Social Media Marketing in Six Steps
Many people think that creating a social media marketing plan is easy. They can hard to build from scratch, and many details need to be worked out. Every action taken on a social media site is part of a larger marketing plan. Every post, like, and comment is made with a goal in mind for the business. Once you can do this, it will get easier.
There are six steps for creating your social media marketing plan
What is a marketing plan for social media?
This plan is what you will do to reach the goal of your business using social networks. This plan should be where you are, where you want to be, and how you will get there.
The more detailed and specific your plan is the easier it will be to follow. The plan should be a guide to actions and should have short and long term goals.
Step 1: Create Goals and Objectives
The first thing you have to do is make goals that you want to achieve. These will allow you to measure if your social media campaign is meeting your expectations or not. If there are no goals, you will not know if your investment is working out.
The goals for online marketing should be similar to the entire marking strategy and guided by the objectives of the business. If these goals meet the overall business goals, it will be easier to get investments.
Look beyond typical social media likes and tweets. Focus on the metrics used to generate leads, get referrals, and the conversion rates.
Try using the SMART framework for developing your goals. These objectives are specific, measurable, attainable, relevant, and time-bound.
An example of a SMART goal is
On Instagram, we will share photos to communicate the culture of our company. We can do this by posting three pictures a week. We want each picture to get at least 30 likes in addition to 5 comments.
To start a marking plan write down three goals. Make sure they fit the SMART model and find a way to track them.
Step 2: Perform a Social Media Audit
Before developing a plan look at how your business is currently performing on social media. Figure out what sites are working, find a target market, and check out a presence online compared to competition companies.
This audio should show how your business is doing and how the accounts are being controlled. This should be done on a regular basis.
This information will also tell you what accounts are due for an update and which ones should be deleted. If false information is found be sure to report it. This will help you manage your account and allow your customers to connect with your business.
You will need to write a mission statement for each social media site. They are one sentences are the focus on a particular goal. They will help you track progress.
Look at the purpose of each of your social media accounts. If they do not have a purpose, they should be deleted.
Example Mission Statement: We will use snap chat to connect with young customers.
Step 3: Create and Improve Accounts
Once the audit is complete start building a presence online. If your business does not already have an account on a social media site, it is time to make one. It an account already exists it should be modified based on the results of the audio.
There is a step by step guide on how to set accounts up on Facebook, Twitter, and other social media sites. Each location is different and should be treated differently. Using SEI tools for each account will help bring in traffic as well as cross promotion. The profiles should be filled out completely as well.
Step 4: Get Inspiration
If you are not sure how to set up your account look at others in the industry for inspiration. You need to set yourself apart, but it does not mean you cannot get ideas.
Consumers not only look at the content on these sites but how the messages are phrased. See how the target audience writes and posts. Try to use the same style. Learn what they share and why. This can help develop your marketing plan.
Also look at what leaders in the industry are posting and use them for inspiration. Check out companies such as Red Bull, Taco Bell, KLM Airlines and many others. They have managed to set themselves. Learn all that you can from them. See if the company is willing to share advice for social media marketing.
Here are some places to check out for inspiration for social media accounts:
Content: Virgin, Unbounce
Customer Service: Tangerine, Warby Parker
Advertising: American Red Cross
Facebook: Walmart, Coca-cola
Google +: National Geographic
Twitter: Charmin, Oreo
Instagram: General Electrics
Step 5: Create Content and Editorial Schedule
High-quality content is a paramount part of social media. The marketing plan should have a plan for content marketing, the creation of content, and a schedule for editing.
The marketing plan should answer the following:
What will be promoted on social media?
How often will the content be posted?
Who is the target audience?
Who is going to create the content?
How will it reach the clients?
You need to include the dates and times to update blogs, posts, and tweets. A calendar can be used to schedule this. This way the language can be worked on before it is posted online.
Make sure that the calendar will reflect the mission statement. There is a content matrix that can be done for different posts
50 percent of the content will relate to the blog
25 percent will come from other sources
20 percent will support the goals
5 percent will be about the culture
If you are not sure how to do this follow social media to get an idea.
Rules of the Thirds:
1/3 of the content should promote the business
1/3 should share ideas from the leaders
1/3 should be interaction with the visitors
Step 6: Test, Evaluate, Adjust
To find out where adjustments are needed to check the social media pages.
Track the number of clicks it gets to find a particular part of the page or how long it takes following a URL
Follow the daily visits with Google Analytics
Record what worked on the page and what did not to make adjustments.
Surveys are a good way to track success online as well as offline. As visitors to fill out questions and ask for their feedback. This will help you make adjustments to your social media accounts as needed.
When developing a social media marketing plan keep in mind that change is constant. As new networks become popular, they need to be added to the marketing plan. As the goals are met, new ones should be formed. Challenges will need to be addressed.