Step 1 for an Effective Social Media Strategy: Define your Target
Normally, you know your Marketing target better than anyone.
Who are your products for? Who do you want to direct your communication to? The answers are essential to properly define your Social Media strategy.
But these questions are not enough. It would help if you went further to understand your target’s expectations, problems, questions, and behaviors.
The challenge of this job – the job of Persona – is to collect all the information you need to send the right messages, to the right person, at the right time, and on the right Social Media Marketing in Pakistan.
Examples: your target evolves in B2B? It will be wise to use LinkedIn professional social networks. Is your target population of retirees? You may be able to avoid integrating Instagram or Tik Tok into your Social Media strategy.
This Persona work will allow you to identify the right social networks and the formats and themes of content to be disseminated to attract your target’s attention and arouse their commitment.
There are two challenges to your Social Media strategy.
Step 2 for an Effective Social Media Strategy: Define your Objectives
It is impossible to create an effective Social Media strategy without having defined specific objectives.
Now is the time to figure out what are the reasons you want to invest in social media.
What do you expect from social media? Do you want to improve, develop your image? Do you want to increase your sales? Generate qualified leads?
And all this to what extent?
Goals are essential to creating an effective Social Media strategy. Defining your goals with precision will allow you to determine the platforms to use and the means to implement to achieve your ends.
Better still, these objectives will allow you to identify the performance indicators to follow to validate the relevance of your actions over time and optimize them if necessary.
This is the advantage of a Social Media strategy compared to a traditional communication strategy: you can not only follow your actions in real-time, but you can also adjust them immediately.
It’s not easy to modify an ad page in a magazine or modify an e-mailing that has already left!
So you now understand the importance of precisely defining your goals to create a profitable Social Media strategy.
Step 3 for an Effective Social Media Strategy: Determine Messages
Social media are tools for initiating discussions and developing social interactions.
In other words, social media are today essential to attract and, above all, retain the attention of the modern buyer, always more connected, autonomous, and solicited in his purchase thinking.
Today we are confronted with 1,200 advertising messages every day, compared to 200 in the 1980s. However, our attention span has not changed!
Therefore, the effectiveness of your Social Media strategy is based on the correct definition of the messages you want to send to your targets to achieve your goals.
What do you want to highlight? What content do you want to broadcast on your social media? To answer these questions, you can use the AIDA method.
Besides that, it is important to understand that your target is not interested in the same content depending on their maturity level. If she is at the start of the reflection process, her questions and expectations will be different than if your target is in the middle or at the end of the purchase phase.
This is where Persona’s work done previously will help you create the perfect Social Media strategy.
Step 4 for an Effective Social Media Strategy: Build your Ecosystem
The advantage of social media and networks is that their use is mostly free.
Unlike a traditional media campaign that incurs monumental costs, you can constantly use social media throughout your exercise.
Therefore, it is important to determine a current, daily Social Media strategy and integrate ad hoc operations ( Google Ads, Affiliation, Influence Marketing campaigns, etc.).
Thus, you will constantly develop your community, and your ad hoc campaigns will always be more efficient.
For example, a hairdresser/make-up artist will decide to run a Facebook page, and a Twitter account by regularly posting tips, trends, and other advice and then punctuate this daily strategy with Google Ads campaigns to promote a period of discounts.
Between two exceptional operations, this hairdresser’s community will have taken on another dimension and the potential customers will be more numerous during the next action.
To generate ROI with your Social Media strategy, it is essential to understand that social media must be used and integrated into a more global digital ecosystem.
Social media alone will not be enough to generate results. They complement your website and other Digital Marketing actions available to you.
Step 5 for an Effective Social Media Strategy: The Tools
Now that you have defined your target, your objectives, the message to convey, and the strategy to put in place, you are in a position to determine which social media to invest in – where to develop your presence to meet your potential clients – and which tools to use to industrialize your actions.
At this point, you will realize that taking all the actions essential to your Social Media strategy’s success will take a long time. Too much.
Fortunately, there are a whole bunch of Community Manager tools available that will save you valuable time.
Some tools are paid for but quickly pay for themselves. Most of these tools also offer trial periods or a sufficient freemium part to meet your needs.
Tools are a big part of the success of your Social Media strategy.
There are many possibilities here and to make the right choice, you will also have to think about the activities you are planning: competition, serious games, community animation.
It all depends on your target’s behavior and the Internet (see The different types of Internet users and consumers.
Step 6 For an Effective Social Media Strategy: Define The Indicators to be Monitored
Taking action is good, but it is important to analyze the consequences to make the necessary adjustments to optimize your ROI (Return On Investment).
These key performance indicators (KPIs) must be determined as soon as your Social Media strategy is created so that they can be analyzed from its launch.
A Social Media strategy won’t be perfect on the first try.
Readjustments will be necessary, as much to be able to do them instantly. Besides that, you know, things move fast on social media.
It is therefore essential to regularly update your Social Media strategy to continue generating increasing results.
What indicators can you use to study the performance of your Social Media strategy?
Your turnover, the number of visits to your website, the conversion rate… In this process, Google Analytics will be a good ally.
Step 7 For an Effective Social Media Strategy: Identify Resources
Your Social Media strategy is now well designed.
To finalize it, you must determine the resources that this Social Media strategy will require to be implemented and generate results.
What budgets? What deadlines? What skills? What workforce? Is recruitment necessary, or do you have the skills in-house? Do you have all the skills in-house?
If not, do you think you need to outsource certain actions or take training on social media?
Without sufficient resources, your Social Media strategy will be perfect, but you will not carry it out properly. And therefore, the results will not be there.
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