Table of Contents
This guide covers how to craft an effective social media content strategy that works towards your marketing goals!
Why a content strategy for social media?
Easy, social media is where your customers are.
Even though you can reach out to potential customers, a poorly executed social media content strategy will render your efforts ineffective.
Is social media marketing effective?
Yes, that’s why big and small businesses alike are investing in social media marketing!
Social media platforms by size
- Facebook – 2.498 billion
- YouTube – 2 billion +
- Whatsapp – 1.4 billion
- WeChat – 1.1 billion
- Instagram – 1 billion
- LinkedIn – 675 million
- Weibo – 516 million
- Tiktok – 500 million
- Pinterest – 355 million
- Twitter – 330 million
- Quora – 300 million
Reaching out to the right audience and utilizing good quality content is of paramount importance.
To find out more about the audience sizes for each social media platform, click here!
How do we create an effective strategy for social media?
1. Determine your objective
Regardless of your industry, a good social media strategy works wonders in driving brand awareness, engaging potential customers and increasing sales.
Knowing your objective would determine the type, frequency, depth and quality of content that’s ideal for your business.
Social media marketing objectives include:
- Brand awareness
- Video views
- Educating audiences
- Brand loyalty
- Website visits
- Lead generation
For instance, if you want more leads, a portion of your content would contain links to a landing page designed to generate inquiries.
2. Identify your target audience
This is extremely important! Why?
It’s easy to craft content tailored to yourself rather than your target audience. To ensure that your content hits the bullseye, feel free to use the questions below as a guide!
Questions to ask when creating content for your target audience:
- What validates them?
E.g. Owning the trendiest clothes? Purchasing cruelty-free products?
- What are their demographics?
E.g. Age, gender, marital status and income level.
- What appeals to them?
Beautiful design? Quality? Functionality? Return on investment?
- What issues/ problems do they have?
Inefficient service? Not enough time?
- How can your products or services help/ offer value?
Better design and lower costs?
- What are their purchase habits?
Are they mainly baby boomers who are unfamiliar with purchasing online?
- What media do they consume?
Are you targeting businesses or end consumers? Are they spending more time on LinkedIn or Instagram?
- How familiar are they with your products?
Is your product new to the market, hence requires more educational posts?
3. Plan your content
You’ll have to consider the following factors when planning your social media content:
Every industry has a unique calendar that business can leverage on. An effective social media content strategy plans for different seasons around the year.
For instance, retail and e-commerce business would always see a spike in sales just before Christmas.
A series of carefully planned posts before Christmas would help to drive more sales and awareness for these businesses.
How often should your brand post? Posting every day would be great, however, you’ll have to consider your team’s capacity as well.
The key would be consistency. Whether you post once a week, every two days or even once a month, sticking to a consistent post frequency lets users know when to check for your latest posts.
Are you reaching out to a broad audience with little knowledge or audiences with a deep understanding?
If you are aiming for a broad audience, then your content would have to cover mainly top-level topics. Hence, less depth!
If however, you are reaching out to technical experts in digital marketing, for example, a good strategy would be to post technical content. More depth!
A good content strategy would contain a content mix targeting both!
4. Deploy your content
After you’ve identified the optimal social media channels, and created content for each platform, its time for action!
Find a process, that works for yourself or your team when it comes to content production.
To save time, there are tools online that helps by automating your posts. Otherwise, some brands prefer to work with a social media marketing agency, so that they can focus on what they do best.
Whichever the case, find the process that works for you and stick to it.
Remember, consistency is key. Don’t be afraid to try, even if you might make a mistake. The important thing is to learn quickly from any setbacks.
An effective social media content strategy works by making adjustments to suit the needs of your audience!
5. Test and Optimize
Once you’ve started deploying your social media content, a good practice would be to test and optimize!
Identify the posts that work best and posts that do not resonate with your audience. Tweak your content mix to reach your optimal results.
There is no ‘one size fits all’ when it comes to digital marketing. That’s why our team is constantly testing, measuring and optimizing for the best possible results!
Your marketing efforts do not just end with content posting. A cost-effective method would be to combine your social media content with targeted ads.
This allows you to reach out to way more people versus simply maintaining your posts. As digital marketing specialists, we’ve seen a return on ad spend reaching more than 300% when leveraging on ads. This means that our clients earn $3 for every $1 they invest!
And no, we’re not talking about boost posts.
Keep posting and apply what you learn after each post (i.e monitor and listen to the results). Once you collected the data, use it to improve and optimize!
Strive to answer questions such as these:
- Does images or videos work better?
- What time works best for my brand?
- How can I keep my content mix interesting?
To conclude this post on a killer social media content strategy, always remember this:
“Constantly find ways to improve and stick to what works!”
That’s the digital marketing spirit!