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Build an effective social media marketing strategy

April 9, 2019 by in category Social Media with 0 and 0

If you haven’t put much thought into your social media marketing strategy, you’re not alone. Many businesses miss out on the benefits it can bring because they don’t put time into their efforts. We can help you change that.

Set goals

You can’t look for success through social media if you don’t know what you’re looking for from your efforts. This kind of planning is best thought of as a marathon; create small attainable goals rather than aiming for something too big too soon.

Some goals could be to improve ROI, increase brand awareness, or to drive in-person sales. When you have established goals, you can then look at budget and which networks to use. Try to avoid having too many aims as it may distract you.

Look at your audience

You should never make assumptions about things like demographics. There is no need for this when you can make the most of the wealth of data that is available.

There is plenty of information about the demographics of each social media channel. Along with this, you should look into the customers for your business. You need to make sure that you know as much about your audience as possible because this will influence your strategy and help you target them.

Consider metrics

A strategy needs to focus on data and metrics that are important. You need to look at those which show sales and meaningful engagement.

Examples of metrics you should keep an eye on include:

• Reach of how many people saw your post
• Clicks on content, company name, or logo for each campaign
• Engagement – work it out in terms of the amount of social interactions divided by the amount of impressions
• Hashtags which performed the best
• Paid and organic likes
• Sentiment – how people reacted to the content

You need to look at numbers and then link them back to your original goals.

Research competitors

You should take a look at your competitors and their social media marketing. This should include surface-level analysis. You can also look into third-party tools for competitor analysis.

It is always a good idea to keep an eye on what your competitors are doing on social media. You shouldn’t be copying ideas but instead, look at what is working for them so that you can adapt your campaigns. If they do something well, see if you can do it better. If there are any weaknesses, ensure you don’t make the same errors.

Content

The focus of your marketing should be the content. This will depend on your brand identity and goals. You need to establish which networks you will use and make sure any content is engaging. This should include both personality and promotion.

In 2019, customer care is important. Brands need to prioritise quick responses as well as meaningful conversations. You can gain respect when you are present and engage with your audience.

Re-evaluate

You should have a strategy but this is something that you must adapt as time goes on. Analysis enables you to look at the performance of campaigns and compare each one. You can look at the content that performed the best and fine-tune your efforts when necessary. This involves a lot of trial and error so you need to monitor metrics.

If you are looking for help with your business and social media marketing, put your trust in the Web Consultancy team. Look through our site to learn about our work and get in touch if you would like to discuss your needs.

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