September 15, 2022

How to Build a Social Media Marketing Strategy (with Examples!)

Stephanie Mayberry on September 15, 2022

First of all, social media should be non-negotiable in a company’s marketing efforts.

Not convinced? Let’s take a and see what social media marketing can do for your business:

Establish your brand and give it a personality. (People relate and care much more about your product this way!)
Helps with market research. Social listening gives insights into what your target audience likes about your brand and products.
Social media is very cost-effective compared to other marketing efforts.
Helps generate traffic to your website.
Social media also has a very high conversion rate.

And, sure, anyone can post consistently on social media, especially with the help of a social media management tool.

But having a strategy and tracking what does and doesn’t work will help you get where you’re headed even faster!

And the best part? Building a social media marketing strategy isn’t nearly as hard or time-consuming as you’d think! In fact, I’d say with a few tips you could go from sporadic growth to a steady climb in reach and engagement.

Curious to know how? You’re in luck because we put together a real social media strategy template.

What is social media strategy?

First things first! What is social media strategy? This is a marketing practice used to promote your business and boost business goals, such as brand awareness, on popular social media platforms. It includes steps like outlining KPIs, goals, and of course content!

Consider how your business goals align with your social media marketing efforts

If you’ve already nailed down how your business goals translate to your marketing goals, skip ahead to how to set up your social media marketing strategy goals.

Though it’s true almost every business does benefit from having a social media presence, not every business is the same. In crafting a social media marketing strategy, it’s important to consider your business’s specific relationship to social media.

Speaking of relationships, let’s ask some intimate questions.

Do you have the right business for social media marketing ads? Is the effort toward posting across every platform relevant to your business’s brand? Are your targets highly engaged in other brands’ content like yours on social media?

Not every business needs to do it all, and your social media strategy will largely depend on your targeted audience. But, how do you know what’s right for your business? Well, friends. Just like dating, you’ve got to know who you are and what you want in order to go anywhere. So, let’s get down to the nitty-gritty and discuss the 3 business love languages (sometimes you just gotta keep running with a metaphor) to put together a social media strategy.

Branding

The core of knowing how your business should use social media has to do with understanding your brand. If you’ve yet to create a brand, check out our resources on tips to build a brand. Branding before any marketing strategy is incredibly important, especially with social media marketing. Branding is knowing who you are, which is crucial to knowing your audience.

Social media is content-centric. The aesthetics, the voice, and the posting style of your content will represent your brand across the internet. It’s vital to decide this before posting content so there aren’t major brand inconsistencies in what is being posted on your social media accounts. This can confuse prospects, prevent them from remembering you in the future, and cause them to unfollow you.

Target Audience

Once your branding is established, it’s important to know your target audience. Where do they spend their time? What social media apps is your age demographic on the most? This is important to consider when drafting your strategy. We wrote an article on which social platform is best for your business. As it addresses different demographics tend to spend time on some platforms more than others.

Go deep into understanding what your target audience is interested in, where they live, what their living situations are like, what the problems are that they are facing, what their relationship status is, and more!

Budget

Next is budget…does your business have a social media budget? Is your business willing to invest in ads if they’re relevant for your brand’s final social media marketing strategy? Creating social media accounts is free and easy to do, once you know your brand, audience, and budget, we can start strategizing. Muhahahaha!

How to set up your social media marketing strategy goals

From measuring analytics and key performance indicators to studying competitor’s strategies, and planning your content – this section will cover all the basics of developing the best social media strategy. Let’s get buzzin.

Come up with metrics and key performance indicators

When coming up with a social media marketing strategy there are some key analytics to keep an eye on that will greatly boost your success. Most apps will track your analytics for you, allowing you to see your reach and engagement with each post.

And some key performance indicators to keep track of are: reach, clicks, engagement, hashtag performance, organic and paid likes, and audience demographics.

Another helpful idea is to run a campaign that’s set over a period of time with certain metric goals in mind. A business can learn a lot from a campaign on what does and doesn’t work for your brand.

Overall, goals should be SMART. Specific, Measurable, Achievable, Relevant, and Time-bound.

You can also read more on how to calculate social media ROI to track how your social media strategy is affecting your bottom line.

Look at competitor strategies & review example strategies like these

A great way to get ideas and inspiration is by conducting competitor research. Pay attention to their social media. How often do they post? What types of posts perform the best? What strategies are they using?

Now let’s look at some examples of social media strategies that were hugely successful!

Dove’s project #showus

After Dove discovered that 70% of women don’t feel represented in media and advertising, Dove set out on a campaign of inclusion.

Dove created a photo library of real women who use their products with the Instagram hashtag generating over 647k posts!

2. Friskies and Buzzfeed: Dear Kitten Campaign

Friskies, Buzzfeed, and video creator Ze Frank teamed up to create a social media campaign for an older cat giving advice to a kitten. The campaign went viral, with the videos generating over 32 million views!

These genius mastermind projects did a phenomenal job at creating entertaining and unique content with good-feeling topics that were more than shareable.

3. Procter and Gamble: #DistanceDance

Procter and Gamble, a consumer-packaged-goods company came up with a campaign to promote dancing during COVID in a safe way to stay connected and have fun. The goal was to encourage people to stay home and record their dance moves.

The campaign was a huge hit, generating over 8 billion views and 1.9 million videos in its first week, and currently has 18 billion views!

Why was this so successful? They aligned their values and social responsibility in order to bring awareness to their brand and it worked like perfection.

Build Social Media Strategy #distancedance

Brainstorm content and social media strategy

Based on your understanding of branding, budget, target audience, KPI goals, and your competitor research on other brands’ strategies, decide what strategy of your own is best for your business!

Set up your social media marketing strategy tactics

This section will be alllll about strategic social media marketing and planning. Let’s get to it!

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Create a content calendar

One of the best ways to help assure a successful content marketing plan and organize and implement your social media marketing strategy is by creating a content calendar. The most important factors in tracking your analytics and finding out what is working are consistency, frequency, and the passing of time. You’ll have a harder time knowing what works if you don’t have reliable consistent data to track.

Create engaging content

The more engaging your content is, the wider your reach will be. Try spin-off Tik Tok videos, relatable content, or sharing social issues that pertain to your brand or you care about. Show your brand’s personality.

Is it upbeat, sassy, strictly educational, or easy-breezy? Make it as aesthetically pleasing as possible, invest in a photography course, or get signed up with Tailwind Create to easily create professional graphic-designed posts.

Utilize social media templates

Coming up with a full strategy is daunting enough! There is a whole plethora of tools and templates out there, such as Tailwind’s, to help you plan and create beautiful posts that will help you save time!

Want to learn more? Check out our post on the 8 Best Design Tools for Creating Stunning Social Media Content!

Build Social Media Strategy Engaging Content

How to accomplish social media marketing strategy on an ongoing basis

Other than actually posting consistently, one of the most important parts of a social media strategy is reviewing what’s working, improving, and re-strategizing. Not everything is going to work, but you learn from the highs and lows, and then you get better each time.

Perform regular social media audits

Whether it’s on a monthly or quarterly basis make sure to review your social media analytics. That way you’re continually staying on top of the data. Doing so helps you see if your social media marketing campaign is on track, along with if your strategy is working. Plus, it sets up discussion points in review sessions

Need help tracking your analytics? Tailwind App offers smarter analytics to track your profile’s performance, inspect your posts to find the top-performing ones, and gives you daily, weekly, and monthly analytics reports!

Have review sessions to reassess and go back to the drawing board to adjust accordingly

Review sessions are about seeing what is and isn’t working and how to move forward. Bringing other team members in for a session to discuss, review reports, and brainstorm future strategies is the ideal way to accomplish social media strategy on an ongoing basis. Teamwork makes the dream work, am I right?

Here are some ideas on how to start your first, or next brainstorming session:

“What did you learn from this campaign?”
“How did your strategy work or not work?”
“What would you do differently next time?”
“Did any other competitors do something better while your campaign ran that we should learn from?”

Follow these simple steps and you’ll be sure to take your social media growth and engagement up quite a few notches! Until next time, friends!

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FAQs

What does a social media strategy need to contain?

Every business’s details are going to look a little bit different, but the basics of every social media strategy contain the following:

Goal setting and business objectives: Why are using social media? What business growth are you trying to achieve with it? How often will you post on these channels?
Branding and audience personas: How will your business present itself on social media? How will you figure out your target audience on these channels? How will you use branding and personas to market to them?
Competitor research: One of the best places to find ideas is from your competitors. Hashtags they’re using, what their audience looks like, the language they are using, and more.
Allocated budget and resources: It’s vital to the longevity of your social media strategy to have your budget and other resources, such as writers and graphics figured out.
Content Strategy: Once you have all of your research compiled you will need to plan out all of your content. Will you focus on promoting deals? Are you writing content that spreads your brand awareness? How often are you going to post? How long do you need your posts to be?
KPIs: How are you going to measure what is working and what isn’t? Will you spend the first quarter on growing your following or how many users click through on an ad? Are you more interested in engagement?

What is the best way to generate content for social media?

You can find inspiration for your content from all over the place! Some common areas are:

Competitor research.
Following trends on different platforms
Review your own content to see what was the most successful for you
Online forums, such as Quora or Reddit can provide vast and interesting ideas for content
Share polls
Leverage influencer marketing
User-generated content
Hire an outside writer with expertise in the field

Which social media platform is best for my business goals?

Deciding which social media platform is going to be best for you is going to wholly depend on your already understanding your brand, your voice, and your business goals. Once you have a grasp on that you can then pick the best platforms for you!

Facebook: More popular with older users. This platform would be best for community engagement. It’s great for promoting blogs, live videos, and speaking in longer form contexts with your followers.
TikTok: More popular with younger users. This is a visual medium that is all about fast and eye-catching content.
Instagram: a younger user base like TikTok. This platform is ideal for businesses selling consumer packaged goods, like cosmetics. However, it is still highly favored by businesses of all kinds for promoting what’s new with them, such as new launches or events.
Youtube: Everyone uses Youtube, it’s great to show off your expertise for your industry, such as a fashion brand uploading a video on Fall trends.
Pinterest: A visual platform that many niche businesses have found a lot of success on Pinterest. It’s a great place for providing product visuals and details for users’ DIY projects and vision boards.
Twitter: Ideal for short updates and engagement with followers.

Snapchat: For an audience younger than 35. This platform allows for faster, less polished content that a business can update followers with. Want to tease a new nail polish coming out? Perhaps you have an event you want to promote and show off to followers that couldn’t make it. It’s great for all of these and more!

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It's easier than ever to build a social media marketing strategy! Come learn how to take your growth and sales up a notch!

Copy That Connects: How To Write Marketing Emails

Kristie Hill on September 15, 2022

If writing marketing emails fills you with dread, then you are not alone.

Whether you’re not confident in your writing abilities, are afraid of hearing crickets, or simply don’t know what to say, email marketing is something that many brands struggle with.

As a result, many of the emails that wind up in our inboxes are dry, underwhelming, and uninspired. But it doesn’t have to be this way!

By using a few simple concepts and a little bit of practice, you can craft killer emails that will not only captivate your audience but build a connection that will grow over time.

What to Include in Email Marketing Content

Marketing email copy can generally be split into three different sections:

The subject line
The body copy
The call to action (CTA)

Let’s take a look at each element in turn and find out exactly what you need to create irresistible marketing emails.

Write Click-Worthy Email Subject Lines

When it comes to marketing, getting your emails opened is half the battle. That’s where the all-important subject line comes in.

It may only be a few words long, but the subject line can dictate whether your well-crafted copy even sees the light of day. In fact, over a third of your subscribers will decide whether to open your email based on the subject line alone, so you’ve got to make it count.

We all get bombarded with emails and so you need to give your subscribers a reason to click. There are a few different ways you can achieve this, though which one works best will depend on both the type of business you have and your brand voice.

Provoke Curiosity

Some of the best email subject lines are those that give an implicit promise that the reader will learn something new or interesting. These subject lines don’t necessarily give away too much about the content of the email but tease just enough to make your subscribers want to click!

So why does this approach work so well? Studies have shown that when your curiosity is piqued your brain is more motivated to learn and more likely to retain information.

In other words, you simply cannot resist wanting to find out more. Laura Belgray at Talking Shrimp (who probably wrote the book on curiosity-inducing headlines) is the master of this technique.

How can you not want to know what’s contained in this email after seeing that language warning at the top?

Here are a few more (safe for work) real-life examples of curiosity-provoking subject lines:

The copywriting method that’s added millions to my bottom line
My patented freelancer recipe
The #1 way to bring a design from good to great
When your clients say “I don’t have the money…”

Write Like A Human

One way to stand out from the crowd is to simply write a subject line as if you were sending an email to a friend.

These days, we are inundated by emails from brands, and many of them follow the same predictable style. By simply looking and sounding as though it was sent from a person, your email will demand attention in even the most crowded inbox.

While this technique won’t work for more corporate businesses, it’s a great option if you are the face of your company (think course creators, bloggers, etc.)

Wait, Laura Belgray does this too! Can you tell we like, really love her newsletter?

Here are some great real-life examples of friendly, personal email subject lines:

I just spotted this opportunity!
My cheesy confession…
Trust me, you don’t need this
Have you taken a break today?

Create A Sense Of Urgency

FOMO is real, and that is particularly true in the digital space.

People don’t want to miss out, particularly on a good deal, and so providing some kind of deadline can be a really valuable tool.

Creating a sense of urgency is a great technique for brands that sell products or services online, particularly when you are running a sale or a limited-time offer, such as Black Friday sales.

Let’s take a look at some examples from real companies:

Last chance to save
Ends tonight! Go change your life…
Put yourself first. Ends tomorrow!
Psst…your discount ends today

Don’t Forget The Importance of Your Preheader

Your preheader, or “Johnson Box” is the text that is right next to (desktop) or below (mobile) your email’s subject line. It is the first glimpse of your email copy that your reader will get.

It can be a powerful second impression, right after your subject line, that helps a reader decide if they want to open your email and read further. Your preheader copy should stand out.

Our favorite preheaders include asking a question, adding emojis, and sounding as welcoming and humanizing as possible, similar to your subject line.

Email Content Writing: Embrace The Power Of Storytelling

Now that you know how to craft a captivating subject line, it’s time to tackle the body of your email.

One of the best things you can do to forge a connection with your audience is to tell a story through your copy. Storytelling is a fundamentally human experience that allows you to create a stronger relationship with your audience.

The stories you tell needn’t be the most exciting or monumental. You can simply take an everyday situation and relate it to your clients’ needs and desires.

Dive Right In

The key to success with storytelling emails is to get straight to it.

The first line of your story should hook the reader in and leave them wanting more. It’s your one chance to capture your reader’s attention and sets the tone for the entire email.

After reading the first line of Jasmine Star’s email, you just have to know who and what she’s talking about!

Some attention-grabbing openers could be:

Giving a glimpse into your personal life, through something that’s happened or somewhere you’ve been
Asking your readers a pertinent question
Introducing the hero of your story
Setting up the time, place, and tension that the rest of the story will follow

Spark The Imagination

Just because you’re writing an email doesn’t mean you can’t use literary devices.

The kind of language you use in your emails will make a big difference in how well they are received. It can make it easier for the reader to visualize your story and make it more interesting. Plus, it can help your emails stand out against formulaic company email newsletters.

Here are some tools that will help:

Add small details in place of generic information. Bonus points if this includes something to evoke the senses, like the way something smelled or tasted or the way something made you feel.
Keep your readers guessing with small curiosity gaps (for instance, “You won’t believe what happened next”). This helps to keep your subscribers engaged, making them more likely to read through to the end.
Use dialogue to draw your readers in. When done well, it can make them feel like they are right there watching the conversation unfold.
Keep a conversational, casual tone throughout. Try to write your story as if you were telling it in person. Veering away from formal language will stop your email from feeling too stiff, and people will relate much better if it’s in words they use on a day-to-day basis.

Want more tips on how to create a complete email marketing campaign? Check out Tailwind’s Complete Email Marketing Guide!

Use Personalization

No one wants to be addressed as a loyal subscriber.

Using your reader’s first name is a great tool that helps to keep their attention and increase engagement (and in subject lines, it can be a great way to improve your open rates). Simply put, when an email contains your name, you notice.

The key here is not to go overboard. Using a subscriber’s name once or twice is great, but when peppered through the email, it can come off a little strange.

If you’re not sure where to use a first name, try reading your email out loud. This will give you a good idea of where a name might naturally come up in conversation.

Seamless, natural copywriting that grabs attention doesn’t happen overnight. The important thing is to not get discouraged. Try A/B testing in your email content writing to see what resonates with your readers more, and most importantly, keep writing! You will find the right balance and voice for your brand.

Add A Killer Call To Action

When your story comes to a close, it’s time to transition to the CTA.

A CTA, or call to action, takes away the guesswork by letting your subscribers know exactly what action to take next.

This could be something big, like signing up for your course or membership program, or something small, like reading a blog post or adding you on Instagram.

But your CTA copy can also be used to forge a better connection with your list by speaking to their pain points. It can show that you not only understand what they are looking for but that you have something that can help.

The Magic Formula for Email Marketing Copywriting

The perfect CTA copy strikes the perfect balance between describing the action and reinforcing value.

For example, say you were a vegan blogger, and the goal of your email was to sell your eBook of quick, healthy dinners. You might write something like “click here to buy your copy.” Simple, right?

But it’s not the act of buying the eBook that your subscribers care about. It’s what the result of buying the eBook will be. Instead, you could try something like “discover delicious vegan recipes made in 30 minutes or less”, or “start cooking mouthwatering vegan food at home”.

Not Ready To Sell? Start A Conversation

If you either don’t have anything to sell yet or it’s too early in the customer journey, you should still always include a CTA in your emails.

An easy and effective CTA is to invite a reply. It could be a response to a question, an opinion on a topic, or even a reply with a single word if they would like to find out more.

Inviting a reply sets a conversation in motion, helping to build familiarity and trust in your brand. If you can offer a personal response, even better. We are so used to automated emails from unmanned inboxes. Speaking to a real human makes a company all the more memorable.

Don’t Forget Your Competitor and Audience Research

You don’t have to do all the heavy lifting yourself when it comes to finding out what exactly to write about and what interests your audience.

Competitor research is also important for email marketing writing. See what kind of emails they are writing and how they are constructing their campaign. What subjects are they focusing on? How are they speaking to you, the reader? Are they trying to draw you in with deals or emojis or questions? You can use all of this information and more to draw inspiration for your own email content.

Don’t forget other third-party sites like Quora and Reddit that can be great sources for learning what your audience is talking about!

FAQ

What do I write in email marketing emails?

The actual content of your marketing emails should be varied yet always engaging. You want to avoid always writing, for example, a newsletter if you are a clothing brand. Having a good mix of topics like promotions, newsletters, and surveys in your content calendar is a great way to keep subscribers engaged with your brand!

What are the best uses for email marketing?

This will depend on the type of business you run. For example, if you run a non-profit, sending out stories of how you recently helped your community can be encouraging to your subscribers. You can also use emails to help solicit donations, especially around the holidays!

If you are a for-profit business, offering promotions and conducting surveys can be another great way to engage with your subscribers and encourage higher click-to-open rates.

With a little research, you will be able to find the best type of content for your email marketing content!

Can I use email marketing templates for my email writing?

Yes! Email marketing templates are a great time saver that can help you create a professional, personalized brand look while also making it easier to audit the best times to reach out to your email subscribers! Tailwind has an email marketing tool to help you craft the perfect campaigns!