The popularity of social media platforms like Facebook and Instagram has been staggering over the past few years and it has left a mark on how brands are created, how they interact with customers, how latest promotions are shared, and basically, how profits are made in this digital era. Small business owners and marketers alike have been investing more time and resources trying to figure out how to grow their online presence and capture market share.
Any successful social media marketing strategy starts with strategic planning. Or, as a wise man once said:
“Failing to plan is planning to fail”
Set goals to address your biggest challenges
The first thing you need to do is figure out what you wish to achieve from social media marketing. It’s important to set goals (KPIs) which are relevant, attainable and measurable.
Examples of goals:
Increase brand awareness
If your goal is to create an authentic and long lasting brand awareness, you should avoid focusing too much on pushing sales pitches and sales content to your audience. Instead, produce content that is relevant and useful for your followers. By establishing trust and having open communication with your audience, the people will be more likely to recognise and be loyal to your brand – If they do not, it means that your content is not relevant for the audience!
Keyword search. If you are trying to increase your revenue, you should spend some time monitoring and researching on phrases and hashtags for your industry. You can do this by looking at your competitors. What strategies are they using to drive engagement or sales?
Effective targeting. Another thing you may want to do is segment your target market into smaller groups and create content that is relevant for each group rather than using the broad targeting. Through effective targeting you will also be able to connect with the relevant audience for your product/service who are more likely to purchase your product/service.
Influencer marketing. Are you a company that sells physical products? Then, you can make use of influencer marketing – which is basically connecting with Instagramers and offering to pay the fee to post content with your product.
Drive traffic to your website/physical store
Many brick and mortar stores are using social media as a way to attract buyers to their physical stores. If that is your goal, your brand should be promoting enough content on social platforms to entice buyers to visit your online/physical store. Effective ways of achieving this strategy are about alerting customers of what’s going on in your stores, including promotions and action shots of your store.
A combination of these explicit goals can also help you better understand and determine which social media platforms to use in your approach.
Are you trying to maximise sales in a short time? Then you can consider keyword search (Google). Or if you have decided influencer marketing is the way to go, you will most probably focus on Instagram.
I would advice you to keep your social media strategy simple and focus on 1 or 2 objectives.
Is your social media marketing strategy helping you achieve goals? Hope this breakdown helped you getting some inspiration and guidance for setting social media goals for this year.
Good luck and don’t hesitate to contact me if you need further advice! 🙂
Have a great year ahead!
#socialmediamarketing #strategicplanning #marketingstrategy #goals #leadership #businessadvisory
Brent B. (2019) [Online] Available from <https://sproutsocial.com/insights/social-media-marketing-strategy/>
Gist (2019) [Online] Available from <https://demotix.com/why-social-media-marketing-is-crucial-for-your-local-business/>