Establishing clear social marketing goals is the first step toward transforming your strategy. As you determine your success metrics, set clear standards for your social campaigns so that you know when success was achieved. Solution to Challenge 1: We can utilize influencers to engage with our social content and drive conversation. Which marketing channels are my competitors using and are they successful in those channels? Transforming your social marketing strategy may require you to either revisit your current buyer persona or to create a new one from scratch. Perform ongoing research to make sure that the content you produce and share aligns with the current interests of your community. Here are a few resources that may help guide your research. Remember that marketing is just one aspect of the business and other teams can provide insight about your organization that can help you brainstorm content ideas. Start thinking about the types of content that will benefit your brand the most, while keeping your audience engaged. Here’s a list of possible content types you can start incorporating into your social marketing strategies.
As a social marketer, your task is twofold: create high-quality content that engages and provides value to your audience, while also generating business value.
Let’s reinvent your social marketing so that what you share aligns with the interests of your audiences and contributes to your bottom line. By completing just one task each day for the next 30 days, you can fully transform your social marketing strategy.
Establishing clear social marketing goals is the first step toward transforming your strategy. Think of exactly what you want social to achieve. Here are several examples of goals you might establish for social.
- Drive website traffic
- Raise brand awareness
- Boost brand engagement
- Generate new leads
- Nurture leads
- Build a community around your business
- Establish authority and industry expertise
The objective here is to give purpose to your social efforts. Once you’ve established your social goals, the content you produce and share should continually support those goals.
How are you going to define the success of your social efforts? Decide which metrics are going to provide you with the right type of data so that you can determine whether or not social was successful.
As you determine your success metrics, set clear standards for your social campaigns so that you know when success was achieved. If you are tracking audience engagement, what exactly do you consider to be successful engagement rates for your social content?
Depending on the type of content you produce, where you share, and the goals you set for your social marketing efforts, the metrics you track will change.
The task is simple: make a list of the challenges you are facing when it comes to social media marketing. Think of any barriers that are keeping your social content from making its biggest impact. As you list out your challenges, write out simple explanations of how these barriers are impacting your marketing efforts or overall business success. Here are a couple examples to help you get started.
Although we consistently post on social, we are not achieving ideal engagement levels.
We have seen a dramatic drop in our social content’s organic reach.
Round up your marketing team and brainstorm possible solutions to the challenges you previously listed. Be sure to provide evidence to justify how you know this will be an effective solution so that you’re prepared when the time comes to gather resources and advocate for your budget.
Solution to Challenge 1:
We can utilize influencers to engage with our social content and drive conversation.
Justification: 71 percent of influencers believe that an honest and authentic voice keeps their audience engaged (TapInfluence). With loyal followings, influencers can boost engagement and keep relevant conversations going on social.
Solution to Challenge 2:
We can invest in paid social media advertising to run highly targeted campaigns and reach the right people.
Justification: Social media spending in the U.S. alone is expected increase to $17.34 billion in 2019 (Statista). Marketers are investing more in social ads to reach a wider audience through the appropriate social channels.
Your brand and its competitors have similar ideal customer personas, so focus on the type of content that is most engaging, both within your own social efforts and those of the competition. Here are a few questions to consider as you analyze your competitor’s social marketing efforts.
- Which marketing channels are my competitors using and are they successful in those channels?
- What are my competitors talking about and are those topics…