1. Know your business industry to develop an effective social media strategy
Social media is a trendy digital practice that involves a proactive, creative and tailored approach by companies – no matter the industry. Knowing your industry as an entrepreneur or marketer, its particularities and what’s happening in it put the foundation for your social media success.
To create a profitable social media strategy, get involved first in knowing your niche industry and the other industries relevant to your company. Possessing information about the industry that your business operates in will help you create dynamic and flexible social media tactics that make your company stand out from the crowd.
Document your industry, work out findings and convert them into different formats to support your social media plan. For instance, you can use the industry analysis data to create original materials (banners, posts, videos) for your social media profile.
To enter into your audience’s graces, do research at a market level to find out how potential customers respond to your competitors, what are their emotions and reactions to the products they use.
It doesn’t matter how prepared your social media team is if it doesn’t consider looking at social media plan from a business point of view:
More precisely, find out how your market behaves online and what strategies your competitors apply to attract their customers and satisfy their needs and wants. This is important not only for your business but also for your social media activity, a spicy but tasteful ingredient.
2. Strategize your social media plan to attain your initiatives and goals
All digital ingredients (social media, SEO, PPC, email marketing) should merge together to provide the most profitable results for your business.
When it comes to social media strategy, it needs to be in accordance with the other online marketing strategies like PPC, SEO or email marketing. For example, your content marketing strategy that’s part of SEO practice can also be part of your social media plan. Thus, the two digital ingredients – SEO & social media – are sustaining each other.
So, the posts you are writing and optimizing for your site’s blog will be promoted on different social platforms like Facebook or LinkedIn – check where your target audience shows the most interest. And as we can see in our example, SEO and social media are interlinked as strategies, so should content found on these digital marketing channels.
Communicating often with your target users through your site and social media is an effective strategy. They find you through organic search (SEO) and visit your site. The other day, they might hear again about your business on social media.
Some of them may remember you instantly and trigger in them the desire to offer your brand a LIKE, a share or even leave a comment to one of your posts. Being there on time will give them a true sense of security toward your brand.
As Statista revealed
People across the globe spend more than 2 hours per day on social media channels, a 1-hour increase from 2018.
Moreover, undertake a social media competitor analysis to get insightful information. The idea is to develop a content plan to include topics that haven’t been covered by anyone yet.
Add to this editorial calendar unusual queries or key questions your target audience may have. Here contribute with both your knowledge and imagination while keeping your seriousness intact. Don’t forget about the dates and choose wisely the social platforms where you will post all this content.
3. Experiment with your social strategies to get straight to the point
Another important thing about social media strategy is that you need lots of experimentation before concluding what works and what doesn’t for your social media profile. To know what is the best content that engages your users and makes them convert, try different types and see which one offers outstanding results.
Whether they click on an image that presents your product or get on your site through one of your posts, these are leads that can transform your users into valuable customers. But to receive those leads through social media, you need to trigger their behavior to take action and express their emotions about your product.
Check how your competitors practice social media marketing and how engaged their target audience is. You can analyze the posts that have many shares, comments or likes and think of what content you can create and add it to your content calendar.
Your competitors are just a source of documentation and inspiration and not the source that contributes to the development of your content marketing strategy. The real source of your content creation is your experimentation with your social media strategy. Here you include all the ideas you see and test that may lead to the attainment of your objectives.
You can achieve impressive social media KPIs together with your team if you meet, discuss and share opinions about your social media profiles and the feedback you get from users.
The person that is in charge of the customer service department can make your work brighter as a social media specialist. You can come up with a unique approach when addressing users’ specific concerns over social media.
Thus, you can build posts in which to provide quick and helpful answers related to your customers’ inquiries. When the question is addressed, the answer should be really fast because customers need guidance once they have a concern.
To prove customers their messages count for the company, content related to the answers offered by the customer service can be integrated into social media strategy.
Asking for feedback from your users and converting it into promising content will do everything.
Users always want someone available to reply directly to them and get that rapid message. They want to feel like the brand interacts with them and get instant attention and gratification.
4. Dedicate time and resources to attract users to join your online community
Social engagement is for strong brands with a voice. They use their voice to make them heard by the right people from whom they expect a reaction.
Once convinced by the quality and usefulness of your products, the target market is willing to reach you and pay a price that generates a profit for the company. Whether it is buying online your product or sharing a post with friends, engagement is about many things. You establish those that really matter to your social strategy.
Brands offer value and in return they want people to share their satisfaction with them and the others. To make the public participate in this process, businesses need to have strategic thinking to engage both the target audience and loyal customers.
The journey of your users is different for each user. That’s why your brand creative messaging should be an essential part of the social strategy and adapted accordingly.
As Jabbour states
“Creating a successful marketing moment often depends on building a continuous experience for users across multiple touchpoints, which creates a sense of ubiquity and a larger-than-life feeling”.
To engage the right people on social media, define every detail about your user persona and target your digital campaigns accordingly. Create for them content on topics related to your product and business that integrates well into the respective social network(s). Make users notice your product, expertise and attract them to join your social tribe through groups.
Creating a social group on Facebook can lead to the development of a community for your brand. And it will be easier to acknowledge what type of people are loyal to your brand and think of strategies to increase their engagement and attract new potential customers.
A report from Sprout Social uncovered that
“people who follow a brand on social media are 57.5% more likely to buy its products and services. Those figures only go up for businesses that effectively communicate with their followers: 71% were more likely to buy from a brand after having a positive interaction or experience with it over social media”.
5. Measure your social efforts to achieve the objectives of your social strategy
There are many tools on the market you can use to monitor, track and measure your social media efforts. Some of them are pretty clever, some are a waste of time. But in order to find the necessary set of tools with the metrics required, you need documentation and experimentation.
The most helpful social monitoring tools are the ones that come with the social platform you are using. Here you can see exactly how your social media campaigns deliver and what impact they have among your fans.
If you want more in-depth metrics like mentions in social media or influence score look for specific tools to complete your social strategy.
You can rely on the tools your competitors use but you may fail because your business is not the same as theirs. And more than sure, you want convenient, reliable and accurate social tools, don’t you?
Make your company a success story by tracking and measuring social media meaningful metrics. It’s not an easy task, but with the right research and knowledge you can get to the tools that best serve your social media purpose,