How to Create a Killer Social Media Strategy
The facts are say it all – social media continues to sell products and services. Make no mistake however: the continued success of social media has led to a saturated market so getting it right is tough going. Without a carefully constructed social media strategy, even a business with an exceptional product could soon find flail and fail out there in the social realm of the digital world.
So, with this in mind, let us walk you through our guide on how to create a successful social media strategy will help you stand out among the rest.
Figure out who you’re talking to and understanding your main demographic
Customer profiling and understanding your target audience is essential if you’re to create a social media strategy that works. Without fully understanding your typical customer, how will you create the right forms of content, present interesting messages or choose which social platforms to use?
Typically you’ll define your customers and better understand your target market by creating a ‘persona’, which would detail…
- Psychographics – their personality type, preferences, etc.
- Demographics – their age, gender, income, etc.
- Behaviour – their similar likes and dislikes, sports, hobbies, etc.
For B2B companies, this would also include:
- Numb of employees
- Geographic scope
- Type of business
You’ll need to create a persona for each segment of your market – of which there may be many. This will then guide the content you create, as well as the demographics, preferences and existing page likes to be used in the targeting of your paid social advertising (if that is, you’re going to be using social PPC).
Download these persona templates from HubSpot to be guided through the process (they’re free – however, you’ll need to leave your details to receive them).
Create strategic, company-aligned goals
What’s your end goal? If you’re focussing only on reaching a certain amount of followers, increasing engagement or securing more comments, shares or likes then you’ll soon find that figuring out ROI is impossible. After all, these mean nothing to your business – they’re completely disconnected from your company goals and totally separate from the growth of sales, the increase of revenue or the expansion of your customer base. Base your social media marketing strategy on tangible business goals instead. This can be increasing sales of a certain product, boosting revenue from a particular service or growing the number of customers who purchase cross-products.
Break your goals down into specific tasks to form a step-by-step social media strategy
If you align your end-game commercial goals, you can then break these down into goals for your social media strategy. For example, a free eBook download promoted through social PPC that leads to 100 downloads could lead onwards to 5 purchasing customers after having undergone your email marketing campaign.
Play the long game and help your customers to enter your sales funnel. This complete viewpoint of your marketing is the most effective way to use social media.
Delegate your tasks (and appreciate the need for specialist help)
Any given social media strategy or campaign demands innumerable differing professions – such as creative writers who specialise in various forms of content creation. Task delegation could involve graphic designers who create infographics and video production services to film and edit ‘How to’ videos and record live webinars. Task delegation apps such as Asana or Trello can help you manage processes involving numerous in-house experts or outsourced talent.
You should also remember that today the role of social media marketing is reaching far beyond the marketing department – take for example the growing expectation that your customers have of customer services reps who embrace the likes of Facebook to deliver innovative, impressive customer experiences.
Always be ready to tweak and change your social media strategy
It’s key to remember that every business, every industry and every target market is different.
Social media strategy is often about trial and error, hit and miss – learning from your failures is just as important as taking note of your successes. That’s why tracking your every action is vital. Recording which types of post receive the most engagement and which achieve real-world business outcomes (such as the amount of profit from sales of a promoted product), helps you to know what’s working, and what’s not. Take on the above points in your journey: we hope this is helps in understanding how to create a successful social media strategy.