Social media is one of the most powerful tools in your marketing mix. If you use it correctly, you can create a strong personal connection with your prospective customers. However, marketers often make the mistake of diving into social media without a clear plan. At best, this is a waste of time – and at worst, it can lead to a PR disaster. To benefit from social media, you need to build a clear strategy that takes into account what you’re trying to achieve, who your customers are and what your competition is doing.
It is important to identify your goals, persona, and audience. A well-planned approach to social media always works better than random social media activities. Your plan should inform all of the activities that you’ll run for your business on social networks. Start by writing down your business goals and branding objectives. Every business has a specific set of goals, and your social media plan should tie directly into those goals.
What is the purpose of your social media marketing efforts? Do you want to create or raise awareness of your brand? Are you looking to increase sales, or website traffic, or both? Is your goal to build customer loyalty and increase retention? These goals aren’t mutually exclusive, but you should focus on one or two. If you spread yourself too thin, you’re not going to accomplish anything.
For example, if you run a coffee shop, an objective might be to increase the number of walk-in customers. Your social media goals would then be to create more awareness of your coffee shop and drive more people to your location.
It’s time to set clear objectives based on your goals. Focus on the S.M.A.R.T. strategy for goal setting to ensure your objectives are Specific, Measurable, Attainable, Relevant and Time based.
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