Goals Go First
It’s important to take the time to set strong-yet-reasonable goals for a social media campaign, based on past performance and overall business goals. Not talking about a to-do list or a simple continuation of the amorphous goals already set in the past:
- Specific: Goals should be as specific as possible. This will keep the team accountable – and more likely to succeed.
- Measurable: Measurement or it didn’t happen. Like, literally.
- Attainable: It’s good to set aggressive goals, but shouldn’t be so aggressive that no hope of achieving them. That’s not a goal. That’s a pipe dream.
- Relevant: Are the goals relevant to the business goals and needs right now?
- Timely: Are the goals set timebound?
Establish Goals for Social
Establishing clear social marketing goals is the first step toward building the strategy. Think of exactly what to achieve. Here are several examples of goals that might be established for social.
- Drive website traffic
- Raise brand awareness
- Boost brand engagement
- Generate new leads
- Nurture leads
- Build a community around your business
- Establish authority and industry expertise
The objective here is to give purpose to the social efforts. Once established social goals, the content produced and shared should continually support those goals.
There are a number of methods to help write out specific social media goals, including the Objectives and Key Results (OKR) method. The OKR method asks to set a broad objective statement and list out key results that describe what successfully achieving that objective looks like.
The objective is to boost brand engagement. In order to meet this objective, increase the number of likes, shares, mentions, and comments by the end of the timeline.
What’s Getting in Your Way?
What are the major roadblocks in between you and your goals? By determining this at the very beginning of your transformation process, you’ll be able to prioritize correctly.
Round up your marketing team and brainstorm possible solutions to the challenges you previously listed. Be sure to provide evidence to justify how you know this will be an effective solution so that you’re prepared when the time comes to gather resources and advocate for your budget.
Define Your Success Metrics
How are you going to define the success of your social efforts? Decide which metrics are
going to provide you with the right type of data so that you can determine whether or not social was successful.
social marketers are to identify which metrics are the used most often to determine social marketing success. Engagement was listed as the most-used metric by 56.6% of marketers. As social analytics software becomes more sophisticated, 21.1% of marketers are also tracking conversion and revenue metrics to place a monetary value on their social efforts.
Analyze the Competition
Running out of ideas, turn to the competitors. Be careful not to mimic the content of competitors, but use their social strategies for inspiration. Your brand and its competitors have similar ideal customer personas, so focus on the type of content that is most engaging, both within own social efforts and those of the competition.
Social analytics solutions are an effective way to compare your efforts against
competitors. Using social analytics, directly compare efforts to one or more of the competitors. We can pinpoint days when our competitors experienced peak engagement and can dive deeper into what content was shared on those days so that we can gain insight into the type of content that resonates most with our target audiences. Here are a few questions to consider as you analyze your competitor’s social marketing efforts.
- Which marketing channels are competitors using and are they successful in those channels?
- What are my competitors talking about and are those topics leading to high audience engagement?
- Are there areas of social strategy where we are outperforming our competitors?
Social analytics solutions are an effective way to compare your efforts against competitors. Using social analytics can directly compare efforts to one or more of competitors. Pinpoint days when competitors experienced peak engagement and can dive deeper into what content was shared on those days to gain insight into the type of content that resonates most with the target audiences.
Who Are You Marketing To?
Transforming your social marketing strategy may require you to either revisit your current buyer persona or to create a new one from scratch. It’s important to develop your buyer persona so that you know exactly who you are marketing to and can create content and offerings that align with the persona you’ve identified. Start by writing down everything you know about your target customer and perform research to fill in any gaps. For a robust buyer persona, try to capture the following information.
- Purchase behavior
- Pain Points
Layers of Social Listening
This information is invaluable in crafting effective content for your target audience.
Audit Your Content
Identify your best-performing content and most popular channels so that you can build future content that caters to the interests of your audience and share your content in the most effective way. Using Simply Measured Social Analytics, you can compare the performance of all of your social channels side by side. Identify which social platform is our most-engaged social channels and can then dive deeper to determine why engagement was so successful.
Engagement is an effective way to gauge the success of your social efforts with the idea that higher engagement meant higher quality, relevant content. Using social analytics, can identify top-performing content based on engagement level.
Create a List of Relevant Keywords
Identify the keywords most-often associated with your brand and can utilize those keywords both when sharing out content and to help guide the creation process.
Determine Your Brand Voice
Creating a brand voice will enable you to keep a consistent voice among all of your social
channels. This voice should align with the interests of your audience and match their
communication style, while staying true to your brand. Start by choosing three words that are characteristic of your brand. If your brand was a person, how would you describe them? After you choose these words, describe what that means for your brand and create do’s and dont’s for your content creation.
Optimize Your Social Profiles
While much of your time is spent on creating content and scheduling posts, the information included on your profiles is vital to the success of your social marketing efforts. When you’ve determined your brand voice, you can now build out your profiles to align with that voice.
At a quick glance, your profile should speak to your brand with relevant visuals and engaging copy. Here are a few tactics to optimize your social profiles.
Complete Every Section of Your Profile
This should go without saying that your profile should be filled out completely. If there is a field for information, take advantage of the opportunity to brag more about your business. In creative and succinct ways, you should be able to describe what your business does, the offerings you can provide, and how you add value into the lives of your customers.
Add Keywords to Boost SEO
Compile a list of keywords relevant to your industry, brand, and its offerings. Use these strategic keywords in every section of your profile to to boost SEO. They should appear in your bio copy, in photo names, interests, and experiences.
Research Industry Trends and Topics
In order to produce timely and relevant content and join the right conversations on social, you must stay up-to-date with what’s happening in your industry. To establish your organization as an authority in your industry, join conversations surrounding high-interest topics. Perform ongoing research to make sure that the content you produce and share aligns with the current interests of your community. Few resources that may help guide your research.
As social marketers, research is one of our most valuable skills, helping us make sure that our own strategies stay on par with trends in the industry. Instead of browsing aimlessly through content, rummaging through thousands of social profiles, or running endless Google searches, an easy way to streamline research is to sign up for as many newsletters as possible.
Newsletters provide insights into the state of the industry, changes in technology, updates to social networks, and explain emerging trends and best practices.
Webinars can have a huge impact on our social marketing strategies by enabling us to generate new leads and prospects, nurture existing relationships, and demonstrate expertise in our industries. During webinars, many businesses will live-tweet along
with their users to engage them, answer questions, and keep the online conversation going.
Webinars can also provide a way for us to learn, which can spark content ideas during our brainstorming sessions, as they are typically education-focused. Social Media Today
provides a wide variety of webinars specific to social marketers.
Forums provide an effective way for marketers to identify the topics that are spurring the most conversation online. Quora is a great resource to discover topics of interest, ask questions, and engage in conversations relevant to your brand. As a brainstorming tool, forums can help social marketers build social content plans that address questions people are already asking.