Social media is where your audience engages in social interactions with friends, families, and also makes new acquaintances. That is exactly where you want to appear in front of them, showcase your brand and create opportunities. Social media is too huge a repository of human presence to ignore. If you are looking to build brand awareness, bring organic traffic to your website, or build relationships with existing customers, you need a social media marketing strategy.
In this post, we will discuss how you can build and implement a social media marketing strategy that works for your business. We’ll keep it short and give you definitive steps to follow. Let’s get started.
Step 1: Find where your audience lives
That’s obviously a figure of speech, you don’t really need your audience’s address in the context of social media marketing. Although it could help. Anyway, you need to know who your potential customers are and which social media platforms they spend their time on.
For instance, if your target audience is made primarily of millennials, you have got no business trying to build brand awareness on LinkedIn. Creating short form video content for Instagram and TikTok will serve you better. Similarly, for B2B engagement, LinkedIn is the best place.
This step will involve researching your buyer personas and identifying sweet spots between demographics. You want a strategy that prioritizes the most potent customer base but doesn’t completely abandon the demographics with average potential.
Step 2: Optimize your presence
Even the best quality content can get lost into oblivion unless you time it well. Your content on social media needs to find its audience at a potent time – when the viewer is most likely to engage, interact, and make a purchase.
You can go by the recommendations from tools like HootSuite and Content Studio that help you understand the graph of your audience’s presence on different social channels. But eventually you will have to create your own time-frame based on A-B tests and experiential data.
Step 3: Standardize your content
We will talk about customizing your content for different channels and different purposes a little later in the article. But before worrying about the subject matter, you need to standardize the presence of your content.
One of the key goals of social media marketing is to create brand awareness. It helps when you have colors, image styles, fonts, and frames regulated in a way that reminds the user of your brand. It is like having a little piece of your brand on every bit of visual content you post.
A little conscious effort and a design tool like Canvas can help you with it. Simply create a video and add a panel at the bottom that identifies your brand.
Step 4: Find a voice
There is a lot you can do on social media, but everything you do reflects on you and your brand. It is important to find a voice that resonates with your audiences. For instance, if you are trying to build a presence as an electronics company, it might suit you to talk about energy efficient practices.
Once you have found a voice, you need to stick with that. It helps you build credibility. While your philosophy about the world might not have anything to do with the product you’re selling, it works as a lense through which your customers perceive you.
Your business will decide whether you should focus on building short exhibitionist content or long form educational content. The type of your content will decide the medium. You never know what might suddenly work for you. So, be everywhere but focus on specific channels.
Step 5: Consistency is the name of the game
Your social media marketing efforts rely on the fact that you’ll be consistent. Post, test, re-purpose, repeat, this is going to be your motto. You can create contests for your audiences, start polls about issues they care about, share thought leadership content, and simply have a giving attitude.
It shouldn’t feel as if you are trying to get anything out of your efforts on social media, and that is what’s going to get you loyal paying customers.
- Being at the right place at the right time is important and it can be orchestrated.
- Aligning your voice with your customers’ is important and not that hard.
- Consistency is the key to creating lasting brand impression.
- Sharing is caring and your customers will notice when you educate selflessly.
Social media is a very powerful beast with endless potentials. You need to know your way through the tricks and treats of organic and paid social media marketing. You can get started by using a social media management tool. Things will slowly fall in place as you move forward with your campaigns consistently.