Contrary to popular belief, your social media marketing strategy isn’t just about plastering your message in #alltheplaces. Rather, it’s about using your social profiles in an intentional way.
So, let’s look at 6 key aspects of a successful social media marketing strategy that will help you make it work for your unique business and workflow.
Stop stressing out about your social media calendar right now. Instead, nail these 6 key aspects FIRST to help you shine on socials.
1. Know Your Goal
Before you undertake any form of marketing, start with your end goal in mind. What is the primary outcome you want to achieve with your social media marketing strategy?
Maybe it’s to increase your:
- Brand awareness
- Brand reputation
- Traffic to your website
Starting with the endpoint will help guide the steps you take to reach your goal.
It’s also going to help you to quantify and measure your success.
So ask yourself:
How will you know when you’ve reached your goal?
Popping a figure against your goal will help you clearly see if you have reached it after implementing your social media marketing strategy.
However, don’t be discouraged if you don’t reach your goal right away.
This is simply an indication that something needs to be tweaked, improved, or optimised.
Do that and then try to smash that goal again next month.
2. Know Your Audience
The next aspect of social media marketing you need to know is your audience.
Understanding your audience is pretty key because it makes all the difference to the success of your strategy.
Consider these things about your audience:
- What makes them tick, click, and buy?
- Where do they hang out online?
- What do they love?
- When do they buy?
Diving into how your audience behaves and what drives them to make decisions is going to impact pretty much every aspect of your social media marketing (and frankly, any other kind of marketing).
Your audience’s behaviours will influence your:
- Key messages
- Calls to action
- Publication times
It’s important to understand that your audience may be very different from you and your behaviours and lifestyle. Don’t just assume that because you behave on social media in a certain way that your audience will too.
Consider your friends and family. What social platforms do they use and when do they engage or buy on those platforms?
How you answer is important because it applies to your ideal audience.
3. Pick Your Platform(s)
Before you promote, sell, or use social media for business, first decide which platforms are the best fit for your target audience.
Don’t just use Instagram because some guru says you can start raining leads on IG!
Take the time to research and understand how your audience engages with each social media platform.
Here is a breakdown of the popular platforms used for most business activities:
- Good for text-based captions, images, and videos
- Okay to post links to external sites
- Popular with 30-60 age group
- Good for short text-based captions, images, and videos
- Use of stories (compilation of posts) have been shown to increase leads
- Discourages posting links to external sites in captions (but can have one URL in bio)
- Popular with 16-40 age group
- Video-based platform
- Popular with all ages, but mainly 40-50 age group
- Good for longer form text-based captions and articles with links to external sites
- Best for professionals aged 25-65
- Heavily image-based
- Popular with women aged 25-50
- Known for driving website traffic
- Text-based posting with limited characters
- Very popular with US population aged 30-50
Other popular social media channels you might consider for your social media marketing include:
4. Understand Your Platform
Once you’ve decided on your preferred social media platforms, make sure you really understand how they each work.
Start by finding the answers to these questions:
- How does it work?
- What are the popular media styles?
- Can you manage the algorithm in your favour?
- How is the searchability?
- Is hashtag research required?
- Where do your niche influencers hang out?
- Does your audience buy on that platform? If so, how?
- What content types work well on the platform?
- Is organic engagement a realistic option or should you advertise?
It makes sense to dive into the ins and outs of the platform otherwise, you’ll flying blind. And your strategy is unlikely to be effective if you’re not using the platform correctly.
5. Know Your Competition
The next key aspect of your social media marketing strategy is knowing your competition.
- How and when are they show up
- How they sell
Your research can show you how to stand out and boost your brand over your competitors.
But don’t get caught up in vanity metrics. Because at the end of the day, it really doesn’t matter how many followers your competition has. What matters is how your competition’s audience ENGAGES with them and vice versa.
- Get a lot of genuine comments?
- Respond to comments to generate conversations?
- Offer solutions that are taken up?
- Follow up with comments?
It’s not the numbers that matter on social media, it’s the conversations that create connections for conversions.
6. Be Consistent
The key to any form of marketing is consistency.
This covers your:
- Branding, logo, and colour palette
- Content and messaging
- Posting frequency
- Sharing activity
- Advertising campaigns
- Organic content
When you are consistent and inject more of YOU into your social media, you build your brand recognition and credibility. Your audience gets to know you and your style and will take notice when they recognise your content.
And consistency also filters down to how you engage with your audience.
By genuinely responding to comments on your social profiles, not only are you engaging with that particular person, but you’re also undertaking a form of marketing.
How you show up on social media matters.
Social Media Marketing for Business Growth
What this all boils down to is this: You need a social media presence if you want to grow your business.
Google is still the number one search engine on the web but social media platforms are catching up fast. Many people search for brands on social platforms and make quick purchase decisions based on how the brand shows up.
So make sure you’re showing up to get some of that business:
- Do your research.
- Understand how your audience behaves.
- Consistently show up on social media platforms.
If you are having trouble developing a marketing strategy that grows your business, our team can help. Start by booking in a free 30-minute discovery call here.