How to Begin Creating a Social Media Marketing Strategy
We all have that one friend who’s an organizational freak. You know the one; she has every storage hack ever created pinned to her Pinterest board and her home is the epitome of “a place for everything and everything in its place”.
But for the rest of us, it’s not so cut and dried. We have post-its on our desk, we have one good organized closet and five that look like a testing ground for a hydrogen bomb, and when we put something away in a place we know we won’t lose it…well, it’s gone for good.
Unfortunately, for many of us, our social media marketing strategy looks a little like our homes–there are parts that are absolutely an organizational dream, but the rest looks like it was created by a blind chimp.
To be successful, our marketing strategies should be like the home of the organizational freak. It’s the backbone of our digital presence, but too many businesses don’t understand how to write one or how to use it to achieve marketing objectives.
So first, let’s define a social media marketing strategy; it’s everything you plan to do online and what you hope to achieve from it. It includes where your accounts are today plus your goals for the future, along with the tools and campaigns you’ll use to get there. The more specific the plan, the more effective the implementation.
Alright, collective eye roll…putting together a complete marketing strategy is hard work. So I’ve broken it down into six easy steps for you. Today, I’ll show you how to complete step one, deciding on your goals and objectives–or more specifically, what you want your campaigns to do for you.
This step looks much easier than it is. And many brands just scratch the surface when it comes to goals. Drill down on each of your goals and identify not only what you want, but why.
For instance, if one of your objectives is to gain 100,000 new followers by the end of the year, being specific about why you want those followers, and what you’ll do with them once you’ve obtained them will guide the acquisition process. Will you monetize those followers by pitching other company’s products? Or will you sell them your own products and services?
As you create your goals, make sure to use the SMART method to design objectives that are fully realized.
S = Specific
The more specific and detailed your goal is, the more dialed in your campaign can be.
M = Measurable
Look beyond the vanity data of likes and comments. Measure for reach, leads generated, web referrals and conversion rates that you can tie to business generation.
A = Attainable
Create attainable goals, and then break those goals down into smaller chunks to attain a larger yearly goal.
R = Relevant
Measure the relevancy of your goals to your overall business strategy.
T = Time Bound
Put a specific time period around your objectives; weekly, monthly, and quarterly to assure that you are attaining those goals in a timely manner.
Organizing your objectives into actionable steps will be the catalyst that propels you to the business success that you want to attain. Although putting together a marketing strategy does seem like a lot of work, it will pay off with big dividends when you reach and then smash through those goals on your digital channels.
It’s time to get your freak on–and organize your social media marketing efforts!