Without a strategy, you might be posting on social media platforms for the sake of posting. Without understanding what your goals are, who your target audience is, and what they want, it’ll be hard to achieve results on social media.
How to create a social media marketing strategy
A social media strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing.
The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.
In this post, we’ll walk you through an eight-step plan to create a winning social media marketing strategy of your own.
Step 1. Choose social media marketing goals that align to business objectives
The first step to creating a winning strategy is to establish your objectives and goals. Without goals, you have no way to measure success and return on investment (ROI).
Each of your goals should be:
Step 2. Learn everything you can about your audience
When it comes to your target customer, you should know things like:
Step 3. Know your competition
Odds are your competitors are already using social media, and that means you can learn from what they’re doing.
A Competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.
It will also help you spot opportunities.
Maybe one of your competitors is dominant on Facebook, for example, but has put little effort into Twitter or Instagram. You might want to focus on the networks where your audience is underserved, rather than trying to win fans away from a dominant player.
Step 4. Do a social media audit
If you’re already using social media, take stock of your efforts so far. Ask yourself the following questions:
What’s working, and what’s not?
Who is engaging with your?
Which networks does your target audience use?
How does your social media presence compare to the competition?
Step 5. Set up accounts and improve profiles
As you decide which social networks to use, you will also need to define your strategy for each.
Benefit Cosmetics’ social media manager, Angela Purcaro, told eMarketer: “For our makeup tutorials … we’re all about Snapchat and Instagram Stories. Twitter, on the other hand, is designated for customer service.”
Step 6. Find inspiration
While it’s important that your brand be unique, you can still draw inspiration from other businesses that are great on social.
Step 7. Create a social media content calendar
Sharing great content is essential, of course, but it’s equally important to have a plan in place for when you’ll share content to get the maximum impact.