Steps to follow to create a social media marketing strategy:

Review the accounts and see what we can do to improve them: evaluate the competition to see what platforms they use, when they use them, what content they use and with which they get more interaction with their customers and what does not work for them. At the same time, we will have to analyze our social networks and, above all, ask ourselves if the audience we attract is really relevant to our business. If not, we will not get the desired results. It is not necessary to use special tools, the metrics offered by each platform are sufficient. Once we have all the data, there are different ways to organize it. An excel sheet is very practical.

Establish relevant objectives to achieve with our social media strategy:

we must establish objectives that really help the development of our business because, otherwise, we will be wasting time and effort. Being in social networks can be fun, but what really matters is achieving our business goals. In this case, it is better to set one, two or three goals at most, instead of a long list because each goal will require a different strategy and if we have too many, our strategy will be scattered and we will not achieve anything. Some of these goals can be: brand awareness, brand reputation, building community, increasing conversions and sales, and gaining customer and market insights.

“It is better to set one, two or three goals at most,

Instead of a long list because each goal will require a different strategy”

Search, define and address our audience: for this it is very useful to know their age, gender, location, occupation or hobbies. But it is even more important to know their emotional state because that way we can create content that really touches them. What worries them? What challenges have they set for themselves? What are their aspirations? How do they feel? The answers to these questions will help us create specific content for our audience. Other relevant information is: their preferred platforms, epl중계  when and how often they use social networks, how they interact with brands in the online environment, as well as the tone, words or phrases they use in that communication in social networks. ‘Survey Monkey’ is a great tool for this type of survey and also the survey provided by Instagram Stories.

Choosing the most suitable social networks for our company:

Especially if you are an entrepreneur or an SME, with few human resources at your disposal in the marketing department, apply this rule: ‘less is more’. If you try to be present on all social networks, it can even be detrimental for your company because you will not have time to create good content and, at the same time, connect with your followers. All networks are unique and you have to work on them individually, the same message is not valid for all because the content will not be optimized for any of them. The best approach is to pick one or two channels to start with, and once we’ve got that presence, we can add more. For this, it will be important to previously define what kind of company we are: B2B (LinkedIn and Twitter are the most appropriate) or B2C (Instagram or Face book);

“The same message is not valid for all social networks because the content will not be optimized for any of them”

Set the variety of content:

It will basically be aimed at two main objectives: gain the trust of our customers (80% of the content) and directly promote our company (20%). This ‘mix’ is nourished by promotional content for your brand, services or products; equipment information; blogs with content specific to your business sector; resources such as eBooks’, lists or templates; and share content created by other sources. There is no exact formula that works for all companies, you have to try different things and see what suits you best. But the 80-20 rule is the most appropriate because the most important thing is to add value to our commercial activity. As a company, you can talk as much as you want about your business, your products, how wonderful they are, but if you have not worked on your reputation and credibility before your audience, you will not have results. Creating value is not simply educating people; inspiring, motivating and entertaining them are also ways to create value.

 

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