31 May 2023
Building a Social Media Marketing Strategy that Works
In certain circles, social media marketing is almost synonymous with digital marketing. However, as most of us use social media in our personal lives, the time and effort needed to construct a cohesive social media marketing strategy can be overlooked.
This guide will equip you with the tools to understand the importance of social media, identify your audience, set goals and objectives, select the right platforms, develop a content strategy, engage with your audience, and track & analyse your progress. Let’s dive in!
Understanding Social Media Marketing
Social media marketing is the process of using social media platforms to reach and engage with active and potential customers. On the micro level this involves creating and sharing content and developing relationships with customers, and on the macro level many businesses consider social media an essential part of building a brand.
The importance of a social media marketing strategy cannot be overstated. Social media allows you to reach a large and diverse audience, but can be a waste of time and money if not properly optimised. Additionally, social media marketing provides valuable insights into your customers’ behaviour, which can inform your marketing strategy.
Trends in social media marketing are always evolving, but some key trends to keep in mind include the rise of evergreen content, the importance of personalisation, and the use of video content. Be sure to stay up-to-date on the latest social media platforms and features to ensure your strategy stays relevant.
Identifying Your Target Audience
Defining your target audience is crucial for a successful social media marketing strategy. Who are you trying to reach? What are their demographics and psychographics? Conducting thorough research on your audience will give you a clear understanding of their needs, preferences, pain points, and aspirations.
Understanding audience demographics such as age, gender, location, income, and education will help you tailor your message and choose the right social media platforms. Psychographics, however, go deeper into values, attitudes, interests, and lifestyles. Developing buyer personas, fictional representations of your ideal customers, can help you humanise and empathise with your audience.
Remember, your social media content should not be about you but about your audience. Speak their language, address their concerns, and provide value. After all, they are the ones who will decide whether to engage with your brand or not.
Creating Social Media Goals and Objectives
Setting S.M.A.R.T goals and objectives is crucial to the success of your social media marketing strategy. It helps you focus on what you want to achieve and how you can measure success. ‘SMART’ stands for Specific, Measurable, Achievable, Relevant, and Time-bound. For instance, if increasing brand awareness is your goal, set a specific metric, such as increasing your social media following by 20%. Your goals should also align with your overall business objectives. Measuring your progress will help you understand what’s working and what’s not. Use social media analytics tools to measure your progress regularly. Adjust your objectives If you’re not making progress towards your goals.
Selecting the Right Social Media Platforms
Choosing the right social media platform is a crucial step to build your social media marketing strategy. You need to be familiar with the peculiarity of each platform. While Instagram is image-focused and perfect for businesses that sell visually appealing products, Facebook, on the other hand, is great for engaging with your customers and creating a community. LinkedIn is ideal for B2B marketing whilst Twitter is great for promoting blog articles and driving traffic to your website. Before settling for a specific platform, assess your competition’s presence on the platform. This will show you what works and what doesn’t. Finally, choose your platform based on your audience and the goals you’ve set.
Developing a Content Strategy
When it comes to social media marketing, content is king. It plays a crucial role in engaging and connecting with your target audience. You need to identify what types of content resonate with your audience and create a strategy around it. Some popular content types are blog posts, videos, infographics, and social media posts. Seek Social recommends the use of a social media marketing strategy content calendar, to ensure that you are consistent with your content delivery. This helps you stay organised and ensures you are sharing content that aligns with your goals. Remember, keep your content fresh, original, and engaging, and you’ll be on the path to social media success.
Engaging with Your Audience
Engaging with your audience is one of the most critical aspects of a successful social media marketing strategy. By responding to comments and messages, you are building a relationship with your audience that can lead to increased brand loyalty and even conversions. Running social media campaigns can also help increase engagement and provide opportunities for your audience to interact with your brand. So, don’t forget to engage with your followers, keep the conversation going and create memorable experiences that they will cherish.
Track, Analyse, and Adjust Your Strategy
Once your social media marketing strategy is up and running, it’s crucial to regularly track and analyse your progress. This involves keeping a close eye on key metrics such as reach, engagement, and conversions. By doing so, you can identify what’s working well and what isn’t, enabling you to adjust your strategy accordingly. It’s also important to keep up with the latest social media trends and incorporate them into your strategy where appropriate. Remember, social media is an ever-changing landscape, so regularly analysing and adjusting your approach is key to staying ahead of the game.
Remember, a successful social media marketing strategy involves identifying your target audience, setting clear goals, selecting the right platforms, creating engaging content, and continually analysing and adjusting your approach. Contact Seek Social today to start developing your own winning strategy.