Just like any marketing channel, social nets require their own promotion strategy. To save your business from big financial and time losses caused by unsuccessful promotion, it is necessary to lay a solid initial foundation for your SMM. To do so, it is required to build a promotion strategy, and then to launch it. In this article, we well explain what an SMM strategy is and how it should be built.
An effective SMM strategy answers the following questions:
- Who do you sell to?
- What do you sell?
- How to sell effectively?
- When and where to promote goods?
- What goods features to develop?
It may require several steps to build a high-quality SMM strategy. Theoretically, each step or a set of strategy-building milestones should be delegated to professionals instead of trying to do everything independently. For instance, a content manager can be responsible for posts and automation. This will help you elaborate each milestone effectively. Yet, certain steps should be taken at a team level. This approach will be suitable for setting goals and objectives. Let’s look at the entire SMM strategy-building process in more detail.
1. The main concept
The concept is a succinct summary of the main company principles. It is based on the project ideology, business-plan and the major brand concept. Moreover, it’s a key idea that the promotion strategy leans on.
2. Product’s strengths and weaknesses
Explore your business’s strengths, weaknesses, opportunities and threats. This will make it easier to understand goals and objectives, to identify its place on the market, to decide what needs further improvement and what a unique selling proposition should look like.
3. Your goals and objectives
At this point, it is essential to understand what goals and objectives your company pursues, as only a clear goal will help you decide whether you’re moving in the right direction, whether your audience is going to like this or that material, whether you should buy an ad.
To articulate goals, you can use SMART models: specific, measurable, attainable, relevant and timebound.
For instance, without measurable goals it’s impossible to monitor a company's progress in achieving its global and interim goals. Here’s a simple question to help you assess measurability: is the goal achieved partially or in full? The same is true for objectives. “To run social nets well” is a quite vague wording. The objective has to have a clearcut indicator according to which you will assess its accomplishment: followers, direct messages and so on.
When goals and objectives are well-elaborate, my things become clear – you will have a general idea of what your SMM should look like. Only then you can move to the next step.
4. Target audience analysis
At this point, it’s crucial to understand “Who your customer is?”, “Where they are?”, “What they do at their free time?”, “What music they like?” – this list may be endless.
With the help of target audience analysis, you turn an indistinctive crowd of customers into a specific person with their requirements and expectations. Your posts become more targeted. Thanks to target audience analysis, you have a clear idea of what audience your ad has to reach and don’t waste money on a large audience that doesn’t care about your proposition. In terms of SMM, targeted promotion ensures higher conversion than chaotic ads in multiple channels. This job will help you choose appropriate social nets and draft the future content plan.
Learn more about target audience analysis in our article called Market Research.
5. Choosing social nets
It’s commonly known that the SMM strategy and social nets are closely interrelated. Choose social nets based on the target audience and goals you wish to achieve. Explore which platform has the most potential customers. Remember that each platform requires an individual approach. Look at how competitors interact with customers on social media and to what extent their audience matches yours.
6. Drafting a content plan
Once you’re done with theoretical issues, proceed to practice. Provide a very detailed (up to time details) plan for a week, or even for the upcoming month. There’s no need to pre-plan potential topics, but try to come up with a long-term plan. Outline the rubrics you plan to run.
7. Announcement channels
Once the goal has been set, target audience has been identified and the content plan has been drafted, it’s high time to think about announcement channels. They may include advertising, mass following, lotteries, guest posts etc. This is a must, if you don’t want your page to work in vain, but want to promote it with dynamic outreach expansion.
8. KPI and actions analysis
To make the SMM ultimately effective, you have to monitor all your actions. This way, you’ll be able to redistribute resources and get rid of ineffective techniques. You need to know which posts represent your audience’s interest, and which do not; which announcement channel was profitable and which brought losses. Analytics helps you adjust your SMM strategy and make it more true-to-life.