Social networks constitute several online platforms offering interesting visibility for companies. Some are more general, while others may reach a more specific audience by interest or age group. Anyway, each social network has its specificities. It is important to adapt your strategy. This article will walk you through how to create an effective social media management strategy in 6 steps.
What is social media marketing?
It is the use of various social media to achieve the goals of a business. These platforms can be used to promote products and services online through several formats like image and video. Dimensions may vary from one social media to another. It is important to be well informed about how the different platforms work before starting a social media campaign.
What is a good social media strategy?
It’s a strategy that will allow your business to achieve a specific goal, such as increasing visibility, engagement, or sales. Each of the objectives must be chosen according to the maturity of the business (is it new to the market or has it already been well established for several years?). This information will allow you to choose the objective. If people aren’t familiar with your brand yet, it might be a good idea to work on getting new people visible or subscribed to your page. For an established business, it might focus more on engaging its followers (more likes or comments) or increasing sales. Finally, you can use the marketing funnel to determine your initial goal.
The message that will be disseminated should also depend on the intended objective. To promote your brand, bet on content more informative. For others, the post can generate engagement by asking followers a question or creating a contest.
How to create a strategy for social networks?
1. The SMART method
Most marketing professionals know the SMART strategy for choosing and evaluating your business goals. Here’s what those letters mean:
S-Specific: choose a specific objective
M-Measurable: Results should be measurable using data.
A-Achievable: the objective must be reasonable to be able to be achieved
R-Realistic: the objective can be achieved
T-Temporarily defined: the objective must be reached within a certain defined period
This information will help you guide your choices before starting your social media marketing strategy.
2. Choose easily measurable metrics
The metrics that make it easy to measure whether your goal will be met are:
-Increase in the number of subscribers to the page
-Increased traffic to the company’s website
-Increased conversions (newsletter subscription, sales improvement, etc.)
-The number of interactions of the publications (likes, comments and shares)
Depending on the objective chosen, these metrics will allow you to concretely prove that your campaign is a success or not.
3. Create personas
Personas allow you to see which people your posts will reach. By building personas, you will be able to see if the message conveyed will interest this clientele. If you are a company that offers cat food on the market, three types of personas could be developed:
Justine, 22, a university student, lives in an apartment and has 1 cat.
Louise, 55, single who works for the public service, has 3 cats.
Alex, 32, father of two, takes care of his family and well-being, owns 1 cat.
All of these scenarios allow you to better visualize which customers you want to talk to about your products. Age, interests, level of education, geolocation and family situation are some of the things that can be added to your personas.
4. What platform is your target audience on?
It is important to clearly identify the main age group of your target audience. Indeed, each platform is used by different age groups and for various reasons. For example, Facebook seems to be out of favor with those 25 and under. Instagram, TIC Tac and Snapchat would be more popular with this age group, as these social networks are more entertaining to them. However, if your target audience is in the 30s to 60s, Facebook or Pinterest seems like a good place to promote your products and services.
Each platform is different. Facebook is fairly general and affects all age groups a bit, but it can lack specificity. Instagram promotes quality licked and filtered images for lifestyle, travel and sport. LinkedIn values the world of work and professional life. Internet users are well disposed to receive job or contract opportunities.
5. On which platform should my company be positioned?
It is always better to choose two platforms where you are sure to get good visibility with the right audience rather than wanting to be everywhere. To be visible on social networks, you must have the time to regularly publish content and respond to messages from Internet users. Determine which internal or external resources will take care of feeding social networks. Determine if your resources have enough time to perform community management on all of the chosen platforms. There is nothing worse than a “shadow” business that doesn’t publish and respond to its subscribers, as the image of the business could deteriorate quickly.
6. What budget do I have for creating content?
Evaluate how much budget you have to do the work of content creation. Creating professional videos or photographs may require a larger budget, but the end job will be much more professional. The production of videos requires a larger budget than the image. If your budget does not allow you to hire these services, do you have images of achievements made by your company? If so, use them for your posts.