Not everything is the same to all people. Not everybody will respond to your brand/product/service and the same goes for social media. Many businesses make the mistake of thinking that being on as many social media platforms as possible will increase their chances of reaching the most people.
If you’re a digital marketer, you’d know about this, you’re more likely to end up reaching people who have no interest in or need for your product/service – and this is not a good way to get quality leads. So, if your typical customer is under 25 and you’ve been trying to build momentum on just Twitter, it’s time to rethink your strategy. Time to ask yourself this “What social media platforms does my target customer frequently use?”
Get to know your audience and type of business nature on which social media platforms could highlight your marketing best. For example, if you’re a new fashion designer, it makes sense to be on Instagram where you can show your new line visually. If you’re looking to set up a social networking program, LinkedIn could be the right choice for reaching out to the professionals.
Above all, it’s more effective to pick one or two relevant platforms to focus on rather than trying to be everywhere at once.
Create Business Message That Cater To Your Audience
Just like any other business marketing plan, a social media strategy starts with getting inside the minds of your target customers . What are they looking for? Why they need you? What problems do they need to be solved?
If you don’t already have one, create a profile of the type of person you want to target. Include as many details as possible, such as:
- age
- gender
- job
- interest
- location
- marital status.
With this, you can begin to understand your audience’s needs and motivations to want what they want. Craft a content that will resonate most with them. For example, if your target audience is a movie lovers, they’ll most likely be looking for new movie premier promotions and related upcoming blockbuster movie events.
With this in mind, your primary message could revolve around how your product or service can save time and make life easier. Aim to use a tone of voice your target customer resonates with, and remember that it’s your job as a business to be informative, interesting, helpful and approachable.
Your Business Goal Has To Be Attainable
To set a goal is crucial in developing a successful social media strategy. After all, if you don’t know what you’re trying to achieve, how can you measure success in your digital campaign?
Consider what is the success on your campaign, if you want to generate leads, set a number. Budget needed for the conversion etc. When working on your social media plan, make sure every post ties back to your goals in some way.
Evaluate & Refine
Once you have your social media objectives in place, check in regularly to see how you’re tracking. Set aside some time once a week to review your key metrics – such as engagement, traffic and sales.
Remember that even the most well-established businesses are constantly testing and learning when it comes to social media, so don’t be disheartened if you don’t see the results you’d like right away. And don’t start throwing more ads budget to budge the numbers.
Most importantly, use the insights you gather to fine-tune your social media management approach so that, over time, your social media strategy hits the right notes and helps you achieve your overall business objectives.
