By quoting the words of Paul Barron, we strongly believe when he says, That use social media as an idea generator, trend mapper, and strategic compass for all of our business ventures.
In the transversal era of digitization, where social media is swirling the air you breathe, propagating your brand on these channels is one of the most convenient ways of marketing. One should never forget that everything on social media changes all the time, so adopting an effective social media strategy would want you to be on your toes all the time. Having said that, social media strategy also comes with the freedom of being transparent. Transparency can be the most disruptive and far-reaching innovation to come out on social media.
So if you are looking for an effective social media strategy to drive the discoverability of your brand, here is the blueprint that can construct an effective social media strategy.
Set up Goals
Building a strategy that is result-centric can be quite challenging. The first question that hits the wit of a brand management agency when a brand asks for a social media strategy would be What are your Business Goals?
The question of asking about business goals helps us formally analyze the vision of the brand and fuse it with our own social media-specific goals that yield the output that can be measured through metrics. Such conversations highlight the conversion goals of the brands and their expectation with the social media strategy. Before you begin, sit down and write exactly what you want to accomplish with your social media channels. This is where you should set SMART objectives:
S- Specific: Setting up specific goals will make your wants to accomplish crystal clear. Is it sales, marketing or just the social media reach that you are looking forth in your objectives. Assigning targets for the same will make it easy to achieve the desired goal.
M- Measurable: After knowing the specified goals of the brand and its objective, measure the rate of your success and progress.
A- Attainable: When it comes to social media goals, you’ll want to pick ones that are challenging but not impossible to achieve.
R- Relevant: Social media marketing is most effective when it is connected with the rest of your company’s goals and objectives, so be sure your social media goals are in line with your overall mission.
T- Timely: Sometimes brands are looking for strategies that are set up as per their timeline. Now the timeline may vary from being the earliest possible for far off too. Make sure to include a deadline when defining goals so that everyone is held accountable. It’s also a good idea to include certain milestones along the route to keep you on track.
Examine Your Existing Situation
To begin, generate a checklist of all of your social media platforms, channels, and handles to ensure that you know exactly what you’re auditing. After that, look at the following for each channel:
- Which content types work well on which channels?
- What is the most common sort of customers that reach you?
- Which social media platforms are bringing the most traffic to the website?
Check to determine if your accounts are consistent across platforms as well. It’s all about presenting a uniform front to your customers, from making sure your handles are the same to using the appropriate logos, pictures, and tone of voice depending on the platform.
Just keep in mind that your tone of voice and content will vary depending on your audience and the social platforms you’re utilizing and that firms targeting both B2B and B2C markets will need to customize content to both audiences.
Don’t forget to check for any duplicated or outdated accounts, as well as those set up by ex-employees, as this might lead to customer confusion.
Know Your Targeted Audience
In the words of Brian Solis, “Social media is about sociology and psychology more than technology” , and we actually believe in building our blocks of social media strategy with this thought.
Even if you’ve previously established your target demographic through prior marketing efforts, it’s a good idea to create specific buyer personas in order to fully comprehend client wants and tailor your social media approach accordingly. These buyer personas will be fictionalized, generalized depictions of your ideal consumer.
To obtain relevant data, use your native analytics to conduct an audience analysis by gathering the most valuable data from your social media platforms, such as:
- Locations
- Demographics
- Attitudes
- Interests
- and Beliefs in Language
Know Your Competition
While it’s excellent to focus on your personal progress, you’ll also want to know how you stack up against your competition to gain insight into what works in your sector as a whole and identify areas of improvement.
Determine your competitors: You should already have a rough notion of who your competitors are, but if not, use Google or other keyword tools to look up terms that your consumers use to find your firm and others in your field who are relevant. For the most realistic comparison, only compare your social strategy against firms that are also active on social media.
You’ll need to figure out which social media platforms they use, how many followers they have, and what kind of content they share, as well as whether they use any platform-specific features like Instagram Stories or Facebook Shopping. You should also consider their audience’s growth, engagement, and the hashtags or keywords they utilize.
Identify the KPIs and Metrics
While there are numerous metrics you can track, ranging from lead generation to online authority, the metrics you choose to track will be highly dependent on your objectives. Some examples are as follows:
If increasing brand recognition is your aim, keep track of metrics like impressions, shares, post reach, follower growth, and brand mentions.
If your overall goal is to boost conversions, you’ll be looking at social media traffic, conversion rate, click-through rate, and bounce rate.
You’ll need to measure metrics like shares and retweets, brand mentions, audience growth rate, post engagement rate, and response rate if you want to leverage your social channels to establish and maintain an engaged community.
Key Messaging
Clearly identifying the goal of your social media channels may make deciding what material to develop and publish, as well as what important messages you want your target audience to take away from your social media channels, a lot easier. Consider the following scenario for an e-commerce company:
Objects of the Platform:
LinkedIn: for longer-form content and thought leadership positioning that adds value to organizations and individuals.
Twitter: for contact and engagement: posting product and company updates, as well as industry-related news
Facebook: is a great place to connect with your audience, share helpful tips, and create conversations.
Instagram: is great for consumer engagement, inspiration, visibility, and engaging with them.
Content Conception and Planning
Unfortunately, most businesses start here, but if you follow all of the stages above before getting to this point, you’ll know that the material you’re producing is suited to your ideal audience. Plan your social activities as well as any measures you’ll need to take to achieve your objectives. Whether you’re developing video content or engaging in influencer marketing, remember to keep your aims and audience in mind at all times.
What kind of stuff may you put on social media, though? If you’re unsure, consider the following suggestions:
Video material is extremely popular on social media, from Facebook Live to Instagram Reels. In fact, marketers who use video generate money 49% faster than those who don’t.
Written posts: from text-only posts to LinkedIn articles, sharing company blogs, and sharing highlights from a webinar or event, written posts are ideal for offering value to your audience.
Infographics are a visually appealing and simple approach to give value to your audience.
Competitions: Using your social media accounts to organize competitions can increase social shares, engagement, and help you reach more people.
Polls and interactive content: These types of postings are wonderful for promoting interaction, but they also allow you to ask your followers questions and gather important information.
Epic, pledges in presenting these action points in its strategy vividly. The strategically driven content with the right conceptualization provides the brand with trust and transparency.
Visit www.epicindiagroup.com for more informative blogs.