Find your Marketing Strategy part 2

Dec 24

3. Establish your most important metrics and KPIs

No matter what you’re selling, your strategy should be data-driven. Rather than focus on vanity metrics, brands are tasked with digging into data that aligns directly with their goals. Check out the breakdown below:

Reach. Post reach is the number of unique users who saw your post. How far is your content actually reaching users’ feeds?
Clicks. This is the number of clicks on your content or account. Tracking clicks per campaign are essential to understand what drives curiosity or encourages people to buy.
Engagement. The total number of social interactions divided by the number of impressions. This sheds light on how well your audience perceives you and their willingness to interact.
Hashtag performance. What were your most-used hashtags? Which hashtags were most associated with your brand? Having these answers can help shape the focus of your content going forward.
Organic and paid likes: Beyond a standard Like count, these interactions are attributed to paid or organic content. Given how organic engagement is much harder to gain traction, which is why many brands turn to ads. Knowing these differences can help you budget both your ad spend and the time you invest in different formats.
Sentiment. This is the measurement of how users reacted to your content, brand or hashtag. Did customers find your recent campaign offensive? What type of sentiment are people associating with your campaign hashtag? It’s always better to dig deeper and find out how people are talking about your brand.

4. Create (and curate) engaging social content

No surprises here. Your social media marketing strategy hinges on your content. At this point, you should have a pretty good idea of what to publish based on your goal and brand identity. But what about your content strategy? Here are some ideas and inspiration that can help.

The importance of sticking to content themes

Chances are you’ve seen a post from a particular brand that just feels like, well, theirs. Bold, grand images that give an Instagram grid a recognizable, cohesive feel are a great example. From filters to captions and beyond, many brands rely on the same content formats and creative touches time and again. These content themes can help you become more consistent and zero in on a content strategy that makes sense.

Trends to consider:

Stories and time-sensitive posts

Stories are here to stay. Tap into your followers’ FOMO (fear of missing out), Stories-style content is both interactive and can’t-miss. Popping up first in your followers’ feeds by default, such content can help your brand’s account “skip the line” and stay fresh in your audience’s minds.

Stories are valuable for taking your followers behind the scenes and making your social feed feel a bit more personal. Consider how you can use Stories to cover an event or take your followers on a journey without them having to leave the comfort of the ‘gram.

Short-form video

Social video is booming, especially with the rise of TikTok and the recent rollout of Instagram Reels. Both long-form and short-form productions continue to dominate the social space across all platforms due to their high engagement rate.

Posts that show off your human side

Particularly important are both personal and personable content should be a cornerstone of your social media marketing strategy. In short, don’t be afraid to remind followers of the humans behind your posts.