An Effective Social Media Strategy

Transcription

1 An Effective Social Media Strategy

2 Building A Social Strategy TABLE OF CONTENTS Social Media For Humans Driving Revenue Using Social Measuring Success On Social Platforms Managing Social Media Efforts Connect With MM

3 PART ONE: BUILDING A SOCIAL STRATEGY Here s the thing we all know how essential social media can be for businesses and nonprofits alike. For most brands, an engaging social presence has become an integral component to any effective digital or social marketing plan. The fact of the matter is that social connections drive revenue and increase brand awareness. Setting up a solid strategy before you dive in is crucial to your long-term success, saving you from a serious chronic headache in the future. Five questions to ask when setting up a social media strategy. 1 What business goals can I accomplish with a social presence? 2 Who is my target audience(s)? 3 Who can effectively manage social accounts on a daily basis? 4 How much can I invest in paid social advertising? 5 Which social platforms are best aligned with my overarching goals? Building a brand on strategic foundation sets you up for success. Crissy Saint, Senior Communications Strategist MMIDENTITYLAB.COM 3

4 PART TWO: SOCIAL MEDIA FOR HUMANS While facts and hard data will always have their place in marketing, your brand isn t trying to connect with robots. Getting to know target audiences on a human level will help you craft social media messaging that truly resonates with the people who express interest in your product or service. Here are a few tips to guide you toward a social strategy that s built for humans. Interaction on social platforms What words and slang do they use? Are they usually friendly and respectful towards other people? By gaining a true understanding of your online community and how they communicate, you can learn how to turn your brand into a social friend. Pinpointing which social platform suits your audience Sometimes it feels like the people you re trying to reach are playing a never-ending game of hide-and-seek. However, taking the time to pinpoint where your target audience lives, works, and plays in the digital world is worth the effort. It will help you determine which social platforms will truly reach them, making the most of your brand s resources. Keeping the social conversation appropriate Disrespecting your social community is one of the quickest and easiest ways to shoot your brand in the foot it only takes one incident to demonstrate (to a global audience) that you don t understand your audience or the things that they value. While it s impossible to please everyone, take steps to avoid images or content that could be seen as insensitive or inappropriate. MMIDENTITYLAB.COM 4

5 PART THREE: DRIVING REVENUE USING SOCIAL Building an effective strategy for your business on social media platforms is an investment of time and money. If you re going to make an effort to build your brand in the social world, take the time to ensure that your plan aligns with your sales and marketing goals so you can get the most bang for your buck; otherwise, you ll be flying blind and burning through essential business resources. Four ways to drive revenue. 1 Utilize social ads Use social advertising tools to drive your target audience to landing pages that have been developed for lead conversion You can also promote ads to direct traffic to relevant products, services, events, or current promotions. 2 Start meaningful conversations Drop the small talk and make an effort to connect with promising members of your audience on a meaningful level. You ll be surprised at the outcome. 3 Integrate communications Don t silo your audience. Make them aware of all of the places your brand lives online so they can get a better understanding of what your brand is and what it stands for. 4 Make it visual After a while, social media posts can become a bit annoying and repetitive. Mix it up a bit by creating visually appealing assets that can help promote your brand. Think strategically about how your brand can visually appeal to your target audiences Bree Pearson, Project Manager MMIDENTITYLAB.COM 5

6 PART FOUR: MEASURING SUCCESS ON SOCIAL PLATFORMS When setting up a strategy for social media, success is defined by your unique business and marketing goals. For some, these goals may relate to revenue (and that s perfectly fine). For others, these goals may relate to promoting brand awareness or developing the team. Whatever your goals are, take a look at the metrics and use your insights to continue down a social media path that helps you achieve your vision. Key ingredients to measuring success. Set goals that align with your business strategy Measure what matters to you. Create monthly and annual goals for your social media efforts that align with the big picture and aid you in accomplishing relevant business goals. Lead-to-conversion path Lay out a lead-to-conversion path that depicts the flow of your target audiences from the first interaction with your brand on social platforms to their journey down the sales funnel. Use measuring tools Take advantage of digital tracking tools that can help you evaluate the success of your social media efforts. Take a look at ad performance, interactions, click thrus, and conversations that have ultimately lead to a conversion. Redefine your goals Use your failures and successes to guide your social media plan. By being proactive, you have the ability to point your presence toward success in real time. Listen to your audiences and take a look at the numbers to see if a new direction is the way to go. Don t waste your resources on a plan that proves to be unsuccessful. MMIDENTITYLAB.COM 6

7 PART FIVE: MANAGING SOCIAL MEDIA EFFORTS With a strategy set in place, you re ready to set up select social accounts. The key here is to understand that the everyday management and monitoring of social accounts can make or break any strategic plan in no time flat. Do you have the right elements in place to handle your brand s presence on a global stage? Social media management toolbox must-haves. Social media guidelines This manual helps to ensure your brand is kept intact and relays all the dos and don ts to anyone who handles your social accounts. Social peeps Your intern shouldn t be handling your social media efforts. Relinquish the reigns to a senior member of your team that understands the brand, has social media expertise, and knows how to meet your business goals. Digital tools Luckily, there are digital tools out there that can lend you a hand. SproutSocial, HootSuite, and Bitly are just a few that will save you time and make your monitoring efforts more efficient. Graphic designers A team of visual artists can contribute greatly to paid advertising needs and help your audience form a visual connection with your brand. Content Set up a content calendar on a monthly or weekly basis to help plan out your communications. Plan out your posts based on goals, but remember to leave some room for unforeseen content of interest. Positivity Not everyone goes viral and not everyone has a bazillion followers or fans. Be patient and stay positive only then will you start to see the fruit of your social media labors. MMIDENTITYLAB.COM 7

8 Connect with MM Identity Lab to set up an effective social media strategy. MMIDENTITYLAB.COM TEL EAST GRANT STREET SUITE 104 PHOENIX, ARIZONA 85004