One of the best things you can do for your business is to create a sound social media strategy. But what does that mean and what does a social media strategy actually look like? In this post, I am going to share with you 9 ingredients needed for a social media content strategy that gets results.
Let’s dive in!
One of the first things you will do when setting up a social media strategy is identifying who your target market is. Knowing this person well will light the path to:
- Which social media platforms you should be on
- What type of content they respond to
- How they consume content
- How you will be able to best connect with them (direct messaging, Facebook groups, video, live video, etc.)
Understanding and knowing all of this will help you in creating the best content and user experience for your audience.
This is probably the most important part of your strategy. Assigning your goals. Your goals and whether or not you achieve them will be an excellent indication as to whether or not your efforts are working. Some of the most common types of social media goals people set for themselves are:
- Brand Awareness
- Lead Generation
- Build Community
- Lead Generation
Metrics and KPIs (Key Performance Indicators)
It’s not enough to set goals. Things like metrics and KPIs in place to see if you are on track to hitting your goals. Some of the more common metrics or KPIs people find useful in social media are:
- Reach (the total number of people who see your content)
- Click throughs to website
- Email list growth
Social Media Platforms
Now that you have set your goals, it’s time to determine which platforms will help you reach your goals. In order to get a good gauge on this, it is important to know who your target market is and where they are most likely to hang out. Avoid trying to be on all social media platforms only focus on the platforms where your target market is active.
Now that you have selected the social media platforms you will be active on, it is important to determine how active you will want to be. How frequently does your audience want to see and hear from you? To answer that question, read the next step.
Know Your Competition and Pay Attention
You and your competition have the same audience. Pay attention to what your competition is doing and how their audience is responding to what they are producing. Watching your competition will give you a good baseline to work from but don’t stay stuck there. Instead, watch what they are doing and tweak from there to best fit your brand and your audience. Things you can watch for when checking out your competition are:
- How frequently to post
- What type of content is most likely to be consumed
- What type of content gets the most engagement
- What type of content gets the most shares
- What time of day to put out content
- What type of CTAs (calls to action) do they use
Identify CTAs (Calls To Action)
Develop a list of CTAs you will use within your content to compel your audience to take action. Avoid common, overused CTAs like: “click the link in my bio,” or “click here,” or “follow this link.” Instead, get creative and have fun with your audience. Here are a few examples to get your creative juices flowing:
- Try for free – click the link (goal: website traffic)
- Don’t keep this a secret, share now! (goal: shares and exposure)
- Comment with your favorite xyz (goal: engagement)
- Tell a friend (goal: shares and exposure)
Create A Content Plan
Now that you have your goals in place and how you are going to measure them, it’s time to create a content plan with a focused vision. The easiest way for me to create content is to choose a theme of the month and create as much content around that theme as possible. For example, at the time of this post, my theme for the month is “content.” All month long I will be sharing information about content and positioning myself as an authority in the area of social media content creation. Do the same with your business! When you are an authority in your space, you build know, like and trust with your audience. An audience who knows you, likes you, and trusts you is more likely to purchase versus an audience that doesn’t.
Hashtags are one of the best ways for you, your business, and your content to be found on social platforms like Instagram, Twitter, LinkedIn, and YouTube. A good hashtag strategy includes a healthy mix of branded hashtags, local hashtags, trending hashtags for your industry, and niche hashtags. To learn more about hashtags and how to use them effectively, check out my blog post entitled “Lora Shipman’s Ultimate Guide to Hashtags” by clicking HERE.