The digital marketing landscape is volatile and fast-paced. Many trends emerge and disappear as fast, and for marketers, the challenge is to keep up with the new developments. Social media marketing has become a dominant trend over the last few years. With over 45% of the global population now on social media, you can’t ignore these platforms in your marketing strategy.
Many businesses jump quickly to adopt new trends but fail due to poor planning. It is the same story with this new marketing concept. Almost every brand out there has a social media account, but these accounts hardly drive any results.
If you want to leverage the vast numbers on social media networks for your marketing campaigns, you have to build an effective plan. It is a comprehensive strategy you will deploy in all engagements on Facebook, Instagram, LinkedIn, WhatsApp, YouTube, Snapchat, and other platforms you’ll choose.
This post examines ingredients you need to build such a solid plan to drive traffic, increase brand awareness, and increase conversions.
Start with the Basics
A customized approach is the best way to build this digital marketing plan. Among the basics to consider for your strategy include:
- Setting measurable social media marketing goals: For instance, to drive conversions, raise brand awareness, build connections with potential customers, generate leads and sales, Increase community engagement, or establish brand authority
- Auditing your current social presence: You need to review the channels you’re already on, evaluate which platforms to keep and which you should drop. At this point, you should consider what other channels you should add to your campaign.
- Competitive analysis: It’s also advisable to look at what your competitors are doing using competitor analysis tools. Look at their most profitable channels, strengths, and weaknesses. You’ll identify opportunities for your campaign through such analysis.
- Identify key success metrics: How do you determine if your strategy has started working? You can answer this using a few success metrics such as conversion rate, Hashtag performance, number of clicks on your content, sentiment total post shares, time spent on the website, reach, or brand mentions.
Research Your Target Audience on Social Media
There’s enough data out there to use for your audience research. If you have identified your target audience, you’ll find it easy to find more about their preferences, behaviors, income levels, and, more importantly, where to find them on social media.
Such data will help you identify potential channels to use and will boost the effectiveness of your campaigns.
Here’s a quick look at social media demographics:
- Facebook: 54% and 46% of Facebook users are women and men. 69% of US adults use Facebook.
- Instagram is popular with Gen Z or Millenials.
- More women use Pinterest compared to men.
- LinkedIn is popular with professionals looking for in-depth, industry-specific content
- Twitter use among adults is low compared to other platforms. Most users prefer twitter for timely content.
There’s much more you can learn from analytics tools, including the level of education on each social media network, location of users, age and gender demographics, and more in-depth details. This data helps you understand your target audience to help you make more reliable decisions.
Create a Posting Strategy
. There’s a method to content publishing by successful brands on social media. Their consistency endears them to their audience. Based on your audience research, niche, and objectives, you also need to determine how often you’ll post. Every platform also has the best practices when it comes to the frequency of posting.
In your posting strategy, decide the type of content that will most likely convert, including images, videos, quotes, infographics, statistics, and hashtags. You should stick to content themes and always ensure your posts, shares, or any other relevant and engaging content.
You should also determine the best time to post again based on the network you choose. Use analytics tools to help pick the best time to post. Your social media marketing agency can also offer guidance on the same.
For instance, for Twitter, the best time to post is 1-3 pm on weekdays while for Instagram, the ideal posting time is 5-6 pm on weekdays and 8 pm on Mondays.
While building a posting strategy, you also need to decide on how to engage with your audience and on social media automation. You should set aside time to listen and talk to your audience.
Using a system to run your updates can save you a lot of time. However, you should not leave everything to the machine, but you should remain engaged consistently.
Analyze your Plan, Test and Keep Improving
As you start implementing your strategy, you’ll discover its strengths and weaknesses. You should be bold enough to tweak your strategy to achieve your objectives. Keep testing using the best tools as this will give you data you need for quick decision making.
It might be cliché, but failing to plan is planning to fail. In the fast-paced digital marketing landscape, you need a solid strategy to survive. With these tips, you can now design a workable social media plan that will give you an edge over the competition in your niche.