So, you have an awesome product/service and are exploring the possibility of using social media to elevate your brand and achieve your business goals. Use this comprehensive step by step guide to set up your social media for success; full of tips and tricks to help you make the most of the time and effort invested.
Firstly, you will need to create a solid foundation for your social media campaign, to do this you need to Identify your social strategy. Firstly, you will need to analyse what this will do for your business. Everyone seems to be using social media – right. But is it right for you? Let’s take a look at the benefits social media needs to bring and the resulting time, energy and dollar investment you wish to make.
Step 1 – Choose why you are on social media. There are many reasons for this, from building awareness of your business, to wanting to start a movement.
Step 2 – Decide how much time you can spend; this may make you consider outsourcing after realising what you can do yourself.
Step 3 – Check out your competition online. You can do this by seeing who comes up in a google search for your industry and location. Check out their social media pages and note what they do well so that you can incorporate this into your social plans.
The second part of establishing a successful social strategy is exploring your audience. Knowing your audience and connecting with them through their interests will help you build your following and engagement. You’ve then earned the right to weave in some targeted business-related messages and calls-to-action seamlessly.
Step 4 – Create a profile of your ideal client or customer include categories such as age, gender, location, interests, lifestyle, beliefs, education levels and media consumption.
Step 5 – Choose which channels your audience uses often; this may be Facebook, Instagram, LinkedIn, Twitter or YouTube.
Step 6 – Choose which channels to prioritise. Some channels may be better suited to your goals than others, and so it is a good idea to prioritise working on these first.
The final part of securing your social strategy is to decide on your content. Once armed with clear objectives and knowledge about your audience, it is time to unleash your creativity and start creating content. What content will excite your audience? How do you get maximum impact for minimal effort while maintaining post quality?
Step 7 – Brainstorm content ideas through the lens of your audience. Think about what you could post that aligns with their interests, is unique and gets them engaged. Consider what information/education you can provide about your product/ services.
Step 8 – Choose which types of content you will produce. Many forms are ranging from image posts to articles, tips to videos, infographics to polls and surveys.
Step 9 – Choose your content mix. What percentage of your content will be engagement? How much will be product/ service info? What percentage will be call-to-action content?
Deciding on your social setup is the next stage in creating a successful social media campaign. To do this, you will have to establish your path to purchase. At some point, you will likely want to create the opportunity to have a dialogue with your audience about your products and services.
Step 10 – Decide how you will transition your audience from social to your preferred channel; this may be through private messages, phone, email, visiting your website or purchasing through social.
Step 11 – Measure your results. You can do this by setting up tracking, e.g. Google Analytics or Facebook pixels.
Step 12 – Lock in some time to review your results. It is all well and good running reports, but this is pointless if you do not take the time to analyse these results. Find out what is working and do more of it, similarly, do less of what is not.
The final stage of your social setup is your page. You want to create a page that your audience instantly intends to follow. This way, you will come up in their feed more often and stay top of mind.
Step 13 – Consider your first impression. You have less than half a second to create the first impression online, so make it count! Think about the aesthetic imagery of your business, the icons, branding and logo are the first things people recognise when it comes to your business.
Step 14 – Set up your page. Choose from a personal page, company page or both – making sure they provide a professional, unique experience in line with your brand.
Step 15 – It’s time to populate your page. These posts will ensure anyone who visits, sees enough compelling content to want to follow your page. Your starting point could be as many as 20 posts.
To populate your page, you will need to create a social schedule. For social media to be an effective channel, it requires consistency. A social media schedule that is a combination of sharing content and engaging with others increases media success.
Step 16 – Publish your content. To do this, you will need to answer a few questions, how much, how often and when? Creating a social calendar can help you keep track and scheduling software such as Later, Buffer, Hootsuite or Sprout makes it possible to publish content on multiple platforms all at once.
Step 17 – Engage with others. Set aside some time each day to engage with others. Like posts, follow others and collaborate to help keep your business front of mind.
Step 18 – Consider repurposing your high-quality content. Content that has been previously successful in your campaign can be repurposed and republished to help populate your page. Doing this may save a lot of time if done correctly but, remember to add fresh content often to keep regular visitors to your page engaged.
The final stage in your social scheduling strategy is promotion. Once your page, content and engagement are humming, it is time to think about amplifying your social media strategy with some advertising. Determine your objectives, spend, return on investment and tracking. Test measure and learn as just hitting the ‘boost post’ button and hoping isn’t best practice.
Step 19 – Consider advertising. To do this effectively, you will need to make sure that you have a clear customer journey, have ensured that tacking and measuring are working effectively and have determined your investments – nothing that it may take months to optimise.
Step 20 – Prioritise your advertising objective. These may be to gain more followers, increase engagement, create lead generation, increase traffic to your website, stimulate conversations or all the above!
Step 21 – Optimise your advertising spend. You can do this by reviewing your advertisements effectiveness and evaluate conversation effectiveness once you have done this, you can optimise your spend accordingly.
So, there it is - your best practice guide to setting up your social media for success. Social media can be one of the most effective channels for boosting your audience, building a brand, increasing awareness, and ultimately making it easier for people to trust you and buy from you. Like any marketing activity, social media works best with a clear strategy, objectives and a plan to roll-out cost-effectively ensuring your social media delivers the required outcomes for you and your business.
Here at Cure Collective, we help businesses grow with effective marketing strategies and execution across a range of activities including branding, websites, SEO and social media, contact us today for an obligation-free call.