Choose The Right Channels And Strategies
A lot of businesses sign up for different social networks without really taking the time to find out more about these platforms and about who uses them. This is not the right approach since you will probably end up investing time and efforts to develop your presence on social networks that do not correspond to the buyer persona you want to target. You should know your demographics before starting any marketing campaign.
If a survey reveals that your customers tend to spend over 40% of their time on Facebook, while they spend time on Twitter for only 20% of their online activities, Facebook should become the primary focus of your social media campaign.
If your customers prefer a network, you need to develop a strong presence on this site and shouldn’t waste time with other platforms.
The best strategies to use for social media marketing depend on what your goals are as well as what users typically do on the platforms you are targeting.
If you want to generate more leads and need to focus on Facebook, you should think about spending money on ads or on launching different promotion campaigns that will get shared by the users who already follow you.
Developing a Strong Content Strategy
You cannot have a successful social media marketing strategy without great content. Content is what will get you noticed on social media and help you generate meaningful interactions with your audience. You need to focus on content and on social media in order to get results.
There are three things you need to figure out when developing your social media marketing strategy – what kind of content people want to see, when you should post it and how often you should post.
The form and the context of the content you share should be adapted to what your audience wants to see. You might find that links, images, text-only or videos perform better.
Your context is about the voice you adopt to represent your company and about the trends that are popular on the platform you are using. You might opt for entertaining content, choose to educate your audience or adopt a different approach.
There are many different studies that recommend the best time to share your content on social media. These studies should be used as guidelines but you will have to figure out when your target audience is online. Do a few tests to figure out the best time to post your content.
Posting frequency is very important. Your followers might choose to unsubscribe if they feel that you pos too often.
You need to figure out the right frequency for your posts. Posting too often will result in people unfollowing your page and posting at a pace that is too slow means you will be missing out on opportunities to interact with your audience. Facebook Insights is a very helpful tool that will tell you when people are online and how they engage with your posts.
Use your budget and resources
Your budget should be defined in function of the strategies you want to use and of the platforms on which you are present.
Put together a list of the different tools you are going to use (such as CRM, email marketing or social media monitoring tools). Identify which services you will have to outsource (like video production or graphic design). This is something you will learn in the social media marketing agency program. Determine how much is left to spend on advertising. You should figure out a yearly cost to get an idea of how much you are really investing in social media and on how it will affect what you can spend on other marketing tactics.
A lot of businesses start by establishing a budget and then choose the strategies that can realistically be implemented. I think that it is best to determine which strategies are relevant for your business and your target audience and to figure out a budget afterward.
If you find that your social media marketing strategy would cost more than you can spend, focus on the strategies with the best projected ROI. Look for strategies with a fast ROI like social referrals and advertising. These strategies will help you generate profit right away. You can then implement other long-term tactics like developing long-term engagement and reaching out to new users.
You can be more productive and get better results if you assign tasks and roles in a clear manner. This is a good way to avoid confusion and to make sure you won’t have two people working on the same thing. It might take a few days or weeks to get everything clarified, but your social media campaign will run smoothly once everyone knows about their responsibilities.
You can then move on to designing your execution process. You can have a daily or a weekly plan. A monthly plan will probably include too many details and you might have a hard time with being flexible and reacting to changes quickly if you work with a monthly plan.
Use Basecamp or ActiveCollab to assign tasks to your team members and to keep track of what has been done. This is a good way to stay organized and to save time!