how to build a kick ass social media strategy
We’re going to give you some really awesome quick wins to build a social strategy.
What is a Social Media Strategy & Why Do You Need One?
A social media strategy is about putting in place a coherent and effective plan of communication.
Designed to outline the goals and measurable objectives for using social media and your desired outcomes outcomes you want to achieve to ultimately increase your return on investment (ROI).
Why do I need to build a strategy?! I hear you ask. My posts are getting lots of engagement and I have thousands of followers already. If you’re posting willy nilly without a defined strategy or set objectives, chances are you’re seeing sporadic returns for your efforts. Apart from those obvious vanity metrics like.. You know.. likes and followers.
Besides the tangible ROI, a social media strategy is beneficial in so many more ways. Not only is a kick ass strategy going to build brand awareness and develop a strong brand identity but also to save time, enable you to stay on top of competition and target your clients more effectively.
Ultimately, it’s down to your business to decide on what goals you want to achieve. But let’s give you those basics.
Setting Your Goals
As a rule of thumb when setting your goals, we always use S.M.A.R.T goals strongly aligned with your business objectives. This allows for all employees across all teams to be working cooperatively towards the same goal. Let’s break it down.
Specific- be specific in defining your goals. This means associating a physical benefit like… maybe… 12% increase in engagement.
Measurable- are they measureable, if they aren’t then they’re probably not specific enough. Let’s say, 12% increase in engagement within 3 months.
Attainable- set goals that are realistic and within your reach. Doubling your engagement is unrealistic… 12% is a pretty good start.
Relevant- is your goal relevant to your business success? We know, an increase in engagement is increasing our brand awareness, and most likely driving traffic to our website.
Timely- decide on a time frame for each goal and stick to it.
Don’t just take our word for it… For a more in-depth look at S.M.A.R.T goals for your social media strategy, Hootsuite have a fantastic blog post.
Conduct a Social Media Audit
If you’re already using social media, (if you aren’t, where have you been?! Are you still using a fax machine for communication?!) then you need to take a step back and examine your current efforts. Ask yourself the following questions;
What channels are you on?- How many followers do you have? How much engagement do you get?
Who has access to the accounts?
What’s working? – What content is receiving the most engagement and interaction?
Alternatively, what’s not working? – What isn’t getting as much engagement and why?
What platforms are your target audience on?
Are you posting consistently?
Once you’ve gathered all this information into the best format for your business, Hootsuite have a template, it’s time for you to build a clearer picture. You should now be able to see what channels are your best performing, which ones do you want to sunset, what content is best for each channel and identify ways in which you can engage better with your target audience.
The five things to examine:
- Correct channels
- Type of content
- Delivery methods
- Target audience
It’s a great opportunity to develop new key performance indicators (KPI’s), adjust budgets accordingly and calculate your ROI.
Performing an audit is a key part of your business development. Do it every 6 months.
Define Your Audience- Buyer Personas
Unless you know who your target audience do you really know how to deliver some kick ass content to them?
Need a hand building your buyer personas? Go on, head over here.
It makes sense to attract and engage new prospects you need to be on the same channels as them, right?!
Find out what they like engaging with, this will be crucial when turning prospects into leads and in turn, customers. Maybe they might even start building your brand for you.
Turn your target customer into a buyer persona- give them a name, a job and think about their interest, what are they passionate about?.
This is where you will need to really use your imagination. Dream them up into a real person, this will allow you to think more clearly about what to offer them and how to market it to them.
Don’t just make a stab in the dark at what you think your target customer is like (you will most probably miss), conduct interviews with past customers, analyse your database for certain patterns in behaviour and make educated guesses.
Choose Your Weapon of Choice
Ok, so you have compiled your audit. Analysed it and you are pretty confident on your buyer persona. t’s time to choose which tools you’re going to need to carry out this kick ass strategy.
There are a plethora of helpful tools and platforms to effectively aid you in your social media content creation and scheduling. Too many, in fact to begin to share them all with you- luckily for us The Juicer Blog has done the hard work for us.
But just in case you were wondering, we’re going to share with you our ride or dies!
PikWizard – amazing for finding royalty free stock images.
HubSpot – we use HubSpot as our Customer Relationship Management platform (CRM), through here we have access to social media scheduling, monitoring and listening tools.
Sprout social image re-sizer – these guys make it super easy to resize images into the correct platform format. Apparently their scheduling tool isn’t too bad either.
Create a Content Calendar
The most important part of the recipe, the content! This is where you get creative, everything we’ve covered so far in this blog has been leading up to this moment..no pressure.
How you choose to format your calendar is up to you, whether that’s a spreadsheet, word document or a dedicated tool. We recommend planning your content 12 weeks at a time and splitting it up into a different topic each week and further splitting this into subtopics- each focusing around a different keyword.
We suggest having a 80/20 mix of content dedicated to interesting your audience and your own promotional content.
As great as created content is, curated content is also great for saving time and money, building industry connections and showing diverse knowledge.
We use Feedly a supercharged RSS feed- simply add a few of your favorite news sources then you can aggregate and browse these feeds in one place to always stay on top of industry news and trends.
Sticking to your content calendar rigidly will mean your missing ample opportunities and conversations to join in on. Hijacking relevant hashtags or joining real-time conversation about worldly affairs are all opportunities to show brand personality.
Flexibility is a key part of your success here.
Test, Test, Test
You’re not going to get your social media strategy right first time, if you do- kudos. We’re constantly playing with and testing different factors to see what works best or alternatively, if something could work better.
Even when you think you’ve got it right there’s probably a different hashtag you could be using on Instagram to maximise reach or a different day that works better for your LinkedIn posts- think of this process as a constant learning curve.
Your ready. It’s your foundations to building your very own kick ass social media strategy.If you’re not quite ready or want some more tips and tricks then schedule a phone call or face-to-face down below!