How to Build a Successful Social Media Marketing Plan

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How to Build a Successful Social Media Marketing Plan : Social Media Examiner

How to Build a Successful Social Media Marketing Plan Do you wish you had a better plan for your social media marketing initiatives? Looking for tips to help you succeed? In this article, you’ll discover how to choose, pursue, and track your progress for four important social media marketing goals. How to Build a Successful Social Media Marketing Plan by Pierre de Braux on Social Media Examiner. How to Identify the Right Goals for Your Business What works for one business doesn’t necessarily work for others, even if you’re in similar industries. Before you define one or more goals, figure out where your business stands. First, audit your brand’s digital presence, including a social media audit . Then, analyze your marketing and sales funnels to determine where improvements could have a significant effect. Should you build awareness, generate leads, nurture your community, or learn about your audience? Through the audit and analysis, you’ll discover which objective, if achieved, would benefit your company most at this point in time. When you can answer that, you’ve got yourself a goal. Goal-setting matters because your ability to produce results from social media marketing is highly correlated with your ability to identify meaningful goals. This correlation makes sense: You can’t identify success or failure if you don’t know how much closer or farther away you are from reaching your goal. The goal that you choose to pursue will determine what strategies you adopt and what performance metrics you should be tracking . After you have this overall goal, you can start identifying relevant metrics, devising strategies, and creating content. Decide what goals you want to achieve with your social media efforts. General Goal-Setting Tips Here are a few general tips for goal-setting in a social media marketing context: Match your goals to your brand’s core values. Know what makes each social media platform unique and use it to your advantage. Make sure your campaigns are unique to differentiate your brand. When setting goals, make sure your efforts are consistent over time. These tips should apply across all of your social media goals, no matter the desired outcome. #1: Increase Brand Awareness Social media is a great way to spread the word. Facebook alone has 1.94 billion monthly active users. Whether you’re selling skincare products or IT outsourcing services, your business would most likely benefit from a strong social media campaign that puts your brand’s content in front of the right people. You’ll want to set a brand awareness goal if you’re launching a new brand or product, if you’ve lost a significant amount of market share, or if you’re trying to reach a new target market. For example, CVS created an ad to increase awareness of its new partnership with Target. When CVS launched a new partnership with Target, the pharmacy created a Facebook ad to increase awareness. Brand Awareness Metrics to Watch Measuring brand awareness can get a little problematic because you need a focus group to measure brand recall. However, a few specific figures will give you a pretty good idea of how strong your brand presence is: Average reach per post Engagement levels (likes, shares, comments, replies, etc.) Share of voice (brand coverage relative to your competitors) For the most part, you’ll find these metrics via your corresponding social analytics tools (for instance, get Facebook metrics from Facebook Insights ) or free tools like Google Analytics . More complex metrics like share of voice require specific tools like TrendKite or Brandwatch Analytics . How to Increase Brand Awareness After you identify the relevant metrics, it’s time to look at improving them. First, start posting content that excites your audience. Your brand is competing with a vast array of other brands for user attention so your content has to be uniquely valuable. Aim to produce and share content that educates, informs, entertains, or inspires .


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