The influence of social media on the present-day business world is more than apparent, which is why every enterprise, regardless of its size or industry, uses it. The problem with the use of social media for business lies in the fact that the majority of individual users tend to use these social networks in a spontaneous manner, which makes people falsely believe that this is the norm. In reality, though, nothing could be further from the truth. Your social media activity needs to be exact and effective at the same time, which is why you need a strategy. Here are several tips for making your first social media marketing strategy.
1. Identify your audience
The most important thing you need to understand is that every marketing strategy (including social media marketing) revolves around the audience. Therefore, your first task would be to get to know them as well as possible. What you need to figure out are their main traits because this factor may determine the type of platform that they use.
For instance, Pinterest is a predominantly female network, Instagram is a favorite tool of millennials, while LinkedIn is the most widely spread amongst professionals of all kinds. Also, keep in mind the fact that different groups use the internet in different ways since baby boomers aren’t nearly as tech-savvy as millennials or members of Generation Z.
2. Learn the rules of each platform
The next thing you need to keep in mind is the fact that each platform has its own set of rules. For instance, the ideal posting time (the one that gives you the most exposure and engagement) is different for every single platform out there. There’s also the issue of ideal content format, often even within the same type of content. For instance, the length of the video used is determined by the platform, seeing as how 30 minutes long video is acceptable on YouTube but pointless on Facebook.
All of this is especially important for those who intend to use as many different platforms as possible. Using them all would be ideal, however, it’s not possible for a small marketing team to fully commit to every single platform out there, which means that you’ll have to prioritize. Sometimes, in order to keep all of this in mind, you need to take notes.
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3. Old-school brainstorming
One of the biggest misconceptions regarding this industry is the idea that you’ll just be able to “wing it” as you go. This is, of course, not the way it works and it’s the main reason why you need a strategy, to begin with. Sometimes, in order to get the best results, you need to go old-school and make a traditional meeting and start writing ideas down on the board with a bold colored whiteboard marker. This reduces the number of distractions available in the digital world and allows you to focus on the task at hand. It also reduces the amount of influence of other brands in the digital world.
4. Approach influencers
In order to maximize your reach in the social media environment, you might want to utilize the power of influencers. However, reaching out to them is not as simple of a task as you initially believed. First of all, you need to determine whether you want to do business with macro-, middle- or micro-influencers. Then, there are so many types of influencers like bloggers and vloggers, social media sensations, niche experts and celebrities. Each of these types requires a unique approach.
5. Take measure when self-promoting
There’s nothing wrong with self-promoting, however, people are more interested in what you can do for them than what they can do for you. If you constantly upload promotional posts, people will get tired of you soon enough. This is why there’s an unwritten rule that you need to post six posts that have value for your audience for every promotional post that you upload. This way, your audience will be more than willing to tolerate it. The value in question comes in various forms. The piece of content can be informative, educational or entertaining to your audience. Therefore, you need to start by drafting a content editorial calendar.
The very last thing you need to bear in mind is the fact that no strategy (especially if it’s your first) can be all-encompassing. So, leave some room for improvements and alterations in the future. Also, if you establish your strategy on these principles, it will be quite easy to build upon such a healthy foundation in the future.