Social media plays an important role in today’s world. People hang out on social media platforms to connect with their loved ones, family, and friends; make new friends; share happy moments of their lives; gain knowledge, explore new things, etc. Social media helps in building a personal relationship with its users and that is one of the major reasons that social platforms are so popular.
This popularity of social media is used by businesses and brands to advertise their products on these channels because of the large number of audiences present on these channels. Businesses use these platforms to make people aware of their brands, enhance sales, increase customer base, etc.
Nowadays it becomes mandatory for every business to have a social media presence.
Building this social media presence to attain achievable results can be a daunting and overwhelming task unless there is a marketing strategy in place. This is called social media marketing strategies.
These social media marketing strategies help businesses to lay out a plan for using the social media channels effectively to get desired ROI (return on investment), which in turn will benefit the business long-term.
Social media marketing strategies work in amalgamation with other digital marketing techniques to bring about desired results.
Now let us check out the 8 best strategies of social media marketing.
- Understanding Business Goals – Before diving into social media marketing it is very important for a business to what outcome it is expecting from social media marketing. For example, if it is for brand awareness, increase audience, get sales, etc. Having a clear business goal first and then implementing the strategies can get some wonderful results. Knowing the business goals also helps in the distribution of the budget efficiently for marketing techniques.
- Creating a Buyer Persona – Buyer personas are semi-fictional representations of actual customers. These buyer personas differ based on businesses, levels of buyers’ journey, products, etc. The buyer persona plays an important role while creating a social media marketing strategy. It helps the marketer get a clear idea about who their target audiences are, what are their needs, and how their business can help their customers to reach the desired state. A detailed buyer persona is always recommended to achieve good results. A marketer can create a buyer persona by collecting information from existing customers or someone interested in their product by requesting them for their feedback, surveys, conducting interviews, etc. These surveys or feedback forms can include questions on demographics, income, job, family background, goals, challenges, etc. Read more on buyer persona.
- Content Creation – Once the buyer persona is ready, it will be easy to create content. Content is normally in the form of written content, videos, photos, stories, etc. A buyer persona helps businesses know which social media platforms are used most by their target customers, hence, businesses can develop content based on it. One important thing to keep in mind while creating content is that people prefer variety. So to keep the audience engaged with the brand, it is necessary that they are given the variety in the content they consume.
- Research on Social Platforms – Once the content is ready, the next step is where to post the content? Some businesses feel it is necessary to be present on all social media platforms for brand awareness, but that is not the case. Buyer persona and buyer research let one know which social media platform is used the most by the target audience. If businesses are present on those social platforms where their potential customers hang out and if they can attract and create brand awareness there, then their job is done. Even if the social media platforms are one or two in number but the business is able to influence may, then it is good to go. Depending on the platform, post the content. Content calendars can help in this process to keep track of content postings on different platforms.
- Conversation with your Audience – Social media strategy will be a failure if you fail to connect with your audience. Always be ready to address their issues regardless of the ones related to your brand. “People want to do business with you because you help them get what they want. They don’t do business with you to help you get what you want.” – Don Crowther. Engage in conversation with your audience, build trust and make them feel how important they are for your business. The importance given to customers is much appreciated. Be the first to respond to their queries or complaints regarding your products. Having a good rapport with your customers will always help your business grow.
- Social Listening – This is the most recommended social media marketing strategy. Social listening is nothing but listening to audiences/customers on social media platforms to know what they think about a brand, what discussions are going on about a brand, also to understand the performance of competitor brands. Social listening helps to know the pros and cons of the brand and the brands can make amends as required to grow their brand. There is also a chance for the brands to get new opportunities or ideas from social listening to expand their business.
- Key Performance Indicators (KPI) – After having worked on all social media strategies, now is the time to measure how these strategies are actually performing? All the marketing efforts can go in vain if one fails to measure the key performance indicators. These metrics should be specific, measurable, attainable, relevant, and timely (S.M.A.R.T). For example, depending on the business goal, the businesses can measure performance indicators as the number of followers the brand has; the number of shares, comments, likes the content receives; the number of sales conversions had or sales made, etc. KPIs will give a clear idea of how social media strategies are working for a business.
- Competitor Analysis – Last but not least, competitor analysis can be done to get an idea about how the competitor brand is performing on social medial, which platforms they use, how they connect with their audience, what new strategies they are applying, and finally where they lack which other brands can pick up as opportunities or even know where the brand itself is lacking. As discussed earlier, social listening also helps in competitor analysis. Healthy competitor analysis is recommended, it is not done to copy others’ strategies. It is done as a reference for a business to develop its own unique strategies.
These are the 8 social media strategies that can give the businesses their desired return on investment (ROI) as well as save a lot of time if implemented in the right way. Hope these social media strategies help you plan your social media marketing campaigns successfully. All the best!!!