Building an audience on social media isn’t just about distributing content. Flooding your channels with content might earn some attention, but you’ll need to find a way to convert that attention into leads or sales.
Planning your content can help you find your audience and eventually convert them into buyers. Your social media strategy helps you better distribute and track your content so you’ll know if you’re meeting your marketing goals.
The key to a successful social media strategy is aligning every post with your brand goals and audience needs. You can start building your own strategy by working with these 5 common questions:
For small businesses, social media can be a low-cost way to connect with customers and potential leads. To grow your account, you’ll benefit from using a comprehensive social media strategy.
The first step for managing a social strategy for a small business is determining who your customers are. The more you know about your audience, the easier it will become to find and engage with them. Your audience’s demographics can give you a good idea of how they use social media and what type of content they enjoy consuming. For example, teenagers and young adults are more likely to use platforms like TikTok and Snapchat, whereas middle-aged customers are more likely to use Facebook.
Similarly, professionals usually have a LinkedIn presence but not all industries will have a use for Twitter.
Based on your decisions and research in step 1, you’ll need to decide what social media channels to create a profile for.
Avoid stretching yourself too thinly. Make sure you choose the channels that are most relevant to your brand. For example, if you are a business that offers a service, you might consider positing tutorials or interviews on YouTube.
Try to maintain a presence on at least one of the common social channels:
Ask yourself what goals you hope to meet with your social media strategy. Keep in mind that each social media platform is used differently, so you need to define a goal for each of your social media channels.
For example, if you are a B2B business, you might want to engage your industry by creating thought-leadership pieces on LinkedIn. You probably wouldn’t contact your customers directly on Instagram, but you might want to be present there to advertise to potential customers.
Setting a goal for each of your social channels will inform your content creation and help you track your performance against KPIs.
Decide how often to publish content on your channels and how much time you’ll need to develop your content. You decide which is suitable for you and your business, but try to be as realistic as possible when budgeting for time or resources.
Finally, you need to get creative and decide what content to post. Your content should be relevant to your audience (who), suitable for your channel (where), and contributing to your marketing or business goal (why.)