Social media is now one of the most important marketing tactics for all businesses who have an online presence. In fact it has become a necessity. It allows businesses to build their brands while also sharing and interacting with their customers and prospects and is an all-important touch point in the ever evolving customer journey.
However, as the social media landscape also evolves, competition for your target audience becomes greater. A recent survey conducted for online marketers claimed that 40% believed that social media marketing had become harder for them in the last 12 months. You can see the report here.
This has resulted in many marketers and brands believing that their social media marketing must incorporate a little bit of everything to be able to compete with their competition.
Adding more tactics to your strategy and incorporating more channels isn’t the answer, nor is it sustainable. The key to getting growth, engagement and ROI is to craft a social media strategy that is able to strike a balance between the needs of your audience and your own brands business goals.
So, to ensure that you create a perfectly balanced strategy, there are some important questions that you need to be able to answer. Below you will find eight questions that will help guide you.
- How Does My Social Media Strategy Fit Into My Overall Marketing Strategy?
The effort you put into your social media marketing needs to be an integral part of your overall digital marketing strategy – from building brand awareness to helping curate content ideas to engaging with influencers.
Tip: Your digital marketing strategy should be used as a roadmap to help determine how you can reach your overall objectives through the use of social media, as well as how social media can help individual projects or campaigns.
- What Is My Main Objective?
To put it simply, there cannot be a strategy if there is not an end goal! Your objectives are the foundation of your strategy. They are there to guide every tactic and decision which comes next.
Tip: It doesn’t matter if it is the number of followers you wish to increase, increase website traffic, drive more conversions or foster engagement, you need to set goals that you can measure. In addition to this it is a good idea to set benchmark goals so that you can gauge the success of your efforts as you go. This way you can more effort to what is working effectively and make improvement s to what is not.
- How to Measure Effectiveness and Results?
Once your objectives are clear you will need to know if you have achieved them the best way. As previously mentioned, you need to be able to measure your goals. But, you will also need to interpret all the data you have collected so that you can get an accurate view.
Tip: Go above and beyond the high level metrics. For instance; if your main objective is to boost website traffic, don’t just look at where the traffic has come from, instead did a little deeper and see how they are interacting on your page once they are there. Consider what the top performing pages are, how long people are staying on your pages and if people are visiting other pages too. You can also create funnels to see which pages are converting the best.
- Who Is My Audience?
If you want to build report and discussions with your audience, as well as provide them with relevant content, you first need to understand their needs, pain points, interests and motivations. You also need to know which platforms and devices they are using the most.
Tip: An ideal way to find out all of this information is to create a customer persona. This is a general representation of who your customers might be. Make use of your sales team to get some direct insights to the people they are talking too. In addition, use your website analytics to gather data on the demographics of your audience and what channels are driving the most engagement. If you have social platforms then use their reporting tools to also gather data.
- What Should My Social Followers Know About My Brand?
Using social media is the ideal platform to let your potential customers know about your business and brand. Let your followers see what value you offer and not just what it is that you sell. Is your brand focused on innovation? Can you set yourself apart from the competition because you have an amazing corporate culture? These are all things to consider.
Tip: Share you company’s story. Make sure that your brands voice has a human element to it so that you can bring personality to your social media channels. Talk to people on their level and leave all the work jargon and sales pitches behind.
- How Often Should I Engage in My Channels?
If you want to foster continued engagement then consistency is the key. This doesn’t mean that you always have to post 10 times every day; you don’t want to overwhelm your audience. But you do want to be popping up regularly in people’s news feeds so find the right balance.
Tip: How am I Going to Execute My Strategy?
If you are not able to define the tactics, resources and tools you need to execute your strategy, all your research and planning would have been a waste of time.
Tip: Combine your overall digital, content, social media and any other marketing efforts you have together so that you can create a tactical mix which speaks to your audience. Some of the tactics that you could include are paid ads, live chats, influencer content and videos.
In addition to this, find out which management tools will help you best to share relevant content to your audience. There are many tools out there, however, the best ones you will have to pay for. Also make sure that you have a specific person in your business who is responsible for the execution and measurement of your strategy.
If you are having trouble reaching your social media goals, feel free to pop in for a chat and see how DSA Global can help you! We have awesome coffee for our meetings!
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