According to this article on Sprout Social, I learned that 86% of social media users follow brands on social. I also learned that:
- 71% have unfollowed a brand because they were embarrassed by the way the brand behaved on social
- 57% are more likely to buy from a brand they follow
- And 75% have purchased something because they saw it on social
Those numbers are very compelling reasons to implement a clearly defined social media marketing strategy and to engage with users in a meaningful way. Outbound marketing efforts such as print advertisements and sales flyers used to be the norm, but inbound marketing, of which social media marketing is a key component, is now the norm. If you don’t have a solid strategy in place, chances are that your competitors do, and you could really be missing out on business opportunities and sales.
But where do you start? Or have you done a few things here and there, but you haven’t seen any solid results? Rachel Dankof, Social Media Manager at SocialSEO, and I have teamed up for a complimentary hour-long webinar called “Social Media Marketing Success: Add $33k+ to Your Bottom Line” on April 18, 2018, from noon – 1:00 pm MDT. Rachel and I will explain why social media marketing needs to be a part of your digital marketing strategy, share some customer success stories and then provide a 6-step process for creating an effective social media strategy. You can learn more and register here.
Let’s look at just a few of the aspects of building your social media strategy.
Understand Your Customers
Social media, and all of inbound marketing, involves really understanding who your customers are. It isn’t just thinking that someone needs to buy a new pair of shoes, for example, but it’s about understanding the story behind why someone would want to buy new shoes. Creating buyer personas, which are an archetype of a customer segment, can help with your understanding. Each persona should have all kinds of data, such as ethnicity, education, income, preferences, hobbies, online habits like social media, and much more. By understanding these different aspects of a buyer persona, you can craft specific messages on social media that target the needs and wants of each persona.
I recently interviewed Noressa Winkler, a Digital Marketing Manager for Travel Nurse Across America, about her online marketing efforts. She stressed that understanding your audience was crucial to the message and call to action. Really focusing on the right messages for their different personas was one of the components that helped them increase their Facebook followers from 17K to 66K in one year.
Understand Your Current State
Doing a social media audit is the first step in creating a social media strategy. You need to collect data, including things like the number of followers you have in each channel, clicks, comments, referral traffic and more so that you have a starting point. Hopefully, you’re using social insight tools such as Sprout Social, Buzzsumo, Google Analytics, etc. to help you get that data. Once you have that data in front of you, you can analyze it to see what things have worked, what hasn’t worked as you expected it to and where you want to go with it.
Getting Your Social Media Strategy Up and Running
Once you understand your buyer personas and your current state, you can develop your strategy. In the webinar that Rachel and I are presenting, we’ll give you a 6-step process for creating an effective social media strategy. You’ll walk away with actionable steps you can take to get your social media strategy up and running.
If you’re a small-to-medium sized company and you don’t have an internal resource to help you map out a strategy, you may need to seek outside help. We offer affordable digital marketing packages, including social media marketing, search engine optimization (SEO), pay-per-click (PPC), content marketing, and so much more. Reach out with any questions you may have and follow our LinkedIn Company Page for additional tips and best practices.