Social media marketing on different accounts and platforms can get messy and confusing even for an experienced marketer, unless you have a detailed strategy and plan. That’s why we have compiled the 10 steps to creating a social media marketing plan that really works, regardless of the nature and size of your business. Just follow the steps outlined in our guide, and you will soon be on the way to optimizing your performance on social media platforms.
Step 1: Put Down Objectives
Whether you are an experienced marketer or a new one, you should know that the first step to establishing any strategic plan is to decide on the objectives which your strategy aims to achieve.
Is your aim to drive more traffic to your website? Do you want to increase the number of free trials? Do you aspire to generate more revenue? How much more?
You should be clear on what exactly you hope to achieve with your social media marketing plan for your business and write it down.
Make sure that your goals are SMART, where:
- S refers to specific. Don’t say that you want to perform better. Say that you want revenue to increase by 25%.
- M refers to measurable. Don’t think that you want to get rich. Think that you want to generate an extra $50,000 in sales over the next 4 weeks.
- A refers to attainable. Don’t expect to raise revenue by 300% in the first month of your new social media strategy. Expect a 10% rise in the first 2 months.
- R refers to relevant. Don’t aim to improve user experience. Aim to drive more sessions to your website.
- T refers to time-bound. Don’t say that you want to start making more money. Say that you want to increase sales by 30% over the next 3 months.
One you have your objectives set, it’s time to find out the best way to measure progress towards them.
Step 2: Set Up Tracking
The next step in developing an efficient social media marketing plan is to find out the way in which you are going to track your achievement of the goals set up above. Designing and implementing a complicated social media marketing strategy involving numerous posts on multiple platforms is useless unless you know whether it’s attaining the expected results.
The tracking metrics which you choose will depend on the goals that you hope to reach with your strategy. For example, if your objective is to increase revenue by $20,000, you should track:
- Website sessions from social media channels
- Conversion rate for users coming from social media sites
- Average sale price for conversions from social media platforms
- Total amount of revenue from social media channels
It’s also important to track the performance analytics and metrics of individual social media websites as well as on individual social media posts. This is the best way to find out which parts of your social media strategy work best and which need improvement as soon as you start deploying it.
Depending on how your business is set up, there are different ways in which you can track these metrics. With regards to individual posts and platforms tracking, each social media site offers its own analytics section. With respect to your business-wide metrics, you can usually track those on Google Analytics. The point is to make sure that you have all metrics set up for tracking before you start marketing your business on social media sites.
Focusing on Instagram marketing? Find out how you can track Instagram analytics right on Studiorific’s platform.
Step 3: Audit Your Social Media Marketing Plan and Performance
If you’ve been using some social media marketing up to this point, it’s crucial to take stock of what you’ve been doing so far and what results you’ve been able to achieve. Go through each of your social media accounts on various platforms and check whether you’ve been able to get the best results. Simultaneously, make a list of the things which have produced sub-optimal results as well.
In spite of the need to use best practices from various industries across the globe, the best source of information and data for your social media plan is your own business’s experience. Audit your social media performance up to now, and use the conclusions you draw in enhancing your new strategy.
If you’ve never marketed your company on social media, you can skip this step.
Step 4: Choose the Most Relevant Social Media Platforms for Your Brand
No digital marketer can succeed on all available social media networks. There are simply way too many of them, each with its own requirements and best practices. Trying to be active on too many social media sites will only make you spread too thin and leave serious gaps in our social media marketing plan.
It is much more advisable and responsible to select 3-4 social media platforms for your business where you have a realistic chance to excel. You have to make this choice based on the nature of your business, your target audience, and your digital content creation capacities and expertise.
For instance, if you focus on creating marketing videos, then it’s logical to include a YouTube channel in your digital marketing strategy. If you rely heavily on photos and other images, you should consider Instagram.
Meanwhile, a few social media networks which work for just about any business and any type of content, regardless of your customer personas and geographical location, include Facebook, Twitter, and LinkedIn.
Looking for an efficient way to schedule social media posts on these channels as well as others? Check out Studiorific’s social media management tools.
Step 5: Create Optimal Business Social Media Accounts
As soon as you’ve decided on which platforms to focus, it’s time to start working on your profiles there. In case you already have accounts on these social media networks, you need to make sure they are set up in the most optimal way. Each platform provides you with different features to highlight your business, and you should take advantage of them.
First and foremost, set up business accounts rather than personal ones as the former usually come with more possibilities and features. Add your brand’s logo as the profile picture. If a background image is also available, choose a photo which shows your business in the best possible light. Add a short but clear description of your business as well as your website, your physical address, phone number, and any other available information.
The more details that you add to your social media accounts, the more trustworthy you will look to leads and customers.
Step 6: Research Your Customer Personas
If your business is not new, you already know who your ideal customers are. Now it’s time to research their habits when it comes to the use of social media platforms.
Different groups of people have widely varying habits and behaviors when it comes to social media networks. They are active on various days of the week and times of the day. They look for different things. They engage with social media posts in various manners.
You have to get a good idea of the customs of your buyer personas in order to incorporate this factor into your social media marketing plan.
Step 7: Produce Content for Social Media Posts
Once you know on which platforms you want to schedule posts and you know what these posts should focus on, you need to start working on the actual content.
Indeed, you don’t need to create all the digital content for your social media posts anew. Depending on the other components of your digital marketing strategy, you might be able to repurpose and reuse a lot of the content which you are already creating.
For example, blog posts, infographics, and videos are perfect candidates for scheduling on your social media accounts as well as on your website’s blog page.
Of course, you might need to create some new content for the specific needs and requirements of different social media websites. When you do that, make sure to take into consideration the image size and written text length requirements of each social media platform that you deploy.
Step 8: Post at the Best Time for Users
Part of the research that you should have conducted on your customer personas includes the time when they are most active on different social media networks. Now you should incorporate the results of your research into your social media marketing plan. Decide on the best time to post on each channel for each audience segment.
The time for which you schedule social media posts should take into account the habits of your target users and their geographical location.
Do you want to avoid having to stay online 24/7 to catch the best time to post for your customers around the world? Use Studiorific’s social media scheduler tool to prepare posts ahead of time.
Step 9: Keep Updating and Improving
Your social media marketing plan should remain a work in progress. Things change pretty fast in all aspects of the digital marketing business, and you have to stay on top of trends to beat the competition.
Check your social media posts’ performance on a regular basis with the help of the tracking mechanisms which you have installed. In this way, you will always know what topics, what content formats, and what time of posting produce the best results for your social media marketing efforts and business goals.
Adjust your plan regularly.
Step 10: Stay Organized
One of the must-have qualities of the top-performing social media marketers is the ability to be organized and methodical at all times. You should never let things in your social media marketing plan get out of control because it might take weeks or even months to get back on track.
Record everything that you do in your digital marketing strategy. Have a detailed social media calendar where you include all posts and times of posting. Track performance on a regular basis. That’s the only way to remain on top of things.
Bonus Tip: Use Social Media Management Tools
Performing all the tasks required for creating and implementing a comprehensive social media marketing plan manually is time- and energy-consuming. As a busy digital marketer, you should get access to the best social media management tools to streamline your social media processes.
- How to Add Social Media Accounts on Your Studiorific Dashboard
- How to Schedule Social Media Posts Through Your Studiorific Account
Designing a social media marketing plan that really works is as easy as it sounds. Just follow these 10 steps, and you’ll be on the way of growing your business through social media in no time.
To optimize your social media marketing performance, sign up for Studiorific now.