Social media is a powerful and effective way to drive revenue, increase customer loyalty and build your brand while at the same time pushing down your cost of sales, customer service and much more.
Before you launch your social media marketing campaign however, it is really important to know exactly what it is that you want to get out of social media. Without a strategy, your social media marketing campaign is very unlikely to succeed.
So, what is a social media marketing strategy?
A social media marketing strategy is really nothing more than a plan to guide your actions when executing your social media campaign by marketing your business, product or service through the various social media channels.
Your social media plan should clearly articulate the vision of exactly what you’re planning to ahcieve through social media, as well as the specific tactics and strategies you plan to utilize in the process.
In the following article, Piere De Braux takes you through the steps of setting clear and measurable goals for your social media marketing campaign. By having a clear understanding of what you want to achieve through social media, you’ll understand exactly how to prepare your business and blog so that you’re best placed to achieve the goals and objectives you’ve set out to achieve:
How to Identify the Right Goals for Your Business
What works for one business doesn’t necessarily work for others, even if you’re in similar industries. Before you define one or more goals, figure out where your business stands. First, audit your brand’s digital presence, including a social media audit. Then, analyze your marketing and sales funnels to determine where improvements could have a significant effect.
Should you build awareness, generate leads, nurture your community, or learn about your audience? Through the audit and analysis, you’ll discover which objective, if achieved, would benefit your company most at this point in time. When you can answer that, you’ve got yourself a goal.
Goal-setting matters because your ability to produce results from social media marketing is highly correlated with your ability to identify meaningful goals. This correlation makes sense: You can’t identify success or failure if you don’t know how much closer or farther away you are from reaching your goal.
The goal that you choose to pursue will determine what strategies you adopt and what performance metrics you should be tracking. After you have this overall goal, you can start identifying relevant metrics, devising strategies, and creating content.
Now that you have a clear understanding of what you are capable of achieving through your social media marketing campaign, your next step is to establish a results-driven social media marketing strategy to achieve the goals and objectives you have defined for your business.
In the following article, Kevan Lee explains the process of creating a social media marketing strategy from scratch:
How to Create a Social Media Marketing Plan From Scratch
When I went rock climbing for the first time, I had no idea what I was doing. My friends and I were complete newbies about ropes and rappelling and every other bit of jargon and technique that goes with climbing. We saw others doing it spectacularly well. We were thrilled at the thought of reaching the top of the climbing wall; we had no idea how to get there.
I’d imagine that a social media marketing strategy could feel the same way.
If you’re starting from square one, it might feel equal parts thrilling and overwhelming. You know what you want to do and why. You can see that others have climbed the social media mountain; you’ve got few ideas how to get there yourself.
It’d help to have a plan.
We’ve shared before about different parts of a social media strategy—the data and research and personal experience behind what works on social media.
Now we’re pleased to put it all into a cohesive, step-by-step blueprint that you can use to get started. If you need a social media marketing plan, start here.
Social media marketing plan infographic
Social Media Marketing Plan
Starting at the ground floor and building up, here is our overview of how to create a social media marketing plan from scratch.
I like to think of this plan like a road trip. Start out by pointing yourself in the right direction, then choose the way you’re going to get there, check in regularly to make sure you’re on track, and have some fun along the way.
Step 1: Choose your social networks
Step 2: Fill out your profiles completely
Step 3: Find your voice and tone
Step 4: Pick your posting strategy
Step 5: Analyze and test
Step 6: Automate and engage
Without a clear vision, well-mapped plan and strategic approach, your social media marketing campaign is not likely to succeed. Whatever results you do get will be random and disjointed, and difficult to repeat. In the following video, Kimberly Ann Jimenez takes you through the steps to create a successful social media marketing strategy for your campaign.
So, there you have it. Following all the steps, instructions and strategies is going to go a long way to making your campaign succeed. Ensuring that your social media marketing efforts and actions are guided by a clearly defined strategy will bring a degree of focus and consistency to your overall campaign.