A strongly-designed and executed social media plan can optimize your brand, boost sales, build customer loyalty and improve your metrics.
A presence on social media has become essential for any brand seeking long-lasting and effective marketing. When done properly, a social media strategy can result in increased sales, new customers and a creative basis on which growth can be consistently maintained.
In this article, we’ll examine the main factors for optimizing a strategy during its creation and, subsequently, optimizing your company’s results on Social Media.
Social media professionals looking to build effective strategies for their clients should pay attention to certain key aspects, notably:
- Target audience;
- Core goals, personalized for each platform;
- Detailed post-results follow-up;
- In-depth research of competitors;
- Authenticity;
- Constant testing and adjusting of the plan.
Bearing in mind the topics above, let’s look at how each of them can positively impact an effective social media calendar, defined by posts and content creation.
Defining a brand’s target audience is the first step to identifying which content should be created, and which results should be measured. A strategy that takes into account the users to whom information is being directed creates an environment in which ideas can proliferate with greater ease. Brands who know their customers well are more likely to create campaigns that establish an intimate relation with them.
At the conclusion of each predefined step, put time aside to collect and analyze campaign data. This applies to both organic and paid-for campaigns.
Doing so allows you to plan your next steps, and determine whether you need to adjust the strategy, whether your goals are appropriate, and whether aspects which you previously dismissed could play a larger part in your plan.
It’s important that your social media goals are well defined and tailored for each platform. Each social media channel can perform a different role in the enhancement of your brand’s growth and results.
Different types of content also lead to different results, since users tend to be reactive to the distinctive structures and characteristics of each platform.
Competing companies will no doubt be targeting audiences similar to yours on social media, which is why it’s important to constantly monitor their activity. Otherwise when you least expect it, another player might leave you behind.
Social media platforms have set mechanisms to select which profiles to deliver to its users, but even so, your social media account manager should aim to imprint a unique personality on all content created for the brand.
This authenticity, within a predefined format, is the key to generating a more intimate connection with your audience, by building a niche based on followers with similar and equally inclined patterns of reactions to your campaigns (i.e. CTA, or “Calls to Action”).
It’s obviously important to use and engage with trends, but “lifeless” content that doesn’t genuinely appeal to potential clients will invariably be met with indifference.
With these tips, you are well on the way to capturing an audience that’s not just interested in your product, but also in the content you share – thus optimizing your business more quickly and effectively.
Sherlock Communications is an independent advisory, specialized in promoting the growth of international brands, such as foreign companies launching in Latin America for the first time, through Public Relations and Digital Marketing strategies, including social media strategy creation and management.
