Social Media Marketing Strategy
Social Media Marketing Strategy, Social media is growing by leaps and bounds. But without a strategy you may be shooting in the dark. in this article I will tell you about social media strategy marketing in 8 steps.
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| social media marketing strategy |
1. Listen
Listening can benefit businesses in many ways including customer feedback, brand health and measuring PR Results, link building for SEO, Lead Generation, Insights for new products, competitive intelligence, market research, content marketing, and guest blogging, identifying key influencers and newsjacking.“Social Media Marketing Strategy”
You can use many Social media marketing tools to listen to:
-Google Alert:
you can set an alert for any search term related to brand or competition or keyword. you will receive an email alert about the latest news/articles about the topic. The email frequency and other aspects can be customized as per the user’s requirement.
-Google Trends:
It tells the search volume trend for any keyword, brand or category. you can find out if search vol is declining or growing over time. You can also find out the regions, cities from were more queries are coming, the exact queries.
-Social mention
2. Goal Setting for Social media marketing
Goal setting may involve bringing in new perceptions about the brand. At times, goal setting may also include brand repositioning.
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| Goal Setting for Social media marketing |
Initially, Tata Nano was perceived as the ‘cheapest car’. Further, as the organization realized that this was a hindrance to sales, it tried to reposition the car as a ‘fashionable car’ and as a ‘car for the youth’. The campaign was given a further boost on the International Youth Day.
A series of graffiti-based posters with youth-centric slogans were created. These posters hit hard on the aspect that youth are often underestimated. As a result, in a single day, Tata Nano’s daily organic reach rose over 57 percent above the average reach of the month. “Social Media Marketing Strategy”
The major objectives of social media according to e-marketer study are:
● Customer Engagement
● Brand Building
● Lead generation and conversions.
Apart from these, other objectives are:
● Innovation and new product development
● Recruitment
● Understanding the voice of the customer
● Search engine optimization
● Grow business partnerships
3.Content of Social media marketing
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| Content Social media marketing |
a. 50-50 Content
As a rule of thumb, not more than 50 percent of the content must be brand related. The other 50 percent should be non-branded and should be a mix of humor, entertainment, monthly themes, seasonal themes, product updates, current affairs, etc.
b. Brand Mnemonic
A mnemonic is a learning technique that aids memory. They are strong communication tools that help in quick brand association and brand recall. Brand mnemonics may include logos, taglines, brand mascots, etc. On social media it helps if you have a strong brand mnemonic. for example Marlboro’s brand mnemonic is a cowboy in American countryside that depicts a world existing in the American psyche and whose values are freedom, ruggedness and individualism. The famous McDonald’s clown with yellow clothes and red hair is Ronald McDonald, the brand mascot of McDonald’s. Most of us identify the clown and immediately relate it to McDonald’s and perceive it as joyful, funny and happy.
The mnemonic communicates these brand values on social media.“Social Media Marketing Strategy”
c. Brand Story
It’s great to have a brand story.
Interflora: ‘Interflora sends bouquets to customers having a bad day.’ Anthon Berg Chocolate
4. Target Group
Make multiple Personas as the target audience is heterogeneous. find out who, what and why. who – age, gender, education, profession
what – passion points, pain points
why – elevator pitch, why will they buy
5. Platform
Which platforms or channels you want to focus on.
The youth could be targeted on the latest social media platforms like TikTok, Snapchat and Instagram, whereas the elderly population could be targeted on Facebook and Twitter. “Social Media Marketing Strategy”
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| Platforms of Social media marketing |
6.Implementation scheduling, timing
Tweet-deck is a dashboard application for the effective management of multiple twitter accounts. It can also be used for scheduling tweets. It can be used to track conversations in real-time. Buffer can be used for scheduling. you can also make a calendar. “Social Media Marketing Strategy”
7.Measure
Branding – impressions, reach, frequency, engagement
Performance – leads, conversions, CR, cost per conversion
8.Improve
Did it meet the objectives? “Social Media Marketing Strategy” if not go back to the drawing board to tweak the strategy. if yes then again do listening exercise to draw fresh insights for campaigns
QNA-
What is a social media marketing strategy?
A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing. Every post, reply, like, and comment should serve a purpose
How to build your social media marketing strategy
Set meaningful social marketing goals.
Research your target audience.
Establish your most important metrics.
Analyze your competition.
Create and curate engaging content.
Make timeliness a top priority.
Assess your results and optimize.
What are the advantages of social marketing?
1. Increased Brand Awareness. Social media is one of the most cost-efficient digital marketing methods used to syndicate content and increase your business’ visibility. Implementing a social media strategy will greatly increase your brand recognition since you will be engaging with a broad audience of consumers.
How social media affect business?
Communication. Social media also affects the way many retail businesses communicate with their customers. … Customers may send private messages to the business, or they may post information publicly. Customers use social media to provide both positive and negative feedback about products or customer service.
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