A social media strategy is a summary of everything you plan to do and want to achieve on social media. A strategy should guide your activity and let you know if you’re succeeding or not. Your posts, replies, likes, and comments should have a purpose and be posted at optimal times. You should have a specific strategy for an effective execution. Keep it to the point. Don’t make your strategy high and wide so that it’s unattainable or impossible to measure.
1] Set Goals
What do you want to achieve and how can you achieve it? Set your S.M.A.R.T. goals and objectives.
Your goals should be:
By tackling smaller, realistic goals, you can scale your social media efforts in a way that’s both reasonable and affordable. Look at conversion rates, what channels your customers are coming through, how long they spend on your site and what pages they visit the most. What interests your customers and how can you grab their attention through their interests. If you want to grow your brand, how can you increase awareness. You need followers and shares.
There are the nine social media goals you can have:
- Increase brand awareness
- Drive traffic to your website
- Generate new leads
- Grow revenue (by increasing signups or sales)
- Boost brand engagement
- Build a community around your business
- Provide social customer service
- Increase mentions in the press
- Listen to conversations about your brand
2] Know your audience
Gather real world data about them. Know their likes, interests, dislikes, ages, habits and more. Social media analytics can provide a load of valuable information about who your followers are, where they live, which languages they speak, and how they interact with your brand on social media. These insights will allow you to improve your strategy and better target your social media ads.
There is a good approach to use. It is called the 5Ws and 1H.
- Who are they? (E.g. job title, age, gender, salary, location, etc.)
- What are they interested in that you can provide? (E.g. entertainment, educational content, case studies, information on new products, etc.)
- Where do they usually hang out online? (E.g. Facebook, Instagram, etc. or niche platforms)
- When do they look for the type of content you can provide? (E.g. weekends, during their daily commute, etc.)
- Why do they consume the content? (E.g. to get better at their job, to become healthy, to stay up to date with something, etc.)
- How do they consume the content? (E.g. read social media posts, watch videos, etc.)