strategy social media marketing
Looking to fine-tune your social media marketing strategy for 2022?
Good! Now’s the perfect time to make it happen.
In a landscape with more competition, content and networks than ever, a succinct strategy gives you the focus needed to say “no” to efforts that don’t serve your goals.
That’s why we put together a comprehensive guide to creating a social media marketing plan from scratch.
Whether you’re totally new to social or want to double-check your priorities in 2022, this guide has you covered.
Set goals that make sense for your business.
Take time to research your target audience
Establish your most important metrics and KPIs
Create (and curate) engaging social content
Make your social presence as timely as possible
Assess what’s working, what isn’t and how to keep improving
Bring other departments into the mix
Set goals that make sense for your business
Let’s kick things off with a quick question:
“What do you want from social media, anyway?”
Social media strategy planning starts with your goals.
According to the 2021 Sprout Social Index™, the most common goals for social are increasing brand awareness (58%) and increasing community engagement (41%). Whether you want to build a larger following or a more active community, taking the time to define your social goals is the first step to reaching them.
Either way, your goals will define your social media marketing strategy and how much time and energy you’ll need to dedicate to your campaigns.
2. Take time to research your target audience
Making assumptions is bad news for marketers.
Only 55% of marketers use social data to better understand their target audience, making it a huge opportunity for both leaders and practitioners. Much of what you need to know about your audience to influence your social media marketing strategy is already available. You just have to know where to look.
With the right tool, marketers can quickly research their audience. No formal market research or data science chops necessary.
Set goals that make sense for your business
Let’s kick things off with a quick question:
“What do you want from social media, anyway?”
Social media strategy planning starts with your goals.
According to the 2021 Sprout Social Index™, the most common goals for social are increasing brand awareness (58%) and increasing community engagement (41%). Whether you want to build a larger following or a more active community, taking the time to define your social goals is the first step to reaching them.
Either way, your goals will define your social media marketing strategy and how much time and energy you’ll need to dedicate to your campaigns.
2. Take time to research your target audience
Making assumptions is bad news for marketers.
Only 55% of marketers use social data to better understand their target audience, making it a huge opportunity for both leaders and practitioners. Much of what you need to know about your audience to influence your social media marketing strategy is already available. You With the right tool, marketers can quickly research their audience. No formal market research or data science chops necessary.
3. Establish your most important metrics and KPIs
No matter your goals or industry, your social media strategy should be data-driven.
That means focusing on the social media metrics that matter. Rather than focus on vanity metrics, dig into data that aligns directly with your goals.
What metrics are we talking about? Check out the breakdown below:
Reach. Post reach is the number of unique users who saw your post. How much of your content actually reaches users’ feeds?
Clicks. This is the number of clicks on your content or account. Tracking clicks per campaign is essential to understand what drives curiosity or encourages people to buy.
Engagement. The total number of social interactions divided by the number of impressions. This sheds light on how well your audience perceives you and their willingness to interact.
Hashtag performance. What were your most-used hashtags? Which hashtags were most associated with your brand? Having these answers can help shape the focus of your content going forward.
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