With the myriad of business competitors and the low attention span of users, it’ll require more than just posting pictures and ‘boosting’ posts to get good business results on social media.
Access to over 4 billion worldwide users can expose your business to visibility that is massive, and endless. However, to fully harness the power of social media for business positioning and dominance, you’ll need well curated strategies.
First, what is a social media strategy?
Also known as a social media plan or campaign, a social media strategy gives full insight into your business goals, the timelines for each goal, and the actionable steps to achieve them.
Whether virtual or physical, the document gives detailed answers to the why, when, where, and how for all the posts you curate.
4 steps to create an effective social media strategy for your business
Step 1 – Set business goals and specific timelines
To get the most from your media efforts, you must be intentional about what you want to achieve, and when.
For instance, your business goals for the month can be to generate new leads, drive traffic to your website, or increase the number of inquiry messages for your products and services.
Highlighting goals and timelines helps with focusing on productive activities that grow your online business. It also helps with creating relevant content that’ll resonate with your audience.
Step 2 – Research your competitors and create ‘buyer personas’
It’s easy to complain about poor sales and blame ‘the algorithm.’ But have you ever wondered what your potential customers look like?
What are their daily needs and interests? What age and salary bracket are they in? What are their living situations? What do their hobbies look like?
Creating buyer personas will help you curate content and ‘sale offers’ that’ll easily resonate with them.
For a business that sells male underwear, you’ll have male customers between the ages 25 – 35.
Since they are of the working class and may not have time to shop, your content can highlight ways you can help save them shopping time.
Your content can also highlight the health and comfort benefits of buying comfortable briefs – that you sell.
To get started with creating buyer personas, you can look through the social media pages of your ‘big’ competitors.
What kind of people are interacting with their content? Are they majorly male or female? How young or old are they? What type of content has the most engagements on their pages?
Step 3 – Deploy content appropriately
In addition to creating well-targeted content, you should also pay attention to platform specifics.
As fantastic as your content looks, uploading it on a not-so-suitable social media platform will defeat the purpose and undermine your efforts.
To deploy your content appropriately, the first question is, what social media platforms will I find my buyer personas on? Will I find them on one platform or multiple?
When you’ve established this, the next is to tailor your content according to the specifics of that social media platform.
For example, Instagram, TikTok and Snapchat are mostly visual platforms. This means that videos and illustrative pictures will help your business thrive on them.
However, while you can get away with lengthy captions and videos on Instagram, the same cannot be said for TikTok and Snapchat.
On Twitter, you might find that it’s better to communicate to your audience through memes, while on Facebook, you can sound as serious and personal as you’d like.
Attention to platform specifics is an important step that attracts great user receptivity to your content.
Step 4 – Monitor your results and be willing to make changes
Most media platforms give users analytics for free. You can see at a glance how the audience is receiving your content and which of them they seem to favor more.
At this point, be open to making changes at any time. Make similar content if your audience favors a particular type. Be willing to create new content if the current ones aren’t high-performing. Consider including promotional (sponsored ads) efforts to reach a wider audience.
Effective social media strategies involve ‘give and take.’ Once your audience can count on your brand for happy and relaxed times, getting visibility and sales will be easy.
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