So, you’re finally committing to a social media strategy for your business or personal side hustle.
You’ve recognised the true value that can be gained from outlining measurable goals and achieving them online.
As for most budding marketers, the obstacle comes when we develop our strategy and realise there’s more to it than creating a content schedule.
As a white label digital marketing agency, Agency Stack has developed many strategies for clients from all industries and we know what makes each one a success.
Once a strategy is developed, we can outsource copywriters, PPC, SEO, graphic design, and account management to complete the whole digital marketing package.
Now, where to start?
Outline Your Business & Marketing Objectives
The former will inform the latter. This emphasises the importance of keeping all teams on the same page as you develop your strategy – from executives to junior sales reps.
Without clear business objectives, your marketing and sales teams will lack direction and may take the campaign wherever their creative hearts desire.
An example of a business objective might be: to enter the top 5 most popular businesses in your industry and region. (Of course, this should include a metric like sales or survey results).
On the other hand, a marketing objective will be a slightly smaller scale and (in this case) specific to social media.
For example, increase followers by 10% each quarter for four consecutive quarters.
Alternatively, your objective could be: to increase website leads from social media by 10% and so on.
Once your objectives are clearly defined, written down, and distributed internally, you will be able to move onto the next stage of strategising.
Understand Your Audience
The beauty of social media is that it often comes with a host of analytics tools to reveal just who is interacting with your account.
Whether these people match the business’s target audience will be unique to you, but this doesn’t change the process or importance of defining your social media campaign’s target audience.
Try and come up with at least two personas of people who represent your target audience, including what motivates and deters them, their likes and dislikes, and their likelihood of engagement.
Once these personas are defined, you can more accurately target them using platforms and content that is most likely to resonate.
Reflect On Your Content So Far
Conducting an audit of your account’s activity so far will allow you to understand your audience’s current perception of the brand and how this differs from where you want to be.
You can also take stock of the information and themes you’ve been publishing, identifying any gaps in the findings and any topics you’d like to avoid in future.
Make sure to dive deep into the analytics and data available on each platform, as you’ll be able to reveal trends across posts and find what kind of content works best with your current audience.
This is where things get a bit more creative, so there’s only so much we can teach you!
What we can say is that those audience personas are going to come in handy here.
Consider what kind of content your audience wants and how it will help you to achieve your marketing objective.
If your objective is to increase website traffic through social media, then your content will want to be super engaging with a strong call-to-action.
If you earn revenue through social media and simply increasing your follower count is all that counts, then entertaining content may suit you best.
Some strategies centre around informative content and allow the audience to seek further information of their own accord.
If you need images designed or copy created, get in touch with Agency Stack and we’ll provide the goods in line with your goals and visions.
Audience personas will also come in handy as you decide where your content will appear.
A fashion retailer will find most of its traffic will appear on visually-focused platforms like Instagram and TikTok, while LinkedIn will suit B2B accounts better.
This blog should be enough to get you on the right track, but strategy development takes much more than a crash course to perfect.
If you need more support developing your next social media strategy, get in touch and allow us to partner with you for your next campaign.