Just a few years ago, simply being present on social media was enough to keep brands competitive. The same can’t be said for social marketing in 2018. In today’s omnichannel, data-driven landscape, it’s important to treat social as more than a stand-alone channel strategy.
When your social strategy is rooted in customer data and analytics, it becomes a highly effective tool in driving customers down the path to purchase and supporting the effectiveness of other channels.
In this post, we’ll walk you through ten crucial considerations for creating an effective and measurable social media strategy.
1. Build your strategy with measurement and attribution top of mind.
Due to the upper-funnel nature and ever-changing landscape of social media (constant shifts in algorithms, new channels, audience behaviors, etc.), measurement is key. It’s hard to work backwards, so take the time to establish the right KPIs and plan for proper attribution from the very beginning.
2. Choose the right channels.
Based on business goals, audience and campaign objectives, select the most appropriate channel(s) for your budget. One size does NOT fit all, and each channel has unique use cases. Nuances that may make one platform best for a specific tactic may make it unfavorable for another.
3. Use visuals to tell your brand story.
Showcase the top aspects of your brand visually on channels built for visual content. Build a gallery of image and video-based experiences to display across your social channels.
4. Keep SEO in mind.
There is a close relationship between social media and SEO. Ensure that you have social share buttons installed properly on your web properties and that you are utilizing search terms and keywords effectively when writing social profiles. Share your high-quality, lower ranking pages on your social channels.
5. Consider the mobile experience.
Remember, most people will scroll past your content in under 3 seconds. Your image and caption copy must be engaging enough to capture someone in that first second – or they’ll keep scrolling.
6. Give your content legs.
Brands spend so much time developing marketing content for their website and sales materials, but many fail to take the next step. Take the time to repurpose your hero content into micro-moments that are easily digestible on social channels. For example, if you’re developing a 30-second explainer video, plan ahead for a 6-second edit to engage social audiences.
7. Determine what makes the greatest impact in the customer journey.
Through a series of events, testing content, and posting cadence coupled with detailed reporting, you will develop an understanding of what drives your audience to convert. Figure out what channels instigate a purchase decision and define where social makes the most impact in your customers’ journey.
8. Measure results frequently and develop an understanding of what they mean.
Keep weekly or monthly reporting so you can understand what works and what needs to be optimized. Track how audiences are reacting to your content – what they’re sharing and commenting on vs. liking. Build upon these learnings to facilitate more valuable engagement when it matters most.
9. Create a symbiotic ecosystem by connecting online and offline activities.
Layer in other digital marketing elements when building your content calendar. Connect content communicated via email, mobile app, and display ads with offline activities, such as direct mail and experiential. All marketing communications should be integrated to tell a cohesive story.
10. Consider the whole picture.
Use tagged links to track your social media efforts along with web analytics. Sometimes a piece of content may appear to be performing poorly, but look closely and you may find the piece content with poor engagement on your social channel is the one driving customers to your website.
Compare your social insights against your website analytics to better understand your audience and what content drives website traffic. Next, take a deeper look at those efforts to determine the specific tactics driving the most qualified traffic, such as leads or conversions.
By Leyla Arsan, Strategy Director