You can endlessly analyze your individual social media posts and try to create viral content, but the winning formula lies in a clear strategy.
In fact, an SMM strategy is a kind of roadmap that should lead you to your destination. Your goal may be to increase sales or, for example, to increase brand awareness. And in the strategy itself, you should describe in detail how to use social networks to achieve this goal. What platforms to use, what types of messages to create, when to publish and for what target audience?
Why do you need an vietnam cell phone number list SMM strategy?
A social media strategy will help you create a plan to stand out from the crowd and create a special environment for your audience. However, that’s not all. Why else do you need an SMM strategy?
to show the customer the ways in which you intend to achieve your goal – so he can approve or adjust the proposal;
if you work in a team, this is also an opportunity to show all tasks at once and distribute them among colleagues;
for quick integration of new team members. It happens that new specialists join the project in the middle. To avoid wasting time on long explanations of your plan, show them the strategy;
to mark intermediate goals and monitor the achievement of certain KPIs;
to calculate the budget.
What does an SMM strategy consist of? 10 steps of creation
Step 1: Set a clear goal
With the help of social networks you can:
achieve increased brand awareness;
tell the audience about a new product or service;
promote a specific event;
become an opinion leader;
and the like.
However, this is not enough for a strategy. Your goals should have measurable KPIs and time frames. For example, for the goal of brand awareness, you can set an intermediate goal of 50 thousand new subscribers per year. Information about a new product can be measured by a certain number of leads or sales per month.
Step 2. Identify the strengths and weaknesses of the product/idea/service
Consider the strengths and weaknesses of the product
You already have a goal, but how to achieve it? First, consider the advantages and disadvantages of your offer. What should you focus on, what should you talk about? What is your USP? Be sure to consider the disadvantages as well, because they can affect the achievement of the goal. In accordance with the advantages and disadvantages, determine your own opportunities and threats that may arise.
Read also : Fact-checking: Fact-checking should be part of your content strategy
Step 3. Analyze the target audience
It is difficult to implement a strategy if you do not know who you are doing it for? On one side is the customer, but on the other is always the target audience. Determine who you need to communicate with to achieve your goals? For example, if you are promoting a children's goods store, then your target audience is probably women with small children. However, this is not enough. You should write down as much information as possible about the characteristics of your potential clients: age, social status, geolocation, language of communication, interests and much more.
Attention! The target audience is not always obvious. Sometimes you need to be creative. For example, Spanish courses can be sold not only to students who want to study in Spain or potential immigrants. This service can be targeted at visitors to Latin American dances who are already interested in Spanish culture. After all, it might be important for them to learn conversational Spanish for travel.
To create a portrait of your target audience, you can use:
brief filled out by the customer;
communication with representatives of the sales or marketing department;
survey of old clients.
Step 4. Select platforms
Social networks
Once you have identified your audience, you need to know what social networks they prefer and how they interact with them. This way, you can prioritize and choose several formats for your future publications.
Step 5: Identify and analyze competitors
Who are your competitors? How many of them are there? How do they communicate with their audience? What platforms do they prefer? Are they successful? The minimum questions to answer.
Identify ideas that have worked for competitors and adapt them to your strategy. The main thing is not to copy. For example, you see that a large asset is being collected under video or photo memes. You should not simply remake them for yourself, it is better to think about your own entertainment format.
Read also : For Marketers to Inspire: Artists and Illustrators You Might Not Know
Step 6. Communication
tone of voice
Before you talk to your audience, you need to know what to tell them and how to tell them. That is, if your goal is to build an image of a socially responsible business, then the content should talk about the company's active involvement in the life of society/city, care for the environment, or, for example, special perks for employees or something similar. Do you want to talk about it formally or in a friendly tone?
Also, consider the specifics of the reaction to negativity - what to do if it appears? Ignore, delete, work through? If you decide to work through it, how exactly (public conversation, personal correspondence, special offers)?
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Why do I need a strategy? Why can't I just post whatever is trending?
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