Social media is growing stronger by the day, and to make sure your business receives the due attention it should, your social media strategy ought to be rehashed periodically to keep pace with the changing scenarios.
But what does it mean to revamp my social media strategy?
Are you managing a website, a Facebook page, together with Twitter and Instagram to reach a wider audience on social media to generate more leads for your business?
Perhaps, now you feel the need to create another social media presence, maybe an account on Snapchat; and, of course, you need good steady stream of quality content for your blog and the other social media accounts to engage your existing clients.
This is more than a handful, but believe me, very much possible!
Your goal should be to successfully get your message across to your customers, both potential and existing.
And an impactful social media strategy is about how effectively and consistently you keep doing this. All you need is an executable strategy.
Here are the reasons why:
The changing needs of your clients
You have successfully built a profile and enjoy regular clients to your business and good traffic on your social media platforms. The key is to keep your clients engaged and invite new clients to benefit from what you have to offer.
Focus on your value proposition and keep creating quality content that compels your clients to act. The more value they derive from your business, the more likely they are to follow your social media platforms and respond appropriately, all to your benefit.
Given your objectives and value proposition, your content should be designed to address the needs of your clients. Never forget the competition out there! Build a strategy that helps you manage your content on social media.
Fundamental questions to ask yourself:
- What is your niche? What do you offer to your clients?
- What drives traffic to your website and blog?
- Are you able to follow-up on the feedback you receive from your clients?
- Are your clients contacting you with the given Call to Action buttons?
- Are your blog posts, campaigns and incentives on various social media platforms driving greater traffic to your website?
The strong competition in the market
A simple yet great way to start thinking about growth is the age-old SWOT analysis (strengths, weaknesses, opportunities and threats). This will give you points to ponder on the areas of development. Remember! Everything must be written down so you can evaluate your thought process and actions each time.
A SWOT analysis will help you target your audience’s needs, keep you focused on your goals and make you cautious of the pitfalls that may hinder you from achieving your goals. Another important aspect that ensures success is observing your competitors and learning from their success.
Questions to ask:
- What is unique about my content in relation to other similar businesses online?
- What comparisons can be drawn from my social media outreach?
- What are the influencers talking about these days and how does my offer compare?
- What important tools should I employ to make my outreach more productive?
- How can I make informed decisions to realign my strategy when I see trends shifting or changing?
Harness the true power of each social media platform
Identify and understand the power of each social media tool you are employing to your business plan. A website and a blog serve different purposes. Most websites have a blog but not all blogs are businesses!
Twitter is a great micro-blogging tool and you can leverage on hashtags each time you post an article to your blog to get your business noticed. Similarly, Instagram allows you to post a world of photos which definitely says more than a thousand words. Hashtags again create an inlet for your business.
Instagram stories and now its seamless connection with Facebook has created a power-combo tool to leverage your social media marketing strategy. Hence, use of different social media tools will give you a very different outcome to your business.
Questions to ask:
- What different purposes does each of my social media account fulfill?
- What will be the defining difference among each platform I use to easily design and manage content?
- How will I schedule different posts to leave an effective digital footprint across the social media platforms?
- What popular hashtags will I target to leverage on existing themes and trends?
- What will be the frequency of posting on each social media platform?
The compelling need to align (and re-align) strategy with goals
“Focus on the great [and shelf the many good ideas],” advise McChesney and Covey in their book, The 4 Disciplines of Execution. Identify the most important actions that will leverage your social media strategy and act on them. For your particular idea, design messages and content across your social media platforms that are consistent and complimenting.
Right from your images to punch lines, call to action buttons to sharing of other content – everything must be congruent and meaningfully engaging for the audience.
If your social media strategy action steps are not achieving the desired outcomes, make sure you realign all the relevant content to your main idea for them to start giving results.
Questions to ask:
- Are my daily tasks adding value to my main business idea?
- How can I measure the effectiveness of my tasks?
- Are my metrics giving me any warning signs?
- Do I have a compelling task list that allows me to manage my posting schedules?
- Have I revisited the SWOT analysis and identified changes in any of the four quadrants?
The need to keep growing in the industry
Make a report of your endeavors and their outcomes. Measure what you really value for your business to grow, for example, if you have invested in adverts to create awareness about your new product or idea, measure the extent of engagement and outreach. This might require you to hire a professional to get things done for you.
There are many content management agencies out there, and an equally large number of free resources to understand how to measure the impact of your social media strategy.
Questions to ask:
- What are the metrics that I can use to continuously update and inform myself of future decisions?
- What do my blog posts achieve each time?
- Where is the industry headed and how is my business planning growth?
- What content is working?
- What key actions are contributing to major success of my outreach?
Strategy is the backbone to successful execution and a professional social media business development approach banks on a healthy strategy to concentrate on the audience’s need and continue to provide value. You might find that your existing posts on social media are not quite making a mark among your audience, however, scheduling posts on a social media calendar gives you a prospective approach for planning things – for, yes, a quite indefinite future.
Social media is very dynamic and very fast-paced – while a long-term strategy is essential in anchoring ideas, sales and dedicated [growing!] clientele, it is important to keep a fluid and flexible approach to alter, adapt, change and re-strategize. Don’t miss out on the essentials when you’ve decided to join the bandwagon of social media users. Make an executable strategy today!
About the Author:
Alycia Gordan is a freelance writer who loves to read and write articles on healthcare technology, fitness and lifestyle. She is a tech junkie and divides her time between travel and writing. You can find her on Twitter: @meetalycia