Today, social media has become an essential part of one’s business strategy; however, it takes more than just publishing content to effectively leverage these platforms for your business. This is where a social media strategy helps you achieve your goals.
Having an outline of what you hope to achieve and distinguishing organized steps on how to get there can make all the difference. So where do you start creating your own social media strategy?
on this blog, Bold x Collective discusses the necessary steps to take and keep in mind when thinking about your social media strategy, with their expert team.
First, it’s important to know the purpose of your social media strategy and understand how media marketing works. Social media marketing is when you use social media platforms and social networks to advertise your brand.
This method of marketing allows brands to reach both their current audience and their potential customers. Furthermore, this allows brands to showcase their mission, tone and personality.
Additionally, it is clear that social media marketing is being used as a tool creating brand awareness, advertising, performance tracking and customer service. With all of these potential benefits, not incorporating social media marketing into your business strategy could be hindering your brand’s success.
Now that we’ve talked about how important it is to have a social media strategy, let’s talk about what your strategy should include. Your social media strategy should outline what goals you intend to achieve, how you will achieve them, and what metrics will be used to measure your progress.
The strategy itself should be executed in order to change it as needed based on the status changes of the wants and needs of your target audience, along with the cultural climate, such as popular trends. When thinking about your social media strategy, keep the following five basic steps in mind:
1. Creating specific goals that align with major business goals
Having goals is a key component of your social media strategy, as it’s the most accurate method for tracking your progress and measuring success. Your goals should follow a SMART framework.
- S – Specific
- M – measurable
- A – Achievable
- R – Relevant
- T – Limited time
Following this framework will help you create realistic goals that can be measured within a specific time frame. This way, you can effectively track your progress and, most importantly, track areas of improvement.
As for the metrics you should be looking at when tracking these goals, you should be looking at the ones that are most relevant to your brand’s business.
Sometimes a lot of likes on a post doesn’t necessarily mean your brand is doing well. Look for metrics such as saves, likes, shares, comments, how long a viewer spent watching your video, how long social media users spend on your website, and more.
The information you get from these numbers shows how well your audience is engaging with your brand. With this information, you can determine if you need to make changes in your strategy.
2. Defining your target audience
Once you have an idea of the goals you want to achieve, it’s time to think about who will help you achieve those goals. That’s right, your customers! In order to gain good engagement and loyal customers, it is crucial to understand your target audience, for example what demographic do they fall under? Create a user profile questionnaire that includes the following queries:
- How old is my customer?
- What does my customer do?
- How much does my customer earn per year?
- Where does my customer live?
- What are my customer values?
- What does my customer do as a hobby?
These types of questions will help you pinpoint who you’re targeting and how you can better navigate your marketing strategy towards them. This can be achieved by creating a brand personality and tone that reflects this specific customer.
Plus, on social media, you can even learn about the consumer behavior of your target audience based on how they interact with content from brands like yours.
3. Complete SWOT, PEST and competitor analysis
Once you’ve defined your target audience, you can continue further research the industry you are entering, where you are as a business and where your competitors are. Further researching this information can prove very useful for what to include and what not to include in your strategy and marketing tactics.
SWOT analysis indicates strengths, weaknesses, opportunities and threats. You will ask yourself – What are some of the strengths and weaknesses that your business currently has? What are some of the opportunities and threats you will face? In addition to completing a SWOT analysis for your brand, you can then understand where your strategy needs improvement and areas for maintenance.
PEST analysis stands for Political, Environmental, Social and Technological. This analysis allows you to examine the socio-economic factors that affect the industry in which you work. By gaining a good overall understanding of the social climate, you can use this information to alter your strategy where possible.
Finally, competitive analysis, which is known to be one of the most important components for shaping your social strategy, because it highlights what the competition looks like and gives you the necessary information you need to differentiate your brand from them.
From here, you can get inspiration from your competitors to create tactics that will help you grow and define your style as a brand.
4. Know your social platforms
Part of your social media strategy is understanding which platforms will be most beneficial to your brand, how you plan to stay active, and how to tailor your strategy to each platform’s guidelines.
This is because what works on Instagram may not work on Twitter or TikTok. Each account you have on separate platforms must reflect your brand, but also be able to work with features that are unique to each platform.
Quality is better than quantity, so pick a few social platforms you’d like to focus on and create detailed strategies on them.
This can be done by researching which content is best received on those platforms, what is trending on these social media platforms (hashtags, songs, challenges), what content is best received by your audience, and what unique features each app has to offer, such as stories and reels, and more.
By knowing what each user group wants and likes to see on each platform, you can effectively achieve your goals.
5. Stay organized and consistent
Staying organized and consistent should be a major part of your social media strategy, as when and how often you post makes a big difference. This is something that can be done with a little trial and error to see what your audience engages in the most and what time of day they are most active on their social platforms. Some of their favorite third-party platforms to help organize your social content include:
By using these platforms, you can analyze your social analytics and plan your content accordingly. This content should reflect the ethos of your brand as you pursue the goals you have set. For example, sometimes you may want to follow different tactics, such as the 80/20 rule, which focuses on 80% of content that is entertaining, educational, and exciting, while 20% focuses on your business’s services or products.
6. Continue to adjust your strategy accordingly
If you couldn’t already tell from the previous steps, curating a social media strategy is very much a process of trial and error, discerning what really works best for your brand and what you should stay away from in your strategy.
This means that it is important that you are open to adapting to the options available to you and recognizing the ones that will benefit your brand and strategy.
Social media can be unpredictable at times, you never know what the next trend will be, how long the trend will last or what new feature will come with it that you will need to learn, so it’s important to be adaptable!
These basic steps are just a few of the many necessary steps Bold x Collective recommends you start with to help formulate your successful social media strategy. They hope this blog will help you get closer to developing your strategy and achieving your goals along the way.
Still not sure how to get started? They are here to help! Contact their team at Bold x Collective, where I can help you create a bold and creative social media strategy that works for your industry. Their team of expert strategists, marketers and creatives are here to help.