Many businesses take an unfocused approach to social media. Like all digital marketing methods, businesses should approach social media with a defined strategy and a plan for posting relevant content that converts and motivates customers. In this article, WNY Holdings LLC discusses five basic steps that small businesses should take when developing a social media marketing strategy.
1. Define Your Target Audience
Researching your business’s target audience for social media marketing is a component of your overall digital marketing strategy. Your research will help you identify your target audience for social media marketing. There will be a significant overlap with demographic statistics, content preferences, and marketing channels between a business’s website audience and its target social media audience. Analytical tools specifically designed for social media coverage will help you gather the data you need to identify and define your social media audience. These tools provide feedback that specifically addresses Facebook, Instagram, Twitter, and other platforms.
2. Conduct Some Keyword Research Focused on Social Media
Keyword research is vital for all forms of digital marketing; social media keyword research is a specialized method of keyword research that targets current and potential followers. Specialized research applications provide up to date information about what keywords are engaging and which words are updating. You can also do simple keyword research on various platforms using your keywords to see in what context and how often they appear.
3. Plan Your Posts
When planning social media posts, think of what your brand offers. Then break down the integral parts of your branding and products in ways that your customers will identify with their needs and desires. Combine education and entertainment in ways that are consistent with your brand image. Always look for ways to make social media posts provide instant added value to your customers and potential customers. The key to social media is making immediate contact with a customer on a topic of interest or need they are experiencing at the moment. Think of ways that you can incorporate third-party content that is not in competition with your products or services to enhance immediate value to the viewer of your content.
4. Develop a Publishing Schedule
You should establish a social media publishing calendar. A posting calendar provides a visual planning template for content publication. It is helpful to use visual templates that show the schedule for post topics, specific messages, and images according to a set schedule. There are several software applications available that help to organize your schedule and perform the actual publication steps.
5. Measure and Analyze Responses to Your Social Media Posts
You will want to use a versatile application to collect response data to your posts and to analyze that information. Some posts should rank higher on engagement (funny or entertaining posts), while others should show higher numbers on click-throughs (links to blog posts). Understanding the types and frequency of different types of interactions customers have with your posts will inform you on what is working and what needs adjustments.
About WNY Holdings
WNY Holdings that specializes in all forms of digital marketing strategies for its small business clients, including comprehensive social media marketing. The agency was founded in 2018 by husband and wife digital marketing experts Ben and Melissa. Using the latest and most effective analytical tools and applications, WNY Holdings provides its clients with lean and highly effective strategies for content marketing, web and graphic design, media creation, and SEO in addition to social media advertising and brand development.
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