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7 Steps to a Successful Social Media Strategy

Profile photo of Pj Germain Submitted by Pj Germain October 19, 2016

Successful Social Media Strategy

So you want to create a social media strategy? It isn’t easy, right? Many of the social media marketers struggle to roll out an effective and practical marketing plan from the scratch. There are also others who don’t know what exactly a social media strategy is.

To put it simply, every action you take on social sites should complement the larger social media strategy. This means that every post, comment, like, retweet, or reply should all be part of the plan of the ultimate social media marketing plan. This might sound complicated, but if you want all your social efforts to flow naturally, you have to take time to create an inclusive social media strategy.

social-media-marketing-strategy

Everyone can come up with a comprehensive strategy for social media marketing if they approach it in the right manner.

This post will look into what the social media marketing plan is, and the seven steps plan for creating your own.

What Is A Social Media Strategy?

A social media strategy is a summary of all the actions that you plan to do so as to sell the business or brand products and services using the social networks. This strategy should comprise an audit of where your social media accounts are today, and the goals that you want to achieve in the near future. It should also comprise of all the tools that you intend to use to achieve your set goals.

In general, avoid having a social media strategy that is so broad and lofty that it becomes unattainable. The strategy will not only guide all your activities, but it’ll also act as a measure by which you determine your success or failures. Make sure not to set yourself up for a letdown from the onset.

social-media-strategy-guide

Step One: Create Social Media Goals and Objectives

Have you ever embarked on a journey without knowing your destination or where you want to go? Probably not. Similarly, you can be heading in that direction if you fail to set yourself up for success in social media marketing.

The first step to creating a successful and effective social media marketing strategy is to set and understand your end goal. It is good to set challenging yet achievable and challenging goals.

Some of the examples you can consider for your social media strategy include;

    • Increase overall traffic to your site by 40-50% over a year
    • Influence over 30% conversion every year.
    • Increase revenue from social sites by over 20% every year

 

The above goals are just random; they are just intended to get you have an idea of the type of goals that you can set with your strategy.

Having set definitive goals, you can now align all your plans towards achieving them.

More Resources:

Social Media Strategy Infographic

Adapt Your Social Media for Your Business

What’s YOUR Social Media Strategy?

social-media-marketing-demographics

 

Step Two: Know Your Target Users

You have your goals set in advance, now it’s time to start planning about who your target social media users are and who will help you achieve your social media marketing goals.

You can employ different options to identify your target audience. The first thing you can do is to take a look at your user base and try to create demographic personas based on their spending and needs and weigh whether you want to keep the current user base or aim to create a different one altogether.

However, you might not have a large social media user base to vet for your ideal audience. If you are in such a situation, don’t worry as there are various tools that you can use to see the type of audience that is gravitating towards your business or brand via your social media channels and website.

Most of the social sites offer demographic information to help you know the type of audience that follows up your social media activities the most.

But here are some of the tools that you can use to know your target audience on various social channels:

 

    1. Google Analytics– Google Analytics offers some valuable tools to help you identify and understand the location, interests, demographics, and even behaviors of the users who visits your site. Examining this data to know the customers who are converting is a great way to knowing your desired audience.
    1. Twitter Analytics– do you want lifestyle and demographic data on the users who are following you on Twitter? Using Twitter Analytics can provide vast information about them and help you compare your followers to the audience persona that you want. To find out whether your target users are active on Twitter, this is the option to use.
    1. Audience Insights/Facebook Insights– Facebook is a giant when it comes to data Kingdom and has tons of useful information on users that engage with your content, visit your blog or website, and connected to your page. Uploading an email list or installing a Facebook pixel will help you discover this useful data.
    1. LinkedIn Analytics– though a bit flimsy, LinkedIn analytics can be of great help to those marketers in the B2B space, as it will help you understand the kind of community that you are building and whether it fits your goals and ideal audience.
    1. Instagram Analytics– This is a relatively new tool and will enable you to check the demographics, location of your following, and content consumption by your following.

 

Leveraging data in order to know your target audience is an important step to creating a successful social media strategy.

More Resources:

Locate and Research Your Target Audience

Social Media Marketing- Where is your Audience

Social Media Demographics

Social Media Strategy - Tracking

 

Step Three: Conduct a Social Media Test

Having gained the basic understanding of how your social media users operate and relate to you, you can test the waters. It doesn’t matter whether you are a novice or an expert of it- we all learn from mistakes.

Conducting a social media test will help you announce your online presence. You need first to choose networks that best suits your social media goals. If you don’t have a social media profile on each site, you need to create and build them from scratch with your broader audience and goals in mind. If you have existing social media accounts, you need to refine and update them so that you can get the best possible results. Remember that each social site has a unique audience with specific needs and lifestyle and thus should be treated differently.

You can optimize your profiles so that they can increase web traffic to your sites. Also, you can cross-promote your social accounts to extend the reach of your content.

Social media profiles should be filled in all fields, and text and images should be optimized for the social channel in question.

Having set up or refined your account, you now need to connect with people you may know. Social media marketing is all about connections; you cannot make it in social media marketing if you have zero connections. You can also increase your connections by “following,” or “friend requesting” or connecting with whatever mechanism the site has, to interact and connect with people of certain interest.

For instance, you can join groups that are related to your field of interest; if you are selling SEO services, you can join a group of entrepreneurs or local small business. By connecting with someone whom you have a common interest, it will be easier for them to endorse or work with you.

Having identified your target audience and connected with them on their preferred network, you can invite them to join your email list so that they can connect with you.

Be creative in your email list invitation; for instance, you can inform them that you discovered something interesting that can benefit all of you. If they want to interact with you so as to know what it is, they need to sign up so that you can share the secret with them. Your goal at this point is to create and start building connection

More Resources:

Comprehensive Guide to Social Media ROI

Test Your Social Media Marketing

Best Social Media Marketing Tests

Step Four: Create Consistent Content That Your Audience Can Relate To

 

social-media-strategy-content

Source: Promoting Your Content on Social Media

Did you know that the current number of daily active users on Facebook is more than the number of people who existed in 1901? (https://zephoria.com/top-15-valuable-facebook-statistics/). The gap between the amounts of content published and the amount of content consumed on social channels is rapidly widening. To ensure that your content suits your audience you need to have a diverse content strategy. To make your content reach and engage your audience in the best way possible, here are several tips you can integrate into your content strategy;

 

    1. Ensure that the content is readable– this is much obvious. People are going to read information that is digestible and readable. By creating valuable content that is promoted properly across social media channels, you’ll definitely attract customers to your site. But to keep them you have to post content that is readable and digestible.
    1. Ensure that you integrate compelling visuals in your content. 90% of the information sent to the brain is visual, and the human mind processes visuals at 60,000 times faster than text. To win over your target users, you need to create compelling visuals for your content. However, this doesn’t mean hiring a graphic designer, although it is encouraged. There are amazing sites that can help you create fun, engaging, and attractive social graphics.
    1. Video capabilities. Videos are gaining popularity on social media platforms and therefore integrating videos into your content can introduce a fun or in-depth approach to the concept you are delivering. You don’t have to take expensive video. A video taken with an iPhone and uploaded to your platform of your choice will get more engagement than the other visuals such as images.
    1. Podcast integration– Podcast popularity has increased in the recent past and will most likely continue growing. Current statistics reveal that close to 17 percent of the Americans listen to podcasts monthly.

 

Once you come up with fun, engaging yet informative piece of writing, your content will get shares on a regular basis.

More Resources:

How to Develop a Social Media Content Strategy

Creating Your Social Media Content Strategy

How To Develop A Winning Social Media Content Strategy (Free Template)

social-media-strategy-automation

 

Step Five: Automate Some of the Process

If you want to succeed in your social media strategy, you have to find a way to achieve your goals. One of the key things that will guarantee your social media success is consistency. You need to be consistent in the time you post your content and other activities that you engage in on social sites

To achieve this, you need to have a system that will help you stay on track. Determine the things that you should automate and those that require manual processes.

You can use tools that post content automatically at specified times.

You can also develop messages that you’ll be using to interact with your customers. You can curate two or three messages or have a template that you can be using.

There is nothing wrong with using some of your competitor’s successful templates. However, try to create original messages as that will help you curate a unique and authentic brand choice.

More Resources:

HooteSuite

TweetDeck

Buffer

social-media-strategy-tactics

 

Step Six: Be Flexible With Your Tactics

Unless you are a celeb, social media success doesn’t come in an overnight. It takes time to establish yourself as an authoritative and influential personality, build a significant following, and start seeing tangible results.

You’ll need to redefine your tactics and experiment some of them so as to find the right combination of content, channels, and automation that works for your audience.

With time, you’ll be able to adjust your content, personas and recipe card based on the information that you are gathering. This will help you fine-tune your strategy so that you can generate more significant and consistent results.

More Resources:

30 Effective Social Media Tactics Worth Testing for Yourself [Infographic]

Experts Guide to the Top Social Media Networks

Social Media Marketing Tactics That Give the Best Bang for Your Buck

Step 7: Allocate a Dedicated Budget for Your Social Media Strategy

 

social-media-strategy-budge

To see consistent results from social media and reach your target audience, it is highly recommended to have a set budget for social media marketing.

The marketing budget for social media marketing is expected to rise in future, and therefore you should invest well in your social advertising. When used wisely, social media marketing is absolutely the most cost-effective way to reach out to your targeted audience in the platform they interact most.

More Resources:

7 Components of Every Social Media Marketing Budget

How to Determine Your Social Media Marketing Budget

The Truth About Social Media Marketing Budgets

Successful Social Media Strategy – Our Final Thoughts

Social media channels are one of the best avenues you can use to increase your website traffic and conversion rates. Therefore, take time to come up with a comprehensive, suitable, and ample social media strategy to reap the maximum benefit of social media marketing.

Keep on tracking and analyzing your target audience as their needs and desires keep on changing.

Remember: A great social media strategy is never anchored on a stone; it is a work in progress that keeps on changing. So create a strategy and start implementing it as you continue to learn more about your audience and business.

 


This post was originally published in http://pureresiduals.com/successful-social-media-strategy/ by Pj Germain

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Profile photo of Pj Germain
Author, Blogger and SEO Consultant. He has been a celebrated digital marketing business builder and residual income trainer with exceptional leadership skills. Pj's greatest joys are his family and friends as well as helping educate and inspire others on how to succeed with their own entrepreneurial careers.
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33 Responses to “7 Steps to a Successful Social Media Strategy” Leave a reply ›

  • Profile photo of Krystsina Profile

    Hi Pj,

    thank you for sharing this post, it is just great! So many useful details and links to learn more about building a successful social media strategy!

    I’m into social media management for the past few years, and I know quite a lot about it, but I still learn new things in your post, for example, about social media test.

    I usually use analytics for it, but the links you shared includes other useful things that could be done for measuring the ROI.
    Krystsina recently posted…13 Awesome Halloween Ideas for Your Small BusinessMy Profile

  • Profile photo of Paul Profile

    Hey PJ,

    It is cool to know of these steps that can be taken to succeed in social media.

    Social media strategy is vital for online success. If it is planned out from the onset then all other steps would be swift and cool.

    I agree with the steps and I am glad you took time to discuss each of them in details.

    More so, the additional resources listed under each of the steps give more value to the whole post.

    Now, it is time to start implementing successful social media strategy!

  • Profile photo of Amit Sharan Profile

    Hey PJ,

    To succeed online, the Internet marketer must be ‘strategic’ in all actions.

    Yes, I agree with you that every action you take on social sites should complement the larger social media strategy.

    Goal setting for social media marketing is a must and must be planned before embarking on social media campaign.

    Your explanations on each of the seven steps to a successful social media strategy are clear and practical. Every reader will benefit from what you have said.

    Yes, successful social media strategy is work in progress, and the marketer must be ready to do the needful at all times!

  • Profile photo of Celine Profile

    Hi PJ,

    I like the fact that you started discussing the steps with creating social media goals and objectives. These give direction to what is to be achieved in the process.

    However, having set definitive goals, it becomes easier to align all plans and actions to achieve the set goals.

    Successful social media strategy will be attained when there is a clear and definitive goal followed by sustained action plans!

  • Profile photo of Omar Saady Profile

    Hello Pj Germain,

    Thanks for sharing this well organized and awesome piece of content about a topic that every internet marketer should care about. It`s social media that takes the internet by storm.

    I think that the most important factor for building a successful social media impact is the ability to make solid, genuine relationships online, then you need to use your influence to grow your fans and followers.

    Thanks a lot
    Omar,
    Omar Saady recently posted…First Five Things to Do When Starting an Online BusinessMy Profile

  • Profile photo of Sarah John Profile

    Hi P.J.

    The truth is that many do social media marketing and they know the importance. However, they don’t do so strategically.

    There is need to develop a strategy for social media so that glaring results would be achieved.

    I think it is important to be flexible with any kind of tactics employed. There is nothing as constant as change and this applies to strategies or tactics that would work for success social media marketing.

    Thanks for sharing the different steps to a success social media strategy with us!

  • Profile photo of James Ling Profile

    Hi PJ,

    Indeed, these are seven steps to a successful social media strategy.

    The whole post reminds me that social media campaign is not just about joining a platform and leaving comments or sharing posts on it.

    To get better results, tactical and strategic steps must be followed.

    Thankfully, the whole of this post has given me new insights to set goals and targets for effective social media marketing.

    I have bookmarked this piece for future reference. Thanks for sharing this awesome post!

  • Profile photo of David Profile

    Knowing your target users is the foundation of it all. Even before choosing the platforms to employ, you need to know who your users are.

    Personas can help. Personas tell us:

    – what platforms to focus on
    – what messages will resonate
    – what topics will be effective
    – what we can expect from them on social media

    All the rest flows from there.
    David recently posted…Write for your audience (5 sneaky hiring ads)My Profile

  • Profile photo of Carl Profile

    Hi PJ,

    I completely agree with David(@amabaie). Knowing the target audience is the key.

    Once the persona and the needs of the audience have been determined, it becomes important to develop the tactics and practices that would blend to achieve the overall social media strategy.

    So, it is very critical to find out who the audience is and what really want in a social media test!

  • Profile photo of Winford Moore Profile

    Hi PJ,

    A very interesting post I must remark! Social media promotion is an ongoing thing. So, there is need to change tactics if the one doesn’t work.

    On a broader scale, social media strategy should be adopted and I agree with you that every plans and actions done around social media on daily basis should be aimed at achieving a broader social impact.

    Thus, creating consistent content that the audience can relate to is very crucial in ensuring success with Social media strategy. This is not to say that other steps aren’t important!

    Thanks for sharing this post!

  • Profile photo of Sunday William Profile

    Hey PJ,

    This is quite a fascinating post. Indeed social media is a powerful way of promoting post. If done well, the brand or business would reap the benefit.

    Thus, there should be no excuse to do all things necessary to create and run a workable social media strategy.

    It is important to have big plan for social media and it is critical to do small things that would result in the fulfillment of the overall social strategy.

    The seven steps to a successful social media strategy you have shared are in order. I agree with them.

    In addition, I want to say that the additional links and resources you have provided after each point makes the whole post more rewarding to readers.

    Thanks again for sharing this awesome post!

  • Profile photo of Black Profile

    Hi PJ,

    I am impressed with the detail of this post. There are so many additional resources and links where the reader can get additional information. This, for me, is additional Value!

    The steps for a successful social media strategy are practical. Results would enjoyed after actions have been taken.

    A successful social media strategy should center on the needs of the audience. So, it is important that we never ignore what the audience wants and how they operate before implementing other actions!

  • Profile photo of steven Profile

    Hi PJ,

    You post is very impressive! It is not enough to start running a social media campaign. To succeed with it, there needs to be a ‘strategy’ in place.

    The strategy begins with understanding who the audience is and where they interact on the social media platforms.

    More so, a good social media strategy must incorporate full knowledge of the pros and cons of the various social media platforms used by the audience!

  • Profile photo of Sherman Smith Profile

    Hey PJ,

    This was a very comprehensive topic about developing a social media strategy.

    Most people, including myself at the beginning, would just share a link on social media and leave it at that.

    There are strategies and tools in place to make you optimize marketing on social media, but a lot of online marketers don’t know where to begin.

    These steps create a great framework of how to approach social media!

    Thanks for the share PJ! Have a great weekend!
    Sherman Smith recently posted…How Can Solopreneurs Promote Their New Blog Posts?My Profile

  • Profile photo of Gavin McDonald Profile

    Hi Pj,

    I have to say it’s easy to see tell a lot of good effort was put into writing this article. And you do know what you are talking about when it comes to social media.

    Most of us don’t follow these steps when doing social media. Even reading the first couple steps you mentioned sounded like too much effort needs to be exerted to get results from social media until I got to your sixth step where you said to be flexible with ones tactics.

    That’s good advice because as you rightly said, social media success doesn’t come overnight.

    I also like the resource links you provided under each of the steps mentioned. They definitely helped in making this article very complete.

    Great social media article!

  • Profile photo of Sukhen Tanchangya Profile

    Hi Pj,

    Well social media strategy focusing you here and smoothly, from my experience I get only good traffic on my site not sales, traffic behavior very negative.

    In the last week I spent $600 on fb (http://prnt.sc/cy263x), 99% sales are zero. And I saw that maximum internet marketer use addmefast tools to create social signals, my question is whats going on web world?

    I highly recommended – creating infographics content is the best way to get success on the web, I get huge response from social media by creating infographic content.

    And I get 99% response from Google (http://prnt.sc/cy1zsp), and their operating system are android mobile & tab.

    By the way, thanks for everything and spent your time very hardly in this field.

    Keep it up

  • Profile photo of Helen Black Profile

    Hello Pj

    Thank you for such an interesting post! I totally agree that constant analysis of your target audience and the techniques you apply to your social media accounts are extremely important.

    To succeed with your social media marketing strategy, you have to know what you are writing about, who are your readers and how they like your information to look like. Therefore, it is important to pay attention to the content, the way you present it, how people react and always be flexible with your strategy.

    As for me, all of the key points that have to be taken into account are mentioned in the post, although a more detailed approach will be followed by searching for additional information. But it does not matter here as the post is written to talk about the essential basics, and it is done really good here!

  • Profile photo of Lisa Profile

    Hi PJ,

    I like the part about tracking and analyzing. One has to be ready to make changes quickly too with the way social media changes quickly today. Tracking results is so important today as many don’t see the results because they don’t TRACK them!

    Having the right tools to use social media with some automation is also key to success.

    Great points PJ!

    Lisa recently posted…Who Really Are The Best Valuable Social Media Influencers?My Profile

  • Profile photo of Artice Upchurch (A.D. Upchurch) Profile

    Hi Pj,

    This is by far one of the best posts I’ve read when it comes to creating a social media strategy. Just about everything that one needs to know about the subject is found here in this post. Thank you so much for sharing such a wonderful post.
    Artice Upchurch (A.D. Upchurch) recently posted…How to Write Highly Shareable Content for Social MediaMy Profile

  • Profile photo of Eleanore Dewitt Profile

    I agree with what others here have said, this is very well written. You even wrote it like a term paper, with all the helpful additional links you included.

    The 7 steps you included should result in social media success for anyone, if fully implemented.

    Great post!

  • Profile photo of darrellantonio Profile

    Hello Pj,

    Great post! It was very insightful and well detailed.

    I really like the part about tracking and analyzing because in this day we have to think on our feet and be able to adjust our plans and strategies accordingly.

    It’s always great to see a WA alum rocking it.

    Keep up the super job and thanks for sharing all this tenderloin and gravy in this post for us meat lovers.

    darrellantonio recently posted…10 Incredible Tips to a Better Social MediaMy Profile

  • Profile photo of Shamsudeen Adeshokan Profile

    Hi PJ,

    My favorite part is #1.

    Just yesterday I was on Reddit and someone asked this question: “where can I find a “marketing template” I can use for our company content marketing?

    (Not exactly in his word)

    My answer to his question was, the best marketing template is the one you created yourself base on your needs and wants.

    If you don’t know your goals and objectives, how do you identify the best marketing template if ever you find one?

    Thanks, PJ, nice reading.
    Shamsudeen Adeshokan recently posted…9 Types of Content Marketing Ideas That Work For DummiesMy Profile

  • Profile photo of Jacqueline Oby-Ikocha Profile

    Great post P.J.

    Honestly speaking Social Media sometimes seems like an uphill task to me.
    What I am trying to do asides for automating share buttons is to create time to dedicate to each of the platforms that I use.

    I’m going to bookmark this post and refer to it as often as possible.
    Jacqueline Oby-Ikocha recently posted…What’s Your Blogging Purpose?My Profile

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