Deny the importance of social media marketing in today’s times or the times to come, and you will nowhere to be seen in the picture. Not at all! You can’t just neglect this lucrative option while going forward.
As a social media marketer, I just relish the questions entrepreneurs, and small business owners ask regarding the assistance, efficiency, and efficacy of social media. At least the questions have changed, and so does the mindset of people step into the business regime.
It’s the time of social media
Times have changed for the good and in favour of SMM. Gone are the times when I used to listen to a question, “why should we use social media marketing for our business?” Nowadays, businessmen ask me questions like, “how can social media help enhance our business”.
Now, if you are convinced of the power of social media and want to integrate this rewarding option into your business, don’t go blindfolded. Why? Because everybody is vying for attention, you cannot step in without a proper plan. A documented strategy is a must.
You can’t advance without a proper thought process
Have you started your business without a solid set of plans like a marketing plan, financial plans etc.? Surely you must have planned about it, then what’s the point of doing social media without a proper, well-thought-out strategy?
If you do so, all your efforts will go in vain. Below are 7 significant steps for creating an effective and business-friendly social media marketing strategy.
1. Assess your existing social media presence
If you are not gaining the desired results, review your current market strategy to know where you are right now. Is this strategy viable to produce solid results? Will it take you forward? If yes, then how? If not, you need to do it all over again.
While auditing your company’s current social media presence, you need to consider these things:
- Social media networks that you are using.
- Are you using optimised content and imagery? (photos, cover photos, bio and URL, etc.)
- Which networks are producing desired results?
- Are there any aspects in which you resemble your competitors?
2. Know your ideal customer
This is where you need to be smart and specific, as well. For instance, if you target sports personnel and athletes, you are doing just fine. On the other hand, if your target audience is someone who plays a specific sport, lives in the UK and ages between 25 to 45 and, earns more than a certain amount and takes an interest in automobiles, etc., you are going to enjoy more success.
Why? Because you know who your ideal audience is and who to target and how to target them.
Even the best of the best won’t succeed if they have no idea of the right client. Frankly speaking, they cannot be best in the business if they cannot figure out who they are targeting. If you target the wrong audience, you are just wasting your time, effort and resources.
You should have a buyer persona in your strategy depending on their age, location, job, income, pain points, and other things.
3. Advance with a clear mission statement
A lot of marketers don’t heed this point. A mission statement will ease your path to future actions leading to success. But, there should be a proper thought process put into it. Your mission statement will make it easier for you to know why you are using social media. It must also focus on your brand identity.
Make sure your mission statement is created while keeping your ideal customer in mind. A well-crafted mission statement will simplify your job, and you will have a clear idea of what to share and how to engage them.
Those businesses that don’t consider mission statements crucial and post random stuff without sticking to what they documented aren’t going to benefit from the power of social media.
4. Identify Key Success Metrics
How do you determine whether you are succeeding with your social media campaign or if all the efforts are going to waste? By success, I don’t mean likes, more followers/subscribers etc. How much money are you generating? What is your ROI?
If you are not generating monetary success, how would you justify the time, effort and resources spent on something that isn’t producing beneficial results? There is no point in continuing then.
Some of the key metrics to measure success are:
- Conversion rate
- Time spent on the website or your content
- Brand mentions
- Number of shares
5. Come up with engaging and top-notch content
If the internet stalwarts like Bill Gates and Neil Patel are fans of quality content and consider it a money-making medium, how can you deny it by not curating superior stuff?
A lot of businesses consider this point very important, but they make the mistake of starting from here. It’s not like that. There are a few steps before content curation – to be shared on social media platforms – and this post must have clarified it.
In the steps mentioned above, if you know your audience and have crafted a mission statement based on your ideal customer, you have made your job of content creation quite easy. Creating quality, engaging and customer friendly content is never easy, but at least now you know who to target and how to engage them.
Now all the different forms of content like:
- Blogs posts
- Company news
- Infographics/slide shares
- Social media posts
- eBooks and interviews
The content must align with your mission statement and the pain points of your ideal buyer.
Content is the King and quality content, created by keeping the audience in mind, acts like a high-octane fuel to your social media automobile.
6. Usage of the right SMM management tool
Not using the right tools will setback your social media marketing campaign. Having a social media management tool like Buffer and Hootsuite in your repertoire will make things simple for you, but you will be better able to scale your efforts.
SMM management tool allows you to schedule multiple posts before time. No need to do it manually. Just craft a post, schedule it according to the content calendar and let the tool do the rest.
7. Track results, Analyse data and better Optimise
We at Selteq, consider this step extremely important, and some experts amongst us consider it as ‘the most’ important step to social media success. After making efforts for some time, you need to track the results. Analysing your data and tweaking it according to the requirements of optimisation is quite essential. It’s kind of a trial-and-error thing you are all aware of.
Once you analyse the results of your SMM efforts, there is nothing wrong with re-evaluating some steps or even each step. Rely on the data, and you will never fail if the data results show you that a couple of social media channels are more effective than others. Double down on it.
A social media strategy is never final or static. You are never done with it.
Make changes if necessary, and keep making changes until you attain the results you want. Do it today if you haven’t started working on it and haven’t put it to practice.
You may not reap huge rewards from the word go, but you will learn by analysing everything, followed by optimising according to your plan, the audience’s needs, and how your mission statement demands it to be.
In case of any questions or comments, contact us now, and we will be more than pleased to serve you.