To get the most out of social networks there must always be a marketing plan in place. An effective marketing plan will consist of a summary of what goals you plan to achieve and how you want to achieve these goals. Having a follow up of all of these actions will allow you to know how effective your strategy is and manage the time you invest in it in an efficient way. Each action could be a post, like, comment and how these actions can help you achieve your goal.
The more detailed your strategy is, the more effective it will be to carry it out. Having a structured plan will also save you a lot of time when you have to organize publications. So try to be as specific as possible with the plan.
Now, we are going to show you what steps to follow to create your social media strategy:
The first thing you have to have clear is the image you want to give to the public. Be clear about the position and relationship you have with your audience with the tone in which you address them. A distant tone shows seriousness and a close tone can show confidence. This depends on what feelings you want to portray to the audience. It is very important that you mark a clear editorial line and always follow it in all your publications.
Making yourself known through the history of your brand (you can invent it and decorate it all you want) is a practice that is getting great results. It is not the same to tell who you are then to explain how you have become what you are. You can explain what was the need that gave birth to the brand and what your company is solving. This promise will give the users confidence in your brand.
It is important to organize your goals and to propose feasible short-term goals and also some long-term objectives and follow their evolution.
In order to create realistic goals you should have S.M.A.R.T objectives that consist of being:
Both in the digital world and in the real world any marketing campaign that you want to perform is based on the public you want to reach. Therefore, you must conduct a preliminary study of who your target audience is. This can be an expensive task but it can be effective in the long term if you do it well. You can perform different studies based on demographics such as age, gender, and interests. The more information you collect, the easier it will be to create specific and targeted messages for them.
If your company is centered around a niche group like "elite athletes" then it will be easier than if you try to promote an airline, since their audience is much broader. Look closely at who follows your competitors as well because larger brands that have spent a longer amount of time in the market may have done this target audience work previously for you.
You must determine depending on the target audience what will be the best channels to share your information. A survey carried out by U.S. Small Business Social Media Marketing Research Survey published on the web eMarketer show us the following results:
This shows that in recent years social applications such as Facebook and Instagram have ousted the most traditional tools of online marketing such as email.
However, it is important that you take into account the profile of your target when deciding which platform you should focus your attention on.
The next step will be to create a calendar to graphically capture the tasks you have planned to perform on your different social platforms and during what period of time you plan to execute it. This will help you to have a script of a short and long-term global vision of how you will organize yourself in time.
To organize it we recommend making a Gantt chart.
This will be the last step before implementing your strategy. You must set a budget. It's really important to be clear about what your investment will be for. It depends on how big your company is and how important the use of social networks is. At this point, you may realize that some of the actions you planned to do are too expensive and will have to be left for later.
Once you have put into practice all of the previous steps, you can not forget to analyze the results. This is to determine how well your strategy is working while taking into account the investment and the results. You should bear in mind that your networks will not undergo a radical change overnight. Getting followers and a good relationship with the public is a very long process so you should be patient.
We also recommend that you take a look at this marketing trends guide which will show you techniques that are most effective today.