How To Build A Social Media Marketing Strategy

Last updated: 2021-05-31 (originally published on 2018-02-10)   — by Alex Tanglao

It used to be that just having a presence for your business on social media was enough. Now, it needs to be a key part of your business strategy with time, budget and effort allocated to maintaining that presence.  If you want to build your brand effectively, and get your message across to a mass audience, social media platforms are the fastest way to deliver. Social media can be a powerful tool for your business to showcase services, share stories and post offers and events that will attract your audience to your brand. It’s all about engagement with your targeted audience and here’s how to effectively manage your social for 2018:

Know your audience

Who does your brand appeal to? Use your business plan and apply it to social media. Consider your demographics: what gender, age, and income level are your products or services designed for?

Choose your platform

Once you’ve established your audience, choose the best platform to engage with them. Focus on one or two that are the best fit for your business and put your time and budget into them. Changes are constantly happening in the social media world, and it is unpredictable as to what will happen next.

Currently, Facebook still has the highest reach and largest mix of demographics while Twitter failed to grow its users markedly in 2017 compared to its competitors. Instagram is a highly popular visual platform while Snapchat is where millennials are at, with almost half its users in the 18-24 age range. LinkedIn is popular among high-income users and is very useful for B2B, while Pinterest is great for promoting products that are beautifully photographed.

Related reading5 Tips for Making Facebook Marketing Part of Your Social Media Strategy

Keep up to date with changes within the social media world. A new trend popular amongst Generation Z are online hangouts where you can live video chat with several people at once. Houseparty is one example of this, and Facebook is reportedly looking at ways to create a similar experience. 

Decide on a budget

Consider using the advertising and boosting facilities on your chosen social platform to expand your engagement. 

Micro-influencers can also have a huge reach with followings in the hundreds of thousands or millions and can be an effective way to attract a large number of customers. Have a look at your competitors and other brands who are engaging their audience well on social media in a similar field to your own.

Stick to your theme

When creating effective content, make sure to keep your underlying message consistent and strike a careful balance between being too overtly promotional and completely extraneous to your brand. The best campaigns work with content that is relevant to your brand without a strong sell. An interesting post with a subtle plug for your business will keep your audience engaged on a personal level, thereby generating a deeper connection. And the more videos you generate, the better. 

Related reading7 Online Marketing Tips For Your Small Business

Keep an eye on your metrics and engage frequently

Make sure to come up with original and memorable titles and relevant hashtags which can be very effective at building momentum for your post. Then keep an eye on things like click rate and study your hashtag effectiveness so you’ll know what’s working and what isn’t. Use links to hook back to your own website where customers can garner more information. Monitor reactions to certain posts so you can maintain the tone want to portray and always reply to your audience when they comment on a post. This shows those that are engaging with you that customer service is a top priority for your business and that you’re approachable and responsive. It also creates a positive community feel to your social media voice. 

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Do you have any tips for building a social media strategy? 

Share with us in the comments below! 



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