Social media has revolutionized how businesses interact with existing and potential clients.
All businesses, even very traditional ones, benefit from a social media presence. Keep in mind, however, that creating a social media campaign without a good strategy may not yield the hoped for results. Here are some tips to develop a winning social media strategy:
Have clear goals
Step one in defining a social media strategy is deciding if your objective is to gain exposure for a brand or to directly drive sales of a product. The type of product being marketed will help dictate what is considered conversion is for the advertising campaign. If the social media campaign is created to sell a product not primarily sold online (ig. cars or food) then a conversion might be defined as visiting the website or signing up for a newsletter. If a product can be sold online then a conversion is a sale. Without establishing the goal of a campaign it is impossible to track return on investment from the social media campaign.
Develop a content strategy
Content posted to social media will define the success of a social media campaign. Most social media campaigns link to blogs with content that help promote the product being sold. Items posted to a blog must balance entertainment/appeal with a relevant sales pitch. Blog posts with pictures of attractive women might attract a lot of visitors but those people might have no interest in the product being sold. Content must be enjoyable and still appeal, as advertising, to people likely to buy something from the website.
Use Analytics to track goals
Learning how to analyze information about how users interact with your social media posts will help to refine a social media campaign. This information can help improve future posts. Using analytics for social media involves a two pronged approach. First, analyzing how many people interact with a post; Facebook and Twitter both provide information to users/advertisers about posts. Second, a social media campaign should also analyze how people move on the blog/website once they have left the social media platform. Google Analytics is a great tool for most business to understand what people do on a website.
Make blogs mobile friendly
Many people who spend their days doing business on laptops and desktops forget that a huge number of people engaging in social media only use smartphones and tablets to access the internet. Businesses should not waste money advertising to these users unless they are ready to provide them with a good user experience.
These tips can be the basis for how a business approaches creating a social media strategy.