media marketing or other services we offer, contact us to let us help you see great results!