How to Build Your Social Media Marketing Strategy for 2020
When done properly, building a brand on social media can pay dividends for your business and ensure you are successful for years to come. However, a single misstep can result in customers losing trust in what you offer.

If you want to build a social media content strategy that gets results, you must know what to do. Keep reading to learn about this here.

Lock in the Purpose of the Brand

If your brand has no purpose, it’s the same as a captain of a ship without a compass. Before you try to map out your content strategy, look at the values, vision, and mission of your business. By addressing this in the beginning and putting a priority on it, you will have an easier time understanding what your brand should do and say on social and how to answer important questions, including how to communicate authentically as a brand.

From this point, you can begin to develop a voice and style naturally that resonates through the lens of your purpose in a way that ensures your audience knows they are heard and that they are sharing this journey with you. In this way, your strategies will go much deeper than just how you are talking. It turns into a matter of how you set people up for success and productivity with the content you share.

Post a Minimum of Once a Day

Today is the digital age where the pace of information continues to increase, it’s necessary to get your timing and frequency right. By posting at least one time a day, your audience will get to a point where they anticipate the content you post. This also helps you set your brand apart from the competition. If you are managing several platforms, this otherwise easy task may feel daunting and difficult to nail down into a disciplined and organized regimen. If you want a better way to manage this, be sure to use one of the scheduling tools that are available.

Along with these tools, though, you can’t shirk the responsibility of creating and managing your content calendar. This is a living and breathing document that will help you maintain a tally of your posts and help you detail the essential elements, such as the topics you choose and how many posts you have created.

You can use this document to determine if your mix of content is diverse enough. If there are any gaps you can fill in, you can find them here. You will also discover where you need to make adjustments based on what content gets the most engagement.

The posts you create for social media need to be a good mix of things like:

  • Video
  • Industry Stats
  • Animations
  • Client Feedback
  • Questions For Your Audience
  • Polls and Surveys

With the right mix of content, keeping your audience interested and engaged will be easy.

social media marketing plan

Use Metrics to Map Strong Engagement

Your business is unique and there are many marketing benchmarks you need to track to ensure that your efforts are achieving the goals you have set. After all, different objectives will result in different outcomes.

For example, if you are trying to boost brand awareness, you will probably use paid media to expose your content to the most people possible. However, when it comes to engagement, you need to make sure your marketing efforts are delivered to the right audience. Every effort you make, you need to measure the results you achieve, which will also let you know when adjustments should be made.

If you want to create an effective social media marketing plan, there are more than a few factors to keep in mind. The tips and information here will help you get started and ensure that your social media strategy helps you achieve the results that you are after. 

Identify Your Target Audience

The first step of creating a social media strategy for your brand is identifying your target audience. Whether you’re a business leader or marketing executive, this task should be relatively straightforward. However, the real challenge is compiling specific data about your target audience to create content that tailors to their interest.

Anyone can quickly state that their products are geared toward younger people or women, but can you specifically define your target audience? The reason why this is important because most social media marketing platforms require advertisers to define their audiences with demographics, behaviors, and other pertinent information.

Facebook’s advertising tool is a great example of a platform that requires marketers to target specific audiences.

Facebook’s advertising tool

Now that you know, defining your target audience isn’t difficult. Finding answers to the following questions should make this activity much easier.

  • What is the age of your average customer (a rough guess will do)?
  • What is their profession?
  • Are they married?
  • What is their race?
  • Do they have advanced degrees or basic education?
  • What is their financial standing (how much do they make?)

Any rough estimate will suffice here. The goal of this exercise is to define your typical customer so that you’re able to create content and ads that will interest them.

Understand Each Social Media Network

Understand that you might not find a use for every social media network. In fact, there may not be any point in you trying particular networks like LinkedIn or Instagram. Each social media network has a different purpose.

Each also has a different audience. If your target audience isn’t using a platform, then it wouldn’t make much sense for you to invest in it. Here are the specifics of each social media platform, which include the purpose and audience.

social media platform

In the previous exercise, you should have already defined your target audience. Quickly check and see if they are using each of these social media networks according to the graphic above and build your strategy accordingly.

Define Your Goals

Ultimately, what are you trying to achieve with your social media marketing strategy? Here are a few reasons why businesses use social media to promote their brand:

  • Building brand awareness
  • Engaging their audience
  • Attracting potential customers to their website

What is your ultimate goal for using social media for your business? Pick any of the objectives above or create your own. Next, set up key performance indicators (KPIs) that will allow you to measure your progress towards achieving your goal.

For example, your KPI could be that you want to accumulate 50 Facebook shares every month. Completing this KPI would put you on your way to achieving your ultimate goal of building more brand awareness.

Well defined marketing strategies are almost always effective. Listing your goals will help you measure success, track ROI, and save money on useless strategies that aren’t working.

Set a Budget

After defining your goals, you’ll need to determine how much it will cost to accomplish them. If you’re planning on creating ads, you should plan ahead of how many ads you want to launch and how much money you want to spend initially.

There isn’t any rhyme or rhythm to creating a social media marketing budget. Begin by using a test budget and experiment with in-house marketing strategies. This will allow you to test the waters and decide if you want to continue with those strategies and spend more or less of your money.

Do You Want to Learn More?

Planning the steps of your social media marketing strategy can take a lot of time and effort. If you don’t have the time or expertise to get the job done, then we can help! Click here to learn about our social media marketing services.

You can also give us a call at (480) 907-0630 to speak to a member of our team to get started today!
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