"What do you mean, you're not on social media yet? You have to be present, it's a great lever to reach your potential!"! We're willing to bet you've heard phrases like this before, haven't you? In fact, in 2019, a communication strategy so as not to include social media may seem outdated. Gone are the days when a simple website was enough to promote your brand. Yes, but you don’t know how to get started on social media? Should you create a Facebook page without knowing what content to share there? Which social network meets your standards?
Where exactly is your community located? Today you are asking yourself these questions and it is common. Here's our guide to a successful social media strategy in 2020.
A successful social media strategy: our five tips
Establishing a social media strategy requires specific knowledge and methods. We will try to inform you through these 5 big steps that you must respect before starting social networks.
1. Set specific goals
This is the starting point of your social media strategy. Before you start, you need to know why you are doing this. If you don't know which direction to take, you don't know which communities to target or which networks to use. So before creating your accounts, ask yourself this simple question: "Why would my company appear on social networks?" We offer these 5 main objectives:
- Fame: Do I want to improve my brand image?
- Acquisition: Do I want to get thousands of customers?
- Interaction: Do I want to create a business?
- Conversion: Do I want to turn my community into customers?
- Customer Satisfaction: Do I want to enhance my customer experience?
Obviously you may have several motives but you should make your choice to illuminate your speech and your presence on the web. Your decision will allow you to set a course, a guideline for your social media strategy.
2. Identify your community
You now know why you should be on social media. You need to select a community of your choice for your contacts. A community is a social group where people share, share, and use information about their interests. Its members gather around specific codes: committed to any language, behavior, or even for any reason.
To find a community that is interested in your brand you need to make many views through the map of empathy and consider the behavior of each of them. You can answer these questions:
- How does he feel? What is really important to him? What are its main concerns?
- What does he mean? What do those around him, his friends, his boss, or people important to him say? Which person is really influential for him?
- What does he see? What does the market offer? What does his environment look like? Where does he live? What is his daily life?
- What is he doing? What is his behavior in a team? His attitude in public? What does he value his presence? What is his habit?
- What's his fear? Is there fear or frustration? Don't have to cross the line?
- What is his wish? What are the criteria for its success? Need it? When is he satisfied?
By making a specific choice in your community sense, you maximize the chances of creating engagement around your center of interest. The more precise the choice, the more likely you are to create an interaction.
3. Write an editorial line
This is the general thread that will handle the discourse of your brand. We consider this step to be the first step towards content production and organized distribution. Once defined, the editorial line lets you know exactly what to discuss with your community. Be careful to maintain a certain balance between goals, selected communities, and editorial lines. You also have to decide what to avoid. A powerful element of language diversity.
By respecting a strong editorial line, you will succeed in emphasizing your brand identity. You need to talk about something that fascinates your community and that's what you want to talk about! There are all sorts of nuisances. Be sure to define the appropriate tunes and choose how to address members of your community: would you turn them around or decide to watch?
An editorial line must be divided into larger sections that allow the brand to spread the word. Each of these sections must be consistent with your editorial line.
4. Define the right channels/media for your social media strategy
Very well, progress it! At this point, you are almost ready to go. You still need to determine the right social networks to invest in. It is not an easy task. Some brands believe that they will reach their target/community by appearing everywhere. We suggest you take the opposite approach: choose the right 2 or 3 networks on which you will find your community.
Being in too many networks will confuse your community and cause you to lose your stability. But, you will gain reliability by focusing your actions on specific activities. What can be invested in social networks like Snapchat without your community? No. Depending on their age, interests, and habits you will be able to find the right media that can manage your own position.
5. Set key measurement indicators
The last step in this roadmap is to advise you to follow. You started by setting specific goals to know which way you would go on social networks. Now you must be able to analyze the performance of your strategy. What if your activities don’t measure up if you don’t know they are working? Like the classic communication action, you must analyze the results.
When you broadcast an ad spot on TV, there are several indicators that let you know if your ad has worked well. So, on social networks, you can know almost everything. You will measure the average engagement rate of your posts and the growth of your community according to the goal set. Also, the number of leads received for your strategy, collecting positive and negative feedback, the number of mentions of your brand, the growth of your impressions, etc. Dozens of indicators will allow you to refine your strategy and optimize it to achieve your objectives.
Now that you have learned the steps to set a good social media marketing strategy, all you need to do is make a plan. As a local business, you can't afford to be behind your competitors. Take a look at your current marketing campaigns and ask yourself if they're producing the results they're looking for. It may be time to change your marketing strategy.
That's all! Even if social media marketing takes time to plan, the results are not that difficult to measure. Good luck!