Write Down Your Social Media Marketing StrategyJust like with studying, writing down marketing plans makes a big difference. According to CoSchedule, marketing professionals who take the time to document their marketing strategy are over five times more likely to achieve success. In addition to that, 88% of people who set concrete marketing goals achieve them. You can split your strategy into high-level and low-level portions.
High-LevelThis section should include overarching goals for your strategy. It should:
- Describe how social media fits within your overall digital marketing plan.
- Include guiding principles for brand voice.
- State what values you want your brand to express.
Low-LevelThe low-level strategy is more about the nuts and bolts about how things are going to be done. It should:
- State how often you want to post per week or per month.
- Outline what platforms you plan to post to.
- Plan a budget for the next quarter.
- Determine the sources of the content you want to share.
Coordinate Social Posts with Specific CampaignsA lot of social media posting is of the “just because” variety, as in: you post just because you feel like you should be posting something. Of course, you should be posting just because it’s something that businesses basically have to do nowadays, but in 2018, try tying some of your posts to special events, promotions or specific sales campaigns. For these special events, create customized graphics and post ideas that are different from your usual posts. Think visually so you can capture attention and use some strong call-to-action posts to try and collect early sign ups to your event. These specialized, limited time social media campaigns help you evolve quickly with your platforms by getting you to set concrete goals at the beginning of the campaign and monitoring how close you came to those goals at the end. This allows you to make more informed decisions for the next special event campaign. Think of each specialized campaign as a little learning experience and a chance to experiment.
Develop Content Marketing Assets and Landing Pages Just for SocialA lot of business social media is just shooting links at people, but you are doing it wrong if you are just being a link cannon. Make 2018 the year you stop scheduling a bunch of links to be fired at your followers. Instead, make it the year that you start creating content pieces of real value for your audience. Not just blog posts, but content pieces that get actual traction like infographics, which get around 41.5% engagement, on average. Only video gets better ROI than infographics. Along with these content pieces, have multiple landing pages so you can send specific audience segments to different landing pages rather than sending them all to a generic “Contact Us” page. One lead capture landing page might be focused on 18-year-old college students while another one is geared toward 30-something professionals and another one toward new parents. Each of these segments could have their own call to action that would cater specifically to them, increasing your chances for getting them as a lead. Developing specific content marketing assets and tying them to targeted landing pages helps connect your social media posts to revenue generating customer actions.
Invest in Professional VideoOh, look! This post has something about video. Who woulda seen that coming?
[First we start with some statistics.]Businesses that use video marketing:
- Generate 66% more qualified customer leads than businesses that don’t use it.
- Earn 54% more brand awareness than businesses that don’t use it.
- Experience significant benefits and positive ROI, according to 77% of small business owners who use it.