Many companies consider social platforms to be the ideal option for promoting their business. And if you do not have a full-fledged team of specialists in the field of promotion using social platforms, you can succeed in this direction by developing a smart strategy that takes into account your goals and available resources.
After reading this article, you can create your own social media promotion strategy, as well as get rid of the exhilarating feeling that arises every time you open Instagram or Twitter.
WHAT IS A SOCIAL MEDIA PROMOTION STRATEGY?
A social media marketing strategy is your master plan for how you will create, publish, and interact with content. It provides a general course on your social media behavior, as well as aspects such as post frequency, marketing campaigns, creative planning, and audience engagement principles.
WHAT IS THE REASON FOR THE NEED FOR A PROMOTION STRATEGY IN SOCIAL NETWORKS?
Reaching your audience, measuring your ROI, and the ability to meet your business goals are three key challenges marketers face when promoting a business on social media. To solve these problems, an effective promotion strategy is needed. It will allow you to set the right goals, remove all possible obstacles to achieving them, assess the effectiveness, and make timely adjustments. However, without a so-called “starting point“, you will not be able to evaluate the results of your activities aimed at achieving your goals. A social media strategy also allows you to define your expectations, increase the level of participation of each team member, and figure out what they should / should not do during the promotion process.
So let’s figure out how to create a social media strategy from scratch.
1. Define your target audience
If you haven’t yet determined who your average customer is, find out the key demographics of your audience: age, gender, occupation, income, hobbies, and interests. Learn about their problems and the challenges they face on a daily basis. Focus on no more than 4 types of people that represent the majority of your target audience. Do not get hung up on those segments of it that come to you by accident, otherwise, you will never start developing a plan.
Fresh content is the backbone of the success of any social media promotion strategy, so you need to constantly create new quality content. Make a list of common questions asked by representatives of your target audience, try to provide answers to them, do at least one blog post a week.
3. Create educational content
Develop downloadable content that can solve your prospect’s problems: ebooks, checklists, videos, infographics. If you post really useful content, the likelihood that people will share it on social media (thereby helping you promote your business) is significantly higher.
4. Focus on a few key social channels
Most startups and small businesses do not have the resources to manage high-quality profiles on multiple social networks at once. In addition, it is very difficult to learn the principles of correct interaction of profiles in several platforms at the same time. HubSpot Academy has published a video in which they highlighted several promising social channels for publishing content.
So, you need to start small. First, explore the features of popular social platforms that your target audience uses. Then, do your best to build a loyal community before switching to other social media platforms.
5. Create your own guide to working with social platforms
Since social media is not an exact science, it works differently for every company and industry. To achieve results for your business, schedule posts, and interactions. Develop a guide for your team to follow. Set goals for publications as well as interactions, and strictly follow the rules of the guide you create.
6. Evaluate the results you have achieved
The quality of promotion work in social networks can be assessed by a huge number of criteria. First, find out how much traffic to your website or blog your social media accounts are driving. Review your posts, track audience reactions, and trends related to specific topics and keywords of greatest interest. By gaining insight into post traffic and performance, you can set goals for KPIs and measure your progress.
Choose the metrics that are easiest to track. If you measure indicators that take too long to evaluate, you will not be able to measure the effectiveness of your efforts. Examples of simple metrics to bet on are the number of followers and subscribers, the number of new visits, and interactions with your website from your social media accounts.
7. Change tactics
Your social media accounts won’t work overnight. To build a subscriber base, create your brand, and in order to see the first results, it will take some time. Experiment to bring out the most effective combination of social channels, content, and posts. Over time, you will adjust your social media guide, content, and leads to make your promotion strategy more consistent and effective.
SOCIAL MEDIA MARKETING STRATEGY
Social media is a multifunctional business asset. They allow you to establish a relationship with representatives of your target audience, promote the promotion of products, services, and your brand. Developing a social media marketing strategy is a different process from the one described above. This is because the metrics you track may be more specific than the metrics you measure for marketing through other channels.
When promoting your business through social platforms, make sure you act consistently and in a positive manner. For example, the images and content you post on social media profiles must match the images and content on your website, blog, or another website. Pay attention to questions and comments left by your audience, try to solve their problems as soon as possible, as this type of interaction can both increase conversion and the opposite effect.
Finally, reconcile the content you post on social media and the content you share through other channels (such as email marketing or advertising).
SOCIAL MEDIA CONTENT STRATEGY
Content is the backbone of any promotion strategy using social platforms. Without publishing content, you will not be able to interact with your audience, promote products or services, or evaluate the effectiveness of your actions. Due to the somewhat biased attitude towards social media, you will neglect the planning of publications, however, this approach is fundamentally wrong. While social media content is not as static as blog posts or e-mails, it plays an important role in engaging audiences and shaping your brand. Therefore, you need to develop your own content strategy for social media posting, which should include the following:
- The posting guidelines for the specific social platforms you work for. For example, you can post animations on Twitter but avoid Facebook.
- Key features of the target audience in each network (for example, the average age of Instagram users is significantly lower than that of LinkedIn users).
- Reassign plans for publishing longreads and voluminous content from your blog, podcast, or ebook.
- Distribution of responsibilities between team members: someone is responsible for publications, someone is responsible for attracting new subscribers.
- Selection of companies, publications, and individuals for reposting (choosing who you can repost and who you cannot).
NOW IS THE BEST TIME TO START PROMOTING YOUR BUSINESS ON SOCIAL MEDIA.
Still, thinking you can’t be successful on social media? This is due to the fact that social platforms are literally overwhelmed with content. However, you can get rid of your prejudices by using the tips and strategies listed in this article. Remember a few important points: tackle only one social platform at a time, prioritize your target audience, focus on what really works. By following these tips, you will achieve results and increase traffic in the short term.