It’s 2020, and the pandemic has changed our lives in ways nobody could have ever expected. Businesses worldwide and from all industries had to quickly adapt to this new world by relying on technology, virtual interactions, and social media to keep growing and reaching their customers.
According to Statista, in 2020, over 3.6 billion people used social media worldwide, a number projected to increase to about 4.41 billion by 2025. Needless to say, social media represents an excellent opportunity for businesses to thrive.
However, being aware of the opportunities in the digital world is not enough to be successful there. In reality, it takes time, effort, and, more importantly, strategy, to fully leverage all that social media platforms have to offer. To help you out, here are five things to include in your social media marketing strategy.
Research your target audience
As a business, you most likely already know who your audience is. Things like their age, income, race, ethnicity, and gender should all be the driving forces of your marketing tactics simply because demographics play a crucial role in people’s purchasing behavior.
But even beyond that, and especially on social media, this information will help you chose the best social media platform for your business. For example, if your target audience is mostly millennials, prioritize Instagram, YouTube, and Facebook. If they are part of Gen Z, then look into Instagram, Snapchat, and Tik Tok. If, on the other hand, they are Baby Boomers or part of Gen X, focus your energy on Youtube and Facebook.
Just keep in mind that your audiences are often time users of specific platforms. It is merely a matter of figuring out which ones.
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Set your goals
Determining your goals is another important aspect of building the right social media strategy. Doing so will help guide your efforts and allow you to use your available resources better.
Simply put, your social media goals are the end-results you are trying to achieve. Therefore, you must take the time to think about which ones make the most sense for your business. Here are some common ones:
Build (or increase) brand awareness: If your business is still relatively new on social media with a low following, then one goal you should aim for is increasing your brand’s awareness. In other words, you will make more people aware of your brand’s existence and presence. To do so, focus on creating content that adds value to your audience. Relevancy is key to reaching this goal.
Increase engagement: Think of it as one of the main currencies on social media platforms. The more engagement your posts and brand have in terms of likes, shares, and comments, the more appealing they will look to other people. Engagement will help your brand grow, leading even to audience growth and new followers. As always, the trick is to post relevant and quality content without forgetting to interact with your audience.
Generate sales: As a business, one of your priorities is still to increase sales and revenue. Social media platforms can help you do that through various means. For example, you can make use of campaign ads, promotional messages, and even product launches. By informing your audience on the newest products available in your store and coupling that with discount and sales news, you’ll be sure to drive in more customers and sales.
Conduct a Competitive Analysis
Take the time to look into what your competition is doing on their social media platforms. This action can give you ideas on what to include in your social media marketing action plan and provide you with insight into what works and what doesn’t.
The goal isn’t to copy what they are doing but instead of using it as inspiration to build a strategy that will be in tune with your mission, vision, and brand persona.
By checking your competition’s work, you can also find hidden opportunities regarding keywords usage, hashtags, influencer marketing, and many more. When in doubt about how to conduct an effective competitive analysis, simply reach out to a Denver social media marketing agency.
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Create Content of Quality
You have probably already heard about this, but content is indeed king. Whether it is on Facebook, Instagram, Twitter, TikTok, YouTube, or even Pinterest, great content is what will set you apart.
It isn’t just about posting a status or sharing a video with a caption and few hashtags. It is about finding the best way to reach and engage your audience. Your content must be authentic, relevant, useful, and unique. It must align with what your brand stands for and be easily recognizable.
First, spend some time analyzing which type of content and social media posts work for your preferred platforms and, if possible, reach out to content creators for your needs.
Measure, Manage and Adjust
Because things are always changing in the digital world, it is almost impossible to stay ahead of every news, trend, and social media best practices. For this reason, it is important to include social media management in your strategy.
Luckily, strategies and plans don’t have to be fixed or set in stone. Your digital marketing strategy should be flexible enough for you to adapt it to new goals, action plans, or situations.
But to first know what is and what isn’t working, it is crucial to set up a measuring plan that allows you to track your efforts’ results. Things like Facebook Analytics, Instagram insights, or even Google Analytics can help you better understand your successes, avoid repeating your mistakes, and actively work toward your success.
When in doubt about any of these action plans, you can also reach out to a Denver social media marketing agency to help guide your steps toward growth and success.