Basic Social Media Marketing Strategy
Are you ready to read about the best Social Media Marketing strategy that your business should follow TODAY?
If you do not know where to start, it makes perfect sense. The marketing in Social Media is not as simple as it used to.
From choosing the proper communication channels to defining your content strategy, there are many things to consider.
That’s why we created a complete guide for a better Social Media Marketing strategy to help you!
This guide will help you define your goals, attract the target audience and optimise your results!
Set realistic goals
1 Set realistic goals
2 Investigate your target audience
3 Act on the data
4 Study competition
5 Create original content
6 News as a priority
First of all, you need to clarify what you want from Social Media.
Either that means more revenue, or attracting new customers from your presence on social media. It’s entirely up to you.
But your goals must be realistic. Initially, you should set small goals and move forward step by step, gradually scaling up your efforts.
Critical goals for Social Media
Based on Sprout Social data, these are the top priorities for an effective Social Media Marketing strategy.
It is increasing brand recognition. To create an authentic and timeless image of your brand, do not focus only on ads. Instead, focus on the content that highlights the “personality” and values of your business.
Increase leads and sales. Whether online or in-store, your Social Media followers should not shop “accidentally”. For example, do you regularly inform your followers about new products and offers?
Increase the audience you communicate with. Attracting new followers is a way to promote your brand to people who do not know it.
That’s why you should participate in the “conversations” around your business and industry. Attracting customers through Social Media is almost impossible without following specific keywords, phrases or hashtags.
It is increasing the degree of “loyalty” of the community. Find ways to get the attention of your (already) followers. This means it can mean experimenting with messages and content. For example, does your brand promote user-generated content and hashtags?
Customers can become the best marketers for you as long as you give them the right incentives!
Increase website traffic. Ads can help increase traffic to your website. We can do this either through organic posts or through PPC ads.
These should be your top priorities for an effective Social Media Marketing strategy.
In case of doubt, do not confuse with too many goals that may distract you. Keep things simple!
Investigate the target audience
In Digital Marketing, it is not at all practical to guess what your audience needs.
Thanks to the massive wealth of demographic data and Social Media analysis tools, it is no longer necessary.
To analyse the demographics of the Social Media you are active in. These numbers indicate which networks your brand should reach customers and what kind of content you should publish there.
- Facebook and YouTube are both privileged places for ads due to their vast popularity.
- The majority of Instagram users prefer the dynamics of bold, impressive content that stands out with its fast-paced and “personal” element.
- Women far outnumber male users of Pinterest.
- The LinkedIn user base is well-trained, making it the hub for more specialised content than its Facebook or Twitter counterpart.
Do you see how no platform is the same for everyone?
Although the above demographics provide information for each platform, what about your customers?
Further analysis is needed to know in depth the demographics of your customers on Social Media.
For an effective Social Media Marketing strategy, use a Social Media dashboard. This board can provide an overview of the users who follow you and the interaction with you on each platform.
Gathering all the details will help you become more efficient and effective in content testing. A dashboard makes it much easier to analyze the types of content that best suit you, either by platform or time of interaction and so on.
Act on the data
No matter what you sell, the best Social Media Marketing strategy should be based on data!
This means that you need to focus on the details that are “aligned” with your goals. The most important of these are:
- “Approach”. The “reach” expresses the number of unique users who saw your post. How widespread is your content on Social Media? Does it reach users’ news feeds? Monitoring user “approach” is undoubtedly more important than ever.
- Click. This is the number of clicks on the content, name or logo of your business. The clicks on the links you provide are crucial to understanding how users respond to the marketing you apply. Tracking the number of clicks per campaign is essential to understanding what arouses curiosity or encourages users to buy.
- Hashtag Performance. What were the most used hashtags on your part? Which hashtags are most relevant to your brand? Which hashtags created the most “loyalty”? By answering these questions, you can improve the customisation and focus of your content in the future.
- Organic / paid “Like”: Refers to the interactions attributed to paid or organic (free) content. On Facebook, it is challenging to see results only from organic posts and “Likes”. That’s why many brands turn to Facebook Ads.
- “Dedication”. is expressed by the total number of interactions by the number of impressions. This indicator shows how much the public participates in your activities and how they perceive and support your brand.
- Emotion. It concerns the extent to which users reacted to your content, brand or hashtag. Did customers find your recent campaign annoying? What kind of emotions do your campaign hashtags evoke?
It is always better to look in-depth at how people talk about your brand. An effective Social Media Marketing strategy based on data and data!
Study the competition
Before you start creating content, you need to know how your competitors are doing.
You can find helpful information from a simple review of their presence on Social Media for a start.
By looking at the Social Media of successful competitors, you will get the essential information you need to focus on your strategy.
The point here is not to copy or “steal” their ideas. But to study what works for them and what conclusions you can draw to adapt them to your own needs.
How to identify your competitors
The simplest way to find your competitors is through a simple Google search. Search for the most relevant keywords, phrases and terms of your domain and see who appears there.
For example, if you are into Digital Marketing, an excellent keyword to explore may be “Digital Marketing Services”.
Next, you need to study how much and on which Social Media they are active. Follow the activity of those who regularly publish creative and original content.
Once you have identified some of your competitors in the industry, you can use competition analysis tools on Social Media, from a corresponding software or application. So you can quickly compare the performance of competitors compared to your own.
See what they post on Facebook. Compare your interaction on Twitter with theirs. Study how they promote their content on Instagram.
At the same time, optimise your strategy!
Create original content
An optimal Social Media Marketing strategy focuses on content.
It would be best to have an excellent idea of what to publish based on your brand goals and identity.
Follow the tips below to create original and exciting content.
One of the most challenging challenges for visual content is creating it daily. If consistency is a problem, think about how much creating themed content can help you.
Instagram is undoubtedly the best platform for displaying thematic content.
“Building” a thematic content facilitates the creation of regular, original posts. For example, you can switch between memes, product photos, and user-generated content, creating a colourful “mosaic” of images.
Through Social Media management tools, you can organise your multimedia library and schedule your posts in advance.
User-generated content allows your followers to promote your business while providing additional incentives to interact with customers.
The customer can use a hashtag or post a photo on your Social Media. This interaction expresses an intelligent way to increase the customer’s degree of “loyalty” to your brand.
In other words, never miss an opportunity to interact with your audience.
Even something as simple as a question or a feedback survey can bring results!
Stories and current content
The content of your stories on Instagram and Facebook will only be valuable if you use the data you have collected for the needs and interests of your customers.
The stories are interactive, short, and catch the eye as they first appear in your followers’ news feeds.
Such content can help your brand build a “fresh” and creative image instead of reproducing specific content.
Instagram stories and other up-to-date content should be part of a comprehensive Social Media Marketing strategy!
Stories are valuable for taking your fans “behind the scenes” and making the news stream look a little more “personal”.
For example, think about how you can use stories to “cover” an event or take your fans on a trip, increasing your brand awareness.
The rise of video posts is constantly increasing and now dominates Social Media platforms.
Brands today should not avoid video, especially with the variety of creative options and tools available.
Create short videos and original videos that will catch your eye, and you will not miss them!
News as a priority
You can not always expect your customers to work in “your time”.
That is why it is crucial to reach out and respond to your audience quickly and immediately!
Post the appropriate times
When are you available to interact with your customers?
For example, you might consider the evening hours appropriate for your posts.
But if there is no one there to communicate, what is the point of publishing in those hours?
Instead, try to make sure that whoever manages your business’s Social Media is available for communication after each post or tweet.
It is essential to know the appropriate posting times from a Social Media analysis tool.
However, it is equally essential to be available for interaction after each post!
Answer your customers’ questions immediately.
Your customers expect quick answers and regular communication from trusted brands.
Do not neglect these basic rules of interaction!
Through Social Media, you can gain respect as a brand by simply being present and “listening” to your audience. This way, you increase the degree of public awareness towards your brand, and in the end, you gain their loyalty.
With the right Social Media monitoring tools, you can optimize your response times and the availability of your communication with customers 24 hours a day.
Response times need to be considered in a comprehensive Social Media Marketing strategy.
As the algorithms that regulate the operation of applications receive constant updates, organic content becomes more and more challenging to reach your audience.
The last thing you need to do is ignore those who support you and interact with your content.
Evaluate and then optimize
It is essential to update and adjust your strategy according to the needs that arise at regular intervals.
Try to constantly analyze the data, evaluate it based on the goals you have set and then make the necessary changes to increase the effectiveness of your campaigns.
A successful Social Media Marketing strategy is achieved through continuous trial and error before the right actions/solutions are found.
Monitoring the effectiveness of a marketing campaign in real-time allows you to make small and targeted changes instead of time-consuming significant changes that upset the balance.
This dynamic approach to Digital Marketing is of paramount importance at a time when Social Media is constantly evolving!
Share goals, challenges and successes with your team
Collaboration is an essential element for a successful Social Media Marketing strategy!
The marketers are trying to achieve through the analysis and processing of all data, create original content within narrow and pressing schedules.
Perhaps the best way to convey this information is through regular and simple readable reports shared with all team members. You can then encourage open discussions for feedback and troubleshooting.
This will optimize the efficiency and transparency of your strategies while enhancing the sense of cooperation and fair competition!