In creating a presentation for a company for their social media marketing plan, the process that needs to be followed becomes more evident with the validity of each step. The process is set in place to maximize results and optimize any current data for the company’s social media presence. Following the seven steps outlined below, you have higher chances of gaining better insights and results from your strategy. A social media strategy is not set in stone, and not every two social media strategies are the same. Creating a plan that is unique to your business allows for a more targeted approach and a higher chance of optimizing your campaigns.
1. Document Who Your Company Is
This section is where you document who your client is as a business and where they stand in their current social media presence. Learn a little about the history of the company. The small details could potentially create future content. Get to know a bit of the company and the industry, as well as their competitors. This can give you a better idea of where they stand in comparison to their competitors and which areas they can improve upon in regards to their social media presence. Once you learn about the business and the industry, you can access your strategy better and determine what the weaknesses of the company are; you get a better overall picture.
2. Audit Social Presence
This is a continuation of step one. An audit needs to be conducted on the client’s current social media status and its top competitors. Performing a review can help the business stay on top of their online presence and keep them relevant to their followers. How do your posts appeal to your current followers? Are you reaching your target audience? These are a few questions you should ask yourself when evaluating the company’s social media platform. You can determine what is working and what is not and use insights to adjust current strategies. Creating a checklist or following many of the templates online can make a tremendous difference to the current ranking of social media presence.
3. Research Targeted Audience
Once you know who your client is, their competitors, and where they stand across all social media platforms, then it is time to research the targeted audience and who you will be creating your content for. You want to know the audience’s likes, dislikes, and social media habits are. Data needs to be compiled on the potential targeted audience. What content interests them more? What material gets their attention more? Creating test social ads will also help to identify the target audience. You can use data from this test social ads and use it for future insights. You can drill down to the ages, shopping habits, geographic locations, etc. of your followers.
Every business, however small or large they are, should have a budget for their social media strategy and know how much they have to spend and on what. Having a budget and knowing how to disperse throughout various activities involved in social media advertising will be extremely useful in helping you stay on top of not overspending and identifying which activities require more funding. A good example of how to structure a social media advertising budget is available here.
5. Review Objectives
Every good social media marketing strategy needs to have objectives. What goal do you want to achieve in this strategy? You need to know what you want to accomplish before starting your plan that way; you can map yourself out strategically. You want to set S.M.A.R.T goals. Specific, Measurable, Attainable, Realistic, and Time-bound. Your goals need to be something you can track and use for future insights. Examples of some goals are to increase brand awareness, increase traffic, gain followers, or generate new leads. Examples of S.M.A.R.T goals are to increase brand awareness by 20% using creative content within six months, acquire 250 new followers within the first week of the launch of the campaign by launching weekly promotional give away campaigns. See the difference between the two? One is more broad while the other is more specific and targeted.
6. Create Engaging Content
Create engaging and diversifying content across social media platforms that will allow your uses to like, comment, and share. Creating a story around the brand will enable users to engage even more and feel connected with the brand. Once you have defined your audience, it is easier to create engaging content because you have already researched your targeted audience. You know their habits and likes, and you can create content based on this. Another critical factor is to remember to diversify content across different social media platforms. The audience that you have on Facebook is not the same audience that you have on Instagram, so you want to create content that pertains to both audiences.
7. Track, Analyze, and Optimize
Once you have created your content, published it, and allowed time for data to be accumulated, it is now time to analyze and optimize the data. What times was content most engaging? Which ad has the most likes? Was there a particular time of day or week which content was viewed more? Were any specific posts shared more than others? These are the times of questions that should be asked based on the data. Once you have analyzed the data and determined how best to use it now, you use the data to optimize your results for the next campaigns. With each campaign, you collect more and more data and optimize every ad to gain the maximum potential of each campaign.
If you follow the steps above, you have a higher chance of your social media strategy to be successful. The end goal is not about being right or wrong; it is about collecting data and gaining knowledge. Every tweak that is made to a social media strategy based on data is room for improvement and gaining additional insights. It is a work in progress where changes are continually being made, as well as a learning process. Use these steps as a framework to create your social media strategy and start creating social media marketing plans to brag about!