Nowadays, marketing your business and brand on social media isn’t as straightforward as it used to be. Without having specific goals, understanding who your target audience should be, and what do people want, you’ll get nowhere on social media. Thus, if you want to succeed, you’ll have to build a strategy first.
If you don’t know how or where to start, we are here to help. Here’s a guide on how to start social media marketing from scratch.
1. Set your goals
The first thing you should do, as with almost everything else, is setting your goals. Having definitive goals means you know what you want to get out of this. Whether that’s getting more sales, gaining more followers, increase brand awareness or have more web traffic, it’s totally up to you. Just make sure that when you set your goals, you’re being realistic and that they make sense for your business.
We recommend having smaller objectives at first as they are more attainable and more affordable.
2. Know your target audience
How to do social media marketing strategy successfully? You research your target audience. In today’s time, everything you need to know about what your audience wants is out in the open. Thanks to demographic data and analytics tools, you have access to almost all the information you need to make your social media marketing work.
For example, if you’re looking to sell clothes and shoes and you’re targeting the younger generation, then your best bet is with Instagram. Data on social media demographics show that the majority of Instagram users are millennials and generation Z. On the other hand, if your target audience is women, make sure that you’re using Pinterest as it has more women users than men. And, data shows that it’s the social media site that has the highest average order value.
Now, you have access to all the data you need to reach the right audiences and to make informed choices.
3. Focus on the important metrics
When starting your social media marketing strategy, always remember that it should be data-driven. Marketers like you should focus on metrics that can help you grow your business. And these metrics are:
- Clicks: This refers to the number of clicks on your company name, logo or content. Knowing how many clicks you have is essential to understanding what leads users to your site and how they turn into paying customers.
- Sentiment: This refers to the reaction of users to your content and how they are talking about your brand. Knowing this can help shape your next post.
- Engagement: To know the number of engagement you’re getting, divide your social interactions by the number of impressions. Knowing this detail can help you know how your audience sees you and how willing they are to interact with you.
- Reach: This refers to the number of users who are seeing your post. Tracking the reach of your posts can help you make the necessary changes to reach your audience.
- Hashtags: Knowing what hashtags performed best can help you create the content you’ll need to do moving forward.
- Paid and organic likes: If your posts are already getting you the organic likes you are aiming for, you can lower your budget for ads and even invest less time trying different formats.
4. Look into your competitors
If you dig into what your competitors are doing, you’ll have an idea of how you can create your marketing strategy. This step isn’t to copy them or to steal their ideas. Looking into their social media accounts can help you see what works for them and what doesn’t. You can also see what they are lacking and apply these to your campaign.
5. Create your content
After much research, it is now time for you to create the content. This will be the main factor of your social media marketing strategy. By this point, you should already have a good idea of what you need to make and which networks you should use. Remember that you need to publish content that is based on your brand’s identity and goals.
Also, your posts shouldn’t be centered on just how to market your business on social media. We recommend creating content that your audience can relate to and engage with. Rather than simply describing your product’s features, consider telling them how it can help with their lives. Or, you can add user-generated content where your followers can use a hashtag, post a photo or answer your questions. This way, you are encouraging them to interact with you. Thus, improving your engagement rate.
Once you’ve made your first post, you can assess what’s working and what’s not through numbers and data. Then, you can make improvements and necessary changes for your next content. Analyzing the results of your campaign will give you insight into the things you need to work on. This is also important in helping you adapt your strategy as your business grows.
Hopefully, with this guide, you can finally start your social media marketing strategy and achieve the goals you’ve set up for your business. But if you’re having a hard time moving forward, Stowell Agency (a Florida social media marketing company) is always here to help you out!