Are you looking to polish up your social media marketing strategy in 2021?
Awesome! There’s never been a more opportune time to do this.
While you’re at it, the complexity of doing all this might come off as a headache.
But, don’t worry, we got you!
This extensive guide will help you create your social media strategy from scratch and help your brand tackle its goals.
1. Set goals for your brand
The most fundamental step in creating a killer social media strategy is to define your goals and objectives. Without goals and objectives, you have no basis for calculating your Return of Investment (ROI).
How should you set goals?
Each of your goals should follow the S.M.A.R.T. goal framework:
When you start with a rock-solid set of social media metrics, you’ll have the power to develop a strategy that actually gets results. Take a look at the most common social media goals among marketers.
Now, imagine applying the SMART goal framework to identify actionable goals that work for you. It’ll be as smooth as butter.
2. Research your target audience
Assumptions in business are always a dangerous thing.
Know your target audience in depth. Don’t assume!
Create audience personas
Knowing who your target audience is and what they like on social media is essential. This way you can create content that lures them to like, comment and share your content. It’s a possible chance to turn your social media followers into customers of your business.
What all should you know about your audience?
Start knowing your followers and customers as real people with real wants and you will have found a key piece for your social media strategy.
Social media analytics can also provide a ton of valuable information about who your followers are, where they live, and how they interact with your brand on social media.
These insights allow you to refine your strategy and target your audience better.
3. Discuss the most important metrics and KPIs
Social media marketing is data-driven. As a result, you need to become data-savvy.
As a brand, you need to decide your most important metrics. Vanity metrics like the number of followers and likes are easy to track but do they behold any true value?
No. Therefore, you should focus on other metrics like reach, engagement, click-throughs and conversion rates.
You may want to track different goals for different networks, or even different uses for each network.
For example, if you use LinkedIn to drive traffic to your website, you would measure click-throughs. If Instagram is for brand awareness, you might track the number of Instagram Story views. And if you advertise on Facebook, cost-per-click (CPC) is a common success metric.
Your goals should align with your marketing objectives and hence should give birth to the necessary metrics you need to track.
4. Create engaging content
This is a no-brainer.
Creating or curating engaging content is how you retain users.
And at this point, you should have a basic idea of what to post based on your goals and objectives.
Let’s look at what can you improve more on besides the posts:
Do you know about the feeling when you look at a picture and you just ‘know’ about its brand?
It almost feels like they apply their own magic over the picture that makes it theirs.
GoPro symbolises the same feeling. Their content is themed as jovial, energetic and magnetic. All of these qualities just shine through the posts they publish.
Different content types
Instagram has a ton of different content forms you can experiment with.
Be it reels or photos or stories.
Just be consistent with everything – posting schedule, the looks and even the community.
Want to grow on Instagram? Look at 10 Awesome Tips to Grow on Instagram.
Bonus Tip: Conduct Competitive Analysis
Competitive Analysis helps you to stand out from your competitors.
The more unique your content is, the more the users will enjoy it.
The distinguishing factor for your brand’s content is your USP. Capitalize on that.
Bonus Tip: Want to learn how to use Twitter like a PRO? This awesome Twitter Guide is for you!
5. Create a Social Media Posting Calendar
Now, that we established the content you can post to engage your users, it’s important to have a plan in place for the same.
First things first:
- Set your posting schedule
- Determine the right content mix
Set your posting schedule
Your social media calendar shows the dates and the times at which you will roll out your content on each channel.
It’s the perfect place to plan all of your social media activities—from images and link sharing to blog posts and videos.
It includes both your day-to-day posting and content for social media campaigns.
Determine the right content mix
Your brand’s social media content should reflect your objectives and long-time vision.
An example strategy might be:
You might decide that:
- 60% of content will drive traffic back to your website
- 20% of content will be curated from other sources
- 15% of content will support lead-generation goals (newsletter signups, ebook downloads, free guides, etc.)
- 5% of content will be about your company culture
Placing these different post types in your content calendar will ensure you maintain the right mix.
6. Assess what’s working and double down on it
At this point, you should be able to see the bigger picture of your social media strategy.
What that means is to be loyal to the goals and the vision you’ve set in motion. So, even if the strategy were to change, the core values and goals remain the same.
Having a bird’s eye view of your social media activity helps put things into perspective. This means looking at your top-performing content and adjusting your campaigns.
There are a lot of awesome tools that you can use to assess your content:
With this, we wrap up your social media strategy guide!
Is your social media strategy sorted out for 2021?
I hope this guide helps you.
Following this guide to develop your strategy won’t be a difficult task.
You just have to set actionable goals and wait for the content to do its job.