Planning and executing an effective social media from grass roots can seem daunting at first. With a few pointers on how to successfully implement your strategy, you will be in a great position to convert leads and organically drive traffic in no time at all. This article will give you some helpful tips and suggestions on how to plan and deliver your own strategy without spending massive amounts of time to do so. So, without further delay – let’s get started.

It is vitally important to have a documented plan and stick to that plan. Some businesses try to cut corners or just “wing it” and in our experience when it comes to an effective social media strategy, that just doesn’t work. The following tips and suggestions have been tried and tested so we are confident that these strategies and ideas will work for your business too, regardless of size or vertical.

Step 1 – Knowing your current social media presence

You may think that you are experiencing a wide coverage and have an excellent reach on social media platforms but how can you be sure? This is an important first step in putting together a great social media strategy and just might uncover some hard truths about your presence and actual reach on social media. Before we get too carried away with where we want to go, we must first fully understand where we are. The easiest way to achieve this is through a social media presence audit which will examine current platforms, active networks which contribute the most value to your image and will look at aspects such as competitor profiles and how you stack up against other businesses in terms of contribution. There is a wide selection of free tools available that can perform an audit on your social media presence and will give you an excellent idea of how effective your current platforms are and suggest ways in which to improve.

Step 2 – Put your ideal target audience in writing

Tony Robbins said, “If you talk about it, it’s a dream, if you envision it, it’s possible, but if you schedule it, it’s real.” This saying has relevance when it comes to identifying your ideal customer base and if you have a picture of that base in your mind, put it in writing. By writing down every specific detail about your perfect target demographic, you are not only making it “real” but you are also shaking out some details that you may have missed if just talking about it. By writing it down, you also can come back to it and making changes as required if you change your target demographic or want to switch up certain parts of the ideal group to suit your business.

Step 3 – Create and follow a business mission statement

This mission statement will act as your guiding force when it comes to your social media strategy and this stamen should be as specific as possible to ensure long-term success. Factors such as brand identity, future social media actions and how to utilize your social media presence will all come into play and should be included in your mission statement. Your mission statement will also act as a guide when things become uncertain and when you are just starting out with strategy, it is important to resist temptation to deviate from the statement.

Step 4 – Identify measurable key success metrics

This is a very import part of the overall strategy because the bottom line of a successful strategy is to generate revenue and make money as a business. Gaining “likes” on your company Facebook page is all well and good but does your marketing strategy make you money and justify your initial marketing spend? Typical metrics that you should be looking to measure should include elements such as unique visitor conversion rates, time spent on individual web pages, potential customer reach, and mentions of your brand / business online. Again, there are options available to measure click through rate and conversion rates which are free or close to free so have a look and experiment with options that can bring value to your strategy.

Step 5 – Develop and create original and engaging content

Delivering engaging and original content is the cornerstone of any successful marketing strategy. SEO aside, giving your audience something to capture their attention and keep them coming back to your site for more is vital and not easily done in some cases. Paying close attention to the fist four steps is important because a successful strategy relies on all of these steps being implemented in this order and once you have the foundation in place, moving on to content is the exciting part. If you refer to your target audience and mission statement, you can now start to create engaging content designed to drive organic traffic to your site, generate and covert leads and give the community something that provides value and stands out from the rest. Typical examples of quality include:

  • Explainer videos or media targeted towards your key demographics
  • Blogs or articles that touch on relevant topics within your industry
  • “How-to” articles aimed at explaining how to achieve something important to your business vertical free of charge
  • Social media posts that generate curiosity and invite your potential customers to find out more
  • Company newsletters or mail outs
  • Infographics
  • Press releases
  • Instructional eBooks that give your customers a taster which can lead to purchases of full content

Step 6 – Review, analyse and audit your strategy progress

Now that your strategy is off and running, it is important to keep a close eye on progress and take time to adjust your message to optimize results. Trail and error is an inevitability and you may fall down on certain aspects of the above steps so strive to improve any way you can and keep adjusting your message. One thing to remember is that a social media strategy is not set in stone and a truly successful strategy is an ever-changing entity so don’t be afraid to change things along the way that don’t best serve your business.

If this article peaked you interest in social media strategy development and you’d like to see how we could help you, then we’d love to speak with you.

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Apr, 17, 2018