To be successful with social media marketing, you need a well-defined social media strategy.
Digital Marketer, Shikha Narula, shares her five-step plan for creating an effective social media marketing strategy.
1. Create Buyer persona or Define Your Target Audience
Think about what your audience looks like. What are their demographics and interests? Think about their needs as it relates to your product and what may motivate them to buy from you? You should also reflect on barriers that they may face. Try to find out if there are any reasons why they can’t or don’t want to buy your product now. Can you take that barrier away?
Once you describe your audience, think about the path they usually take before they buy a product. Where would they become aware of your product? How do they get more interested, and what brings them to wanting your product and buying it?
Map this out for your buyer persona.
Try to understand your customer’s buying journey. It will help you understand when and how to talk to your customers.
2. S.M.A.R.T Goals
In this step, you need to focus on setting your marketing goal. Ask yourself what would you like to achieve with your marketing efforts? Would you like to create awareness for your products? O would you like to generate leads, and get more sales? Whatever your goal is, make sure it is S.M.A.R.T. By that, I mean you’re your goal should be specific, measurable, achievable, relevant, and time-bound.
3. Choose the Right Social Media Channels.
Choose the social media marketing channels that you will be active on. You cannot be active on all the channels, and you don’t have to. Choose what is relevant. You need to be where your customers are. So based on the buyer persona, try to figure out where you can find them. Also, take a closer look at your immediate competitors and where they communicate. Then, decide on the channels that are a good fit for your brand and create your presence there, by setting up a business account. Then, you’re all set to start connecting with your users.
4. Create an effective content strategy.
If you want to build a strong social media presence, you have to post regularly. Consistency is key. Also, you need to create good quality content.
For a successful content strategy, always remember — content is king and consistency is key.
Some of the best practices are:
(i)Create your content in advance.
(ii) Create an editorial calendar for at least six months and start planning relevant content that you can post.
(iii) Create excitement around your product, especially — during important festivals by promoting special offers or discounts.
If you want to launch a new product, create a promotional offer. For example, if a customer buys a product from you, you can provide a small sample of one of your newly launched products along with the product they have ordered. Let customers try your new products. If they like it, they will buy it the next time they order from you. Most international cosmetic brands do that. Whenever you make a purchase, they provide small packets of their newly launched products for customers to try on.
(iv) Audit all your existing content and try to repurpose it for different channels you’re active on. Plan for new content by deciding on a few themes and thinking of topics your audience may be interested in.
(v). Consider paid advertising to reach more customers. But again, opt for paid-ads only if it suits your budget.
5. Use Analytics
Use Analytics to measure the results of your efforts. This will help you understand if you’re getting more followers and if your content is resonating with your audience. Also, it will help you gain deeper insights and help you understand which posts are doing better with which type of audience. So, in the future, you can target better.
If you implement these steps and best practices, you’ll be able to optimize your social media presence, connect with your customers, and market to them effectively.