With over two-thirds (67%) of Americans turning to social media as their primary source for news and events, it makes sense to promote the brand where your customers are consuming content. Whether your business is the local family-owned cake shop or a nationally recognized corporation, your business needs a social media presence.
Social media platforms help you connect with your customers, strengthen brand awareness, and boosts lead generation. Social media allows you to reach a wide audience without using significant time, money, and effort.
Every part of your social media efforts can be tailored towards your marketing and business goals. To create social content that is informative, engaging, interesting, and relatable, it is vital to have a strategy. With a strategy in place, you can easily stick to your budget, save time, analyze your efforts, and build and maintain your social presence consistently and cohesively.
Three Steps for a Successful Social Media Strategy
A social media strategy is a summary of everything you plan to do and hope to achieve on social media.
Set SMART Goals
Each of your SMART goals should be:
You can have multiple social media goals. Social media goals often include how to use various social media channels to generate more leads, sharing product information, driving website traffic, and increasing brand awareness. Other examples of goals include:
- Improving your ROI
- Improving customer retention
- Driving people to increase in-store sales
- Increasing blog views
Decide How to Measure, Report, and Improve
In your strategy, you need to set time aside to analyze your posts’ performance. Using the data from your analysis, you will be able to create more impactful content for your intended audience.
Start by asking yourself the following questions:
- What’s working, and what isn’t?
- Who is engaging with you?
- Which networks does your target audience use?
- How does your social media presence compare to your competitors?
Without monitoring and measuring your activity and engagement, you don’t know what’s working – and if you don’t know what’s working, you could be wasting your time and money on ineffective content. You should review the marketing goals you developed and determine what metrics would best showcase the progress of those goals.
The number of followers is not always the best metric for your platforms. This number can vary for different types of businesses and may not be the best representation of success. If you have a goal that aims to increase your brand awareness, then post reach is a relevant statistic. It will tell you how far your content is spreading across social channels. If you determined that your goals are to increase sales or to drive website traffic, tracking clicks will give you a good indication of what is driving your audience.
Determine Your Audience
You need to have a solid understanding of your customer base. Your customer base will allow you to create content they will like, comment on, and share.
What do your target customers look like? How do they spend their time on the internet? Age, location, average income, job titles, and industries of your target audience are also important pieces of information you will want to consider if you want to turn social media followers into customers for your business.
This is also important because you want to learn which social networks your target audience spends their time to allocate resources into platforms relevant to your business.
A tip to better understand your potential customers is to learn from your competitors. Find out what they’re sharing and what other people are saying about them. Determine what they’re doing well and not so well. You’ll develop a good sense of what’s expected in your industry and generate the perfect content to increase engagement.
Partnering with a PEO like Human Capital can offer you access to a dedicated marketing team with a social media specialist who can provide social media best practices. Contact Human Capital today to learn more about the importance of social media and how PEO services can help bridge the gap in your overall bottom line.