The key ingredient to make good is having a strategy.
Without a strategy, you may be posting on social media platforms. Without understanding what your goals are, your target audience and what they want, it will be difficult to get results on social media.
If you want or to go to the next level , developing a marketing strategy on social networks is essential.
Here is one way to do it.
How to create a marketing strategy on social media
It is interesting to note that a marketing strategy on social networks and a social media marketing plan have a lot of crosses.
You can think of it in the following way: A strategy is where you go. A plan is how you will get there.
One of the easiest ways to create your marketing strategy on social networks is to ask yourself the 5 following questions:
1. Why do you want to be on social media?
2 Who is your target audience?
3 What are you going to share?
4 Where are you going to share?
5 When will you share?
1. Why does your company want to be on social media?
The very first question to answer is why.
This concerns your social media goals. Are you on social media to promote your products? To drive traffic to your website? Or to serve your customers?
In general, there are nine social media goals you can have:
1. Increase brand awareness
2 Generate traffic to your website
3 Generate new leads
4 Increase revenue (by increasing registrations or sales)
5 Strengthen the brand's commitment
6 Build a community around your business
7. Provide a social customer service
8 Increase the mentions in the press
9 Listen to conversations about your brand
2. What is your target audience?
Once you understand your why, the next thing to consider is your target audience.
Understanding your target audience will help you answer the following questions about what, where and when you will share.
For example, if a travel and lifestyle brand (such as Away) knows that their target audience likes to read new places and travel tips, they can share that content on their social network profiles.
3. What will you share?
When you see this question, you might think about . For example, do you want to share videos or pictures?
But wait a second!
We're talking about your social media marketing strategy, so let's take a step back and think at a higher level. Instead of the types of content to share, "theme" might be a better word.
4. Where will you share?
The next step is to determine where you will share your content. In other words, on which social media platforms does your brand want to be present?
(Related: Here are the to consider for your brand.)
Before going any further, remember that your brand does not have to be on all social media platforms. We have done before. Being on fewer platforms gives you better focus and more time to create better content.
On which platforms is your target audience the most active? What makes them visit this platform? For example, teens and young adults would like to scroll through Instagram when they are bored to see what their friends are doing or if their favorite brands are offering new products.
Are you good at photography, videos or writing? Some platforms are good for certain types of content. For example, photos are great on Instagram, long videos on YouTube, articles on Medium. But this is a minor point because social media platforms are evolving to provide almost all types of content nowadays.
For example, Zwift, a multi-player online cycling training software publisher, has begun , a social network for athletes. Their club has over 57,000 cyclists and thousands of people chat with their messages on Strava.
5. When will you share?
The last key part of your strategy is determining when you want to share your content. You might be tempted to jump into a search for the .
Pause. And breathe.
Let's take a step back and look at that from a higher level. Before deciding what time of day and days of the week you want to publish, consider the behaviors of your target audience.
Here are some examples to consider:
· Sports fans are likely to search and interact with social media event content just before, during and right after the sporting events.
· Athletes can be on Instagram while they rest after their morning or evening workout.
· People who like to travel could be more active on social networks on weekends when they plan their next trip (or during their breaks at work when they dream of their next trip).
· Baby mothers can browse social media when they are breastfeeding in the middle of the night.
You may have inferred from these few examples that there may not be a better time to publish. It really depends on your audience. So, for this step, focus on the general behavior patterns of your target audience.
When you've created your marketing strategy on social media, you can then:
Finally, how will you execute this strategy?
And that's it: your marketing strategy on social media!
But this is not the end. As mentioned above, a strategy is the direction you take; a plan is the way you will get there. You have decided where to lead. now you need a plan.
How should you fill your social media profiles? What should your tone and voice look like? What type of message (image, link, video, etc.) should you use?
To help you with the next step and your success on social media, we have . Here is an overview of the computer graphics that you will find in this guide: