Written by Alyssa Davis RED66 Marketing – Social Media Intern
Picture this: you work as a Human Resource Manager and are responsible for hiring and recruiting summer interns. Like many other businesses and corporations, an extensive hiring process is imperative to ensure that you’ve chosen the perfect employee. After reading many applications, you finally stumble into Anna, a college senior who seems more than qualified for the position she’s applied for.
Naturally, you want to know more about her. So, you grab your phone and filter through each of your social media platforms until her photo pops up. You notice that she’s heavily involved in her community, posts photos about her recent achievements, and overall, you’re impressed by the professionalism of her content.
Now, you may be wondering why this is important. The reality is that social media can reveal a lot about a person and helps us understand them at a deeper level. With that in mind, wouldn’t it be fair to say that social media can also tell us a lot about a brand?
Businesses just now establishing their brand online know that getting started on social media can be taxing and even more burdensome to maintain. The expectation of brand content is that it remains consistent, engaging, and informative. Because of this fact, many brands may shy away from using social platforms. However, this can cause a significant impact on your brand’s presence, making it harder for your business to grow.
So what do we do about this? Begin your social media journey with these five steps that will help you develop an effective social media strategy that works.
Know Your Audience
Before you create and post content, you must first identify your target audience and how to effectively reach them. This step, by far, is the most crucial step in creating a successful social media strategy. By completing this step, you gain a greater focus as to what your brand is and who your brand will be serving. Not only that, but finding your target audience will be crucial to boosting sales on the products or services you are marketing.
Establish Brand Goals
Now that you have defined your audience, you must then proactively identify and set your social media goals. These goals should be specific, measurable, and attainable. For example, after finding that your target audience is middle-aged women, you may find that they spend most of their social time on Facebook during the hours of 8 am to 11 am. With that in mind, you might create a goal to increase the amount you post on Facebook during those hours by a certain number of posts per week. As a result, this may drive more traffic to your website and boost your sales. It’s important to remember that these goals can change over time as your brand grows and the needs of your business change.
Do Research and Create Better Content
Once you have identified your target audience and some goals for your brand, the next step is to create content. Sounds simple, right? Well, I’m here to tell you that many different aspects must come into play before you begin creating. What does your target audience care about? What kind of content do they want? This all requires research.
Research — A term we hoped we would never hear again after graduating college, but I promise, it is not as dull as it may seem. When creating content, you must define your purpose and ask yourself what you are trying to accomplish. If you are a web development company, you wouldn’t want to post about something that relates to an entirely different topic. Instead, put yourself in the shoes of your audience and research tips, tricks, and other information about web development that you think your target would find helpful. Moreover, content should be connected, relate to your business goals, and overall fit into your social strategy.
Engage with Your Community
Now that you have been posting quality content that engages your audience, it is time to interact with your growing community. Do not feel intimidated to occasionally post a photo of your face, introducing yourself to new and existing followers. Your followers will appreciate knowing that you are a real person appreciative of their support. Prevent the urge to become inactive and, instead, interact with your audience by replying to their comments and liking/commenting on posts.
Keep Tabs on Success
After completing all of these steps and successfully executing them for a few months, you must begin to measure your success and identify if your social strategy is working. Using analytical sites such as Facebook Insights and Google, Twitter, and Instagram Analytics is a great way to track your progress. Not only will these sites measure the performance of your posts, but you can also dive deeper into the demographics of your target audience and make better-informed decisions on how to reach them. After doing so, you can then tweak your social strategy to reflect the data you have collected.
It is no secret that social media promotion can be a long and grueling process. You need a comprehensive social media strategy to guide you. If you are a brand struggling with where to begin, professionals are there to help. Reach out to us today. We can help your brand strategize and develop a social media strategy that works for your business.