Social media marketing strategy has evolved over the years, at least since the first social media platform was launched in 1996 by SixDegrees.
What is Social Media Marketing Strategy?
A social media marketing strategy that works involves a lot of moving parts. You must be able to determine what your campaign goals/objectives are, the best social media platform your best ROI, A/B Testing, etc. Understanding these many components will determine the overall success of your campaign.
Highlighted below is a list of very important factors to capture in a social media marketing strategy that will work in 2019:
- Develop a Business Website
- Clearly Describe Your Campaign Objective(s)
- Create Your Buyer Persona
- Determine The Best Social Media Platform For Best ROI
- Model Your Campaign – Initial Draft
- Design A/B Test
- Launch Your Campaign
- Measure and Test Feedback
- Reports and/or Documentation
Designing the right social media marketing strategy for your business can be very arduous since there are over 20 major social media platforms in the world as of 2019 and identifying the right one for business can be difficult.
This article does not only show you what makes a platform good or preferable but also provide answers to “why you should choose a social media platform for your business”.
1. Develop A Business Website
Although this might seem lame but believe it or not, I’ve also come across many people looking to achieve success on social media without a website.
Yes, you can still score some success online without a website, however, having your own business site helps you get the best ROI per campaign.
Your website is a backbone to your social media marketing strategy in that every piece of content; including video, picture, sales pitch all link back to your website where your audience can dwell further learning about your other products or services and making purchases.
By and large, my rule of thumb is that “never launch any form of social media campaign without a business website”
2. Clearly Describe Your Campaign Objective(s)
A comprehensive social media marketing is an intersection of objectives and internal capacity. Describing your campaign objective is the first component of a social media marketing strategy.
Your campaign objectives must highlight your desired result/outcome haven taken all other factors such as budget, campaign goals, market size & segmentation into consideration.
Campaign objectives also make it possible for you to properly measure your campaign performance and return on investment (ROI).
In lieu of this, your campaign objective amongst other things must be SMART, i.e.
- Specific – objectives should be focused, clear, unambiguous and very concise. For example, your campaign objective could be to get 10000 new facebook likes or it could be to get a percentage conversion from your website visitor. It must be very clear and precise.
- Measurable – an unmeasurable objective is the one that won’t go anywhere. Majority or all social media engines have highly developed insight or analytics and reporting dashboard which allows you to measure the performance of your campaign.
- Achievable – successful campaigns are products of extensive research. How do you measure how achievable a campaign is? The answer to this is mostly anchored on budget and your capacity to offer products or services. For example, there is no point designing a campaign for 2000 referrals you only have the capacity to manage 32.
- Relevant – Relevance means that your objectives are aligned with your mission. Campaign objectives that don’t further your mission or cause become a distraction from a non-profit’s true purpose.
- Timely – campaigns that have a start and end dates motivates your user to take immediate action.
While nothing is impossible, campaign objectives are often pivoted by two things:
3. Create Your Buyer Persona
In a nutshell, your buyer/user persona is a model of your ideal customer/user by using multiple demographics such as age, gender, location, interests, likes, socio-economic class, etc.
Creating a buyer persona for your business is important because it creates a visual representation of your ideal buyer or customers.
Also, your user persona makes it possible for you to determine the social media platform to find your buyer and provides other information such as when best to publish your ads for best engagement.
4. Determine The Best Social Media Platform For Your Campaign
As of 2019, there are more than 50 social media platforms and more than 20 major ones currently running on the internet.
Therefore, I am going to discuss those we can describe as the major ones and explain why you might want to signup on them for your business needs.
- Facebook – Facebook is unarguably the biggest social media platform ever created. The platform boasts of over 2.32 billion active users monthly. NB – active users are Facebook users that log into their Facebook account at least once in 30 days. Almost everyone is on Facebook or will be at some point. Read more at Zephoria’s Top 15 Valuable Facebook Statistics
- YouTube – Can we call YouTube a social media platform or search engine? The answer is YES and YES. YouTube started off as a video hosting platform but later grew to be the second biggest search engine (especially for videos) and has added social features in 2018 which allows you to send/accept friend requests from people you know. By November of 2018, the total number of active users on YouTube has risen to more than 1.9 billion. Add YouTube to your bucket list and you’re on the right track for online success.
- Instagram – Instagram (also known as IG or insta) is a photo and video-sharing social networking service owned by Facebook, Inc. As at June 2018, Instagram boasted of nearly 1 billion active users monthly. Should your buyer persona happen to be within the age demographic of 18 – 35? Chances are high that they are already active on IG. Read more on Adespresso
- Twitter – Twitter is an online news and social networking service on which users post and interact with messages known as “tweets” Twitter currently has over 326 million monthly active users according to 2018 third-quarter reports released by Twitter in October 2018. Is your buyer persona fast-paced? Chances are high that he is already on Twitter.
- Linkedin – LinkedIn is a business and employment-oriented service that operates via websites and mobile apps. Founded on December 28, 2002, and launched on May 5, 2003, it is mainly used for professional networking, including employers posting jobs and job seekers posting their CVs. Linkedin currently has over 260 million active users according to the statistics published by Omnicore Agency in December 2018
- Pinterest – Pinterest, Inc. is a social media web and mobile application company that operates a software system designed to discover information on the World Wide Web, mainly using images and, on a smaller scale, GIFs and videos. By September of 2018, Pinterest already surpassed over 125 million monthly active users.
- Tumblr – Tumblr is part microblog, part social network, which was launched in 2007. Does your buyer persona have an interest in blogging and/or does he live in the United States of America? Then chances are high he’s already on Tumblr. The website had over 700 million unique visitors in 2018. Read more on Expanded Dramblings
The above is a list of what I consider to be the biggest social media marketing platforms to consider for your business.
Budgeting sometime is directly proportional to the success of your social media marketing strategy.
More money often translates to better reach, more leads, and conversion.
Although there are a number of other technical factors such as landing page optimization, page responsiveness, and speed that must be taken into consideration to get more leads, allotting the right budget for your social media campaign is key to any success.
Creating a rock-solid buyer persona will also assist you in making the right budgeting decision.
6. Model Your Campaign – Initial Draft
I always encourage that you create an initial draft of your campaign before launch.
When you create a draft, you’re mirroring your campaign’s setup. This lets you prepare multiple changes to a campaign without impacting its performance.
7. Design A/B or Split Test
A/B or Split testing produces show what actually works in your marketing. With the split test, you’re able to continuously test your hypotheses to see if your campaign is yielding good results.
Furthermore, A/B test also helps you to better understand your visitors by testing different variables.
8. Launch Your Campaign
The campaign launch is usually one of the seamless things to do. You only get here after taking all variables such as your budget, buyer persona, user demographics, A/B split test, etc. into consideration.
By now you must have also resolved which social media marketing platform to publish on and the type of campaign (Free or Paid) you wish to run.
9. Measure and Test Feedback
If you have a beginner’s or intermediate experience in social media marketing then you will agree with me that no campaign is perfect at onset or at least come across the phrase somewhere.
Measuring your metrics and analyzing your insight is important.
Over the years, I have seen people launch campaigns and go to sleep. I must street at this point that it is a sure way to failure.
You must have a schedule for measuring and analyzing your insight and performance.
You are able to get some valuable information such as your best performing post/ad, the best time to publish your content (Pictures, Videos and/or Text).
MEASURE!!! MEASURE!!! MEASURE!!!
10. Reports and/or Documentation
The last part of your social media marketing strategy that works is writing reports.
Comprehensive reports help in determining how to improve future campaigns.
In conclusion, following the above simple steps will in no doubt set you on the right track to achieving business success on social media.
Lastly, I like to read your comment(s) so kindly leave me a note in the comment area if you think I did a great job on this blog, or if you have any other thing you like me to note.