How to Create a Social Media Marketing Strategy (With Tips)
By Indeed Editorial Team
Published November 7, 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Social media has now become increasingly relevant to businesses due to its vast reach. To maximize social media platforms and increase business reach, it's useful to create a strategy that aligns with the company's marketing goals and objectives. Understanding how to create a strategy for social media can help you develop a detailed framework to achieve marketing and company goals. In this article, we explain what a social media marketing strategy is, outline its essential components, discuss how to build one, and provide helpful tips.
What is a social media marketing strategy?
A social media marketing strategy organizes the steps you can follow to ensure you achieve the company's digital marketing goals. This strategy guides the content to post and the audience you intend to reach. Marketing directors and social media managers typically create these plans for their teams to follow. This strategy summarizes all the team intends to do and achieve on social media. It also helps you monitor the success of the team.
Essential components of a social media marketing framework
Some of the relevant components of a social media marketing framework include:
Alignment with business objectives: A good social media strategy aligns with the company's objectives. It's useful for you to determine the company's goals before creating a strategy.
Metrics: Ensure you monitor valuable interaction on social media sites. For example, you can monitor responses to calls to action, comments, and traffic to the company's website.
Audience personas: Learning the audience persona entails knowing who they are and the social media platforms they typically use. It's useful to research the audience demographic before creating the campaign.
Social media audit: Study the company's media presence and identify areas that require improvement. You can identify who interacts most with the content and improve the company's online interactions and profiles.
Content calendar: Creating a content calendar ensures you monitor the content you publish and distribute. Ensure you keep it interesting and mix the types of content regularly.
Analytics: Most social media platforms provide data about clicks, page views, comments, and other interactions. You can use this information to review the team's performance and strategy.
How to create a successful social media marketing strategy
Here are the steps to follow to help you build a successful strategy for social media marketing:
1. Set marketing goals
Creating a successful social media marketing strategy typically starts with identifying the goals you want the team to achieve. For example, the company may want you to increase sales and brand awareness or reach more customers. When setting these goals, consider using the SMART framework, which ensures your goals are specific, measurable, actionable, relevant, and time-based.
Here's an example of how to use these guidelines to create a social media marketing framework to improve sales:
Specific: Improve sales via organic social media sales.
Measurable: Use the social media platforms to generate $1,000 in sales each week.
Actionable: If the product averages about $50 daily, it's possible to sell 20 weekly to reach the $1,000 goal.
Relevant: The company's primary focus for the year is to improve revenue, making this objective relevant to the overall goal.
Time-based: There's a weekly deadline for this goal.
2. Research your audience
After setting your goals, meet with the marketing team to discuss and learn more about the company's target audience. You can collect new information or review the personas created by the team to help you learn helpful details about the company's ideal customers. In addition, you can build buyer personas for the target audience by gathering demographic data, such as age, gender, and location. Then you can research to learn other details, such as challenges, primary interests, and needs.
After researching the target audience, ensure that the data informs the social media strategy. For example, suppose your goal is to generate more traffic for the site by getting a particular amount of clicks on each social media campaign. In that case, you can perform A/B testing on two different ads or perform user research to learn the particular copy, images, and messages that may ensure a successful campaign.
3. Assess your competition
After completing the preliminary audience analysis, you can assess and learn how the other companies in the industry use social media. For example, identify the social media platforms they use the most, their publishing frequency, and the type of content they post. This research helps you identify how the other companies interact with the audience, determine their strengths, and learn areas that make you unique. For instance, your research may show that other companies don't frequently post on a particular site. You can use this information to your advantage by attracting a large percentage of customers using this platform.
4. Identify the ideal social media platforms
Analyze the results of your audience and competitor research and marketing goals to determine the primary social media platform for your strategy. For example, you may choose to prioritize and focus on a particular platform if your target audience is only active on this platform. In contrast, if your target audience uses various platforms, it may be necessary for you to choose and prioritize two or more media platforms to ensure you achieve your goals.
5. Create a content calendar
Next, list the content you intend to publish on the company's social media platforms for the campaign's duration. The content may include sale announcements, product updates, behind-the-scenes images, and current events in the company or industry. You can also include these materials in your calendar to help you create a regular posting schedule. You may post a vast variety of content, including links, images, contests, and announcements.
6. Engage with your audience
As you post your social media content, ensure you carefully monitor the reaction and engagement of your target audience. For example, you may save time to answer questions, respond to comments, and regularly discuss with the company's followers. Suppose the social media strategy generates concerns and comments that apply to other departments or teams. In that case, you may develop a workflow that ensures that you respond to the customers effectively. For example, the marketing team may collaborate with the sales and customer service teams to answer questions about pricing, product features, and usage.
7. Monitor social media metrics
You can monitor the metrics on the social media platform to ensure that the team is on track to achieve the goals set at the beginning of the campaign. Learning this information is possible by accessing the analytics for the account, posts, and audience on each social media platform the team uses. You can also consider writing the information in a report format or recording it in a spreadsheet to help you compare the monthly results.
In addition, the social media marketing goals determine which metrics are more important to the company. For example, if the goal is to increase profit by generating more sales, the most important metric for the company is the revenue attributed to the social media accounts. In contrast, if the goal is to reach more customers, impressions and engagement are the most important metrics.
8. Revise your strategy when necessary
Monitoring the metrics and comparing the figures helps you learn if you're consistently making progress and meeting your goals. Suppose you're not achieving your goals or moving at the desired pace. In that case, you can identify areas that require improvement and try various solutions to improve the outcome. For instance, you may revise your posting schedule and only post content when your target audience typically uses social media. You may also change the post's images or copies to get more positive reactions and engagement from the audience.
Tips for creating a social media marketing framework
Here are some helpful tips to guide you when creating a successful strategy for social media marketing:
Be specific. Ensure your content has a precise and clear objective. It's useful for the audience to understand what you want them to do with the information you provide, whether to repost using the relevant hashtag or visit the company's website.
Write concisely. Most social media platforms are ideal for scrolling on a smartphone. Using the limited character count is advisable to create compelling but short content for users.
Prioritize the target audience. It's useful to keep the target audience in mind when creating your content. Ensure you to post content that interests your current customers and attract new customers.
Study your competitors. Consider following your competitor's social media pages. This helps you learn helpful information that may inform your marketing strategy.
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