When you enter the world of social media marketing, you should be aware that every move your business makes on social networks should be a cogwheel in a larger marketing strategy. In other words, every post, comment, Tweet or shared content should work towards a singular goal, and guided by a pre-defined marketing plan. It isn’t as complicated as it seems, when a well-designed social media marketing strategy is deployed. You don’t have to be a social media guru to do this. These steps will teach you how to drive your marketing actions on social media towards a desired goal.
The Definition
In a nutshell, a social media marketing plan is a collection of every action you plan to launch on social networks on behalf of your business marketing strategy. It should consist of an audit on your accounts present-day rating, goals for where you want them to be in a defined point in future and the tools and tactics that you will use to make it happen.
Your plan will be more effective in its implementation if you make it in high resolution – determine the smallest part to the detail. This is not a part where a broad strategy approach works. Keep it concise and specific, while using this plan as an indicator that will show you whether you are making progress in social media or you are staying behind.
Creating Objectives and Goals
By defining social media objectives you can react in a short time and adjust the strategy when your actions are not meeting your expectations. The goals should follow up your marketing strategy. They are a measure of your success and the likely outcome of your investment. Goals should focus more on advanced metrics like generated leads, referred or sentiment website traffic. These goals should be set using the SMART (Specific, Measurable, Attainable, Relevant and Time-bound) approach.
Social Media Audit
One of elements of your social media marketing plan will be the assessment of your actual social media use. You need to find out who is connected to you on social media and which social media platforms your target audience uses. In the same way, if you want to establish a sound social media strategy you should make a comparison of your media presence with the one of your competitors. The audit will crystalize which accounts are bearing fruit and which are unnecessary.
Updating or Creating New Accounts
When you have audited your accounts, you need to improve your online image. Analyze which social media platforms work best for your goals and make profiles on every platform of interest, which will be based on your broader business goals and the target audience. It pays out to know that each social media platform attracts different audience and should be approached in a different way.
Learn from the Best
Your consumers and prospects are already active on social media, and so is your competition. That means that you have a vast pool of experiences and good, but also the bad, examples to learn from. Analyze your competitor’s successful campaigns and implement those elements on your business marketing plan. Also, try to draw inspiration from your consumers. Emulate their Tweet style, pay attention where and when they are active. Finally, you can look up to corporate giants like Virgin Group or Red Bull who are making great things in social media marketing.
About the author: Dan Radak is a web hosting security professional with ten years of experience. He currently works with a number of companies in the field of online security, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites.
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