How to create a social media marketing strategy

Social Media Marketing

How to create a social media marketing strategy

Marianna Muscat - Tuesday, December 8, 2020

Setting up a social media marketing strategy can seem like a momentous task and that could be why some businesses end up doing just the bare minimum when it comes to building their online social media presence. Others hire a digital marketing agency to help them out. Challenges abound, like finding the time that is required to do your social media correctly, and then also which platforms to choose? There are so many platforms today that all have enough traffic to merit consideration – so where does one start?

Have a clear vision for your company and set some goals

Your vision for your company should determine your goals. Ask yourself what you would like to achieve from your social marketing strategy. Not sure? Here are some ideas.

  1. Increasing brand awareness
  2. Generating more sales
  3. Growing your audience
  4. Capturing, let’s say 50 or 100 more email addresses a week
  5. Responding to all social media comments and queries

Choose the right channels

 A golden rule here is to do a handful of channels and to do them well. Pinterest, for example, is a graphics-heavy platform with 71% female users so that may not be a good channel to use if you are selling a service or appliance more suitable for men.  Facebook is by far the biggest platform with over 2 billion monthly active users and is great for lead generation and to show the human side of your business. Linkedin, on the other hand, is great for B2B businesses and editorial content and has a slightly older audience than some of the other platforms with most users being between 30 – 49 years old.

Analyze your competition

Keep abreast of what your competition is up to, not to copy them, but to rather gain valuable insight on what is (or is not) working for them. Look out for posts on their pages that perform well and then analyze why. You can then adapt your campaign based on your conclusions.

Plan your content

In January 1996, Bill Gates wrote an essay entitled “content is king” and great content is certainly key to inbound marketing which draws your audience to you. Great content is still key to inbound marketing and also arguably the most important part of your digital marketing efforts. It helps you to build trust and to connect with your audience. 

Create a content calendar to clearly outline your content strategy. If consistency is a problem, think about how a theme could help. For example, on Instagram, you could run all your photos through the same filter to ensure consistency. Or, you can lessen your workload and increase your credibility by inviting consumers to submit user-generated content (UGC) in the form of photos or videos.  And if you’re not a professional designer, there is no need to fret as you can create engaging imagery relatively easily with a free app like Canva.

In summary – Your social media strategy cannot be a static exercise and will need to be constantly adapting and evolving to work for you. Companies with a clear strategy and realistic goals in place will be much more successful with their digital marketing campaigns. Find out more by reaching out to WSI New Media Marketing in Greensboro today.

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