Social media is a powerful tool for small business, but to be successful, you need to strategize a social media marketing plan. Social media is a great tool that solidifies marketing, generate leads and drive sales.
Just like the traditional forms of marketing channels such as television commercials, or print ads, your results can be minimal if you broadcast your brand message to the wrong audience. To make the most out of social media marketing, here are the 6 steps to build a successful marketing strategy for your business.
- Set your goals
One of the biggest mistakes you can make is to enter social media without knowing the purpose of being on social media. To succeed, you need to set strategic goals for how you want your business to progress. You must remember that you are setting your goals to strategize your social media marketing plan around your goals. Therefore, you need the goals to be SMART—specific, measurable, attainable, relevant and time-bound. Your goals can include:
- Increasing brand awareness
- Achieving better sales
- Improving ROI
- Driving more traffic
- Increasing the followers
- Understand your audience
Not all people use the same social media platforms. If you want to attract more audience to your brand, you need to use the same social media network as your target audience. To be effective at it, you need to understand your target audience and establish personas for your ideal customers. The better you understand the demographics of your target audience, the better chance you have at reaching out to them through your social media channels.
- Determine relevant metrics
Many businesses create social media presence and spend resources on their accounts without determining if they see any success. Social analytics is not the same for every business, meaning they depend upon the goals you set for your business. Don’t assume that the number of followers of your brand on any social media platforms has a value. What makes a difference is the engagement of your posts which people interact with and share the content through different social media channels.
- Inspect the social media campaigns of the competitor
Every business has a competitor who will also have a social media strategy. You need to conduct a competitor analysis to understand what your competitors expect from the businesses in your industry. You might spot the weak points of your competitor’s marketing strategy and exploit it by filling the gaps. There are many tools that you can use to understand your competition and find their most successful pieces of content to produce something similar, but better.
- Create suitable content to share with the followers
You need high-quality content to share with your social media followers. One of the biggest mistakes that you can make in creating content is to make it too promotional for the followers. Social media marketing is more about being social and less about making it a marketing place. Therefore, you need to make your posts that are informative and entertaining for your followers. For example, you can produce a Wikipedia article with the help of Wikipedia editors that describes your brand and share it on your social media accounts. It will not just attract the audience to the brand, but they will also be inclined to make an action. Similarly, you can take advantage of video content and share it with your followers to entertain them while delivering your brand message.
- Track your results
No matter how much effort you put in strategizing your marketing plan, but there is no guarantee if it would work out in the same way as you expected it to work. However, if you don’t track your results, you will not know the effectiveness of your social media marketing campaigns.
You began the marketing process by determining your goals and then determining the relevant metrics. You need to keep an eye on the progress of these metrics. There are many tools by which you can track your success. If it shows the success of content, then create more of that type but if it shows that it doesn’t perform well, take note and focus on the material preferred by your followers.