Step 1: Audit Your Current Social Presence
Step 2: Document Who Your Ideal Customer Is
Step 3: Create A Social Media Mission Statement
Step 4: Identify Key Success Metrics
Step 5: Create and Curate Engaging Content
Step 6: Track, Analyze, Optimize
- Which networks are you currently active on
- Are your networks optimized (photo and cover images, bio, URL, etc.)
- Which networks are currently bringing you the most value
- How do your profiles compare to your competitors’ profiles
Even the best marketers will fail if they are marketing to the wrong audience. Answer the following questions to help you come up with a highly focused buyer persona:
- Job Title
- Pain Points (that your business can solve)
- Most Used Social Network
This statement will make it clear exactly what you plan to use your social media presence and should reflect your brand identity.
An example mission statement might be “to use social media to educate current and potential customers about digital marketing, with a focus on social media marketing.”
Once you have this statement documented, it will make it simple for you to decide what to share and create.
A few metrics to consider measuring are:
- Conversion Rate
- Time Spent on Website
- Brand Mentions
- Total Shares
You know who your ideal customer is and you used that information to create your social media mission statement. Armed with this information it should be easy for you to begin creating and curating content. So, what exactly is considered content? Here are a few examples of content you could create:
- Blog Posts
- Company News
This may be the most important step when it comes to succeeding on social media. Even the best social media marketers rely on trial and error. It might seem basic, but tracking your results, analyzing the data and then making tweaks to optimize them is crucial.
Each previous step should be re-evaluated after you have had time to analyze the results of your marketing efforts. Let the data drive you. If it is telling you Facebook or Twitter is your most effective channel, consider doubling down.
A great social media strategy is never set in stone. It is a constant work in progress that changes when necessary.