Did you know that Facebook has 1.23 billion (billion!) active users?
That’s a lot of potential customers out there waiting for you. A lot of marketers initially dismissed social media. They thought it would slowly die out and fade away. Well, those people are certainly eating their words now! Social media is the single most popular daily activity in America. Online, we use it more than email or even Google.
Some entrepreneurs have made their entire fortune on Facebook and Twitter. But, don’t forget, there are some new kids on the block too. Instagram, Pinterest, and Snapchat are all delivering phenomenal engagement results. In fact, Instagram and Pinterest tend to drive more sales than any other platform. Are you convinced yet? You should be. Here’s how you create a strong social media strategy.
1. Set goals and stick to them
Social media is a crucial part of your marketing strategy, and it deserves to be treated like any other aspect of business. That means setting strict targets and goals, and working to reach them. Work them into your overall business goals. For example, what are your main targets for this year? Better brand awareness? More sales? More media support? Craft a social media strategy that feeds into those targets.
2. Identify your target audience
In business, we know that targeting a specific, and niche group is the best way to sell. There may be 1.2 billion Facebook users, but not all of them are interested in your product. It’s your job to hunt out the ones that are! Luckily, it’s easy to target people on social media with laser sharp precision. Within Facebook you can run adverts that are targeted to specific interests and personality traits. You can also attract the right people with relevant content. In fact, content is incredibly important; let’s take a deeper look.
3. Create a content strategy
Check any of your social media accounts right now, and you’ll see an endless stream of content. Articles, videos, and photos are what makes social media keep turning. To compete in this market, you need to add some compelling and powerful content to the mix. Choose some topics or concepts that are relevant to your business. Make sure it connects with a certain audience. Then, release regular bursts of content on your social platforms. It’s the only way to build an organic following.
4. Choose the right platforms
Every social media channel must be treated separately, with a different strategy for each. So, start by choosing the most useful platform for you. For example, Pinterest and Instagram are much more effective than Facebook in the fashion world. On top of that, they require a completely different strategy to Twitter. Did you know that it’s totally fine to post 30-40 tweets a day on Twitter? Do that on Facebook, and people will leave faster than you can stop them!
5. Assign roles and responsibilities
Remember, your social media strategy is a project, just like an other. It needs a stakeholder, a manager, and clearly defined roles. Who’s in charge of content creation? Who’s in charge of posting? Who’s in charge of responding to customer queries? Who’s in charge of analytics? If you don’t outline these roles, you’re setting yourself up for a big social media fail! Three different people replied to a customer query? Not so professional, is it?
6. Create a budget
We all see viral videos and super popular content flying around social media. We tend to assume it’s just natural and organic popularity at work. Well, more often than not, there’s a big budget behind it. Virality doesn’t just happen on social media. It’s paid for. If you want to build a large presence here, you’re going to have to dig into your budget. You need a regular pot of money for social media adverts, post boosts, sponsored tweets etc.
7. Interact and communicate
Always remember that social media is a two-way street. It’s a communication. If you were having a conversation, you wouldn’t expect the other person to just shout at you all day long, would you? Encourage feedback. Encourage comments, shares, and interactions. Respond immediately to customer questions. Social media is now a hub of customer service, so treat it accordingly.
8. Measure the results
Finally, get deep into the analytics of your social media activity, just like you do on your website. Facebook and Twitter offer great analytics tools. They show you the reach of your posts, your engagement levels and the click-through rate to your website. Measure the demographics, and learn more about your audience. Identify what’s working, and do more of it!
That’s all there is to it, folks! Social media is an essential part of your marketing strategy. Do you have any social media secrets you can share with us?