Every piece of your social media strategy serves the goals you set. You simply can’t move forward without knowing what you’re working toward.
We discuss your company’s overall needs and decide how you want to use social media to contribute to reaching them.
You’ll undoubtedly come up with several personalized goals, but there are a few that all companies should include in their strategy—increasing brand awareness, retaining customers and reducing marketing costs are relevant to everyone.
We suggest you choose two primary goals and two secondary goals to focus on. Having too many goals distracts you and you’ll end up achieving none.
Goals aren’t terribly useful if you don’t have specific parameters that define when each is achieved. For example, if one of your primary goals is generating leads and sales, how many leads and sales do you have to generate before you consider that goal a success?
Marketing objectives define how you get from Point A (an unfulfilled goal) to Point B (a successfully fulfilled goal). Make your objectives specific, measurable, achievable, relevant and time-bound.
If your goal is to generate leads and sales, a specific marketing objective may be to increase leads by 50%. In order to measure your progress, choose which analytics and tracking tools you need to have in place.
Setting yourself up for failure is never a good idea. If you set an objective of increasing sales by 1,000%, it’s doubtful you’ll meet it. Choose objectives you can achieve given the resources you have.
If a business is suffering from low engagement on their social profiles, it’s usually because they don’t have an accurate ideal customer profile.
We help you define and target the right buyer personas people, in the right places, at the right times with the right messages.
When you know your target audience’s age, occupation, income, interests, pains, problems, obstacles, habits, likes, dislikes, motivations, and objections, then it’s easier and cheaper to target them on social or any other media.
The more specific we are the more conversions you’re going to get out of every channel you use to promote your business.
When it comes to social media marketing, we start by researching your competition not only keeps you apprised of their activity, it gives you an idea of what’s working so you can integrate those successful tactics into your own efforts.
We Start by compiling a list of at least 3-5 main competitors. Search which social networks they’re using and analyze their content strategy. Then we look at their number of fans or followers, posting frequency and time of day.
We pay attention to the type of content they’re posting and its context (humorous, promotional, etc.) and how they’re responding to their fans.
The most important activity to look at is engagement. Even though page admins are the only ones who can calculate engagement rate on a particular update, you can get a good idea of what they’re seeing.
For example, let’s say you’re looking at a competitor’s last 20-30 Facebook updates. Take the total number of engagement activities for those posts and divide it by the page’s total number of fans. (Engagement activity includes likes, comments, shares, etc.)
Many businesses create accounts on every popular social network without researching which platform will bring the most return. We avoid wasting your time in the wrong place by using the information from your buyer personas to determine which platform is best for you.
If your prospects or customers tell you they spend 40% of their online time on Facebook and 20% on Twitter, you know which primary and secondary social networks you should focus on.
When your customers are using a specific network, that’s where you need to be—not everywhere else.
Your tactics for each social channel rely on your goals and objectives, as well as the best practices of each platform.
For example, if your goal is increasing leads and your primary social network is Facebook, some effective tactics are investing in Facebook advertising or promotion campaigns to draw more attention to your lead magnets.