Steps to a good social media marketing strategy


How to create a good social media marketing strategy?

Interestingly, a social media marketing strategy is like where you want to go. A plan is how you will get there.

One of the easiest ways to create your social media marketing strategy is to ask yourself the following questions:
• Why do you want to be on social media?
• Who is your target audience?
• What will you share?
• Where will you share?
• When will you share?

Why does your company want to be present on social media?

The first question to be answered is why.
It's tied to your social media goals. Are you on social media promoting your products? To drive traffic to your website? Or to serve your customers?

In general, there are nine social media goals you can have:
• Increase brand awareness
• Drive traffic to your website
• Generate new potential customers
• Increase revenue (increasing registrations or sales)
• Increase brand engagement
• Create a community around your company
• Provide social customer service
• Increase press mentions
• Hear conversations about your brand

You'll likely have more than one social media goal, and that's a good thing.
As a general rule of thumb, it's best to focus on a few goals unless you have a team, where different people or groups within the team can achieve different goals.

For example, at, the marketing team uses social media to increase brand awareness and drive traffic to your content, while our team uses social media to provide timely customer support.

Who is your target audience?

Once you understand why, the next thing to consider is your target audience.
Understanding your target audience will help you more easily answer the following questions about what, where, and when you will be sharing.

For example, if a travel and lifestyle brand knows that its target audience likes to read new places and travel tips, they can share that content on their social media profiles.
A great exercise to try here is creating marketing personas. There are many ways to create marketing personas.
• Who are they? (For example, job title, age, gender, salary, location, etc.)
• What interests them that you can offer? (For example, entertainment, educational content, case studies, information about new products, etc.)
• Where do they usually go online? (eg Facebook, Instagram, etc. or niche platforms)
• When are they looking for the type of content you can provide? (For example, on weekends, during your daily commute, etc.)
• Why are they consuming the content? (For example, getting better at work, getting healthy, keeping up with something, etc.)
• How do they consume content? (For example, read posts on social media, watch videos, etc.)

You probably don't need to start from scratch. If your business has been around for a while, you probably already have a good idea of ​​your target audience. What can be helpful is to write it down so you can share it with the team or use it for future reference.
What are you going to share?
When you see this question, you might be thinking about the types of content to share. For example, do you want to share videos or photos?

But it's important to understand that rather than the types of content to be shared, the “topic” of the content might be a better word.
Here are some brands and their themes:
• For an underwear brand, share photos of your customers and photos of your products on your Instagram profile.
• For an outdoor and adventure brand, share your editorial content and high-quality outdoor photos on your Facebook profile.
• For a luxury sofa brand, mostly share images on your Instagram profile.
If you browse the social media profiles mentioned above, you may have noticed that brands have more than one main theme. Having a handful of themes is perfectly acceptable, as it gives you the space to share a variety of content to keep your audience engaged without appearing blurry.
This is where a good understanding of your target audience will come in handy.
Take a look at their marketing personalities and ask yourself the following questions:
What goals and challenges do they have?
How can you help resolve them?
For a fitness apparel and accessories brand, your target audience might be looking to keep up-to-date with the latest fitness equipment. In that case, he can share his latest products on his social media profiles.
Would that be too promotional? Maybe not.
Where will you share?
The next step is to find out where you are going to share your content. In other words, which social media platforms does your brand want to be on?
Before proceeding, please remember that your brand does not need to be displayed on all social media platforms.
Therefore, it would be wise to have at least one full profile on Facebook, Instagram, Twitter and LinkedIn, as they often appear on the first page of Google search results when people search for your brand.

The last important part of your strategy is figuring out when you want to share your content. You may be tempted to search for the best times to post.
Before deciding exactly what time of day and days of the week you want to post, consider the behavior of your target audience. When do they typically use social media to find the type of content you'll share?
Sports fans will likely be on social media before, during and shortly after sporting events to find and interact with event content.
Athletes can be on Instagram as they calm down after morning or evening workouts.
People who love to travel can be more active on social media on weekends when planning their next trip (or during breaks from work when dreaming of the next trip).
Mothers of babies can browse social media when they breastfeed in the middle of the night.

Social Media Marketing Plan

Aim in the right direction first, then choose how to get there, regularly check that you're on the right path, and have fun along the way.
Step 1: Choose your social networks
Step 2: Complete your profiles completely
Step 3: Find your voice and tone
Step 4: Choose your publishing strategy
Step 5: Analyze and Test
Step 6: Automate and Engage
Choose your social networks
Social media is also homogeneous from one network to another. Each network is unique, with its own best practices, its own style and its own audience.
You should therefore choose the social networks that best match your strategy and the goals you want to achieve on social media. You don't need to be about everyone, just those that matter to you and your audience.
A few things to consider that can help you choose not only which social media to try, but how many to try as well.
Profiles will require two parts: visuals and text.

For visuals, we look for consistency and familiarity with the visuals we use on social media. Our Instagram profile picture matches our Facebook profile picture. Our cover photo on Twitter is similar to our cover on LinkedIn.

Find your marketing voice and tone
The temptation at this point might be to go ahead and start sharing. But know that your foray into social media will be more focused and relevant if you create a voice and tone for your content right from the start.

When people talk to you, respond. Take time during the day to follow the conversations happening on social media. These are conversations with potential customers, references, friends and colleagues. They are too important to ignore.
One way to stay on top of all the conversations going on around you and in your company is to create a listening and engagement system. Tools like Buffer Reply and Mention will collect all mentions and social media comments about your posts in one place, where you can respond to your followers quickly.
How did you develop your social media strategy?
I would like to continue the conversation in the comments. If you know of someone who could use it, pass it along. If you can use it yourself, tell me how it went!
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