Social media can be a very rewarding marketing channel, but it can often be an elusive domain for small businesses with a lot of variables to consider given the specific nature of your business and industry. To be effective you need to plan a complete strategy and implement it in a careful and measured way.
Key points for a sound Social Media Strategy
Understand your goals
Define your goals clearly-Do you want to create or raise awareness of your brand or sales or website traffic or all? Is your goal to build customer loyalty and increase retention?
Create measurable objectives
It’s time to set clear objectives based on your goals. Focus on the S.M.A.R.T. strategy for goal setting to ensure your objectives are Specific, Measurable, Attainable, Relevant and Time based. Find the right tools to track and analyze each objective to quantify your progress.Break down your strategy and goals into quarterly, monthly, weekly, and daily objectives.
A successful social-media strategy is all about targeting the right people with the right messages. To do this, you need to understand your audience with whom will you be interacting in social media? What are the demographic and psychographic characteristics of your current or prospective customers?
Find out which social networks competitors are active on, and study their content in regard to cultural reference, product details or any other thing to see how they are doing and what response they get. This will let you determine which strategies work and which ones don’t.
Develop a message
Start building your messages that you think will resonate with your target customers. Bring some uniqueness in it. Don’t be afraid to get creative, as your social media presence should be exciting, not boring.
Choose your channels
You need to choose the right ones for the products or services you’re selling. You should also identify influencers who can reach your target audience. Good bloggers command high levels of trust in their readers and are indispensable in creating buzz around your brand.
Build a content plan
Finally, you need to develop a strong content plan that needs to align with your overall messaging and be appropriate for the channels you’re using. You need to have an ongoing presence on social media, and that includes delivering fresh content on a regular basis.