Social media marketing has become one of the most important aspects of digital marketing. There is no surprise that social media today is a powerful and highly effective tool for business and product marketing. People love to consume content across Facebook, Twitter, Instagram, and other platforms. What’s more, is that other users on the platforms highly influence them. Therefore, brands and businesses can reach out to anyone through social media marketing.
To break it down for you, the medium of marketing is social media. The other marketing principles stay the same – the targeted market, products or services to be promoted, attracting, entertaining audiences, etc. In this article, we cover all the important aspects of social media marketing. But before we get started, let us cover some basics.
What is Social Media Marketing?
Social Media Marketing or SMM is a form of digital marketing that uses social media and other networking sites to promote products or services through paid and organic ways. In other words, these are platforms where marketers can interact with customers, resolve their queries, get feedback, recommendations, etc., that, in turn, help build their communities.
It includes brand awareness activities, engaging with target audiences and customers through content, thereby driving traffic to the website. Let’s look at how these activities can be performed by having a social media marketing strategy that ultimately helps increase conversions and ROI.
Let’s now look at how you can create a social media marketing strategy for your brand that will work for you and give you the desired results.
6 steps to a social media marketing strategy
1. Run a social media audit
The first step is to always start with analyzing what has and has not worked for you in the past. Visit your previous insights and metrics of the social media brand account and identify your audience demographic, locations, the kind of content they have interacted the most with, etc.
In a similar way, visit the referral traffic data in the analytics tool that you have used and identify which platforms are most useful and which ones drive more traffic to your website.
Running a competitor analysis will also help you track what is currently working for them and empower you to evaluate their strengths and weaknesses in social media. Such a social media audit will help you shape an effective strategy for yourself or your business.
2. Set goals and define metrics
The next step is to identify what your brand wants to achieve through social media. Do you want to –
- Increase brand awareness
- Generate leads
- Provide customer support
- Increase engagement and reach
Answering questions like these will help you identify your goal. And once your goal is defined, you need to also identify corresponding metrics that can measure your brand’s performance. These metrics will help you identify whether or not you have achieved your goals and the areas for improvement.
3. Research your target audience
Since you have performed the first step of social media audit, you would already have an idea into who exactly is your audience. Now, the next step is to define audience personas that represent basic user traits like their industry, job design, content preferences, psychographic characteristics, etc.
The competitor research or analysis, on the other hand, will help you identify the platforms that your audience prefers spending more time on. Let’s say that a competitor has quite a following on Facebook as compared to other platforms. In such a case, it is safe to assume that your audience is more active on Facebook.
4. Define the content strategy
Your social media marketing strategy also works as a great medium for the distribution of your content experiences. Such content should strive to be entertaining, informational, engaging, and persuasive. Ensure that your content strategy is based on your goals and the target market. Identify the challenges that your audience face and provide solutions that can solve those problems through your content. This is the backbone of your content strategy.
5. Define the paid social media strategy
There are many tricks and tactics for growth hacks. But they are often short-lived. Organic growth can be quite slow, and if you have huge goals, you need to invest in social media paid ads. Therefore, if you are looking for sustainable growth, you should create a flexible system that can adapt to all the changing rules.
Social media adverts help drive great traffic to your website, increase app downloads, generate leads, and increase awareness as well as engagements. All of these ultimately help you directly generate sales through different kinds of social media ads. Additionally, you need to set a budget and plan your campaigns that focus on the intended audience, goals, the format of the ads, bidding strategies, etc.
6. Monitor, measure, and optimize
Once everything is set up and running, you need to monitor your social media activities constantly. This will help you identify what is working for you and focus on doing more of that. At the same time, get rid of the things that are not working for you. Social media marketing is all about learning that comes from experimentation and experience.
Therefore, even if some of the activities don’t give you the goals you desire, you must keep modifying your approach until you know all the aspects of your audience’s interests.
Wrapping it up!
There is no denying that social media has brought the world closer, and all the platforms we have discussed are perfect examples. With the right social media marketing platforms and analytics, you can reach out to your target audiences like never before. Thereby making your digital space filled with opportunities and success.
We hope that this article on social media marketing has helped you understand the basic fundamentals of social media and inspire you to dive deeper into the intricate aspects of social media marketing.
Have more questions on improving your social media marketing efforts? What are your social media marketing goals? Let us know the comments below!