Social Media Marketing Strategy Guide
Are you currently planning to create a social media marketing campaign strategy that is very profitable for your business?
It is true, you can find information about social media marketing anywhere.
But the discourse on social media marketing strategy this time will be discussed from a different point of view.
Let’s get started.
What is Social Media Marketing?
Today, businesses on a large scale have proven successful in utilizing social media marketing strategies.
Of course, what I mean is doing the right social media marketing strategy.
There are many choices in determining a social media marketing strategy, therefore you must really master it.
Before discussing any further, I want to get rid of some of the misconceptions about social media marketing, explain to you what a social media marketing strategy means and why you need to learn it.
As in the following sentences:
“I use Facebook every day, so I’m a social media marketing expert. That is easy.”
Social media marketing is not easy.
Moreover, if you do it yourself.
Often, it takes an entire team to implement the right social media marketing strategy for your business and manage one social media channel.
“Companies should hire kids who post funny memes on Twitter and know how to use the coolest filters on Instagram Stories to carry out their social media marketing strategy.”
Being an expert in social media is different from being a social media marketing strategist.
In fact, many social media influencers with thousands of followers are still struggling to make money.
“The job of a social media marketer is to make content go viral on social media.”
Going viral, follower count, likes, retweets are all self-bragging metrics.
Many businesses are very successful in social media marketing without ever going viral or gathering a massive following.
In reality, social media marketing is the process of using social channels strategically to generate meaningful and targeted impact for businesses.
YOU SHOULD USE SOCIAL MEDIA BECAUSE IT’S COOL OR TRENDING.
You should use social media as this is a strategic channel that you can use to grow any business.
This guide is designed to teach you how to do it right.
How to Create a Strong Social Media Marketing Campaign Strategy
Do you know why most companies fail on social media?
All that happened because you didn’t have the right social media marketing strategy
When you look at the social media presence of most companies, you think:
“Only companies on social media accounts.”
Did you know, actually most of them follow the same pattern like:
- They believe they “need to be on social media”
- They are looking for the best time to post on social media
- They are looking for the right amount of content to post on social media
- They thought they could hack the growth of their account to follow a lot of people automatically
- They post a “text + image + hashtag + link” combo on every social media channel
- Their posts get a lot of engagement like this:
It turns out that to be successful, you must have a social media marketing strategy and avoid being a “company that only exists on social media.”
Successful companies actually use social media marketing strategies as intended and strive to have one of the best accounts on each channel – dots.
The best companies on Twitter start interesting or funny conversations with their followers (even with other brands).
The best companies on Instagram usually have good social media marketing strategies and always publish content that inspires and attracts their followers.
You understand, right?
To create a world-class social media marketing strategy, you need to follow a simple framework:
- Understand and handle the 3 main components of a social media marketing strategy: monitoring, engagement, and conversion.
- Choose the right channel to participate in and learn how each channel works.
- Create world-class content for social media that really drives engagement and action.
Let us discuss each of the points above.
3 Components of a Social Media Marketing Strategy
If you are planning to become a social media marketer, you need to have a good social media marketing strategy and do more than just create content to post.
A comprehensive social media marketing strategy includes three components: monitoring, engagement, and conversion.
Let’s start with the first social media marketing strategy, namely monitoring.
Regardless of whether you decide to participate in social media, people will talk about you with their social accounts.
In some cases, users will talk about how much they like your product – that you can use to your advantage and build social proof around your brand.
Potential customers will have questions about your product or service – you can answer their questions and dispel their doubts about buying.
This is also one of the social media marketing strategies that you can apply.
Other times, users will have a few questions, complaints, support requests, or simple feedback – answering them on time helps you maintain a high level of satisfaction with your product or service.
All of these conversations happen, whether you are present or not – unless you have a social media marketing strategy “monitoring strategy in place”, the conversation will happen without you.
The purpose of social media monitoring is to overcome any mention of your brand or related terms (eg certain products) by making people who talk about your brand feel heard and cared for.
To get started with the first social media marketing strategy, namely monitoring, you need to:
- Using the tools available to track and aggregate mentions of your brand and related terms on social media – this is known as “social listening”.
- Implemented a process of classifying designations by type (praise, product inquiries, and support requests) the steps to be followed for each type (eg share or reinforce, redirect to support page, forward to sales team).
The next component of the social media marketing strategy is engagement.
You need to know that this is the easiest component in a social media marketing strategy and the use of social media, but it is also one of the most frequent mistakes made by most companies.
As an example.
You use social media channels to build audiences by sharing interesting and relevant content.
This doesn’t mean you have to keep on broadcasting how great your product is.
Nobody wants that.
Social media engagement (social media engagement) is closely related to your social media content marketing strategy.
Instead of thinking like an advertiser, you need to think like a publisher or media company.
That means the goal of your engagement is to create and share content that people actually like and want to consume.
There is no one-size-fits-all formula.
You should ignore anyone who claims to have these cool “tricks” or “hacks” to create great social media content.
To find out what social media marketing strategies are working for your company, you need to:
- Understand who your target persona is. For example, Airbnb’s social media marketing strategy focuses on LinkedIn’s efforts on prospective employees and guests Instagram.
- Determine the main role of each social media channel in your digital marketing funnel. Like the following example, instead of sharing content about the features on their camera (middle-of-funnel), GoPro’s social media marketing strategy prefers to use their Instagram account to inspire their audience with top-of-funnel videos and photography. ).
- Customize your message with the social media channels that you follow. For example, Mailchimp’s social media marketing strategy chooses to tailor its campaign assets to harness the strengths of each channel.
To prepare an engagement strategy, you must work on your content marketing strategy first.
The final component of your social media marketing strategy is conversion.
This is what distinguishes social media influencers from social media marketers.
It’s important to remember.
Having thousands or millions of followers on your account doesn’t help your business unless you can get some of them to become your customers.
Social media is a great tool to build an audience but has critical limitations for businesses.
Even though you have a social media profile, your followers are still “owned” by the social channel.
In fact, most social media channels are intentionally created so users don’t leave the platform, which is the reason why:
- There is no easy way to move all of your followers from one platform to another
- You don’t have any contact information that you can use to contact them directly
- The visibility of your content is subject to the social media channel algorithm
- You have to compete for attention with every other connection that each of your followers has
That’s the reason why your end goal is to convert your social audience into website visitors, leads, and customers.
You can change the social media audience through direct conversion or indirect conversion.
Direct conversion is a social media marketing strategy that is done by directly asking your followers to take actions that turn them into leads or customers.
For example, you can see the direct conversion rate that Under Armor has:
On the other hand, indirect conversion occurs the easy way.
That is by getting your social audience to visit your website without having to ask them to buy or send contact information.
Conversely, if you only want them to visit your site so that they become part of remarketing your audience, this will allow you to target them with your ad at a later date.
For example, look at the indirect conversion rate by Airtable:
Remember, the conversion is not the only goal of your social media channel.
When you try too hard to change your social audience, you can ruin your entire social media marketing strategy.
You need to balance that with monitoring and engagement, otherwise, you will find yourself selling too much.
Once you have developed a plan for each component of your social media marketing strategy, it is time to choose the channels that you will use to implement.
1. SELECTION OF SOCIAL MEDIA CHANNEL
The next social media marketing strategy is the selection of social media channels. This step is about self-control more than anything else.
When you notice a news report like this …
… You need to hold back the feeling of FOMO ( fear of missing out ) that forces you to create a business account on [insert the latest social media trends].
New social channels pop up all the time and get millions of users overnight – doesn’t mean you should jump in there.
Instead, you have to be strategic in choosing the social channels that you will follow.
In a social media marketing strategy, there are 3 simple social channel selection criteria that you can use:
Is your target persona participating in this channel?
This is self-explanatory. Make sure the people you want to reach are actually users of the social channels you plan to participate in.
What role will you play on the channel? Are you going to implement it for monitoring, engagement or conversion?
For example, Twitter users tend to expect the company to provide some level of support.
Despite whether you plan on encouraging people via Twitter or not.
If your company plans to participate on Twitter, you need to include a social media marketing monitoring strategy in your channel strategy.
What types of content do users consume and how do they consume it? Do you have the skills and bandwidth to create this content?
Each social channel has been designed in a “keystone format”.
For example, Instagram is full of high-quality photography and videos.
If you decide to create an Instagram account, you usually can’t just use stock images with text overlays.
You may need to invest time and resources into producing professional-looking content.
Also, different channels have different consumption behaviour: Active vs. Passive.
Active channels are channels where users have “intents”.
They know what they want to see and are actively looking for it – this usually happens on Pinterest and YouTube.
A social media marketing strategy that can be applied to active channels, you can do by creating content, optimizing it for search engine channels, and getting views and engagement over time.
This means you don’t have to publish new content constantly.
You can create one once and continue to get views, engagements, and conversions for years to come.
However, this doesn’t mean that inactive channels are easier.
You need to invest a lot of time optimizing and getting your content to be at the top of those searches.
On the other hand, Passive channel is a channel where users do not have the specific intent – they are just browsing.
For example, Instagram, Facebook, and Twitter are the most inactive channels.
A social media marketing strategy can be applied to participate in inactive channels, you can do this by continuously inserting new content into people’s feeds to continue to get views, engagement, and conversions.
Creating content for your passive channel requires that you always follow relevant conversations that are happening on social channels and can maintain a never-ending content calendar.
Choosing the right channel for your business is an important social media marketing strategy, and requires that you understand each channel.
To make things easier, we created cheat sheets for the most popular social channels.
2. MAKE WORLD-CLASS SOCIAL MEDIA CONTENT
I’ve explained it several times in this guide, but I must emphasize it again.
Forget about the “text + image / image + hashtag + link” combo.
If that’s all you do….
… I’m sure, it won’t work.
There is no “secret formula” that any company can employ to create excellent social media content.
If you want your audience to like & share, then talk about your content, implement a social media marketing strategy and understand how 21st-century users use the content online.
The good news is, you are one of them.
Do you remember the last time you watched an entire Instagram video without scrolling?
Do you check your phone while watching Netflix?
The answer is definitely “no”.
The social media marketing strategy implemented here is to make the attention span of the online audience shorter than before and there is no shortage of competition for their attention.
Creating world-class social media content is no different from creating a world-class social media content marketing strategy, all you need to do is:
- Get an in-depth understanding of who your target customers are (including their desires, wants, and needs) – this is called creating a target persona.
- Create a simple message for each of your target personas at each stage of the funnel – this is also known as creating single-minded value propositions (SMVP).
- Tailor your message to the right format for each social channel – in other words, choose your content type.
- Create content that people want to consume AND help you achieve your business goals – this is called creating eye-catching content.
3. DISTRIBUTE YOUR SOCIAL MEDIA CONTENT
Let’s recap what you have accomplished so far with your social media marketing strategy:
- You understand the main components of a social media marketing strategy and create a plan that includes each component
- You have chosen the best social media channels to implement your social media marketing strategy
- You understand your audience and come up with a social media marketing strategy to create content they really want to consume, which is sure to suit every channel.
Now, you are only one step away from implementing a social media marketing strategy.
But it was a big step:
- You need to make sure that you are actually reaching your target audience
You need to know, there are three main distribution methods for social media marketing strategies: Owned paid, and earned.
Owned distribution is done by delivering your content to an existing audience.
Unless you have a large base of followers, you can’t just rely on your distribution.
Paid distribution, exactly what the name suggests – you pay to get your content in front of your target audience.
For example, you can take advantage of a social channel advertising platform.
Or, you can pay someone with your target audience to promote your message.
Finally, earned distribution (the distribution obtained).
This can be done by getting other people to share your content (no payment required).
The first step is to create content that people love so much that they want to share it.
Once you’ve done that, you should encourage people to share.
For example, you can reach out to influencers you’ve mentioned in your content to let them know they are engaged too.
Some of them may share it with their own audience.
You can add social sharing buttons to your content.
Or, you can immediately ask your audience to share with their own network.
A comprehensive social media marketing strategy must include distributions that are owned (owned), paid (paid), and earned (earned).
Social Media Marketing Strategy Metrics
Do you know what social media actually means?
Social media is one of the most difficult channels to track and influence.
It’s easy to make mistakes.
Not because of a lack of metrics or things to track.
This happens because:
- Metrics across social platforms (even across multiple content formats on one platform) are completely non-standard – which makes them fairly difficult to compare (for example, how do you compare the reactions to Instagram Stories vs. Retweet?)
- People tend to focus on tracking the wrong metrics – sometimes using metrics that don’t help them make decisions that change their business.
1. APPLAUSE RATE
Applause rate is a proxy for how successful your social media content is in generating reactions from your audience.
Applause rate can be calculated as the total number of likes, favourites, upvotes, reactions, or similar actions over a certain period of time, divided by the number of your audience.
As an example:
Facebook Page applause rate = (Total number of reactions on your Facebook Post) / (Number of fans of your Facebook page).
Increasing your applause rate means that you are successful in getting your audience to react to your content.
2. AMPLIFICATION RATE
Amplification Rate is a measure of how much your audience shares your content with their network.
Amplification Rate can be calculated as the total number of retweets, shares, reposts, repins, or equivalent actions over a given period of time, divided by the number of your audience.
As an example:
Twitter Amplification Rate = (Total number of retweets on your tweet) / (Number of followers of your Twitter account).
This is a good proxy for how much distribution revenue you earn (earned distribution) for your social content.
3. CONVERSATION RATE
Conversation rate is a metric that measures how much your audience responds to your content.
Conversation rates can be calculated as the total number of comments, replies, or equivalent actions over a given period of time divided by the number of your audience.
As an example:
Instagram post-conversion rate = (Total number of comments on your Instagram posts) / (Number of followers of your Instagram account).
A high conversion rate means your audience provides feedback on your content (either positive or negative).
You can take advantage of social channels with high conversation rates to interact more closely with your audience.
4. BUSINESS METRICS
All of the metrics so far relate to a social media marketing strategy, namely user engagement in social media channels.
Everything is important, but not critical.
Business metrics, however, are critical.
As a quick reminder, I don’t invest in social media marketing because it’s trending.
I invest in it, only if it has a measurable impact on my business profits.
You can do this social media marketing strategy by tracking the traffic to your website that is referred by the social media channel.
Check out these examples:
- The success of social media marketing strategies and social media campaigns designed to direct visitors to blog posts (top-of-funnel) can be measured by examining the traffic that the campaign’s posts refer to.
- The success of the social media strategy of a social media marketing campaign for Black Friday sales can be measured by the number of sales (sales) or income (revenue) generated by social media traffic.
To do this, you can use UTM tracking parameters in the URL that you include in the social media campaign.
This will allow you to track the performance of your campaigns in Google Analytics.
The Best Tools For Creating A Social Media Marketing Strategy
Do you feel like sometimes new social media tools are popping up every day?
In carrying out a social media marketing strategy, you need the best tools for the smooth running of your business.
If you follow influencers and blogs too much, you’ll soon start feeling like you need to have it all.
Especially since several tools promise to help you grow your social media presence dramatically.
Don’t pay attention to this.
Your strategy is far more important than the tools you use, and no single tool will make or break your social media marketing strategy.
However, if you are just starting, it doesn’t hurt to know some of my recommended tools.
1. SOCIAL MONITORING TOOLS
Although social media marketing strategies have an important role to play in generating profits, you shouldn’t ignore the role of tools.
This tool will make it easier to collect social mentions from various channels.
Some will even help you respond immediately.
- Google Alerts: While this is not a tool specifically designed for social media, you can use Google Alerts to get regular notifications about specific keyword mentions that appear in Google’s index. Click here to find out about Google Alerts.
- Hootsuite: Among its many features, Hootsuite allows you to create streams to combine specific keyword mentions across multiple social channels. Also, you can easily reply to mentions and assign them to different team members. Check Hootsuite now by clicking here.
- Buffer: Another comprehensive social media management tool. Buffer’s Reply products incorporate social media mentions and make it easy for team collaborators to respond. View Buffer by clicking here.
2. SOCIAL CONTENT TOOLS
The following tools will help you create and distribute your social content.
- BuzzSumo: Creating content that people like is a lot easier once you know what the most popular content is out there. BuzzSumo makes it easy to discover which content is being shared massively on social media and which influencers are helping to achieve it. Check out BuzzSumo here.
- Canva: If you’re not a designer, Canva can help you quickly assemble beautiful design assets for your social posts. Their template library makes it easy for you to design if you, like me, pay less attention to design. Check out Canva here.
- Hootsuite: Offers a powerful platform for managing your content library and scheduling it on Facebook, Twitter, Instagram, LinkedIn, Pinterest, and YouTube. Check out Hootsuite here.
- Buffer: Includes a very user-friendly platform for scheduling content such as Facebook, Twitter, Instagram, LinkedIn, and Pinterest. Check out Buffer here.
- MeetEdgar: Another scheduling tool with a big difference – MeetEdgar includes a feature that automates “continuous posting” to keep sharing content that is always interesting on your social channels, even if you reach the end of the content queue. It can also save your time at the same time by trying to keep adding new posts to share. Check out MeetEdgar here.
- Sumo: Even though it’s not an exclusive social media tool. Sumo is a great tool for easily adding social share buttons to any website – making it easy for your visitors to share your content on social media. Check out Sumo here.
Expert Social Media Marketing & Blog Strategies That Must Be Followed
Unfortunately, everyone claims to be the “social media marketing guru” these days.
However, many of them are unable to use social media and are unable to implement the right social media marketing strategy to grow their business.
We’ve put together a list of people and blogs that you can truly trust and that you can use as recommendations when studying social media marketing strategies:
Melyssa has succeeded in building a successful business by utilizing blogs and social media. He’s a Pinterest & Instagram expert who usually shares great tactics on how to succeed on the channel.
Although this is a site that focuses on entrepreneurship and online business, the Foundr team has put together some brilliant resources on Instagram marketing.
Social Media Examiner
Social media is changing faster than any other digital marketing channel. With Social Media Examiner, you can stay up to date on everything that’s going on.
This blog includes many topics of digital marketing and developing a business. Includes several case studies on the most comprehensive and active social media marketing strategy.
Also, as a general rule, you should follow companies that are doing very well on social media and try to reverse engineer their strategies and tactics.
Here are some of my favourites:
Their efforts on Instagram have earned them several awards, including “best brand on Instagram” over the years.
AUSTEN ALLRED (TWITTER)
A great example of a startup founder leveraging his Twitter presence to build his company’s brand and strengthen the success case.
SCOTT’S CHEAP FLIGHTS (TWITTER)
This small company manages to continually create content their followers love – no small feat.
A classic example of a brand that thrives on social media. Whether you like their content or not, Buzzfeed’s success on Facebook is unquestionable.
Launch Your First Social Media Marketing Strategy
As with any digital marketing skill, practice is the only way to become truly proficient at a social media marketing strategy.
Also, having a successful portfolio of social media campaigns makes it easier for you to find jobs, clients, and develop your industry.
When you are a beginner, you have three options for getting hands-on experience:
- Use social media marketing strategies in your own business. If you already own a business, you can use what you’ve learned to grow it.
- Start your own social media account, and try to use it to achieve business goals (sales, traffic, users, etc.) – You don’t have to start a business, but you can become an affiliate and refer traffic to generate commissions. This is a great way to start because you have as much freedom to experiment as you want.
- Also, a great alternative is to find a business that you can help with a social media marketing strategy and who gives you access to publish on their social accounts. With this option, you’ll have less freedom to experiment, but you probably won’t have to start building your audience from scratch.
Once you know that, understand the following framework points to get started:
Finish reading this guide , of course.
Result: You will have a solid foundation in how social media marketing basically works – moreover, the last part of this section will help you avoid some common hurdles for novice social media marketers.
Set up social listening for your brand name and related terms (such as common misspellings, product names, competing brands, founder names) using Google Alerts and the free Hootsuite plan.
Result: You will have a simple way of collecting and responding to relevant mentions on social media. These are the minimum things you should do for any social media marketing strategy.
Choose 1 or 2 channels to start . Don’t choose more than that – use the social media channel selection cheat sheet.
Result: Starting with a narrow focus will make it easier to grow and engage the audience.
Research your target audience , design a communication strategy (see the Content Marketing Strategy Guide), create a social media content calendar, and schedule your content using Hootsuite or Buffer.
Result: You can create content that your social audience really wants to consume and use.
Periodically, try to convert your social audience into website visitors, leads, users or customers . Remember to use URLs with UTM tags so you can track traffic within Google Analytics and link conversions back to your social campaigns.
Outcome: You will learn how to use your social media presence to generate business results.
Track applause, amplification, conversion rate every week or month. At the same time, analyze the social media traffic business performance.
Result: You’ll get a better understanding of the types of content that work best at generating engagement and conversions.
Pitfalls: Avoid These Mistaken Social Media Marketing Strategies
There are a few mistakes that I always see most new social media marketers make in implementing a social media marketing strategy.
This can set you back or slow your progress and prevent you from achieving significant business results.
I’ve created a quick guide to social media marketing strategies, which will walk you through the following:
Worried Too About “Best Time to Post” or “Best Hashtags”
But it’s actually very common, and it deserves a place in our guide.
Newbies tend to worry too much about posting at the best of times or using the right hashtags to gain more visibility.
It will take a lot of time researching non-essential matters.
I’ll be very blunt here:
Mediocre content remains mediocre regardless of when you post it and the hashtags you use.
Your time is much better spent having a solid social media marketing strategy and producing great content.
1. VANITY METRICS
Social media channels are designed so that their users spend as much time as possible using the app.
They use many social media marketing tactics and strategies to do this.
Among these, is the creation of metrics that make users excited.
You should avoid falling for this metric as a social media marketer.
Vanity metrics are metrics that seem to make you feel good about yourself but are less important when it comes to getting business results.
Some common examples of vanity metrics in a social media marketing strategy include the number of followers, having a verified account, and “Reddit gold”.
2. FOMO ON THE NEW SOCIAL CHANNEL
I’ve covered this in the channel selection section of the social media marketing strategy guide above, but I need to repeat it.
You will see the emergence of new social media channels and get millions of downloads and users overnight.
Then you will be bombarded with blog posts about why you absolutely NEED to participate in these social media channels and how you would fall behind if you didn’t.
All you need to do is you have to resist the urge to participate in the new channel right away.
According to the social media marketing strategy guide, you should do the opposite, pause for a moment to think, whether it makes sense for your business to jump into it.
Mustafa Al Mahmud is the Founder and CEO of Gizmo Concept and Blogger Concept and also a professional Blogger, SEO Expert as well as an Entrepreneur. He loves to travel and enjoy the free moment with family members and friends.