When it comes to social media, are you strategic? Or do you post and hope for the best? We’re exploring why you need a social media strategy and helping you discover how to make one.
There’s no denying it, social media is essential when marketing your creative business.
It’s arguably the thing we spend the most time with each day, even more so than our friends and family which is kind of scary.
With social media being the place people turn to when they’re in the buying process, you need to make sure you’re being strategic with the content you produce.
Being strategic on social media means you know exactly what you're posting and what the outcome should be.
That might include asking for a sale, deepening the connection you have with your audience through engagement or bouncing product ideas around.
To make the process easier on yourself, you should create a crystal clear strategy on how best to use social media and help you reach your business goals.
For us, social media is the only way we find clients. We focus on creating strong, community building content on Instagram that helps our audience get exposure and positions us as experts in marketing for creative business.
With that in mind, our strategy is developed to help strengthen our mission and position us as experts.
The strategy has saved us from ever wondering why we're hanging on Instagram so much or wasting hours thinking about what to post!
Why you need a social media strategy
Having a social media strategy basically means there is some intention and goal behind your posts.
You have a reason for posting and you know what you’re going to post, and when. The strategy is the outline of your goals for social media posts.
For example, increase Instagram post engagement by asking audience questions 3 x per week.
Businesses that don’t have a clear and set strategy for their social media posts often find themselves unsure about how to communicate their message to their ideal customer.
Without a social media strategy, you may find yourself struck with a case of writer's block. You know you have post, but you’re not sure what you should be posting or the reason behind it.
Folks that don’t have a strategy often have haphazard feeds with mixed and confusing messages. They might be all product images one week and all family vacation the next.
Don’t make this mistake.
Invest some time in creating a social media strategy and make sure that you keep it in mind when sending out any tweet or post.
How to create a social media strategy
While it might sound a little bit challenging, creating a social media strategy for your business shouldn't be too hard.
Especially if you follow our tips below.
You know your business the best and what you want social media to do for your business, so it’s a matter of articulating it in a way that adds intention behind your posting, keeps your feed consistent and your goals front and centre.
Here some tips for creating a sound social media strategy for your business.
Define your goals
Why are you on social media? What’s the endgame?
The first step in producing a rock solid strategy is to define the goals you have for your platform and for your posts.
Ask yourself what do you want social media to do for your business? Is it to build or create your brand awareness or simply to boost sales? Be specific and write it down.
Make sure you define your goals clearly as all your social media posts should act as tiny steps towards reaching this goal.
Develop measurable objectives
The second step in the making of a social media strategy is developing a set of measurable objectives to help you in achieving the goals you have set for yourself.
Make sure that the objectives you do create are time-based, relevant, attainable, measurable and specific in nature.
You want to be able to clearly track your performance at regular intervals and adjust them as you see fit.
The third aspect of social media strategy building is customer characterisation or personas.
In this step you identify the characteristics of segments of the ideal audience you are trying to reach on social media.
This helps you develop targeted content and messages for your posts.
Personas should include the demographic details of your ideal customer like age, income, and gender as well as some psycho graphic information like the times they’re on social media, if they’re leaders of the pack or followers and their motivations for following your account.
If you’re looking for some help with your personas, check out this article where I wrote about them in depth.
Analysing what your competition is doing is on social media is important when shaping your strategy.
This helps you understand how your product is different from the rest and identify opportunities that you can fulfil.
It can reveal which social media messages get shared the most by your target audience, and what they love to engage with.
For example, you may notice on a competitors Instagram that their video posts get really high levels of engagement.
This could signal to you that your ideal customer enjoys video and it’s worth investing in.
However, don’t lose sight of your goals or try to imitate what your competition is doing.
Authenticity is everything and there is plenty of room in the market for everyone.
Outline your platform specific content approach
The last step in the making of a social media strategy is to outline some platform specific content.
The approach you take with Instagram should be different to that of Facebook because the users on each platform expect different kinds of content. Articles are readily engaged with on Facebook but Instagram, not so much.
Come up with two or more overarching messages that you think will appeal to your target audience which are specific to each platform.
Make sure that they are as creative as possible and are relevant to the goals that you have set for your social media strategy.
And that’s a wrap on Social Media Marketing strategy!