Too many firms engage in irregular social media marketing. They are aware that they need to do something about social media, but they are unsure of what they should do. Some companies just offer junior employees access to the company’s social media accounts because they are young and should be well-versed in social media.
However, we’ve moved on from a post-and-hope social strategy. All businesses must develop a social media marketing plan and manage their social media accounts with care and precision. If you are doubtful why practice social media management read here.
Social media, on the other hand, is something that businesses cannot ignore. According to Ambassador,, 71% of consumers who have had a positive experience with a brand’s social media service are inclined to suggest it to others. Despite this, 96% of people who talk about brands online don’t follow the brands’ pages. Even if you believe in the power of influencer marketing, you will still need to manage some social media accounts. The purpose of influencer marketing is frequently to drive traffic to your social media platforms. Influencer marketing should be viewed as a natural extension of your company’s social media marketing strategy.
1. Select Relevant and Realistic Social Media Marketing Goals
One of the most serious issues that many businesses using social media encounter is that they have never taken the time to develop relevant and achievable social media marketing objectives. They are aware that they must use social media, but they have no understanding of why.
Of course, your social media marketing objectives must be integrated into your overall business strategy. You should have defined strategic goals for how you want your company to grow. Your social media marketing objectives should be in line with your overall business objectives.
Make sure that your objectives are SMART.
All too frequently, people adopt fuzzy corporate objectives that, when examined closely, have no meaning. Remember that you’re not setting goals just for the sake of setting them. You’re creating them to assist you in developing the best social media strategy for your company. As a result, you’ll want to make sure your objectives are SMART:
The more SMART your objectives are, the more likely you are to achieve them – and, more crucially, know that you have.
While you want to push yourself, you must set goals that are both reachable and realistic. You may wish to have one million Facebook followers, but most businesses, even those that do extraordinarily well, are unlikely to achieve this goal within the next year.
It’s at this point that it’s a good idea to set some boundaries. Don’t try to be successful on every social media platform. There are much too many of them, and you’ve dispersed your resources far too thinly. All you have to do is perform well on the social media platforms where your target market spends their time.
Suitable Social Media Objectives for Your Company
Your objectives will be unique to your company and will complement your overall objectives. However, some common sorts of social media goals to consider (couched in a SMART-style) are:
Increasing brand recognition
Increasing the number of sales by a certain amount
Increasing your return on investment
Motivating individuals to buy more in-store
Expand your fan base.
2. Determine Your Most Relevant Metrics
Too many businesses build a social presence and devote time and energy to managing their social media accounts without ever determining whether or not they are successful.
Unfortunately, because social analytics are not the same for every organisation, they can be a grey area. Your most important social indicators will, once again, be linked to the objectives you’ve set for yourself.
Don’t be seduced by easy-to-measure vanity indicators like a person’s number of followers. Because false followers exist on every social media platform, follower counts are useless as a statistic.
In a perfect world, you’d look at the marketing goals you set earlier and figure out which metrics will tell you if you’re on track to reach them. For example, if your goal is to raise brand awareness
If your aims are more sales-oriented, or if you want visitors to perform a specific action, you should pay attention to the number of Clicks. Tracking campaign clicks will offer you an excellent idea of what motivates individuals to buy or do what you want.
The engagements on your posts are likely to attract your curiosity. This demonstrates how people react to your material and whether or not it resonates with them.
3. Select your target audience for social media
One of the most common social media blunders made by businesses is assuming that all of their followers will be beneficial. There’s a reason why commentators dismiss vanity measures like Follower Numbers. It’s pointless to have a follower unless he’ll be interested in what you’re sharing.
The most serious issue with buying phoney followers is this. Fake followers don’t engage with your account. Some of them aren’t real people at all, but rather bots. They aren’t likely to attract new clients in the future. These consumers will not purchase your stuff, whether they are real or false accounts. They will not recommend you to others. They are completely useless to you.
Return to the goals you defined in Step 1. It’s pointless to have social media followers who can’t help you achieve your objectives. In the majority of cases, you want your social media followers to be comparable to your target clients.
If you’re selling stairlifts to homeowners who are struggling to stay mobile in their houses, it’s pointless to try to reach out to a youthful social media audience of people who rent or still live with their parents. Similarly, if you sell cosmetics or other beauty treatments, targeting football players and their supporters is pointless.
If you sell products to a geographically unique market, this is especially important. In that instance, having a large number of followers from locations and countries where your items are unavailable will be counterproductive.
4. Understand Your Social Media Audience
Not all social media users are the same. People of various types utilise social media in various ways. You must use the same social media networks as your target audience if you want to achieve your objectives. Similarly, if you want to use influencer marketing, be sure that the influencers you hire have an audience that is similar to your target market.
You may be a Facebook-using middle-aged executive. However, if your personal demographic does not match that of your company’s target market, you cannot assume that your clients will spend time on Facebook as well. Sure, there were 2.27 billion monthly active Facebook users users in Q3 2018, but if you want to attract a younger market, you should utilise Snapchat or Instagram. However, if your company is targeting consumers aged 25 to 34, you should know that they account for 29.7% of Facebook users and are the most popular age group.
Take a look at your prior social media marketing objectives. Which social media platforms will best assist you in achieving your objectives?
To be effective at this, you must have a thorough understanding of your target market. If you’ve created personas for your target consumers before, now is the time to revisit them. What are the characteristics of your customers, and how do they spend their time online?
The better you understand your target market’s demographics and psychographics, the more effectively you can contact them using social media.
5. Select the Right Social Media Networks for Your Audience
Some people are concerned about how they will find the time and energy to manage accounts on all of the social media platforms. You don’t have to in most circumstances. All you have to do now is select the correct social media platforms for your company. You want to figure out which social media sites your target audience frequents.
You may need to conduct preliminary research to determine where your target audience gathers. This shouldn’t be that tough, especially if you’re familiar with your clients. If you don’t already know, you may conduct a survey and ask them about their favourite social media accounts.
You might start with your target audience’s chosen social network and then expand to include others where a significant enough percentage has active social accounts. However, you probably won’t need to look at more than three to five social media sites.
Here, we’re using a somewhat broad definition of social networks. You consider well-known platforms such as Facebook, Instagram, and Twitter. If your target audience uses video networks like YouTube and TikTok in huge numbers, you might want to consider them. Live streaming apps like Twitch may be appropriate for your audience in some instances.
Pew Research has compiled useful data on the use of various online platforms by demographic categories (for US adults) that you can find useful in determining which social media networks are ideal for your target audience.
Don’t Waste Time on Social Networks Your Audience Don’t Use
If a significant fraction of your target audience spends time on social media, you should be there as well. If they are uninterested in a platform, you can skip it and save time and money.
There’s one more thing you should think about to make your life easier. Many businesses find that using a social media marketing platform to help them plan posts in bulk in one place is more convenient. As a result, you might want to connect your social media networks with those supported by your preferred social media marketing platform. This is less important for video-sharing platforms like YouTube, which don’t employ content feeds and instead focus on content channels, and live-streaming platforms like Twitch, where you may effectively operate a live channel.
You should also evaluate if you want a single company-wide social media account or numerous profiles, each aimed at a certain audience. You might, for example, have many Twitter accounts, each with a distinct purpose. You might also set up many YouTube channels, each with its specific audience if you have enough resources.
6. Investigate How Your Competitors Approach Social Media
The majority of businesses do not work in isolation. Competitors will almost always have a social media plan. You’ll need to know exactly what they’re up to. What are they concentrating on? Who are they going after? What are the key terms they’re attempting to dominate?
You may perform a competitor analysis fast to gain a better understanding of their strengths and flaws. This should give you a better idea of what potential clients in your industry are looking for.
You might be able to detect your competitors’ weak social areas and exploit them. For example, although your target market uses Facebook, one of your competitors may be influential on Twitter but have a minimal Facebook presence. In such instances, it might be more cost-effective to devote more resources to Facebook rather than competing on Twitter.
You may use a service like Buzzsumo to spy on your competition and find out which of their social media posts are the most popular. You can create and post similar, but better, content after you know what types of content resonate with people on specific social networks.
7. Create a Social Media Budget That Is Reasonable
Let’s be honest with ourselves. No company should only give its social media accounts lip regard. For most businesses, social media marketing is as practical as any other type of marketing, and you should budget accordingly. You can’t expect social media success if you just add it to the list of responsibilities your current office personnel already has.
On the other hand, you shouldn’t spend more on social media than you can reasonably earn in higher sales, or at the very least in enhanced brand recognition and awareness if that’s your primary goal.
You should compute a return on investment (ROI) from your social media expenditure, just like any other kind of marketing, keeping in mind the targets you specified earlier in your strategy.
When deciding on a social media budget, think about how much you want to spend on all of your digital marketing efforts across all channels. Then decide how much of that budget you’re willing to spend on social media.
Consider how much you want to spend on all of your digital marketing activities across all channels when deciding on a social media budget. Then figure out how much of that budget you’re willing to dedicate to social media.
8. Make a list of the kind of content you want to share
Of course, you’ll need high-quality content to share on social media to be effective. Excessive promotional material is one of the most common blunders made by firms. Remember that social media platforms were never intended to be used as a marketplace for you to sell your items.
As a result, the content you share on social media should be a combination of educational and amusing pieces, with a tiny percentage of promotional material thrown in for good measure. You’ll also have to like and share the stuff of others.
This is most likely the most important reason why most influencers achieve their status. They have a good understanding of their target demographic and develop content that will grab their attention. You, as a brand, must do the same.
You should have a good notion of the type of content that will resonate with your target audience if you’ve already set your goals and found what works (and what doesn’t) for your competitors. It’s pointless to create content for folks who will never assist you achieve your objectives.
Be honest with yourself about what you’re capable of.
When developing material, you must be aware of any constraints you may face. For example, you might wish to run a successful YouTube channel, but it’s worthless if you lack the necessary equipment, personnel, experience, and time to produce high-quality videos. You don’t want a YouTube channel with only one or two bad-quality talking-head videos.
Similarly, planning to produce live video streaming is pointless if you don’t have somebody who is comfortable presenting in front of the camera during a live broadcast.
Don’t Mix Your Personal Tastes with Those of Your Target Audience
You must strike a balance between the types of content that your target audience enjoys and the content that you are best qualified to create.
You must post about topics that are of interest to you. When managing a business account, however, you must focus completely on the preferences of your target audience. You want to write content that will catch their attention, entertain them, and teach them something.
It’s probably a good idea to make notes about your speciality subjects. When choosing content, this is very critical. You should, for example, limit the tweets you retweet to those that are relevant to your specialised issues.
9. Set Up Your Accounts Properly Before You Make and Promote Content
You must set up your accounts properly. You’ll want to maintain a similar visual style across all of your social media platforms. On each network, use the appropriate colours, logos, and comparable visuals.
Don’t spend any of your social space. Take the time to fill out your bios and profiles. Make sure you connect to relevant sites and consider creating specific landing pages on your website for visitors who come via your social media accounts.
It’s important to spend the time to make sure that all of the photographs in your bios and profiles are at the highest possible resolution for the social media platform. Best Image Sizes for Social Media – The Ultimate Guide for Marketers contains these best sizes.
As you create each account, keep your target audience in mind. Based on what you show in your bio or profile, consider whether your page will be of interest to these people.
10. Establish the Best Times to Post and Set Up a Content Calendar
While you could make all of your social media posts by hand, this is inefficient and may not yield the best results. The majority of social media platforms now employ some type of algorithm to filter the information they provide to users. This means that if you post at a time when your target audience isn’t online, your content may go unnoticed.
You’ll want to utilise one of the social scheduling tools if you want to plan up and organise numerous articles at once. We’ve looked at a lot of different social media marketing tools. At least one of these will undoubtedly make life easier for you.
There are varying viewpoints on the number of posts you should make per day on each network, as well as the optimal times to do it.
11. Make Appropriate Content to Share With Your Fans
When developing content, there are four questions you should consider:
- What’s the best character count for each social media platform?
- How many hashtags are there for each social media channel’s messages?
- Should I use emoji in my text messages on social media?
- What kind of content works best on each channel?
Don’t overlook the value of photos and videos. Visual content is 40 times more likely than other sorts of content to be shared on social media. Instagram has become increasingly popular in recent years, and it has a strong visual focus. Top Instagram brands have a 4.21 % interaction rate per follower. That’s 58 times more than Facebook, and 120 times more than Twitter.
Video content looks to be growing in popularity year after year. Every year, according to YouTube, mobile video consumption increases by 100%. After watching a video about a product, 64% of customers say they are more likely to buy it online.
Make a variety of content
While you want your material to have a consistent design, especially within certain social campaigns, you don’t want it to look the same everywhere. In their social feeds, people respond most to variety. They want a mix of intriguing pictures, engaging videos, and even compelling text material, depending on the social network. Although some social media platforms only allow you to submit one or two of these categories of material, you can still change the balance of postings within a medium.
Consider the case of a catering service. In that instance, you might want to post close-up, mouth-watering food images to Instagram, but don’t rule out other types of photos or even videos. When someone visits your Instagram profile, reads your bio, and looks at your posts all at once, they want variety without everything looking fragmented.
Wendy’s does a fantastic job at this on Instagram. While it’s easy to know you’re looking at fast-food meals, the content of the posts differs. They stick to their brand, focusing on colour and originality. Memes, humour, photos, and seductive food images are sprinkled throughout.
Create unique content for each social media platform
It’s crucial to keep in mind that not all social media platforms are created equal. In an ideal world, you should tailor your content to each network.
A self-imposed limitation on Twitter is that you can’t write more than 280 characters in a tweet. As a result, your message must be short and to the point. In tweets and hashtags, you can include links (but no more than 1 or 2). Tweets that include photos perform far better than ones that do not.
Although Facebook posts might be longer than tweets, don’t go overboard. A wall of text can quickly turn people away. Even if you are simply sharing selected content, it is always a good idea to provide some own comments. On Facebook, short videos work well. Every Facebook post should include an image or video, but the image or video should be related to the text. On Facebook, link posts are frequently successful.
Because Instagram is an image-based social media platform, you’ll want to post intriguing, relevant photographs and short videos. You may combine these to form a Story, which has the advantage of being visible at the top of people’s feeds rather than getting lost in the shuffle of normal posts.
Pinterest is similarly heavily reliant on images. People do, in fact, Pin images to themed boards. As a result, you should centre your Pinterest content on a pinnable image. Pinterest is ideal for creatively exhibiting things, especially if your target audience is largely female.
Because LinkedIn is a professional network, you must make sure that all of your articles are appropriate for that audience. People frequently read LinkedIn posts in the hopes of learning something new, especially if it can help them advance their careers.
YouTube is well-known for being the home of medium- to long-form video. You create a channel and upload videos to it, preferably with a common topic. You’ll need something to distinguish yourself from the rest of the YouTube channels. You should try to post at least one video per week so that your viewers know they can expect new content on a regular basis. In general, you should avoid just downloading your old television commercials. Make and upload well-made, high-quality videos as much as possible. Generating entertaining videos that feature your products is one approach to avoid making videos that look too plainly like advertising.
Generation Z and, to a lesser extent, millennials enjoy TikTok. You should make short-form videos for the platform if they’re your target market. TikTok videos can be up to 60 seconds long, but the majority are around 15 seconds. Trends are important to TikTok’s audiences, so keep track of them and try to make and publish a fast video following them as soon as you see them. As with YouTube, it’s critical that you pick a specialty for your TikTok videos that will appeal to your target audience. Because TikTok videos are brief, you’ll need to publish frequently to hold your audience’s attention.
12. Promote Your Social Channels
Although strong content will eventually sell your social media channels, you must first develop a following. Before they may choose to follow you, people must first locate your channels.
You can promote your channels in a variety of ways, some of which are highly apparent and others which are more subtle.
All of your social media accounts should have buttons on your website, such as on your home page, in your footer, and on your About and Communications pages. If you have an email list, any emails and newsletters you send should include a link to your social media accounts. In the footer of every email, you can quickly add buttons to your social media channels.
You may, of course, market your social media platforms offline as well. Make them a part of your store’s signage and old-school ads.
Many businesses cross-promote their social media accounts. You can, for example, use Twitter to promote your YouTube channel. Most YouTube channels include links to the channel owner’s other social media accounts on their profile page.
You may even run advertising on your social media platforms with a highly focused audience to boost your social followers and build brand recognition.
13. Involve Your Audiences
People don’t only read, look at, or watch material on social media. They use the internet to socialise and communicate with others. Successful businesses do not only broadcast to their social audiences. They interact with them as well.
This is why, unless you have a large and diverse target market and an army of people dedicated to this effort, you should avoid attempting to cover every social network. You may make the most of your resources by focusing on the social networks that your target market uses.
Custom hashtags have proven to be extremely valuable for some businesses. These can not only stimulate discussion and sharing, but they can also make it easier for you to find postings that mention your company.
You should, ideally, respond to every social media mentions of your company and indicate that customer service is a top concern for you.
14. Create a Community for Your Fans
Creating a defined community for your audience is one of the finest methods to engage with them. Every day, you want to be one of their “go-to” locations. Creating an online persona is an important aspect of this. You want to make sure that your company has heart and soul and that people don’t think of you as a faceless corporation.
Make your postings interactive and engaging for your readers. Make it a point to solicit their feedback. You might use quizzes and questions to gather feedback from your audience. Make sure your posts are intriguing and newsworthy in anything you do. Don’t just rehash what you’ve already said. If you want your followers to read your postings regularly, they must find them useful.
One thing to consider is who you choose to manage your social media accounts. They should ideally be personnel who share your target audience’s social demographics. Use your youngest staff to manage the company’s Instagram and TikTok profiles if you’re targeting Generation Z. If you’re targeting house renovators, you can consider hiring an established homeowner to manage your company’s Facebook page.
You might join and create suitable groups based on your target audience’s preferred social media sites. For B2C firms, Facebook Groups are perfect; if your focus is more B2B, LinkedIn is a better option. To motivate your audience, you may start a group on one of these platforms.
15.Consider Using Paid Promotion to Increase Your Audiences
Most social media platforms allow you to purchase paid advertisements in some way. Most will allow you to demographically target your adverts, ensuring that only your desired target audience sees them.
Paid advertisements allow you to reach out to audiences with whom you don’t already have a relationship. Advertisements can be used to create brand recognition, promote certain posts/videos, or even sell things.
16. Think about collaborating with influencers to expand your reach
We are well aware of the benefits of collaborating with influencers and engaging in influencer marketing. You have the opportunity to reach a whole new audience if you choose the proper influencers, who will hopefully be interested in your company and its products.
Influencers are strong because they have mastered the art of social media marketing. They have a good internet reputation and a significant number of enthusiastic and interested followers.
Consider collaborating with influencers and having them lead their fans to your social media pages. When people come to your pages, you must, of course, produce material that will grab their attention.
If you choose influencers whose followers are similar to your target audience and deliver high-quality material to the individuals the influencers send your way, there’s a chance they’ll become your social followers as well.
17. Consider collaborating with brand influencers
You may already know people who are enthusiastic about promoting your brand on social media. These brand influencers can be incorporated into your social media strategy. They may not have the same reach as the top influencers in your niche, but some of them will already have large followers and good reputations, and you’ll have the extra benefit of their knowledge and like your product.
Simply put, brand advocacy implies that individuals who love your product or service continue to show their support for it by promoting it to new audiences naturally. By becoming ardent supporters of what your firm does, your brand advocates can play a key role in word-of-mouth marketing and driving new business.
Executive leadership, company partners, employees, and existing customers can all be brand ambassadors.
18. Think about incorporating chatbot into your social media marketing strategy
If you communicate with your followers through messenger programmes like Facebook Messenger or WhatsApp, you might want to consider introducing a chatbot. These can assist you in resolving issues for new or current consumers without the need for human intervention.
“The greatest benefit may actually be that a chatbot will provide your customers with a smart assistant with the ability to communicate with them almost like a human consultant, and it will gradually begin to get to know your customers and which of your products they are interested in,” according to SocialBee.
If the idea of utilising a chatbot scares you, know that you don’t need any technical knowledge or the services of an expensive development team. For a monthly subscription, you may connect numerous existing chatbots onto your social media channels.
19. Execute Multi-Channel Campaigns
Many firms now have multiple social media accounts and use cross-channel campaigns to connect them. You can also incorporate your brand champions and influencers in these initiatives.
Of course, if you sell a variety of products to different demographics, you may have several business social media profiles. That isn’t to say that every social account should be included in every campaign. Concentrate your efforts on accounts that correspond to the target audience for a certain campaign.
Every social media platform has its peculiarities and methods of operation. Twitter, for example, was the birthplace of hashtags. They’re still useful, but you shouldn’t use more than a couple of each tweetss. There is a 280-character limit on that network as well. Hashtags appear to be even more popular on Instagram, where you can use up to 30 in a single post. They don’t like it when you use the same hashtag combination in many posts. While some individuals use hashtags on Facebook, they have never taken off as they have on Instagram, Twitter, or even TikTok.
As a result, in a cross-channel campaign, you can’t just reuse the same material across all of your social media platforms. A cross-channel campaign should be viewed as one big tale that you convey across all of your social media profiles without repeating yourself. You want to tell a connected, coherent story to your audience, especially those who follow you, your influencers, and your brand advocates across different social media platforms. Sharing only the content kinds that each network specialises in for your campaign is one method to do this.
Of course, you’ll want to keep your branding consistent throughout all of your social media messages for any cross-channel campaign. Ideally, you should build a single landing page that contains more information about your campaign and links to all of your messages. For these initiatives, make sure to come up with a distinctive and memorable hashtag (and even encourage people to use it on those networks with less hashtag interest, like Facebook.)
20. Keep Track of Your Results and Make Adjustments
Of all, no matter how well you prepare your social media activities, nothing can ensure that everything will go as planned. However, if you don’t track your outcomes, you’ll never know how successful your social marketing was.
Setting goals was the first step, followed by determining the most important KPIs. As a result, you’ll want to keep an eye on how these indicators are progressing at all times. Are your social media campaigns affecting these KPIs in the way you want them to?
15 Instagram Analytics Tools for Influencers was previously discussed. Some of these also offer data for other social media platforms. Many social media platforms have analytics tools that can provide a lot of the information needed. For example, your Facebook page has an Insights area, and Twitter and YouTube have Analytics parts.
Make use of these tools to keep track of your progress. Create more of the same type of content if they reveal you’re producing popular, widely shared material. If your content isn’t performing as well as you’d like, keep track of what works and adjust your social sharing to focus on the type of content your followers enjoy.
You might also want to survey your social media audience to find out what they think of your social media approach. Your followers may come up with useful suggestions that you hadn’t considered.
If you think you can increase your social success by making changes, don’t be scared to do so.