Social Media marketing is the process of promoting your site or business through social media channels and it is a very powerful strategy that will get the business links, attention and massive amounts of traffic, it is a low cost promotional method that gives business large number of visitors, some of whom may come back to the business website again and again and ultimately lead to revenue or sales. Nowadays social media has matured and businesses use it in many different ways also ; like some are using it as a customer care tool, some are concerned about what people are saying about its brand would monitor social media conversations and response to relevant mentions. Business that wants to understand how it’s performing on social media would analyze its reach, engagement and sales on social media with an analytics tool. As a Digital marketing manager, first need is to make a social media strategy and then execution plan or Social Media plan for putting that strategy into action.
The key ingredient for doing social media marketing well is having a strategy. Without a strategy, you might be posting on social media platforms for the sake of posting. Without understanding what your goals are, who your target audience is, and what they want, it’ll be hard to achieve results on social media. Let’s start with overall Strategy;
As a new brand on Social Media focus on top 4 social media goals as of now, this will change as business grows over time.
There is best common approach as enlisted below to building personas and there can be many number of marketing personas;
Who are they? (E.g. job title, age, gender, salary, location, etc.)
What are they interested in that you can provide? (E.g. entertainment, educational content, case studies, information on new products, etc.)
Where do they usually hang out online? (E.g. Facebook, Instagram, etc. or niche platforms)
When do they look for the type of content you can provide? (E.g. weekends, during their daily commute, etc.)
Why do they consume the content? (E.g. to get better at their job, to become healthy, to stay up to date with something, etc.)
How do they consume the content? (E.g. read social media posts, watch videos, etc.)
In today’s scenario people prefer the visual content as it catches the eyeballs and faster to understand, so content themes should be mostly pictures and videos with some mix of blogs. Plus considering the users’ age bracket also helps in content themes. Plus once we are on Social media we can AB testing also to find out the best suitable content for targeted audience as always said that testing is the best way to excel.
There are many social media platforms but to start with like to focus on top 6 platforms; Face book, Instagram, Twitter, LinkedIn, Pinterest & YouTube
The age group bifurcation will also come handy in making the choice of platform plus targeting audience based on demographics of the users of that platform.
Now, we have a social media strategy ready need to act on this, so we require a plan or roadmap to achieve our goals, so let’s start with our social media marketing plan;
Resource Allocation ; As in our strategy we have shortlisted the platforms to be used, now will allocate the resources and fix responsibility for content making , campaign posting and analyzing data on different platforms, So that resource allocation is in accordance to the goals we want to achieve.
Creating Profiles completely ; Now we have to start with creating our Mobile brand store profiles on the chosen channels and make sure that our profile photos, cover photos, bio, and profile info are up-to-date and complete. A completed profile shows professionalism, cohesive branding, and a signal to visitors that you’re serious about engaging. Profiles will require two parts: visuals and text. For visuals, we aim for consistency and familiarity with the visuals we use on social media. Our profile photo on Instagram matches our profile photo on Facebook. Our cover photo on Twitter is similar to our cover on LinkedIn.
For text, your main area to customize is the bio/info section. Creating a professional social media bio can be broken down into six simple rules.
Show, don’t tell: “What have I done” often works better than “Who I am”
Tailor your keywords to your audience
Keep language fresh; avoid buzzwords
Answer the question of your potential followers: “What’s in it for me?”
Be personal and personable
Set Marketing Voice and Tone ; It is necessary to set the voice and tone of the content from very beginning, we can start with some questions like;
If your brand was a person, what kind of personality would it have?
If your brand was a person, what’s their relationship to the consumer? (a coach, friend, teacher, dad, etc)
Describe in adjectives what your company’s personality is not
Are there any companies that have a similar personality to yours? Why are they similar?
How do you want your customers to think about your company?
At the end of this exercise, you should end up with a handful of adjectives that describe the voice and tone of your marketing. Consider this to keep you on track:Voice is the mission statement; tone is the implementation of that mission.
Pick Posting Strategy; In this step need to work on posting amazing content, posting frequency and perfect timing to get best out of every post, As in present scenario video posts get higher average engagement than link posts or image posts, we can create a staple update, a single type that will make majority of our posts and in between may be after 4 staple posts we can publish one different type of variety and also these posts need to be honed as per different channels best practices and culture. On frequency, timing and days there is a lot of data available online or we can use social media management platforms like hootsuite, hubspot, sprout social, sprinklr etc. to analyze their data for different media channels.
Analyze, Test and iterate; Social Media stat gives us a great look, over time, of how our social media content tends to perform, and we can then test and iterate from there. Here’s one way to analyze your performance ;
Set a benchmark. After two weeks or a month of sharing, we can go back through your stats and find the average number of clicks, shares, likes, and comments per post. This’ll be our benchmark going forward. We can come back and update this number at any time as our following and influence grow.
Test something new. Always be open to testing new ideas as it may lead us to better results or if any strategy that may be working of some other same type of business or for competition try to test it out.
Did it work? Check the stats from your test versus the stats of your benchmark. If your test performed well, then you can implement the changes into your regular strategy. And once your test is over, test something new!
Automate Engage and Listen; the final piece of a social media marketing plan involves having a system you can follow to help you stay on top of updates and engage with your community. To start with, automate posting of your social media content.
Social Media requires engagement too, when people talk to you, talk back. Set aside time during your day to follow up with conversations that are happening on social media. These are conversations with potential customers, references, friends, and colleagues. They’re too important to ignore. One way to stay up on all the conversations that are happening around you and your company is to create a system for listening and engaging. Tools like Buffer Reply and Mention will collect all social media mentions and comments on your posts in a single place, where you can quickly reply your followers.
The steps involved in launching a social media marketing are divided into two broad categories, One is strategy and other is plan, in strategy we come across why we want to do and what we want to do but only plan guide us How to do it successfully, In case of new brand it is clear that strategy will be based on 4 goals that we have listed above that can be further made into SMART objectives that are specific, measurable, achievable, relevant and time bound. So that all Social media marketing efforts are in sync with these objectives and can lead to better revenue and ROI.
Let’s find out how to work together and create something meaningful or valuable.