Create social media marketing objectives and goals
The first step to any social media marketing strategy is to establish the objectives and goals that you hope to achieve. Having these objectives also allows you to quickly react when social media campaigns are not meeting your expectations. Without goals, you have no means of gauging success or proving your social media return on investment (ROI).Prior to creating your social media marketing plan, you need to assess your current social media use and how it’s working. This means figuring out who is currently connecting with you via social, which social media sites your target market uses, and how your social media presence compares to your competitors’.Once you’ve finished with your social media audit, it’s time to hone your online presence. Choose which networks best meet your social media goals. If you don’t already have social media profiles on each network you focus on, build them from the ground up with your broader goals and audience in mind. If you do have existing accounts, it’s time to update and refine them to get the best possible results.Not sure what kinds of content and information will get you the most engagement? For inspiration, look to what others in your industry are sharing and use social media listening to see how you can distinguish yourself from competitors and appeal to prospects they might be missing.Having great content to share will be essential to succeeding at social media. Your social media marketing plan should include a content marketing plan, comprised of strategies for content creation and content curation, as well as a content calendar.To find out what adjustments need to be made to your social media marketing strategy, you should rely on constant testing. Build testing capabilities into every action you take on social networks.
Get your Tone Right
People respond to people who sound like them (we’re tribal, at heart). People won’t respond well if your brand is super faceless, but nor will some markets respond if you’re overly casual.
Identify three characteristics you want your brand voice to embody. Keep these in mind when creating your content, coming up with your social media post copy and responding to Fans.
These “brand voice” characteristics should resonate with your target market:
If you’re targeting mid-management professionals, use a professional tone and avoid memes, funny jokes, or puns – also avoid politics and world events.
If you’re targeting professional millennials, be professional but also casual. Intersperse high-quality educational posts with current-event related content.
If you’re targeting young people, post behind-the-scenes content with a casual voice. Post often and tap into Influencers (Step #7).
Boost your Following
Ever wondered why that beggar on the street keeps a few coins in his hat at all times?
People are more likely to Like something which has been Liked before.
This is why customer testimonials, good reviews, and influencer recommendations work. I don’t trust you unless someone has before me.
So, let’s boost your social following right out of the gate.
Social Promotions are still the best way to do this. You can spend the next couple months crafting content, but (speaking from experience) it’s almost impossible to build a social media presence from nothing. A foundation is key for your social media marketing plan.
Website traffic and sales leads are the metrics associated with sales and revenue. By nature, social media platforms, with their labyrinth of hyperlinks and clickable media, make the process of growing sales and revenue pretty easy. However, driving traffic and leads requires a good understanding of what motivates users to click. Listen to Your Audience to Discover Their Interests
Social media presents brands with a massive opportunity to learn about their audience through social listening. The nature of social media means sharing information publicly, which is great for marketers doing research. By monitoring conversations, sentiments, and mentions, you can get a good idea of how your audience feels about a particular topic.
Social listening is a good social media goal when you want to promote a new product and there’s no existing market, or you want to focus on a specific niche. However, in reality, you should always use social listening. Constantly learning about your audience is something you just shouldn’t turn off.
Decide your Platforms
Time: How much time can you devote to a social network each week? Plan for around an hour per day per social network – and more in the growth stages.
Resources: Many social media platforms (Snapchat, Instagram, Pinterest) are visual in nature. Even Twitter and Facebook require some design to really capture the attention of users. Do you have those resources? What about a dedicated content team?
Audience: What does your target demographic look like? If you know, do you know on what social media platforms they hang out?Optimize your Profiles and Pages
Your social media Profile and Pages are an extension of your website. Everything there, despite being on someone else’s site, is yours. You’re responsible for it.
So, if it looks like a burning trash can, that’s on you.
A Page Optimization Checklist:
Optimize your Headers and Profile Images
Provide Complete Company Information
Customize your Facebook Page URL
Add a Facebook Page CTA
Optimize for SEO
Pin your Best Content or Limited-Time Promotions to Top
Facebook Page Tabs