Social media is one of the most powerful tools in your marketing tool box. If you use it properly, you can create a strong personal connection with both your prospective and existing customers. Having a clear plan is crucial here, or, this might not only result in a massive waste of time, but could lead to a PR disaster.
Our social media strategic approach
When working on our clients’ social media strategy we go through these six steps:
Establishing goals & objectives
The first step in creating a social-media marketing strategy. Here, we are looking to understand where you want to go and what the purpose of your social media marketing efforts is. For starters, we will be focusing only on one or two major goals, in order to increase efficiency. Next, we'll need to set clear objectives based on these goals, so we can measure progress and success.
Characterizing your customers
A successful social-media strategy is all about targeting the right people with the right messages at the right places. To do this, we'll need to research who your target audience really is and gain deeper understanding of that audience and where these people ‘hang’.
Choosing your channels
Now, we can decide on the right social media to target your audience with. Not all social media is right for your product / service, or audience. There is a variety of social media channels we can choose from (Facebook, LinkedIn, Twitter, and Google+…and more). We will choose the ones that will best fit your audience, and set up your presence there.
In addition to having your own presence in social channels, it’s also important to get involved in professional forums and social groups. This will help position your company as an expert in your field.
Looking at your competition
This is important, because looking at your competition can tell you a lot about what works and what doesn’t, as they are targeting the same audience.
We will research your top competitors, find out which social networks they are active on and then study their content, their successes and their failures. This will help us fine tune the selections we already made regarding target audience and social channels and professional groups to get involved in.
Building a content plan
We will start with building your own messages. This means using the top level set of key messages that you think will resonate with your target audience. After choosing the main messages, we will break each one down another level creating a simple messaging hierarchy. Once your messages are complete and ready to go, we will move on to developing a strong content plan that will deliver engaging material to your audience. There are many types of content from which we'll need to choose from. The content needs to line up with your overall messaging and fit the channels you will be using. Content for social media is not just about product information. It’s about delivering real value to your audience.
Day-to-day social media management and reporting
Social media presence should be ongoing, including delivering fresh content on a regular basis. In the day-to-day, we will be discovering, gathering, and presenting the digital content that surrounds your specific product / service (also known as "Content Curation"). This will allow us to stay on top of everything in the market that is new and relevant to your target audience (in the realm of your product service). In addition, we will use analytics to monitor, track progress and measure your social media activities, and then go ahead and adjust it as needed.