“A goal without a plan is just a wish.” These wise words were spoken by Antoine de Saint-Exupéry, author of The Little Prince.
The same is true for your company’s social media marketing strategy. If you don’t plan properly you will be wasting your time and efforts.
A social media marketing plan is a detailed proposal of how you want to use social media platforms to reach your business’ goals. Every status update, post, tweet, and image must deliver a cohesive message that get potential clients to engage with your product or service. Consistency is key!
To create a comprehensive plan for your social marketing efforts, follow these seven steps.
- Scrutinise your existing social media profiles. (If you are not social yet, skip this step but make sure you get connected soon!) Look at how often and what you post. Then see which posts get the most likes, shares, or retweets. Do your customers like photos or do they prefer business content? Another indicator is the tone that you use – do you sound friendly and approachable, or do you prefer to keep things formal, and to which do people respond most?
- Study your competitors. Look at the social profiles of the competition and see what they are doing right. How often do they post and what kind of content? Pay special attention to the posts with which their followers engage, and do something similar.
- Identify your targets. What do you hope to achieve? Do you want to build relationships, engage with existing clients, reach new customers, or attract the attention of potential applicants/employees? Remember, it is much easier to connect with an audience if your posts are intended for the same group of people.
- Choose your platforms. Your target audience will determine where you will spend your social time. Do research on which social platform your potential clients like to hang out.
- Set goals. Decide how often you will post, the type of content you will share, and the tone and style that you will use (a content calendar is the best tool to use in this instance). Also, how many followers would you like to attract, or how many comments or likes do you aim for?
- Measure your movements. Use Facebook Insights and Twitter Analytics for content and follower goals. For site conversions, use Google Analytics.
- Revise and re-strategise. You need to stick to your social media plan for at least a month or two. After this initial period, analyse whether your strategy is working or not. If it is, continue the good work. If not, go back to the drawing board.
If you are at a loss when it comes to social media strategies and execution, outsourcing is always an option.
Scarlett’s Web specialises in managing social media campaigns for medium-sized companies. Give us a call today and get started.