Social media marketing is one of the most effective marketing channels to drive website traffic, get more customers and increase brand awareness. Here’s how to create social media marketing strategy for your business.
What is in a Social Media Marketing Strategy
Social media strategy basically lays out the high level marketing plan your marketing team needs to execute to achieve the desired results. It involves planning, content curation & creation, and analytics-based optimization. It consists of defining social media goals, doing audience research, curating & generating content suitable for your audience, and distribution across various channels.
Why Social Media Strategy is important
Social Media Strategy ensures that your social media goals are in line with your organization’s overall marketing objectives, and everyone in your team is on the same page. It also makes it easy to come up with tactical steps required to accomplish social media goals for your business. It also helps you determine the KPIs and performance metrics to measure the success of your social media campaigns.
How to Create Social Media Marketing Strategy for Your Business
Here are the key steps to create social media marketing strategy for your business.
1. Determine Social Media Marketing Goals
What is the objective of your social media marketing campaign? Is it to drive traffic? Is it to get more followers? Is it to increase brand awareness? Is it to drive engagement?
It is important to understand why you need to do social media marketing. Only then you will be able to decide what you need to do. Otherwise, your marketing campaigns might not achieve the desired results.
Make sure that you have clearly defined 2-3 long-term (1 year) social media marketing goals that you want your marketing team to achieve.
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2. Understand Your Target Audience
Next, identify 2-3 groups of audiences that you want to target via your social media campaigns. You can define them in various ways such as their age, location, gender, demographic, nationality, lifestyle, etc if your products & services are B2C (Business-to-consumer).
B2B (business-to-business) organizations can define target audiences based on their industry, organization role, department, qualification, salary, etc.
It can also be a combination of any of the above factors.
For each target audience or segment, define a buyer persona, that is, an imaginary customer with real-life attributes. For example, a target buyer persona for an sports drink brand will be a male/female, 15-30 years of age, interested in playing sports, member of sports clubs/gyms, etc.
Document these buyer personas and brainstorm with your team so that everyone knows whom to target in your social media campaigns. More details the better.
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3. Create Content Calendar
Once you have defined your target audience, think of all the topics that they are interested in, and the problems they face.
For each item in your list, list different content topics for which you can curate or create various types of content such as blog posts, videos, infographics, etc.
Also decide how and on which social media platforms you will promote each content piece. For example, Facebook is great for lighhearted topics while LinkedIn is more suitable for serious ones.
Share content calendar with your team, delegate responsibilities to various team members and assign them timelines, so they know what to expect and by when.
Also, leverage any big media events during the year such as Superbowl, Oscars, etc and plan special social media campaigns around them.
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4. Create & Curate Content
If you have the resources and budget to generate original content, go for it. Else use tools like BuzzSumo to discover what is trending and curate it on your social media profiles.
If you already have any past content that generated good social media buzz, you can consider repurposing it into videos, slideshows, presentations, infographics, etc and sharing them on social media platforms.
5. Keep Testing, Keep Measuring
It is important to determine the key performance indicators to measure your social media performance. Make sure that they are in line with your social media goals.
For example, if your social media goal is to increase brand awareness, you might want to track likes, shares, comments, etc. On the other hand, if your social media goal is to drive traffic to your website, then you need to track clicks.
Use Google Analytics and a social media analytics tool like SproutSocial or Agorapulse to easily measure the performance of your social media marketing strategy, and optimize it further.
Hopefully, the above steps will help you create social media marketing strategy for your business.