Copy of How to create a social media marketing strategy for success
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Copy of How to create a social media marketing strategy for success

The key ingredient for doing social media marketing well is having a strategy.

Without a strategy, you might be posting on social media platforms for the sake of posting. Without understanding what your goals are, who your target audience is, and what they want, it’ll be hard to achieve results on social media.

One of the simplest ways to create your social media marketing strategy is to ask yourself the 5Ws:

1. Why do you want to be on social media?

2. Who is your target audience?

3. What are you going to share?

4. Where are you going share?

5. When are you going share?

1. Why does your business want to be on social media?

The very first question to answer is the Why.

This relates to your social media goals. Are you on social media to promote your products? To drive traffic to your website? Or to serve your customers?

In general, there are the nine social media goals you can have:

Increase brand awareness

Drive traffic to your website

Generate new leads

Grow revenue (by increasing signups or sales)

Boost brand engagement

Build a community around your business

Provide social customer service

Increase mentions in the press

Listen to conversations about your brand

You’ll likely have more than one social media goal, and that’s fine.

2. Who is your target audience?

Once you have figured out your Why, the next thing to consider is your target audience.

Understanding your target audience will help you more easily answer the following questions on what, where, and when you are going to share.

A great exercise to try here is to build marketing personas.

There are many different ways of building marketing personas. My personal favorite approach is to, again, use the 5Ws and 1H.

Who are they? (E.g. job title, age, gender, salary, location, etc.)

What are they interested in that you can provide? (E.g. entertainment, educational content, case studies, information on new products, etc.)

Where do they usually hang out online? (E.g. Facebook, Instagram, etc. or niche platforms)

When do they look for the type of content you can provide? (E.g. weekends, during their daily commute, etc.)

Why do they consume the content? (E.g. to get better at their job, to become healthy, to stay up to date with something, etc.)

How do they consume the content? (E.g. read social media posts, watch videos, etc.)

3. What are you going to share?

When you see this question, you might be thinking about the types of content to share. For example, do you want to share videos or images?

But hold on for a second!

We’re talking about your social media marketing strategy here so let’s take a step back and think on a higher level. Instead of the types of content to share, “theme” might be a better word.

This is where a good understanding of your target audience will be helpful. Look at your marketing personas and consider the following questions:

What goals and challenges do they have?

How can you help solve them?

4. Where are you going share?

The next step is to determine where you are going to share your content. In other words,

which social media platforms does your brand want to be on?

Remember that your brand doesn’t have to be on every social media platforms. We have made that mistake before. Being on fewer platforms gives you a better focus and more time to create better content.

5. When are you going share?

The last key part of your strategy is figuring out when you want to share your content.

deciding exactly which time of the day and days of the week you want to post, consider the behaviors of your target audience.

When do they usually use social media to find the type of content that you’ll share?

Here are some examples to consider:

Sports fans are likely on social media just before, during, and just after sports events to find and interact with content about the event.

Athletes might be on Instagram while they are cooling down after their morning or evening workouts.

People who love to travel might be more active on social media during the weekends when they are planning for their next trip (or during their work breaks when they are dreaming about their next trip).

Mothers of babies might be scrolling through social media when they are breastfeeding in the middle of the night.

You might have inferred from these few examples that there might not be a universal best time to post. It really depends on your audience. So for this step, focus on the general behavior patterns of your target audience.

Finally, how are you going to execute this strategy?

Start here

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