Essential Elements of Social Media Strategy

Social media marketing is one of the most effective online marketing strategies. It enables you to reach most of your target audience thereby enabling your business to thrive. However, social media marketing is not an easy task. You need to have specific goals and objectives that guide your strategies in order to make your marketing efforts effective. Below are 8 essential elements of social media strategy that will help you make your marketing efforts work.

Identify Your Business Goals

The only way you can succeed with social media strategies is by knowing which goals the strategies you use are supposed to meet. Analyze your business needs and find out how you can use social media strategies to meet the specific needs. Every business has unique goals. However, there are certain goals that every business ought to have if they are utilizing social media strategies. These include: retaining customers, reducing overall marketing costs, and improving brand awareness. Once you have identified your goals, it is advisable to focus on one primary goal and utmost two secondary roles. This is because having too many goals can derail your focus and make the strategies less effective.

Come Up With Marketing Objectives

If you do not have parameters to indicate when you have achieved your goal, your goals will not be very useful to you. For instance, if your primary goal is to increase your sales, how many sales do you need to make to consider your goal a success? Marketing objectives dictate how you move from the first step to the last. The S-M-A-R-T approach is the best approach to come up with marketing objectives.


M- Measurable

A- Achievable

R- Relevant

T- Time-Bound

This approach will enable you to come up with realistic objectives that you can actually achieve.

Identify Your Ideal Customer

If you notice your business is experiencing low engagement on its social profile, you probably lack an accurate ideal customer profile. Having a buyer persona enables you to target the right customers, at the right time and in the right place. It is important to know important factors about your ideal customers. Some of the important factors you need to know include; dislikes, likes, habits, obstacles, problems, pains, interests, Income, occupation and age. Once you know these things about your audience, it becomes easier to locate and reach them on social networks. As a result, you will be able to enjoy better conversions.

Research Your Competition

It is very important to know what your competition is up to. This not only enables you to up your game when it comes to choosing social media strategies but also gives you an idea of what is working for them so that you can include the same tactics in your own efforts. Compile a list of a few competitors and identify which social networks they utilize the most. Go through their content and find out how often their followers post and at what time of the day. When doing your analysis, the most important thing you need to look at is engagement. Find out how many comments, likes, and shares are they receiving from their followers? The analysis should give you an idea of what improvements you need to make your strategy even more effective.

Choose Your Tactics and Channels Wisely

A lot of business owners make the mistake of creating accounts on all existing social platforms. This is not wise because you might end up wasting a lot of time on a platform where you do not have a target audience. Your buyer persona should direct you on which social networks to utilize. Only create accounts in platforms where most of your target audience hangs out. This will not only prevent you from wasting a lot of time but also makes your social media strategy more effective.

Create Content Strategy

Once you have identified your target audience and you know which tactics to use to reach them, the other thing you need to do is keep them interested. To do this, you will need to come up with great content. There are three factors that determine the success of a content strategy. These include; frequency of posting, time of posting and the type of content. You will need to study your audience's behavior to know how frequent to post and at what time to post. However, the type of content is mostly determined by the niche of the business.

Budget and Resource Allocation

Your tactics and objectives will determine how much budget you will need to set aside for social media marketing. Know what services you will need to outsource, the tools that will be required to achieve the goals and all the advertising that needs to be purchased. It is advisable to make an annual plan in order for you to have a clear idea of how much you are required to invest and how it affects your entire marketing budget.

Assign Roles

When every member of the team is aware of their role in marketing, you are less likely to experience overlapping and confusing efforts. Initially, it might take some time for the team members to get used to their different roles but it will get better with time and practice. Once everyone knows their role, it is time for you to come up with an execution plan. It is advisable to start with a weekly plan in order to be able to accommodate any sudden changes or surprises.