Planning A Social Media Strategy

When thinking about your social media goals it’s important to align with your overall company goals, if these are not clear for your business you may need to take a few steps back, failing that you could look to align to your business marketing goals.

For example, if your business goal for this year is to generate more leads for your sales team you will want to focus your social media on supporting this by creating gated content for sharing and promotion.

Once you know what these bigger picture goals are it will be easier to focus the efforts of your social media plans.

The next part of creating an effective social media strategy is;

  1. Understand your audience

Knowing who you are trying to reach and talk to is vital to a successful social media strategy.

When you know who you are targeting you can:

  • Establish where they are more likely to be found, which social channels, groups etc.
  • How to address them in the tone that connects to them
  • Develop more effective, relatable content
  1. Keywords

If you have not already done so this is a good time to do some keyword research, this will help with getting your content found for the things that matter to you and your business. Keywords will usually focus around your core product range or services, however sometimes longer tail keywords can be easier to be found for than the more basic descriptives so it’s worth looking into. Some great keyword research tools include, MOZ, Google’s Keyword planner and SEMrush.

  1. Content planning

Choosing your channels. Once this has been done you will be in a much better position to choose the right channels to achieve your social media goals and reach your target audience and will have a good idea of the focus of the content you will be creating and sharing.

Once your social channels have been set up and you are ready to begin posting there are a few tips and tricks to help streamline the process and plan and optimise your posting for maximum benefit. See my article here on Business content creation for social media success with free downloadable content planner.

  1. Measuring and analysing results

Key to the success of any marketing activity is the ability to measure the success of your efforts, to find out what is working and what can be improved and amend your campaigns accordingly to achieve better results. With social media this is fortunately very easy to do as most platforms have their own analytical tools to easily see what’s working and what’s not.

Once you have been using social media for a period of time you will get a good idea of what your audience favour and what is working for your business, allowing you to adjust your content to maximise on this. It will also be possible to set some hard goals for achieving the results you want once you get a feel for the growth rate of the metrics you are measuring.

When measuring the effectiveness of your campaigns it’s important to know what metrics you are looking for as it’s easy to get confused by all the numbers and what they mean. See this article on understanding social media metrics for more information.

As a basic guide however these are the main metrics you will be looking at depending on the goals of your campaigns:

  • Brand awareness – Followers, reach, impressions
  • Community engagement – Shares, likes, retweets and comments
  • Lead generation – Click throughs, form submissions from social, new contacts from social (usually from website analytics)
  • Content distribution – Views (YouTube), likes, shares, reach.
  • Customer Support – Messages, comments, Response times
  • Increasing sales/revenue – Conversions (website analytics)
  • Driving traffic to website – Click throughs, analytics traffic from social media.
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Welcome to our blog. The purpose of this blog is to help people to market their own businesses more effectively by sharing our knowledge, experience and useful tools. If you need any further advice don’t hesitate to get in touch or feel free to comment with any questions on the blog posts and we will get back to you with the best answers we can give.


Toni and Sian

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