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:
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.
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!
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.
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.
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!
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!
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.
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.
You can also read more on how to calculate social media ROI to track how your social media strategy is affecting your bottom line.
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!
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.
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!
This section will be alllll about strategic social media marketing and planning. 😎Let’s get to it!
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.
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.
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!
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.
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!
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:
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!
Every business’s details are going to look a little bit different, but the basics of every social media strategy contain the following:
You can find inspiration for your content from all over the place! Some common areas are:
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!
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!
Psst! This Pin was made in seconds with Tailwind Create. Try it for yourself!
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