Currently, companies are interested in creating successful social media strategies given how profitable it can be to have visibility on one of the platforms that are visited by millions of people a day.
According to Sprout Social Index, 90% of executives anticipate that social networks will be the main communication channel to connect with customers buy facebook comments.
The importance of social networks is undeniable, therefore, on this occasion we will review:
- How to create a successful social media strategy?
- Examples of strategies in social networks.
How to create a successful social media strategy?
Successful social media strategies have something in common: great planning behind them. Nothing you can see published on the social networks of large companies is improvised or the product of chance. On the contrary, it is the result of hard work of analysis, experimentation and improvement to achieve the best results.
Applying the following steps will allow you to have successful social media strategies in a short time.
- Define your objectives
Being clear about exactly what you want to achieve is the basis of successful social media strategies.
These objectives can be aimed at getting more followers, registrations for an event, downloads of the app, etc.
According to the same Sprout Social study, the most common objectives for social networks are:
- increase brand awareness (58%)
- increase community participation (4%).
The definition of these objectives will depend a lot on what stage your company is in. For example, if it is a newly created company, they will probably opt for objectives related to brand awareness. On the contrary, if it is a company that seeks to increase its income, it will surely opt for objectives related to the percentage of conversions, number of downloads or lead generation.
- Know your target audience
It is very important that you know your target audience like the back of your hand. This will allow you to know with greater precision how to talk to them, what type of content to show and what benefits of your product to highlight to make it more attractive.
Some aspects that you should consider are:
- Age range;
- Demographic characteristics;
- Education level;
- Occupation;
- Main pains;
- Hobbies;
- Pages you view;
- etc
Gathering all this information will allow you to target your audience in a much more personalized way and achieve successful social media strategies.
You can use information collected from social networks, as well as other messaging channels, such as email and Google Analytics, to build a complete profile of your target audience.
According to the study above, only 55% of marketers use social data to better understand their target audience. Which puts them at a competitive disadvantage compared to those who invest the necessary resources to know their audience in detail.
- Create valuable content
The litmus test to demonstrate that you know and understand your audience is to create content that is relevant to them. Not everything should be aimed at generating sales, registrations or downloads, but you must seek appropriate content for each phase of the buyer journey.
According to a Falcon study , only 19% of consumers find brands’ content authentic. This shows that it is very important to make sure followers feel heard and valued.
For example, educational content is a great way to keep your audience interested and motivated to interact with your brand.
Among the formats you can use are:
- Infographics;
- blogposts;
- Tutorial videos, etc.
On the other hand, entertaining content is also a way to keep the attention of your audience on social networks. It will depend a lot on the tone and voice of your brand, but, as much as possible, try to be aware of trends; for example, relating your products to some humorous content.
- Choose the right social networks
It is very important that your messages reach your target audience. So, it is not worth having a social media strategy that covers all platforms just to cover all the possibilities.
Each of your social networks must have a clear objective to consolidate your strategy and not only serve as a mirror of the most popular platform.
Likewise, it is not worth wasting resources on a platform that will not be profitable due to incompatibility with your target audience.
Choose the most appropriate networks for your business and focus the content strategy in such a way that it is a completely different experience to visit each profile, without losing the essence of your brand.
- Keep in touch with your audience
According to studies , more than 66% of consumers say that sending messages to a company makes them feel more confident in the brand. And more than 55% say it makes them feel more personally connected to it.
It is important that when addressing your clients or prospects through direct messages on social networks, you do so while maintaining a personalized and attentive tone, to convey a feeling of closeness and security.