Social media marketing is not as simple as creating social media accounts, posting pictures of your products, and answering inquiries from your customers. You might already be doing all of these things, so why not make sure that you are maximizing all of your efforts to turn your business into an online success?
So how do you make a social media marketing plan that will help you create the image of success? Here are some pointers and the questions you should be asking to guide you along.
1. The Mission: What is your overall objective?
Know the overall objective for your social media marketing plan. This will give you focus and will help guide your plan of action. If your business is new and has zero social media presence at all, then perhaps you should lean towards creating brand awareness. If you have an existing website for your business, then you should aim to use social media as means to drive the consumers to your website.
The objective is your Big Picture. How you go about it may sometimes change and previously planned content will be tweaked, but never forget the whole point of your project. When you feel lost as you list down tasks for your social media efforts, ask yourself if it’s going to contribute to achieving your overall objective. If the answer is yes, then you are heading in the right direction. If it’s a no, then maybe you should rethink it.
2. The Identity: What kind of online reputation do I want to establish?
Now that you have identified what kind of mission you have, ask yourself how you want your consumers to perceive your business. Consider your strong points since this will be how you will market yourself. Example:
As Brand A, my products are made from organic materials produced locally and they are also eco-friendly. We support local farmers and our products can be used by the whole family.
From here, we can deduce that Brand A has a family-friendly product. Brand A loves nature and supports local businesses like farms. The content for the social media platforms should reflect this kind of image. Having a clear image or reputation will make it easy for you and your team to come up with topics that will contribute to your objective.
3. The Voice: How would you interact with your market to reflect your identity?
Identify the kind of online personality you need to adapt to strengthen the identity that you want to establish for your brand. Consider these questions when making one:
- How would your brand’s online persona “talk” to your target market?
- Would it be confident and likes to challenge consumers, or would it be friendlier and speaks gently to everyone?
- Would it prefer taking on a teasing tone or would it be straight-forward?
- How would it answer inquiries?
- Which of these is it likely to post: photos, informative videos, DIYs or how-to articles?
Setting the tone and voice of your brand will make it easier for your consumers to imagine it as something approachable and reachable. It also has to match your intended market. If your market is teens and tweens, your online personality should be able to know their lingo and use their phrases properly. Which brings us to the next item:
4. The Target Market: What is my demographic?
Know who you would target upon launching your business. Upon determining your target market, dig deeper and research what their online behaviors are. Which demographic are most likely to share motivational photos with inspiring stories? What age group reacts better to short video clips?
Knowing your target market also gives you a better edge when you need to promote your content through ads. While you can blast your ad to everyone who matches your target age bracket and location, some social media platforms allow you to indicate the kind of things your target market may also be interested in.
5. The Medium: Which social media platform would be most effective to reach my goals?
Once you have determined which social media platforms you would like to use, make sure to do a thorough research of how it works. Read their rules and guidelines. Make a list of their no-no’s. Note their platform’s specifications for status updates, images, or video size. Check out the accounts of some big established brands, see what they are doing, and take note of how the people are reacting.
Also, make sure to fill out all the bio fields of your social media account and upload a profile pic. Write something short but informative. Put your website links (if you have any) and promote your other active social media profiles. Know how it works.
6. The Goals: What goals should I set to achieve my objective?
Now that you know your objective and have somewhat armed yourself with the tools that you need, it’s time to ask: how do I set goals to meet my objective?
Manage your goals and your expectations by using the SMART way. Set goals that are Specific, Measurable, Attainable, Relevant, and Timely. It is so easy to say ‘I want to have a lot of fans or followers like my posts’, but if this is how you write your goals, how would you measure your progress? How would you know if your efforts are successful?
A better goal should be like, “I want my Facebook page to have 5,000 fans after 4 months.” Is it SMART?
Write down specific objectives for each social media platforms that you think would contribute to your final mission. Identify your social media’s key performance indicators and learn how to use their analytics or insights to your advantage
7. The Campaigns: What kind of campaigns should I do to reach my goals?
Do I have existing campaigns I want to align with our social media efforts? Do I want to launch contests? Come up with campaigns that are relevant to your business and the season, or contests that promote your brand’s key values. Example, if you are promoting a brand of clothes then a photo contest might work for you.
8. The Strategy: How do I break down my plans into doable tasks?
An editorial calendar would be handy for this one. Just like how print publishing works, it is better to plan what kind of content would be appropriate at a particular time or season. You can’t always just be spontaneous and post whatever is trending online. Remember that your posts have to be relevant to your objectives and that some of them would require adept research or the time for production, especially when it comes to videos.
How do I keep track of them? We suggest using a calendar and a spreadsheet to keep track of your tasks and note what kind of elements you need to consider for your daily tasks: from topics, to post updates, photo requirements down to the time it is scheduled to be posted.
Hopefully with this post, you will have a clear idea on how to create a solid social marketing plan for your brand. Just always remember this when you feel overwhelmed: keep your eyes on the objective and set manageable goals.