Set achievable and measurable goalsThe first question you need to ask yourself when designing your social media marketing strategy is: What do I want to accomplish with this? This step will allow you to think about the best actions to reach the goal and control the budget dedicated to social networks. In general it can be said that there are nine types of objectives for the social media strategy:
- Brand recognition
- Direct traffic to the web
- Generate leads
- Increase profits
- Drive engagement
- Building a community around the brand
- Providing consumer service
- Increasing mentions by the press
- Listen to conversations about the brand
Meet your audienceOnce you know what you want to accomplish with your social media marketing strategy, the next step is to get to know your audience. Thanks to the demographic data available in the analytical tools, you can avoid having to guess who to target the brand’s messages. In addition, to the demographics it is necessary to create a profile of our ideal client. This will allow us to design target-specific content. Some of the questions we need to answer about our audience are: Who are they? What may interest you about our products or services? What social networks do you use? Where do they consume the type of content offered by the brand? Why and how do they consume them?
Build your customer’s profileIt’s likely that if your business has been in the market for some time, you already have enough data to answer these questions. Otherwise, there are different types of market research that you can carry out to complete your client’s profile. Additionally, the same social media platforms often publish statistics of their users as do some marketing companies. This data builds an accurate profile of who the people interested in the brand’s products or services are. This way you can design the type of content your audience wants to consume and on the platforms where it usually lives online. The success of any marketing strategy depends on knowing the target audience.
What kind of content are you going to share?Content is the cornerstone of digital marketing and especially social media marketing. Create engaging content that is capable of generating reactions and improving brand recognition. By meeting our audience, you’ll be able to design the type of content that connects with your audience. When we talk about the type of content, we don’t just mean whether it’s video or images. It’s more effective to think about the subject of our publications. For example, if thr brand is about sports goods, the audience may be interested in content related to wellness, active lifestyle, and sports. It is possible to work with different topics on social networks, provided they are related to the objectives of the company and the interests of the audience. However, it is important to find the balance between publishing only promotional content and informative content.
Where to share the content?An important thing to keep in mind is which social media platforms your potential customers are on. Depending on age, socioeconomic status, and other demographic details, your audience may be on Facebook or Instagram. This way you can focus your strategy on the networks that use them the most. Although it is important for the SEO of the company to at least have profiles across all networks. Following these steps will help you succeed with your social media marketing strategy and make the most of each action.
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