Having a solid social media content strategy can turn your brand into a household name and followers into loyal customers. By identifying specific social media goals, creating valuable content that resonates with your goals and audience and distributing content on the right platforms, you can make your brand stand out from the crowd. Measuring the right social media metrics can help you optimise your social content strategy over time.
There isn’t a set social media recipe that will guarantee every business success and a strong social media presence. Your brand’s social media content marketing strategy must be based on your brand’s values, audience and industry. However, there are specific steps every brand should consider when planning content for social media and creating a social media content strategy.
What is social media marketing?
A social media marketing strategy is a summary of your social media goals and the steps you will take to achieve said goals. A social media content strategy involves planning, posting and analysing content your audience will find engaging. The more specific your plans, the more effective they will be. Your overall and content strategies should be concise; broad plans will be unattainable and hard to measure.
The benefits of social media marketing include:
– Increased brand awareness
– An engaged community
– Product and services sales through native social commerce solutions
– Social listening
– Fast customer service through social platforms
– Targeted advertising
Building a social media content strategy
We have pulled together the top tips that will help you build an effective social media marketing content strategy.
Set specific goals
The first step every business needs to take when creating a social media strategy is to set specific goals. Keeping these goals in mind while planning and executing your content strategy will save time and resources as you won’t be taking any detours.
To create your social media content strategy goals you need to dig deep into your brand values and your audience.
Setting clear marketing goals and deciding how you want your social media content strategy to serve those goals will help you tailor your social media content. For example, if your overall marketing goal is to convert more sales from social media, you should incorporate social media posts that direct potential customers towards a landing page.
Plan your social media content
Once you have decided on your goals, you can start to analyse the content you’ve created for social media so far. See which posts have performed well, which have performed less-well and the types of content you posted on each platform.
Most social media platforms have business accounts that give you access to post and page analytics directly from the platform. What you analyse should align with your content goals; if you’re looking to improve brand awareness, see which posts have resulted in the most new followers. This is the type of content you should be giving your audiences.
To keep your audience engaged and connected to your content and brand, make sure you are consistent with your brand voice. Straying from your brand’s authentic voice may cause a disconnect with your audience, resulting in a decrease in engagement or followers.
A consistent brand voice can give you a better understanding of your audience. Understanding who your audience is is vital in social content planning. To help you know your audience, you should build customer personas and include demographics, key channels and content preferences. This can help you figure out which platforms your content will succeed most on—there’s no point spending time making content for a platform your audience doesn’t use.
Create a content calendar
Once you know the type of content your audience wants to see and serves your social media marketing goals, you can begin creating a social media content calendar. A content calendar allows you to see the big-picture when it comes to planning your social content marketing. Using a content calendar will help you visualise your ideas and organise them in a way that makes your strategy easier to execute.
Using a content calendar can also help you decide which pieces of content you should repurpose and repost to other social media platforms. In doing this, you should consider which types of content perform best on certain platforms.
Distribute your content across platforms
Planning and publishing content is only a small part of your overall social media content strategy; to maximise your efforts, you need to find other ways to get your content out to as many people as possible.
This can include getting your audience to distribute your content to their followers (resharing on Instagram stories, direct messaging, retweeting) or getting your audience to engage with your content by asking questions and sharing their answers on social media or in comment sections of blog posts. Not only does this further distribute your content, but gives your brand social proof.
Another content distribution strategy is using bloggers or content creators within your niche. Influencers will be more inclined to share your content if you build a relationship with them.
Measure your results & adjust
Potentially the most important step in your social media content strategy is measuring how your content performs. Tracking the right social media metrics and adjusting your strategy accordingly is key to long term success. You should monitor your content frequently to ensure you are constantly engaging with your audience.
Some key social media metrics to consider are:
– Awareness – how many times your content has been seen as told by impressions and reach
– Engagements – the number of reactions, comments, clicks and shares
– ROI – how many conversions and referrals from social media
The metrics you measure should always be relevant to your overall social media marketing goals. In using your goals as an anchor, you can adjust your strategy to make sure you are always serving your goals.
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