4 Steps to a Winning Social Media Marketing Strategy
Your social media marketing strategy should summarize what you want to achieve through social media channels and guide how you’re going to achieve those objectives and measure your success. Social media marketing strategies need to align with a company’s larger marketing strategy, and all efforts need to support business goals.
Following are four steps that will help you develop a winning social media marketing strategy.
Step 1: Set SMART Goals
First and foremost, write goals with your audience and customers in mind. Don’t set vague goals or goals that are so broad or lofty that they’re impossible to attain. In setting your goals, S.M.A.R.T. is a helpful framework to follow. S.M.A.R.T. goals are specific, measurable, attainable, relevant, and time-bound.
Here’s an example of a S.M.A.R.T. social media goal: For Twitter, we’ll craft tweets that promote our transparent company culture. We’ll tweet three times a week, with the aim of driving at least 200 clicks to our company’s Careers website per tweet.
Step 2: Audit Your Existing Social Media
Before you create a social media marketing plan, you should evaluate your existing social media channels and how they’re performing. Who’s connecting with you? Are you in the same social media channels that your target users frequent? How does your social media presence stack up against your competitors?
After you audit your social media, determine which channels will best address the goals you wrote in step 1. If you don’t already have a profile on a targeted social media site, build one and start establishing your presence. If you already have a profile, re-evaluate and refine it as needed.
Step 3: Create a Content Marketing Plan and Calendar
Your social media marketing strategy must be supported by awesome content. Create a content marketing plan that includes the following information:
- The types of content you intend to post on social media and the target audience for each type.
- The frequency of your posts.
- The person(s) responsible for creating and reviewing the content.
- How you intend to promote the content.
Use your social media content calendar to document the dates and times you intend to post and promote your content. Don’t forget to note efforts that are tied into larger marketing campaigns.
Step 4: Test and Tweak Your Strategy
Your social media marketing strategy is dynamic, so you should build ongoing testing into your plan. Collect all analytics that help you evaluate the success and reach of every social media effort you make. Drop activities that aren’t working and augment activities that are working. Adjust your social media marketing plan accordingly.