Find your Marketing Strategy
While it might seem daunting given how social media is so much more competitive and complex than it used to be for 2021
The reality, though? A succinct strategy will help your brand tackle its goals with a sense of purpose.
Set goals that make sense for your business
What do you want from social media, anyway?
Social media strategy planning starts with your GOALS.
Maybe you want to build a COMMUNITY or a more dedicated FOLLOWING? Maybe you want your social accounts to drive more REVENUE this year.
Either way, your goals will DEFINE your content strategy and how much time and energy you’ll need to dedicate to your campaigns.
Increase brand awareness. focus on content that emphasizes your personality and values first.
Generate leads and sales. alert customers about new products and promos.
Grow your brand’s audience. Bringing new followers in means finding ways to introduce your brand to people who haven’t heard of you before. Digging through your social channels is nearly impossible without monitoring or listening to specific keywords, phrases, or hashtags. Having a pulse on these conversations helps you reach your core audience much faster.
2. Boost community engagement. Explore ways to grab the attention of your current followers. This means experimenting with messaging and content. For example, does your brand promote user-generated content and hashtags? Even something as simple as asking a question can increase your engagement rate. Your customers can be your best cheerleaders, but only if you’re giving them something to do.
3. Drive traffic to your site. Simple enough. If you’re laser-focused on generating leads or traffic to your website, social media can make it happen. Whether through promotional posts or social ads, keeping an eye on conversions and URL clicks can help you better determine your ROI from social media.
Any combination of these goals is fair game and can help you better understand which networks to tackle, too. When in doubt, keep your social media marketing strategy simple rather than muddling it with too many objectives that might distract you. Pick one or two and stick with ’em.
Assess what’s working, what isn’t, and how to keep improving
4. Take time to research your target audience
Making assumptions is bad news for marketers.
And thanks to the sheer wealth of demographic data and social media analytics tools out there, you really don’t have to anymore.
Much of what you need to know about your audience to influence your social media marketing strategy is already available, granted you know where to look.
5.Remember: different platforms attract different audiences
Facebook and YouTube are both prime places for ads due in part to their high-earning user bases.
The majority of Instagram and TikTok‘s users are millennials or Gen Z, signaling the strength of bold, eye-popping content that oozes with personality.
Women vastly outnumber men on Pinterest, which is noted to boast the highest average order value for social shoppers.
LinkedIn’s user base is well-educated, making it a hub for in-depth, industry-specific content that might be more complicated than what you see on Facebook or Twitter.
Don’t spread yourself too thin. Instead, focus on networks where your core audience is already active.
6. Do your homework on your existing social media audience
Although the demographics data above gives you insight into each channel, what about your own customers? Further analysis needs to be done before you can determine what your real-world social customers actually look like.
That’s why many brands use a social media dashboard that can provide an overview of who’s following you and how they interact with you on each channel.
It puts your audience demographics front and center.
It highlights which social networks are seeing the most activity, helping you ensure your spending your time on the right networks. So whether you are playing on Facebook, Twitter, Instagram, LinkedIn, and Pinterest data side-by-side in a customizable format that’s exportable by date range and profile.
