Social networks are one of the most dominant tools in your marketing arsenal. If
you use them correctly, you can create a strong
customer acquisition channel. However, many companies make the mistake of
diving into social media without a clearly defined strategy.
This
can cause a loss of time, even a negative impact on your image. To take
advantage of social media, you need to build a clear strategy that takes into
account your goals, your customers, and your competition. Here are 10 key points to clarify for an effective
social media strategy.
Set your goals
Defining
your goals is an essential point in setting up a strategy. Ask yourself the
questions: What is the desired result? Why set up a strategy on social networks? Maybe you are
looking to make yourself known? Or increase your sales or traffic?
Initially,
I can advise you to focus on one or two goals for more efficiency. Setting
clear goals will then make it easier to measure your performa
his
method makes it possible to set specific objectives that must be achieved within a defined period.
"SMART"
is the abbreviation of:
Specific:
Your goal should be as accurate as
possible. Avoid being too general.
Measurable:
your goal is to measure progress.
Attainable:
Your goal must be achievable in the short or medium term to maintain your
motivation. He must still show ambition.
Realistic:
your goal must be realistic and not depend on chance. It must also be relevant
to someone who will be responsible for reaching it.
Temporal:i.e., defined in time. You must know when you
want to reach it.
For
example, for a Facebook page, a SMART
goal could be: "Increase the number of subscribers of our Facebook page by
10% next month, to increase the audience
and the organic visibility of our messages."
What are your
competitors doing?
It
is rather simple to analyze the actions of your competitors. For example, ask
yourself the questions:
On
which platforms are they present?
How
often do they publish?
What
kind of content do they broadcast?
Also,
evaluate their strengths and weaknesses. Look what works and see what you can
adapt to your business or do it differently.
Auditing your
actions on social media
An
audit allows to have an inventory of your current actions, and to know if they work or not.
For
example, you might ask yourself the following questions: What is your
visibility on social platforms? How intense are your actions? Do your current
methods work? Do you produce enough content?
Evaluate
your strengths and weaknesses. It is important
to have an objective opinion on the means put in place. One of the objectives
is to be able to position oneself about
the competition.
Who are your
personas?
A
persona is a semi-fictional representation of a group of users. They help to better understand your ideal client. For
this you need to study your market and analyze your data to determine:
the
buying behaviors of your ideal client
his
needs and motivations
her
goals
where
it is located geographically
its
sociodemographic characteristics
What
content to broadcast?
Set
up an editorial line and a schedule to know in advance what types of content
you will broadcast and how often.
Encouraging people to
listen to your story and take action requires the use of appropriate content.
Pay special attention to the context,
understanding the subtle nuances and differences of your platform. Your content must be
adapted to the platform you use.
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