Every year Social Media brings in a new algorithm for marketers to deal with! Understanding the digital space and grabbing its pulse, we create a magical strategy or plan to work out on Social Media. From finding the right metrics to identifying the target audience, we will talk about it all in our blog.

A few changes here and there would make a big difference for the plan to work for your brand. Aside from being clear, concise and measurable; the plan should outline your brand goals. And, it should speak of what your brand wants to put out over there.

So, all you need to catch up is with a good and strategic approach doing a little different from what you have already been doing:

#1 Let’s see how has your social media performance been

A screenshot from the social media page Instagram, showing insights on different metrics of a premium fashion brand such as profile visits, website clicks, interactions and emails.
Instagram insights into a premium fashion brand

You need to gaze at the in-depth performance of your brand in the past quarter/ month or year. Look thoroughly at the metrics fetched from each social media channel/ platform to make a note of where you generated leads or drove traffic to your website, pushed social followers and increased the number of conversions.

Keeping a track of the social media metrics in regards to the brand goals would help you keep a check on the ROI of the brand. After the whole report of the previous years, you will know your weak points and strengths. This information can be more than useful for drafting your social media strategy for the next year as you would know what to do and what not to. 

#2 Decide and put the Social Media Marketing goals to work

There are two types of brand goals to think of, they are Social Media Marketing goals & Revenue-linked goals. Keep both of them in tandem.

Social media marketing goals must always align with your company’s wider goals. Marketing goals are affected greatly by the following:

  • Size of your company
  • Your audience
  • Your competition

However, potential goals include:

  • Increasing brand awareness
  • Driving traffic to your website
  • Building a community on social
  • Generating leads
  • Boosting sales

While drafting the company’s social media marketing goals, you need to follow the S.M.A.R.T criteria. Here,

  • S- Specific
  • M- Measurable
  • A- Attainable
  • R- Realistic
  • T- Time-Bound

#3 Create customer portraits

Every brand has a niche audience of its own. For instance- Mercedes Benz has its own crowd which has the highest disposable income, Patanjali products cater to an audience above 30 years (in most cases) and many other brands like these. 

So, you need to break down all the gathered data to find out who are your different audience groups, where do they hang out on Social Media and what content do they engage with, etc. After this, it would be easier for you to define a persona of who your followers are. Data from research organization ITSMA states that 90% of companies have had a clear understanding of their customers through the study of their personas.

This would help you frame a clear audience and assist you to customize your digital marketing strategies. It ensures that you are engaging with all the target audiences on social media. A correct customer portrait should inform content creation, marketing campaigns, ad targeting and more to ensure conversions.

#4 Study the competitors around you

For this, you need to have an eye for all the competitors who have similar products or services.

As a digital agency, we have an eye for:

  • Who are your closest competitors
  • Which social channels are they using for connecting with their audience
  • What are they doing well and what not
  • Their content and the performance of their content
  • Where do they need to improve on social media platforms or where can we take inspiration from.

Keeping an eye on the competitor’s brand we can understand the trending key industry terms, the audience’s response to content & campaigns and the changing competitor’s strategies. This can definitely help carve out a better social media marketing strategy!

As is evident from the above data and pointers, we need to dig deep in the audits of our social media channels of the previous years to continue or discontinue the ways of promotion. Coming down to the creation of a customer portrait as well the study of competitors, we will surely find a medley of ways to set up a strategy, live up to a goal and define their success on the digital media.

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