As much information there is about how to use social media out there, there’s just as much about what not to do. It seems like everyone has an opinion about how to handle this social media marketing thing. Some ideas are great while others could sabotage the reader. Regardless, most professionals agree there’s one thing that no marketer should ever do…
Trying to market on social media without a strategy.
The heart and soul of your campaign should be a thought-out plan. Without a plan, your content will be aimless, and your followers will notice. However, a good strategy can usually rectify any problems marketers may come across.
As your team plans, ask the following questions:
– What results do we want from social media marketing? From an archaic viewpoint, marketing = sales, right? Seems like a simple strategy. Well, social media adds the human aspect of communication, which means that it’s all going to be a bit subjective. Engagement and brand awareness should be the biggest goals, rather than straight sales. It’s just not how the game is played anymore.
– What tone are we trying to strike? This also depends on your audience. What language, keywords / phrases, and imagery pulls in your desired customers? Figure that out and stick to it!
– Which platforms are best? Not every brand can be on Facebook, Twitter, LinkedIn, Instagram, Pinterest, and Google+. Marketers need to figure out what sites are right for them. The answer may lie in the target demographics, industry, and resources available.
– How often should we post? When you decide on your platforms, your need to figure out how often you’re publishing content. Usually, social media is best with two posts a day, but you may wish to do more or less as well as sharing others’ content. Just remember, there is such a thing as too much and inconsistent sharing.
– What tools are at our disposal? Does your marketing department have access to mobile devices such as a tablet or smartphone? If so, you can access Snapchat and various third-party apps that help create engaging content. Do you have original photos or a copywriter? There are many aspects of social media marketing that could use a professional touch. You should also realize that advertising is your friend. It will help place your updates in the spotlight.
– What content is best for you? Which updates does your audience respond to the most? Interesting news articles, quotes, coupons, funny pictures? How about all of the above? This step is one of the most important when creating a strategy. Check out our blog post about the five types of social media posts here!
Making a social media marketing strategy requires some serious brain power. Your team has some thinking to do. Once you devise the best possible plan, your journey into online marketing will be much easier and more effective.
How do yo make a social media strategy? Comment below!