If you’re looking to:
- promote your business- name and brand
- inform your customers better about your products and services
- find out customers views on your business
- attract new customers
- build stronger relationships with your customers
then you need to ask yourself the following from day one to incorporate an effective social media strategy:
- What are your Business Goals?
Because you can’t move forward without indentifying with direction you want to go in.
- Identify your company’s overall needs
- Decide how you want to use social media to contribute to reaching them.
- Focus on increasing brand awareness, retaining customers and reducing marketing costs
- Make your goals achievable, measurable and realistic
- List down 2 primary goals and 2 secondary goals
- What are your Marketing Objectives?
Because you need to figure out how to get from Point A (an unfulfilled goal) to Point B (successfully fulfilled goal).
- Determine your objectives
- Make your objectives Specific, Measurable, Achievable, Relevant and Time-bound [SMART Approach]
- Ensure your objectives are relevant to the company’s overall vision.
- Attach a timeframe to your efforts- By next month? By year end?
- Who are your Ideal Customers?
If Buyer Personas (ideal customer profiles) are not accurate, the business suffers from low engagement on their social media profiles.
- Identify your target audience’s age, occupation, interests, problems, habits, and motivations
- Target the right people, at the right place, at the right time and with the right message
- Be more specific
- Who are your competitors?
Because it gives you an idea of what you need to do to keep up, ensure your tactics into your own efforts.
- Compile a list of your 3-5 main competitors.
- Search which social networks they’re using
- Analyze their content strategy– their number of followers, posting frequency and time of day.
- Identify the type of content they’re posting and its context(factual, humourous, promotional, etc.) and the followers’ response to it
- Calculate the engagement on their posts- take the number of likes, comments, shares, etc. on the posts and divide it by the total number of followers of that page.
- Which Channels and Tactics to use?
Because creating accounts on every social networking site without analyzing buyer personas will result in using wrong tactics at the wrong place and wastage of time.
- Identify which primary and secondary social networks to work on
- Alter your tactics according to the platform you’re using.
- For example, promotional advertisements on Facebook, use of hashtags on Twitter, etc.
- What will be your Content Strategy?
Because without great content, social media is meaningless and without social media, nobody will know about your content.
- Focus on the type of content, time of posting and frequency of posting.
- Identify what form and context you want to use. Form is how you present that information (text only, images or links) and context fits with your company voice and platform trends (funny, informative, inspirational)
- Test and figure out the best time for your business to share posts online
- Find the perfect frequency for posting for more engagement for your content.
- What are your Budget and Resources?
Because without proper knowledge of available budget and resources, it is not possible to formulate effective strategies and tactics.
- Make a list of the tools you need- social media monitoring, email marketing and Customer Relation Management (CRM)
- Make a list of services you’ll provide- graphic design or video production, etc.
- Calculate the costs of any advertising you’ll purchase.
- If the cost of your strategies exceeds your estimated budget, follow the strategies according to the timeframe on Return on Investment.
Why choose ThinkWhy for your social media marketing solutions?
ThinkWhy is a purpose-driven strategic marketing company that focuses on digital platforms to create brand experiences that drive business growth. We are here to make organizations explore, define and communicate their purpose through strategic marketing communication, digital and design. What differentiates us is our approach to keep things simple and objective. Given our experience with extremely diverse clientele, we believe we can provide personalized, tailor-made solutions to all the questions above.