In the previous article I discussed what social media is and what it isn’t. Now it’s time to actually dive into how to create a social media strategy that gets results.
Too many people incorrectly believe social media marketing is pointless because it’s not measurable. It can be pointless, but not for those reasons.
Social media is much better than traditional marketing because it is measurable. Think about it, could you ever really tell the ROI from the billboard you took or out or from the ad you put in the local paper? Social media marketing is also much cheaper than traditional advertising.
Sound good? It is. But there’s one problem.
Most people approach social media without a plan and this leads to poor results.
Here’s my 5 point strategy to avoid that.
1. Understand where Social Media is in the hierarchy of digital marketing
Social media should come after content marketing.
Before you even begin looking at Facebook ads and Twitter engagement, you need to have remarkable content on your website that keeps people coming back for more.
Whilst building your social media presence you need to have a robust email marketing system set up. I don’t care how big or small your company is, whether you’re a start-up or a B2B with a £10m turnover, you need to collect emails.
As amazing as social media is, you don’t own your Facebook page. If you were banned from Facebook tomorrow you’ve lost everything. If you have your list of email subscribers though, you own it.
2. Know what your customers want.
Most people “just get started” with social media and try to “figure it out.”
They get started on every social media channel, get overwhelmed, and give up.
That’s not how you start.
80% of content you push out on social media should be to educate, entertain, and inform your audience, the other 20% is for selling. But you need to find out what your customers want to read. But don’t just take my word for it, here’s what Sam Hurley, the #1 ranked Global Digital Marketing Influencer has to say:
Spraying out any old content on social media for the sake of it won’t achieve results. To really hone your efforts, it is critical to understand what your audiences (and potential customers) really want to see. Specifically – what will help them solve their problems.
You can simply do this by asking your sales team what questions customers ask. You can talk to customers yourselves. Or if you’re really stuck, you can do Amazon review mining.
List all of these customer questions on a simple excel sheet and go through it to spot common themes. Now you have something to work from.
Never go to a content writer (whether that’s in-house or your agency) and say “just write engaging stuff we can post on social media that will make our customers really happy.”
What does that even mean?
When you know what your customers are having issues with, you have a solid base to work from.
3. Pick one goal
When I speak with clients they tell me they have several goals across several different social media channels. It’s important you pick one goal and stick to it. But it’s important you pick the right goal.
Here’s an example of a bad goal: I want to create a really amazing audience on Facebook where we share what we’re passionate about and the audience really engages with our content.
This is not a goal that you can measure.
Instead aim for something like this: Increase referral traffic from our Facebook page to our website by 25% over the next 6 months.
I recommend picking one goal on one social media channel. Stick with that goal. Then go onto others.
This sounds simple, but it’s surprising how few companies approach it this way. Having a concrete goal keeps you accountable and let’s everyone in your team know what you’re working towards.
4. Share your content
We all know that content you share on social media needs to be regular, be visual and varied. How do you come up with this?
Before we get onto tools it’s worth remembering that social media is about building relationships and partnerships.
The best social media managers have a solid network of people in their niche who they interact with and whose content they share. You always want to be helping others grow their audiences too.
If you’re new, how do you do this?
Simple. Go onto Google and search “top 20 [my industry] influencers.” That could be “top 20 social media influencers” or “top 20 female health and fitness influencers.”
Whatever industry you’re in, there’s a list of influencers and you need to build relationships with them, share their material and when appropriate, get them to share yours.
The best social media tools
Use platforms like Hootsuite and Buffer to schedule your content for the month ahead.
Social media is a very visual platform and you need exceptional images. If you don’t have photoshop a good alternative is PicMonkey.
A note on copywriting. Do not get this done by the office intern or someone with sloppy spelling and grammar.
5. Test & refine.
This is the part in the process that few people do, but those that do, make solid gains.
If your goal is to drive more traffic from your Facebook page to your website, you need to know the current stats you want to improve.
Once you’ve got that number, the next thing is coming up with 5-10 ideas on how to achieve this one goal. Look at what the experts like Laura Roeder and Jon Loomer suggest. Some ideas for this goal could be:
Put these methods into action and find the one that works best for your goal.
The 80/20 principle is particularly true for marketing. You need to find the one marketing activity that’s achieving 80% of the desired result. Focus on that, discard everything else, then move onto your next goal.
There you have it, 5 points to get your social media strategy right. You may think that following this method is a lot of work, and it is. But it’s the best way I’ve found to get disproportionate results. If you’re using Social Media in your business please share your thoughts below. And if you found this article helpful, please share.
TabTime Ltd moved their IT/website business to Creative Ideaz around 5 years ago and are very pleased that we did. The service we get for major or minor changes and requests is quick and efficient, and their charges even when compared to the offers from India and the far east are very competitive. The Creative Ideaz Website Optimisation department is always willing to offer advice and discuss changes and we appear in the first 1-2 pages for all our Keywords on Google UK. Yes, we would recommend Creative Ideaz to anyone or any company looking for a new and reliable web and email companyTab Time
Just wanted to say thank you to Kurt and the team at Creative Ideaz for the website. Excellent job, professional service, and very quick at attending to the changes we needed done. We are very pleased with the website! Would recommend to anyone looking a professional website.
Thanks againUberfone Ltd
The most important thing to me was the friendliness and sincerity. Although I knew nothing, I was never patronised nor left feeling incompetent. Kirien is very good at tailoring the information required to the client and taking his time with any misunderstandings one might have. Doesn't rush and nothing is too much trouble. Plus I can only listen to someone I perceive as genuine - this is why I went to Kirien.Blue Lantern Nursing
We came to Creative Ideaz with our vision and they worked endlessly to make this happen. This resulted in a great website and a continued relationship with their team.Merridale Furnishers
Having used Creative Ideaz for our original website several years ago, I was more than happy to retain their services when our website needed a revamp. The quote we were given was excellent value and the service we received, from the initial meeting and through the planning process with Kurt into the website design and development was faultless. The finished product is exactly what we were looking for, it is clear that Creative Ideaz really know what website users are looking for.
I would certainly recommend for anyone looking for a great quality website for excellent value for money and superb customer service.BCOP
We wanted our social media pages to help increase our brand value and improve sales. Since Creative Ideaz handled our account, we have seen this happen.Alt Noir
Thank you Creative Ideaz for your expertise when putting together our MCM website. This is our first website and it's stimulated the campaign to raise our brand awareness and promote our products.
Creative Ideaz's advice and assistance throughout the process has been invaluable. Your experience and dedicated staff helped us to cover all the points that are necessary to have a quality website. Your standard of work is above what we've previously sampled and you are all extremely efficient. We have recently set up a new divisional arm to MCM and we will have no hesitation in using Creative Ideaz as our preferred web design supplier for this next project.MCM Ltd
I would highly recommend Creative Ideaz. I found them totally approachable, helpful and outstanding with support. Highly delighted with the fantastic website created for us, putting me at ease with the latest technology. A company who certainly listens to their clients.Brewers UK
In a few words, they just get it. We wanted to grow our business and Creative Ideaz knew how to do it and we have seen great results.Footprints Footwear
I would like to thank Creative Ideaz and in particular Kurt for guiding me through the process for my new website, they made it very simple and smooth. I would highly recommend the whole team and would definitely use them again.DanceMax
Creative Ideaz helped to set up our online shop website and have gone on to manage our marketing campaign, including Search Engine Optimisation. Not only has this resulted in a first page ranking on Google and an increase in sales, but we have also established a strong ongoing relationship with Creative which I hope will continue for many years to come.My Geex
I am very satisfied with the website design service provided by Creative Ideaz and would like to thank them and Kurt for all the hard work. They incorporated everything we wanted to see in our website better than we could have imagined and followed through from planning to development flawlessly. We are aiming to add more features as our business grows and will be returning to Creative Ideaz to help bring our ideas to life once again. Very pleased with the outcome and I recommend them highly!Incore Umbrella
It has been a pleasure working with Kurt and the team at Creative Ideaz. Professional and dedicated to fulfilling our requirements at all times, they listened to and worked with us, provided us with daily progression updates and they have created exactly what we wanted, a new look, smart, fully responsive website.
We would highly recommend Creative Ideaz to anyone looking for creative website design and we would not hesitate to use their services in the future.Walsall Society for the Blind
Creative Ideaz have recently helped to revamp our website and have really made a huge difference, helping us to bring our online presence forward leaps and bounds. We would definitely recommend Creative Ideaz to anyone looking for excellent customer service and a great website.Cumbria Park Hotel