A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing. Every post, reply, like, and comment should serve a purpose.
The first step to creating a winning strategy is to establish your objectives and goals. Without goals, you have no way to measure success or return on investment (ROI).
Each of your goals should be Specific, Measurable, Attainable, Relevant, Time-bound.<br /> This is the S.M.A.R.T. goal framework. It will guide your actions and ensure they lead to real business results.
Vanity metrics like retweets and likes are easy to track, but it’s hard to prove their real value. Instead, focus instead on targets such as leads generated, web referrals, and conversion rate.
Make sure to align your social media goals with your overall marketing strategy. This will make it easier for you to show the value of your work and get executive buy-in and investment.
Knowing who your audience is and what they want to see on social is key to creating content that they will like, comment on, and share. It’s also critical if you want to turn social media followers into customers for your business.
Try creating audience/buyer personas. These allow you to think of your potential fans, followers, and customers as real people with real wants and needs. And that will allow you to think more clearly about what to offer them.
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