1. Set Goals that Make Sense for your Business
Without goals, it is difficult to know how well your social media strategy is performing and where you need to make changes to continue moving forward. Clear objectives will not only propel your strategy forward, but will also serve as a basis for defining the metrics that will be used to measure your success.
You need to set S.M.A.R.T. goals for for your social media. If you have not heard of the S.M.A.R.T. method which stands for specific, measurable, attainable, relevant, and time specific.
Specific – Your social media strategy goals need to be specific to your business and you have to answer the question of how you want your customers to respond to your social media posts. Are you trying to build awareness, gain leads, grow sales, or build web traffic?
Measurable – Your goals need to be measurable through using key performance indicators (KPIs). You can measure your social media analytics on different social media platforms to see how many likes, shares, and conversions your social media efforts are attaining.
Attainable – Is your goal realistic for your business? Can you really double your Instagram followers in a month?
Relevant – Make sure your goal makes sense for your business and that you are positioning your strategy to attract your target audience.
Time Specific – You need to have deadlines for your social media strategy goals. Deadlines will allow your team to collaborate on your strategy and see the progress.
Here’s an example of a S.M.A.R.T. goal:
We will use Instagram to build brand awareness and will utilize Instagram live while posting once a day to build our follower base by 50% by the end of the quarter.
2. Research Your Target Market
Where does your target market spend most of their time online? For example, if you are a food blogger, you would likely find your audience on Pinterest and Instagram.
You can create your audience persona to find out more about your target market. Things you should know about your persona include:
- Where they live
- Their interests/hobbies
- Their income
These insights allow you to refine your strategy and better target your audience. When researching, you can also see when the best times to post are for your target market. There is so much data online that you can utilize for your social media strategy.
3. Create a Content Calendar for Social Media
Consistency is key when you are first developing a social media strategy. You have to develop a schedule that includes what days, times, which platforms, and what content you will be posting.
Additionally, there are many online tools that allow you to schedule your posts in advance. For example, Hootsuite, Buffer, and Later are great tools that work when posting on any social media channel. You can schedule posts within these platforms and place the captions, images, and videos all on the scheduler. Then, you can set it to be published on a date and time and forget about it. No need to worry about posting on time, as the platform will do it for you.
4. Be Open to Making Changes Along the Way
If you are not getting the response and progress you want during your social media strategy, do not give up! Try, and try again. With social media, something as small as changing a few words in the caption can make a huge difference.
Another tip you can try is creating A/B test with different copy or posts. It is easy to do A/B tests on Facebook by uploading two different photos or videos for your Facebook Ads. When you do this, Facebook allows you to see which one is producing better results for your goals you have already set. It also allows you to be able to create future content that you knw will work for your target audience.
5. Create Your Brand’s Story
A brand story recounts the series of events that sparked your company’s inception and expresses how that narrative still drives your mission today.
If you create a compelling narrative, your audience will remember who you are and develop empathy for you. This story can be a bridge to a relationship with your customers and can lead to brand loyalty.
It should answer the question, why does my company exist? Your answer cannot be “to make money,” you have to dig deep and share how you came up with the idea and process of how your business came to be.
You want your brand to be authentic and relevant for your audience. This will lead to sales and lead customers to care about your business and want to share their personal experience through testimonials.
Neil Patel of Neil Patel Digital Marketing sums it up well with his thought, “Your story will build the foundation of trust, but only a customer’s personal experience will cement that trust into something that lasts.”
You won’t come up with a million dollar social media strategy overnight, at least it is very unlikely. It takes time to research what your customer will best respond to and how to develop your brand voice. However, I hope this guide helps you to start brainstorming about what social media goals you want to tackle for your business and ideas for how you can accomplish it.