Social Media is an important aspect of Business marketing today. A few years back people used to think “why should we use social media for one’s business?” but now majorly every business owner thinks, how he should grow his business using social media.
To achieve business growth via social media, the documented business strategy is a must. In this we will go through 7 steps your business must take to create an effective social media marketing strategy.
Step 1: Known where you are currently
“Know thyself. Know the customer. Innovate.” – Beth Comstock
A few areas to consider when auditing your business’s social media presence are:
- Which networks are you currently active on
- Are your networks optimized (photo and cover images, bio, URL, etc.)
- Which networks are currently bringing you the most value
- How do your profiles compare to your competitors’ profiles
Step 2: Known your audience/customer
Even the best marketers will fail if they are marketing to the wrong audience. Answer the following questions to help you come up with a highly focused buyer persona:
- Job Title
- Pain Points (that your business can solve)
- Most Used Social Network
Step 3: Mission Statement
Your social media mission statement will drive your future actions, so make sure you put some thought into it. This statement will make it clear exactly what you plan to use your social media presence for and should reflect your brand identity. Keep in mind your ideal customer when trying to create this statement.
An example mission statement might be “to use social media to educate current and potential customers about digital marketing, with a focus on social media marketing.” Once you have this statement documented, it will make it simple for you to decide what to share and create.
If it doesn’t align with your mission statement, forget about it. Businesses that post randomly without a guiding mission will fail.
Step 4: Identify Key metrics
How will you figure out whether your marketing efforts are successful? Identifying key metrics can help you out in this. Metrics must be such that can provide us monetary data not only followers count.
Some key metrics are:
- Conversion Rate
- Total Shares
- Time spent
Step 5: Create and Engage
You know who your ideal customer is and you used that information to create your social media mission statement. Armed with this information it should be easy for you to begin creating and curating content. So, what exactly is considered content? Here are a few examples of content you could create:
- Blog Posts
- Company News
The list of content ideas goes on and on, but make sure you focus only on forms of content that align with your mission statement, as well as your skill set. Content is what fuels social media, so it is crucial that you consider creating high quality, engaging content as a top priority.
I strongly recommend that you create a content calendar that outlines how often you will post to each network, which topics you will share and when you will share them.
Step 6: Social Media Management Tool
Most marketers have a secret; they leverage tools to boost their productivity. Ok, maybe it isn’t a secret, but without tools, marketers would face constant burnout (many do even with tools). When it comes to social media, having a social media management tool allows you to scale your efforts with ease.
One of the main benefits of a social media management tool is the ability to schedule posts ahead of time. Remember that content calendar you created? Make sure your scheduled posts in your social media management tool align with your content calendar.
Step 7: Track, Analyze, Optimize
This may be the most important step when it comes to succeeding on social media. Even the best social media marketers rely on trial and error. It might seem basic, but tracking your results, analyzing the data and then making tweaks to optimize them is crucial.
Each previous step should be re-evaluated after you have had time to analyze the results of your marketing efforts. Let the data drive you. If it is telling you Facebook or Twitter is your most effective channel, consider doubling down.
A great social media strategy is never set in stone. It is a constant work in progress that changes when necessary. So get out there, create a strategy and start optimizing it as you continue to grow and learn more about your business and your audience.