Random tweets and pins might find a few customers here and there. To make the most of your social media marketing, however, you’ll want to develop a specific plan for reaching and converting clients. Here’s how to create and execute an effective social media marketing plan to help your business grow.
Not all social media platforms are created equal. If they were, we wouldn’t have so many of them. Instead, each caters to a different audience by providing unique features. Use those differences to your advantage by carefully selecting which platform will help you accomplish your social media marketing goals.
Some businesses make the mistake of trying to market on every platform at once. While you can certainly build a marketing strategy for each site over time, it’s best to focus on one or two at first. Find a strategy that works before trying to master them all. Here are a few guidelines to compare the marketing capabilities of social media platforms:
Are you trying to get noticed by potential customers who have never heard of you? Or are you hoping to increase engagement with an audience who already follows you? These are some broad questions you’ll want to consider, but you can also dig deep into the details.
Once you’ve decided on a platform, you’ll want to identify specifically who you want to reach. The amount and type of data you’ll have on a potential audience will differ for each platform.
Facebook, for example, will allow you to refine your targeting with demographic and psychographic data. That means you can market to individuals who like a certain product, personality, or particular television show (or other entertainment). You can also use a tool like the Facebook Pixel to retarget an audience who has visited a specific page on your website.
While the data set from other sites is not as robust as Facebook’s, you will still be able to choose who you want to target. This allows you to send your message to the right group depending on what goals you have set for your campaign.
To know whether or not your social media campaigns are successful, you first need to define concrete social media goals. Here are a few steps to consider:
The qualities of a fantastic Facebook fan page are not necessarily the same as an effective LinkedIn company page. At the very least, you should complete your profile to 100%. The more information you provide, the more likely your audience is to find you and connect with you. Also keep in mind that many of these pages will be indexed by Google, so you’ll want to use long-tail keywords to reap any potential SEO benefits.
Consider the audience you are targeting on each platform. Then adjust your presence for that niche. You should stay true to your brand, of course, but tailor your profile to the platform.
Much like with a traditional marketing campaign, you’ll want to plan your messaging in advance. You might not need to have every post and every ad completed before you launch the first volley, but you will want to have a general idea of what the arc of your marketing looks like.
Consider the following for your social media posting timeline:
Again, what works for LinkedIn might not be as effective for Pinterest. Each site has its own best practices, but some general rules apply to almost any social media marketing effort.
Here are a few social media guidelines that apply across the board:
Social media marketing isn’t magic. If you want it to work for you, you’ll need to be intentional and ask some important questions about your audience and your goals. Follow the guidelines above for your next campaign and let us know how it goes.