How to do social media marketing? It is a crucial question as social media has become the most effective tool because of its tremendous reach. A few years ago people were asking why businesses should use social media for marketing. Today, the ‘Why’ has changed to ‘How?’ That, by itself, sums up the importance of social media marketing. We shall now look at the social media marketing definition, and discuss the 8-point strategy on how to do social media marketing.
What is Social Media Marketing?
Table of Contents
- What is Social Media Marketing?
- The Eight Point Social Media Marketing Plan
Wikipedia defines social media marketing as the use of social media platforms and websites to promote your product or services. Social media provides companies with different ways to engage with new and existing customers thereby helping them to promote their products. This method of marketing allows businesses to employ social media marketing tools to obtain geographical, demographical, and personal information about prospective customers. Hence, companies can focus their resources on select targeted audiences.
Let us now see how to do social media marketing successfully.
The Eight Point Social Media Marketing Plan
Know your Business Objectives
The first step in any social media marketing plan is to know what your goals and objectives are. Without knowing your goals, you will not be able to measure your social media return on investment (ROI). Ensure that your goals are within the SMART framework. The primary objective of your goals is to ensure positive business results.
The SMART Framework
Use the SMART goal framework while setting your goals on social media. Each of your goals should have these five qualities.
Specific – Having a specific goal can save you a lot of time. For example, you have to decide on the number of followers you need. Secondly, you should approach the right network.
Measurable – Know your numbers. If you cannot measure what you are hoping to achieve, it entails that your goals are not specific enough. They would not contribute to the growth of your business.
Attainable – Have realistic goals. Know your strengths and stick to them. Have challenging goals but ensure that you can achieve them.
Relevant – Your goals should be relevant to your business’ success. If you want more traffic towards your website, you should concentrate on building your mailing list rather than be on top of your Instagram mentions.
Timely – Have a timeframe and stick to the deadlines. It is a vital aspect of social media marketing.
An example of a SMART goal – I aim to get 50 new Instagram followers this week.
It exhibits all the characteristics of a SMART goal.
Know Your Target Audience
It is essential to know your audience. Knowing what your audience wants to see on social media is vital. You need a social media plan to convert your fans into customers. Creating audience personas enables you to understand your audience and their preferences.
Understand who your followers are and their likes and dislikes. It will help you know how they react to your brand on social media. Social Media Management tools such as Facebook Analytics can help you refine your strategy and target you’re your social ads better.
Know Your Competition
Just as you are using social media for your business objectives, your competitors would be doing the same. Analyze your competition and understand the strengths and weaknesses of your peers. You get vital clues that you can use to your advantage. For example, a competitive analysis might show your nearest competitor dominating Facebook but focusing less on Twitter and Instagram. You can rush in to fill this gap and gain some brownie points. Social listening is a great way to keep track of your competition.
Know Where You Stand
The most critical aspect of how to do social media marketing is to know where you stand. Conducting a social media audit is the right way to evaluate your current efforts. If you are already on social media, you should use the social media audit to know what works for you and what doesn’t. Ask tough questions to keep your social media strategy on the right track.
Some of the questions are as follows
- Is it worth to keep this account live?
- Am I able to connect with my audience better?
- If so, how are they using this platform?
- Will this account help me realize my social media marketing objectives?
One of the most significant advantages of conducting a social media audit is to identify impostor accounts. Such fraudulent accounts that use your business name and products can bring you great harm. You should report such accounts immediately and get your social media accounts verified to ensure that your followers know that they are dealing with the real you.
Know Which Networks to Use
Use the apt network for your products and services. Know how to use them as well. For example, you can use Twitter for customer service while dedicating Snapchat and Instagram for your ‘How to’ tutorials. This strategy helps you communicate with the customers in the right manner.
Having a mission statement for each network is one of the best social media marketing ideas. It can help you focus on a particular objective for each network. Optimize your profiles by ensuring to fill up all the profile fields, use the right size of images, and so on. Instead of having a fleeting presence on all social media networks, it is better to concentrate on a few and make a more significant impact on your customers.
Seek Inspiration from Other Successful Businesses
It is always better to have a unique social media marketing plan. However, there is no harm in seeking inspiration from other successful businesses. Go through their success stories, and you will understand where you are lacking. It can help you improvise your strategy. Look into the strategy of the award-winning companies for positive aspects that can help you meet your marketing objectives. You can even ask your followers for suggestions in this regard. No matter what guidance you seek, your social media plans should be your own. Seeking inspiration is good, but outright copying is unacceptable.
Secondly, you should maintain consistency to ensure your followers to understand what to expect from your campaigns. It can improve your fan following and help maintain their loyalty. Maintain a social media style to document all your decisions. It can be useful if you have multiple people working on your marketing team.
Have a Social Media Content Calendar
We have already spoken about adhering to SMART goals. You should understand that sharing content is excellent. However, the timing of the share is vital to the success of your campaign. Design a social media content calendar to take care of your posting schedules. It enables you to plan all your social media activities like sharing images and links to blogs and videos. A social media content calendar also helps you to regulate the time you spend in interacting with your audience.
Everything you post on social media should work towards supporting your business. Plan your content well. You can figure out your own rules. Usually, enterprises follow these three templates while posting content on social media.
Existing businesses on social media use this template.
- 50% of content works towards driving traffic to your site
- 25% is curated content from other sources
- 20% of content caters to selling, lead generation, and so on
- 5% is about your company culture
New businesses can follow the 80-20 rule
- 80% of posts serve to inform, educate, or entertain the audience
- 20% goes towards direct promotion of your products and services
Many social media marketing companies in India follow this social media rule of thirds.
- One-third of content is for the promotion of business to convert leads and generate profit
- One-third of the material is for sharing ideas and stories and serving as knowledge-building content
- One-third of the social content concentrates on presenting live examples and interactions with the audience.
Use bulk scheduling to plan your messaging. It saves time and also enables you to concentrate on the language of the posts.
Analyse Your Strategy
Can you get your social media marketing strategy right on your first attempt? No, it is not possible. You have to test your approach, analyze it, and improvise. Some of your plans can work out beautifully whereas some can backfire. The best way to analyze your strategy is to track your data and evaluate the amount of traffic it generates. You have social media marketing tools to help you in this regard.
One such popular tool is the survey. You can ask your social media followers to find out how your strategies are working. Secondly, social media trends change frequently. Your approach should be flexible to allow you to adapt to the latest trends in the market. It will only be possible if you analyze your plan thoroughly.
We have seen eight different strategies on how to do social media marketing. Not every business is the same. You should be able to tweak your plan according to the business you do.
You can also take help of the social media marketing services to make a well-proof social media marketing plan.
Follow these steps and frame your strategy to meet your social media marketing objectives.
Also, have a look at these amazing Social Media Marketing Quotes.
Learn about Social Media and Inbound Marketing in depth to take your Career or Brand to the next level. Enroll in our Certified Digital Marketing Master Program.