Phase 1: Identify Your Audience
Creating a social media strategy will allow you to understand your business and what value you’re bringing to your customers. At this phase think of these two main questions:
What is your target audience?
Where is their attention when they’re online? <Useful Tool: Google Insights>
Tips: If you’re struggling here go back and assess what it is your business does and where the value is, are you even bringing any value? Is there a demand for that in your location?
Phase 2: Create Your Content
Prep: You MUST know where your target audience is online (Platform, Keywords, Hashtags)
You MUST know what content suits the platform where your audience is
Rules For SM Posting:
- Keep posts 300-500 words
- Include an image and relevant description in the post
- Optimize posts to include target keyword <Useful Tool: Google Keyword Planner>
- Make sure you have a call to action
- Make sure you have a social sharing button
- Engage with your audience (Reply)
- Tag relevant pages if you're discussing about them.
Tips: Visual content is ever most present and we will continue on that trend. If you can use video, add in your own effects/logo and personalize your content more <Useful Tool: Fusion>. Infographics are also a solid option <Useful Tool: Canva>.
Phase 3: Engagement
Prep: (Keywords/Phrases for your product(s)/service(s))
<Useful Tool: Google Keyword Planner>
Whether they’re looking to complain, make a joke or just give general feedback, it’s important you respond to your audience consistently. Facebook currently records and displays how long it takes you to reply to messages and comments on your page and posts therefore this should be part of your daily tasks.
However, not every customer will tag your company’s page. To go above and beyond you should search for mentions of your company across social media platforms (Just type your company name & search) and surprise your audience!
You should already have a list of phrases that potential customers will use to search for your services or products, if you don’t, go back a phase. Jump into conversations with those using your keywords/phrases but DON’T focus on selling! If you are regularly posting links to your website/work you will lower your brand value.
Tips: Take a humble approach to engagement, post useful information from a range of sources and have genuine conversations with your audience. People will gradually look to your brand favourably meaning your company will be towards the top of the list when the potential customer is looking for what you offer.
Phase 4: Consumer Behaviour
Start to think of the process your audience goes through if they are on your social media pages or come across your content. Do you consumers have to leave the page to read/view your content? How many steps is it for a consumer to get to where they want? If you’re uploading video are you linking to Youtube or uploading direct to Facebook?
Tips: Go through the process yourself, switch to “audience view” and consume your content as if you are your own audience. Are there any unnecessary steps? Is your content easy to share or comment on?
Phase 5: Ads
If you’re reading this, sadly you missed out. Creating organic traffic without an ad budget is a lengthy process and certainly doesn’t guarantee results! However, if you’ve followed the previous 4 steps you will be ready to jump right into creating an Ad.
Use the information you gathered in Phase 1 (targeting, keywords/phrases) in building the groundwork for your ad. After this you need to create the content for the ad. You MUST consider that you are now SELLING not just posting (hopefully) valuable information to your page(s).
Tips: Ask yourself the following questions:
What is the goal of your campaign? (Leads, Traffic, Engagement etc…)
How much do you plan on investing?
What is the content, product, service, offer or promotion that you’ll be advertising?
You should focus on one specific goal or action for the best results.
Phase 6: Analysis
This is the most crucial phase of all. You won’t succeed first time, your first few ads will fail and you might feel like you’re missing something. At the time of writing [November 2017] you’re not! You must analyse your posts and ads regularly and track what’s working for your business and what’s not. All the biggest platforms have their own analysis tools to use that are more than sufficient.
Tips: You have to analyse what’s going on in your industry for future content so try to get in a rhythm of doing your analysis for posts and ads that are running at the same time.
Phase 7: SEO
Your website builder (Wordpress, Wix, Squarespace etc...) will have SEO “wizards” available that will walk you through tagging your content there. This is the same with social media, use the relevant keywords and hashtags for your content to best achieve your strategy. Neglecting makes all your previous hard work almost irrelevant. Think taking an exam and never handing it in, no one will ever know how well you’ve done.