Only a caveman wouldn’t have a social media account these days.
Yup, and I bet you couldn’t agree more.
That’s how social media is so powerful nowadays. It is undoubtedly one of the most influential internet marketing tool in today’s age. And if you use it appropriately, you can build a strong personal connection between you and your prospective clients.
BUT… there are a lot of marketers who often make a big mistake of jumping into the social media bandwagon without having a clear plan.
Just to join in the trend, perhaps?
I’m sure you would want more benefits from spending time on your social accounts aside from just being part of the trend, right?
So for you not to waste time and worst of all, lead to a PR disaster, you need to build a clear strategy so you can benefit from social media. You have to consider…
- what you want to achieve;
- who your customers are;
- and what your competitors have done
Let’s get out of the Stone Age, shall we?
Are you in? Great! Now to make sure that your social media marketing strategy contribute to the objectives of your business, in the next three minutes, read this 5-step guide to help you through the process.
How to create a social media strategy?
1. Establish your goals
“What do I want to achieve?”
Ask yourself this question first.
Setting a goal is essential for all marketing and business strategies; and social media is no exception. Just like in any journey, you need to understand where you want to go upon creating a social media marketing strategy.
You need to understand the purpose of your efforts in your social media marketing.
- Do you want to create or raise awareness about your brand?
- Are you looking for ways to increase your sales or website traffic?
- Do you want to build loyalty between your customers as well as increase your site’s retention rate?
- Or maybe all of the above?
Whatever your goals are, these should be aligned with your broader marketing strategy in order for your social media efforts to drive towards the objectives of your business.
2. Distinguish your customers
“Who are my customers?”
After you have established your goals and identified the path you wish to head on to, you will now need to target the right people with the right messages. To do this, you need to understand your audience.
For instance, if you want to be connected with aspiring young professionals who are technology enthusiasts, it would be useless to target everyone from the age group of 18 – 35.
If you’re targeting hipsters, then you should be aware what they are into, which is kind of challenging by the way if you don’t know how to put yourself in their shoes.
You need to be specific and detailed with your target market as much as you can. This will help you filter your potential customers and increase your chances of conversion.
3. Consider your competitors
“Who are my competitors?”
Keep your friends close, and your enemies closer 🙂
Your competitors could serve as a good guide to where and how you should be active in social media platforms. They can tell you a lot about what works and what doesn’t.
After all, both of you are trying to reach the same customers, right?
If you are going to ignore your competition, you will not be able to take advantage of the great opportunity of learning from their success, as well as their mistakes.
If you are planning to research about your competitors, you can begin by choosing three or four of the top ones in your niche.
Check out which social media networks they are active on and study their content.
- Are they delivering their message in a funny way or in a serious manner?
- What kind of cultural references are they using?
- Do they primarily focus and talk about their products alone?
- Are they trying to incorporate other related things or topics?
For instance, you are selling a camping tent, check out if your competitors are talking about how their camping tent works. Also, check if they are posting amazing videos about camping tents that just happen to include their own products.
After this initial phase, you can then look on how well your competitors are doing in terms of their engagement level such as…
- and likes
This will enable you to determine which strategies work and which ones don’t.
4. Choose your channels
“Where should I post?”
You don’t have to post in every social media platform you see on the web.
Every social media has different features- they are not all the same. And you need to choose the appropriate social media platforms for the products or services you are selling, as well as your social media strategy goals.
There are five most popular social media websites today:
- and LinkedIn
Each of these sites provides an opportunity for your business to reach your prospects in different ways.
- For an instance, if you want a good platform for your business-to-business sales or to market your products or services to other business owners, you can use
As of 2016, LinkedIn has a total of 450 million members, providing a rich hub for you to search for fellow businesses you can deal with.
- Do you want to share an information to educate your prospects and customers in a brief and easy-to-understand way? Then YouTube would be perfect for you.
- How about if you are interested in creating a community for your enthusiastic fans and engage with them in a personal way? Well, Facebook and Twitter would be the answer.
- If you want to be more visual with your works, then Instagram could be the platform to reach out to your potential customers.
5. Develop your messages
“What should I post?”
Now that you have chosen your social media platform, it’s time to start creating your messages. You need to develop a solid content plan that will provide engaging material.
And what are these ‘engaging materials’?
This should not only focus on the information of your product. You should think about how you can send real value to your audience.
- Avoid sticking to one type of post. Experiment! Find out what tickles your audience the most.
- You can have a mix of videos, tutorials, infographics and other styles that will engage your potential clients more efficiently.
- Don’t think of content as somewhat you can just post once. Make sure to have a continuing presence on social media and this comprises sending fresh content on a regular basis.
- You can even adopt some of the successful messaging ideas of your competitor.
- However, it would also be best if you try to create original messages that will set you apart. In this way, you will be able to create a unique brand voice.
- Try to be creative as possible. Your social media should be exciting and not a boring one.
- Imagine yourself as your own audience. Do you like your own content? Do you find it funny, informative or engaging? Or… simply boring?
And since social media is such a hit today (not only for internet users but for website owners as well), it is so easy to make mistakes when managing your social accounts.
Adapt and be flexible with social media
Don’t be stuck in one plan, one type of post and one goal.
It is very important to take note that your social media plan should be constantly changing.
If you are starting to notice some new networks emerging, you may want to consider adding them to your plan. And as you attain your goals, consider adjusting them. Better yet, you can go looking for new goals for every social media network that you have.
Your social media strategy is meant to change, so be flexible and open to these changes. New challenges might perhaps present themselves, address them immediately and appropriately.
So get out of the cave and see you on social media!