Social media offer great opportunities for visibility, but to make the most of them, it is necessary to develop social media marketing strategies. There are different types of objectives to be integrated into a social marketing strategy:
Brand awareness: consists of creating or strengthening brand awareness and reaching a broader audience to ensure that the right people notice the brand itself. The best way to reach a broader audience is by running multi-channel marketing campaigns cost-effectively. This goal can be measured through impressions/reach, likes, shares, mentions.
Acquire leads: through social media, you can lead the public to subscribe to your mailing list and then cultivate these potential buyers outside of social media. This way, you can generate a genuinely interested buyer audience to target remarketing ads.
- Customer loyalty: the goal of a social media strategy could also be to strengthen the bond and engagement with customers and fans of the brand. Involving the public through targeted initiatives can be essential to retain your customers.
- Online reputation: the level of trust and online reputation of a brand is gradually built and strengthened by sharing quality content and interaction.
- Making Sales: Social media is also a powerful tool for generating sales and acquiring new customers. Use eye10.io to know who your competitors are.
- Generate offline traffic: the definition of this goal is essential for those who have a shop and want to bring as many people to go to a specific place physically.
Provide customer assistance: the presence on social networks allows you to accept questions, complaints, and requests for information from your customers.
Define the target audience
Tracing the ideal customer’s profile in detail takes energy and time, but if you choose the right target, you can get considerable advantages later on. In defining potential customers, it is necessary to consider various aspects, including:
- Location: the physical place where the ideal customer lives.
- Age: ask yourself what age range of customers you want to target.
- Interests: Understanding what kind of interests, hobbies, or passions customers have.
- Job/sector: understand what profession they carry out and in which sector potential customers work.
- Income range: identifying the income range of a buyer persona allows you to understand how much they are willing to spend to purchase the proposed product or service.
- Favourite sites/apps: Understand which the favourite websites of potential customers are.
Create the right content
After identifying the types of ideal customers, you create content. In a social media marketing strategy, you must balance the mix of content by inserting both quick post formats and more complex formats. Such as how-to videos, sales targeted posts, entertainment, or educational posts.
To produce content on social media, you need a good dose of creativity to stand out from other competitors. The types of content to be developed on social channels are so many and can concern: What’s New: For example, updates on industry news or articles based on current trends?
Inspiration consists of lifestyle quotes or photos that express the motivation to buy one’s products or follow a particular lifestyle.
- Training: concerns the publication, for example, of statistics, tutorials or data or “how-to” articles from your blog and YouTube channel.
- Product/promotion: very useful is the publication of photos or videos showing the use of your product, testimonials, or explanations regarding the functionality of the product itself.
- Influencer/customer presentations: photos or videos of their customers or people their users follow.
- Community Events: Sharing news about meetings, events, or fundraising can be very effective, especially if your business is local.
- Questions and Answers: It is essential always to ask questions to your audience to create a strong sense of community and increase engagement in social media. The contents must be planned!
- Content is known to arise from ideas. However, an idea, if you don’t save it or record it somewhere sooner or later, you forget it.
So those who work in social networks cannot fail to consider content planning as a fundamental aspect of integrating into a social media marketing strategy. To plan the contents, it is necessary to create an editorial plan to establish which days, times, and channels to publish your posts.
There are several tools like eye10 to program and schedule your content for social networks, such as Trello, Google Calendar, Excel, etc.
How often can content be published?
There is no precise rule that establishes how often to publish content. The best thing is to do it gradually by increasing the posts and finding out what works and what doesn’t. It would be beneficial to test whether a higher frequency gives better results on specific platforms. Only after making numerous trials and errors will you be able to establish the best publication days and times for your target audience.
