Social media is an effective way for all businesses, irrespective of their size, to reach target audiences. Users discover, learn, follow, explore, and shop on social media, so if you are not active on these platforms, you are missing an opportunity. In today’s time, it has become a necessity to be active on social media. There are over 5 billion active social media users, with an average time spent every day on social media is 2 hours 21 minutes. According to a report, Facebook, Instagram, YouTube, WhatsApp, and TikTok are some of the popular social media platforms.
Social media marketing is beyond just posting pictures; it’s a dynamic mix of messaging, timing, creativity, and analytics. Shockingly, only 30 percent of brands track their ROI.
In this article, we’ll learn what social media strategy is and why it is important, and how to create a comprehensive social media strategy. Also, we’ll look at some of the case studies of other social media accounts of brands!
What is Social Media Strategy and Why is it Important?
Social media marketing strategy is a comprehensive plan that includes your social media goals, the tips and tactics to achieve them, and metrics to measure the performance of the strategy.
It helps in boosting brand awareness and engagement across social media platforms. It helps in reaching the target audience, generating leads, and fostering customer relationships. A social media strategy provides a direction for all your social media activities, supports customer service, boosts website traffic, personalizes content, and enhances targeting on platforms. It also helps in generating better leads, offers social commerce, and helps in collecting relevant data. You can also promote innovative content and make it viral. It also creates social media influencer marketing opportunities.
How to create a comprehensive social media strategy
Here are some of the ways to create an effective social media marketing strategy.
- Goals: Be clear about what you want to achieve and understand how marketing and business goals are different. Each goal requires a unique strategy and different content and tactics on social media. Each goal requires a Key Performance Indicator. The most commonly used metrics are related to engagement, such as likes, comments, and shares.
- Research Audience: To create personalized content and messaging, you must understand your audience. The aim is to make your customers talk about your brand in a positive way that influences others as well. To achieve the desired results, you must conduct marketing research. Conduct online surveys, polls, create focus groups, interview customers, and ask questions to customers. Social listening is another way to know more about your audience. With the help of these methods, create a buyer persona that combines a buyer profile and buyer insights to understand your ideal customer.
- Research Competitors: This helps in understanding what your competitors are doing in the social space. You can collect insights related to social platforms used, type of messaging, frequency of social posts, use of influencers, content and format used, type of interaction with customers, campaign types, branding, etc. Once you understand how your competitors are achieving their goals, you can draw inspiration from them.
- Selection of Platform: Your social media efforts will only be successful if you implement them on a relevant platform. Facebook is one of the biggest and oldest social media platforms that offers targeted ways to engage with customers. Instagram is a visual platform that is popular among the younger audience. It is a great way to showcase your products and services. In-app shopping through shoppable posts, customers can purchase from them. Likewise, every social media platform has its own pros and cons.
- Plan Content: With the increasing popularity of short-form content, people have no patience to go through long-form content. According to a study, most people don’t purchase often. Target light purchases make you 20%. Brand building takes time and technology to develop. Too many messages dilute from messages. Emotions help in building a brand. Creative content drives profit, and 80% of ads fail to reach the attention threshold. For creating or planning content, follow these steps: set a tone for your page, create content themes, and highlight your unique selling proposition (USP). Build a content calendar and schedule your posts.
Examples of Social Media Strategy
Let us look at some of the successful social media strategies
- Mailchimp: Mailchimp has given marketing automation a personality. They use bold colors and interesting illustrations across their website and social media channels to engage and use a playful tone. They use every opportunity to engage with social media communities with a humorous tone that engages with the customers.
- Adobe: Adobe’s strong and impactful imagery is its strength, and the brand efficiently uses it. They also share user-generated content using the long-running campaign #adobe_perspective. It then reshares the best on its brand and tags the creator and promotes a suite of products.
- Dove: Dove has, over the years, created many campaigns, many of which grabbed the attention of the user, while some drew criticism. The company has called for online safety of young girls, promoting body confidence, and highlighting pressure on females after having a baby, and eating disorders. Dove’s recent campaign in response to the prediction that 90% of online content will be generated by AI in 2025. The brand’s message is to keep the beauty real.
- Specsavers: The goal was to urge people in the UK to book eye tests. Specsavers used TikTok to create an engaging campaign that helps in engaging with new audiences. This campaign resulted in 26.8k online eye test bookings, 30% below the cost-per-acquisition and 5x below the CPA ceiling. The community responded by creating 2 million videos on TikTok and 4.7 billion views of #PlaywithPringles. It has beaten the engagement benchmark with a 13% average rate.
- World Wildlife Foundation: WWF is a well-established brand in the charity sector. Their campaigns are impactful and encourage people to take action to preserve the nation and wildlife. WWF uses brand ambassadors to promote discussion on key issues. They use social media channels to connect with nature and explore it in different seasons, and share facts about different things.
If you set achievable goals and address each step, then you will be ahead of the curve. Lumia 360 provides effective digital solutions to small and medium-sized businesses. We have created successful and unique social media posts for our clients, which performed well for them and fulfilled their marketing objectives and goals. To know more, email id at info@limia360.com or call us at 514-668-5599.
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