I want to promote my business on social media, but how do I start? What is the process? What all does an online marketing strategy entail?
We asked ourselves these same questions and came up with the following key elements of a good social media strategy. From goals to engagement, we have provided you with a list of questions to ask yourself as you develop your own online marketing strategy.
One thing we don’t mention here, though, is content because that’s a whole other blog post. We’ll share our insight into content next month!
Creating an Online Marketing Strategy
What do you hope to gain by using social media marketing?
From website traffic and sales to brand awareness and customer loyalty, establishing the main goals of your online marketing strategy is an important step in the right direction.
Once this is determined, you can decide which platforms will be best for you. For example, Instagram does not allow links directly from posts (only in the bio on your profile page), so if you are hoping to drive traffic to your website, this may not be your best option.
The other important factor to note is your target market. If they consist of millennials, you may want to focus more attention on Twitter and Instagram over Facebook. Still, Facebook has a huge following and is a beneficial platform if you’re looking for a catchall.
Who is going to implement your strategy, and when?
Designate an employee, team, or outside consultant to social media marketing who is willing to put in the time and effort for real results. Also, note that particular days and times have higher traffic on different platforms. Do some research before posting because this can make or break a marketing campaign.
How can you actively respond to customer needs?
Some of the most impactful moments between brand and consumer on social media have been through quick responses. For example, a disgruntled customer may Tweet at a company about some poor customer service. If the organization responds within a few minutes with an apology and gift certificate, that negative experience could be reversed—possibly even resulting in a loyal customer. Negative impressions last longer in the brain, so actively responding to any concern is paramount to maintaining a positive brand image.
Last week, after business hours, one of our employees who manages social media accounts, received a desperate Facebook message from a customer of one of our clients. She was able to be the liaison between our client and their customer through Facebook. The situation was resolved within the hour, and all parties were pleased with the results. Stories like these are becoming more common, so make sure to have your notifications turned on and check them even after business hours!
What determines an achievement, and how can that be tracked?
If your goal is increased website traffic, adding Google Analytics to your site can help you see how many visitors come from social media. By tracking statistics and trends, you can learn how to best use social media to your company’s advantage. Metrics may seem boring at first, but they can be invaluable for building a successful marketing strategy.
As you take the time to answer these questions, know that every organization is different. There may be some processes that work better for you and others that don’t. Just remember to stick to what you know about your company and ideal customers as you create your online marketing strategy. All additional details stem from those fundamental points. Now it’s time to set your goals!
We’d love to hear from you -- Comment with success stories, questions, or new resources you’ve found!