How to develop a winning Social Media Strategy – Part 2

In my previous article on how to develop a winning social media strategy you will have covered the basics of building up your customer profiles and researching the consumers and competitors in depth.  Now you can start building juicy content on your social media platforms.  But first things first, which ones are you going to use?

1. Choose your Social Media channels

I’m sure you will have a presence on some of the sites already, however if there are some that are not working for you as well as they should be its time to ditch those, in favour of the channels that will best communicate your message to your target audience.

Here is an overview of the most commonly used ones and which businesses they are best suited to.

Facebook

It’s the obvious starting choice for many but not necessarily the best for your business.  If you can share photos, these have the top figures when accounting for most engaging posts in social media but this is not the case for all businesses.  Several social sites are predominantly visual so if your business is in fashion, beauty and food related products then the visual sites work best.

Instagram

My personal favourite, Instagram is a completely visual experience as it eliminates the need for lengthy written content to accompany it.  If it looks good post it, a picture says a thousand words anyway.  Unlike Facebook, there are no algorithms for the timeline display so every follower has the chance to see every post when scrolling through their timeline. Anyone in travel, food, fashion, beauty, design and photography can take huge advantage of this platform.

LinkedIn

This one is up there above the rest only because before there was social media as we know it today, there was social networking on LinkedIn.  This has been used by business professionals for well over a decade now to expand their professional networks. It is also a huge resourcing and recruitment site and in can result in real opportunities and connections to expand your business.  LinkedIn is a good starting point for anyone in Financial Services, IT, Recruitment  or any other B2B company.

Twitter

Twitter can be used to build a relevant audience quite quickly if you make it a more personable account instead of a corporate projection.  People want to connect with people so if your brand is not a household name, its unlikely they will engage with a logo they are unfamiliar with.  They go to Twitter to share and learn so make sure someone is always listening.

YouTube

By using YouTube, you are tapping into a huge potential market as most consumers are more confident in their online purchasing after watching video.  As a predominantly visual site you need to rely on communicating your message clearly in the video as the consumer is not here to read all about it in the notes below and you need to keep them engaged throughout.  Typically a DIY approach to YouTube is not going to cut it as a lot will need to go into the production – telling the story, writing the script, editing and moving things around, whilst still focusing on SEO.  Media, music and TV shows use YouTube well but any business can market their service and products if you create high quality videos, you cannot go wrong.

Pinterest

A fun and interesting platform that has huge potential with converting into direct sales.  Pinterest is the sales conversion powerhouse as consumers are there for shopping inspiration.  The audience is predominantly women, typically mothers and they lust after anything to do with fashion, beauty, interior design, arts and crafts, food and travel.

Google +

If SEO is crucial to your business then this is a big one to consider. Also if your customers are predominantly male, Google + could hit the mark as 64% of their audience are male.  Although it can be perceived as a bit of dead place to a newbie, Google + is full of very passionate communities and it encourages you to connect you with ‘new’ people who have the same interests, passion or even career as you.

Blogs and Podcasts

If you choose to produce blogs and podcasts for your audience you will be demonstrating your expertise and knowledge and educating your audience or solving their problems.  This turn leads to more trust and confidence in your brand so you can build long term relationships and you will also gain a much wider exposure for your business.

2. Communicate your Key Messages

Once you know who your target audience are and which channels you will use, you need to determine which key messages you want to get across.  This should tie in with your overall marketing strategy, company vision and mission statements.

Start with 3 key messages that you want to communicate and find creative ways to do so with each.  Don’t be afraid to experiment a little and keep trying new ideas as your audience will appreciate your unique, varied and original content.

Find ways to deliver valuable content to your customers, instead of just communicating your message.  If you are helping to solve their problems, they are more likely to trust your service and products in return.

3. Create a Content Calendar

Now its time to create a content calendar so that you have guidelines of what you need to be posting, when and on which platforms.  You need to be consistent to be successful, especially with blogs and podcasts as your audience specifically subscribe to these channels and expect fresh content regularly. Try to incorporate a good mix of pictures, videos, infographics and blogs where you can.

4. Get feedback often

Your social listening skills will play a key part in developing your content strategy further.  When people have something to say about your brand, good or bad, they often turn to social media to report on this so it’s important to acknowledge what is being said. Depending on your business you may have review sites you can check, or you may want to create customer feedback forms to send out.  It is also worth joining relevant groups so that you can help point people in the right direction to solve their problems, even if they are not talking to your directly.  Nurture your exiting customers to check they are satisfied with everything and get recommendations and testimonials from your most loyal ones.

Please feel free to leave me any feedback yourself, in the comments below.

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How to develop a winning Social Media Strategy – Part 1

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The idea of using social media to accelerate a business is commonplace nowadays and the vast majority of businesses have a Facebook page, LinkedIn presence, Twitter, Pinterest or Instagram accounts.  They post content regularly and the followers are growing, some slower than others, but many others are still unsure of what their social media objectives are.

Like traditional marketing, social media marketing needs a well devised strategy in order to gain momentum, especially if you are wanting to get a high ROI (Return On Investment).  It is one thing having thousands of people following your page, but are these thousands converting into anything each month?  Are you actually making more sales, engaging with them and gaining new insights into your business so as to know where improvements can be made?  If you answer no but you want to change that then its time to implement or revise your social media strategy.

1. Decide what your Social Media goals are

Now is the time to sit down and think about what you are actually trying to achieve with social media.  Perhaps you want to generate more traffic to your website which will convert to more sales.  Maybe you just want a large following at this stage, so that you can understand your audience metrics better.  If you are looking for better engagement with your fans to gain valuable insights then this too will be one of your goals to measure.

Your social media plan is not only used to guide your actions, but you will also be using it as a measuring stick against whether you are succeeding or failing in your social media efforts.

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2. Monitor your efforts

It is important to understand what social media activity you want to measure and monitor and why.  You will be listening to what people are saying about you and your brand and trying to evaluate them through their likes, shares, retweets and comments on your blog.

Although your follower count is important, engagement is a much better metric to measure with as this shows that people like and interact with your brand, as opposed to just keeping an eye of interest on everything out there.

It’s advisable to include monitoring any leads generated from your social channels or links to your website.

3. Understand your audience

As part of the broader social media strategy that you are developing, you will need to get to know your audience on each of the social media platforms that you adopt.  Creating specific profiles of your fans and followers is an essential ingredient that you don’t want to leave out of the entire recipe for social media success.

Understanding who is interested in your product or service goes further than just what they like.  If you can find out more about where they work and which industries, what they read and what motivates them you may find something unique to tap into.

More than demographics

Instead of just using the demographics (age ranges, locations, income level, ethnicity, marriage status ) to define profiles of your consumer, you need to build an understanding of what they like too.  Asking yourself about what kind of TV shows they would watch or which newspapers and magazines may buy is a start.  Do you know what kind of lifestyle they lead, their entertainment choices, holidays and anything else that helps you categorize them to fit in with your product or service.  You can find out more about where they work and which industries or even what motivates them in order to find something unique to tap into.

This is also your chance to  interact with fans and generate engagement. You are able to get inside their heads and find out what their interests and lifestyles are. It’s an instant focus group, which allows you to explore what your customers or fans like and where you can expand and improve.

Create customer profiles

If you are struggling to create the profiles yourself you may enlist the help of your employees that deal with the customer directly to help fill in some of the missing details.  If you are still a small start up and don’t have customer facing staff just yet, but you are still needing help then look to the competition.  Ask their customer service staff questions if you can.  Research their social media platforms and build an idea of who your potential customers may be.

4. Keep track of the competition

Keep an eye on what others in your industry are doing. It’s interesting to note which social media platforms they are using, which seem to be working for them and which are not necessarily. Are you posting or tweeting as much as them?  Do they have more engagement and what types of posts is it connected to?  They may be sending out some clues as to who their target audience is through specific posts.

Maintain an active presence on the sites that are working for you so that you don’t get left behind.  But keep evolving and try out new platforms that seem to be successful for your competitors too.

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Wait, there’s more!

In the next blog I will be discussing the next 4 Key Factors to ensuring your social media marketing plan is heading in the right direction.  This will include choosing which social media channels to adopt, how to get your message out there, the value of creating a content calendar and why getting feedback is so important.