Oct 28, 2016

How to Build a Successful Social Media Strategy

written by Richard Lindsay

An effective social media strategy will ensure a better chance at marketing success, whether it’s for a small business, or a larger company. Social media drives 31% of all referral traffic, so if used correctly, just imagine how much more attention your video content would receive. Crucially, marketers must have a plan of action before driving straight into social media. It’s important that you seriously consider your objectives, who your customers are and what you want to achieve. Take a look at these five tips to help you get you social media ready.

Know Your Goals

It is imperative that marketers approach social media strategy with a sense of organisation, brand awareness and measures in mind. A social media strategy must be supported by clearly defined goals. Before doing anything else, the first step is understanding where you want to go, and what you need to do in order to succeed. What are your key objectives? What is the overall purpose of your marketing efforts? These are the types of questions you need to be asking, but also make sure you create realistic and achievable objectives.

Define Your Audience

So, who exactly are you talking to? Having an online presence means building an audience and your activity should be user-focused. You need to understand your audience and target the right people. The best way to do this is through audience segmentation. This is an effective method that many brands use to identify the specific wants and needs of customer groups, which enables a company to better target their content at the right audience. This method can be used to help you with your content and the specific messages you want to create.

Local vs Global Strategies

Every brand must decide whether they’re going to manage a local or global social media strategy. The advantage of having a local presence, is the flexibility and the opportunity to be culturally relevant and diverse. Brands have the added benefit of being able to fit language ‘norms’, such as colloquialisms. Also, it may be easier for brands to maintain a culturally distinct message by targeting just one physical location. On the other hand, having a centralised global presence enables consistency across all markets and channels globally. However, it requires more resources and more time spent creating video content and campaigns that will resonate with international audiences. So, think about what’s best for your brand.

Choose Your Channels

Depending on your brands’ aims and level of resources, you will need to decide which channels you’re going to use. Social media is a very effective marketing tool for video content, because there are so many digital platforms. Also, you need to think about how your channels will link together to promote your content.

Measure Performance

Finally, when creating engaging social media content, it all needs to link back to your organisational objectives. It’s pivotal that any brand measures their performance in correspondents with their goals, as this allows the chance to see what can be improved. Some effective measurement methods include looking at traffic, band metrics, and consumer engagement, but try to be consistent with how you measure your social media performance. Ultimately, clear measurement is critical for evaluating whether your targets are being reached.