Social platforms started as a way to stay connected with your personal and professional networks. But soon, it evolved as platforms for businesses to interact with their customers and engage them through real-time communication.
Today, social media engagement is higher than ever, with the number of users increased to 2.77 billion in 2019.
Social media has now become the identity of a brand's digital presence. It has also become an individual's identity and a part of our everyday lives. Whether people accept it or not, but a significant part of our day is spent on various social media platforms.
This makes it essential for you to understand how to leverage social media marketing to increase sales, build a positive brand image, and grow your business.
Developing A Social Media Strategy
A great strategy is a summary of everything you want to achieve through social media. It helps you map your next steps and create viral posts.
Developing a social media strategy requires you to align your goals, content and the target group. A perfect synergy between the three gives you an effective social media strategy.
But first, you need to define your goal
I. Define Goals
It is the first and most important requirement for developing a social media strategy. Without establishing the long-term objectives, it is nearly impossible to measure the success or return on investment.
When setting goals, one should follow the S.M.A.R.T framework. According to this, each of your goals should be:
It ensures that your actions on social media are aligned towards your business goals.
You can set different goals for different social media platforms based on the same framework. Ideally, it is a good practice to lay down what you expect from each social media platform. For example, using Facebook ads for targeting parents and increasing sales. On the other hand, using LinkedIn for building and promoting your brand as well as recruiting employees.
II. Targeting The Right Audience
Before you jump onto various ideas for drafting viral social media posts, you need to understand your audience. Targeting the right audience helps you to drive traffic to your website and increase sales. If done right, it can help you to achieve all your social media marketing goals.
1. Who is your Audience?
Creating user personas is an effective way of identifying a target group. List down the target group’s demographics, interests, problems, and the solutions that you or your product/service can provide to them.
Once you have defined your audience, it will help you in mapping a great strategy.
Often, you already have the information you would need for creating accurate buyer persons through work you have already done in other marketing channels. But you may still want to go back and examine if those personas truly represent the audience you’ll encounter on social media.
2. Where is your Audience?
The social media world has various platforms, and each of them has its unique advantages. But that doesn’t mean you need to be active on all social media platforms to achieve your business goals. You just need to be where your target audience is!To be able to target the right group effectively, you need to understand where they spend most of their time. For instance, people between the ages of 35-55 are more active on Facebook as compared to other social platforms. You can refer to reports on social media statistics and conduct surveys to identify the channels where your target group is.
2. What Does The Audience Want?
One of the essential aspects of developing a content strategy is identifying your customer's problems and providing solutions for it. Develop your product/ service to serve value for your target audience and make them your brand evangelist.
III. Conducting a Social Media Audit
If you are (or have been) active on social media, you have to make a stride back and see what you've officially done and achieved. It's time you evaluate your past efforts to know what type of content your audience enjoyed consuming. Ask yourself the accompanying inquiries:
- What's working, and what isn't?
- Who is engaging with you on social media?
- Which channels does your target group use?
- How is your competitor doing as compared to you?
When you collect this data in a single spot, you'll have a decent idea about the type of content you should produce.
There are no bounds to the level of innovation one can bring to social media platforms. But to have the right audience consume your innovative ideas, you'll need to provide value to the audience.
Sharing valuable content is essential, obviously, yet it's critical to have an arrangement set up for how and when should you share content to get the maximum returns.
Just like you need an excellent strategy for achieving social media goals, you also need an efficient calendar to reach your audience at the right time.Learn how you can build a consistent and creative social media calendar now