Would you like to strengthen the connection with your target audience? Would you like to strengthen the connection with your target audience? Wondering how you can consistently deliver relevant content on social media channels? Planning your social media content keeps your brand in people’s minds and can also increase exposure and the likelihood of reaching your business goals. In this article, I’ll talk about four important steps in creating a marketing plan for your brand on social media.
So let’s go!
1. Know your customer
First of all, it is essential to understand who your target market is. Besides knowing how old your clients are, or their gender, you have to know them on a deeper level – where do they live, what they enjoy doing, what’s on their minds and how they behave.
Nowadays information is just about everywhere. Anyone, anytime can get some kind of content or information. To attract the attention of your potential customers and stand out above all others, you must give your customer a special experience, one that he will fall in love with and which will make him also fall in love with the brand it represents. Try thinking like your target market: what would be important for you? What could have been your first and last questions before purchasing?
In general there are two types of customers. The first type is analytic, and looking for something specific, he won’t spend his time looking for other things. The second type is the one interested in looking for a product without analyzing it too much, he will just look around, ask some friends or Google it.
Usually the steps before making a purchase are similar with all clients, but the approach is different. The ideal customers are the ones who ask questions, because by answering those questions and providing valuable content in the form of photos, posts, info graphics and online seminars, the business will gain the client’s trust.
2. Choosing the right social media for your needs
Each kind of social network is different from the other and has a different way of conducting, so not any kind of social network is suitable for your needs or your target market. Without observing the demographic data and without analyzing the traffic of your brand in social network, it will be impossible to make a valuable progress. You should do research and check which social media website will attract the right audience.
3. Develop a marketing program
Create a marketing program, like in the photo below, in order to maintain a synchronized and organized collaboration, between all parties you are working with on social media.The program will include several columns: month, publishing date, title / description, content (posts in blogs, videos, infographics and more), target audience, platforms (such as: Facebook, YouTube, Pinterest, the company’s blog etcetera), key words and more.I recommend creating this program in Google Docs or any other interface that will allow several people to cooperate. The people, for example, will be the designer, PR, producers or other relevant parties. On this platform all those who are participating will be informed ahead on all developments (such as a planned story on TV, an article in the newspaper and so on). As soon as we know about an event or a development about to happen in our company, we’ll be able to prepare for it and advertise it on social media.
4. Consistent interaction between the brand and the customer
Selling isn’t a one minute process. A customer won’t buy a product or hire a service, just because he saw some add. Nowadays, people are over flown with commercials. There is competition in almost every field, and the customers have a huge variety of options to choose from. Hens, you must develop a relationship and create a consistent dialogue with your customers.Social media is much more than just a platform for publishing content. You must create a two-way dialogue with the customers, as this will result in them appreciating the brand and making them interested in buying from it.
The more open and revealing the brand is, the more it’s responsive and willing to share online, the more it uses social media for customer service- The more likely people will feel safe to take the next step and make a purchase.On average, you need to make eight or more interactions before a potential customer will buy from your brand. However, creating interaction is an effort; it takes time and resources, therefore, it is important to think about ways to use social media for shortening this process, and making a potential customer into a paying customer in a shorter time.
5. Analysis of data
analyzing the data and the results of our online activity is one of the most important things in our marketing strategy. Facebook allows us to see statistics in its interface such as:
Page Likes: how many likes does your page have; and what is the difference from last week (how many new people liked the page and how many people unliked the page).
Post Reach: How many people were exposed to the page in the last week and what’s the difference (in percentage) from the week before, As well as how many people were exposed to the content on the page during the week.
Engagement: how many people have had any kind of interaction with the page? Interaction means: likes on posts, comments on posts, shares that have been made and any other kind of clicks. The numbers are counted as unique (which means that no matter how many times a person clicked on a feature, it will only be counted as one click).This tool helps you to learn about your page activity, what your followers shared and liked the most, and what would they like to see next.
Instagram also has a tool that helps analyzing activities. Pressing the four little lines on the right hand side on instagram’s interface, will reveal the following information: You can see the amount of views, exposures, interactions, and clicks on the profile description.It is possible to examine the amount of exposures and activities during the past week (dates can be seen at the top of the page)You can find out which are your most popular posts based on different parameters, such as:
– Dates (the past week / last 30 days / 3 months, etcetera.)
– Interaction type (number of views, exposures, interaction, responses, likes and so on)
– Content type
– Images or video
Other data that we are exposed to includes the days on which our account receives the most activity, as well as a breakdown of our followers, such as location, age, number of followers, and so on. Please note that nowadays we can turn a video into a GIF which is a kind of a “silent movie”, we can create this using external tools that interface with Instagram.
In conclusion,The digital media world is constantly evolving, and it is important to ensure that your brand stands out from the rest.Therefore, it is important to apply the above points in your strategy and remember to measure and analyze your audience activity as much as possible, doing so will enable you to learn and implement your conclusions in your future activities.
Good luck 🙂