SMM strategy is part of a company’s marketing and cannot be developed in a couple of days, it can take several months. It guides your business and, if used correctly, attracts many new customers. I have put together some tips to help you determine the vector of your strategy and what it should include.
Make a list of goals and objectives
Answer the question honestly: «Why do we need social media?» Increase visibility? Boost sales? Implement a special project to celebrate the launch of a new product? Outline and digitize the goal, then describe in detail how you plan to achieve it.
Do a competitor analysis
Look at how they advertise, what sites they are present on, what opinion leaders they work with, etc. This is when services such as SimilarWeb and Facebook Audience Insights can help you. Adapt and test successful mechanics and set aside unsuccessful ones. Don’t take the data as an absolute, but it will help you to prioritize.
Identify your target audience
Everything depends on this: your communication methods, content and frequency of publication, formats, platforms, promotion methods. Describe the data you have collected as detailed portraits of your target audience and think about how you and your brand can be useful to them.
Spell out the TOV
The tone of voice is the language in which you communicate on behalf of the brand. These are internal company rules for interacting with the audience, the same for all channels: website, mailing list, social media and even phone calls. TOV plays an important role in a company’s marketing and PR — it allows you to communicate values, stand out from the competition and connect with your audience by speaking “the same language”. Depending on your target audience, you can follow a formal or informal style.
Make a promotion plan
A rubric is essential to systematize content. It should both answer the audience’s ‘pains’ depending on the specifics of the business, for example: where you are located, what professionals you employ, what interior design, prices, etc. Also, you should make entertaining headlines and posts to keep the user interested.
Allocate a fixed budget for advertising
Think about how much you are prepared to spend on advertising and divide the money between different media types. For example, spend a large amount on targeting and the rest on partnerships with influencers. It is important to look at your budget and your product to determine which type of advertising is best suited to your brand.
Formulate a timeline for the project
Calculate your strengths and write down what you plan to launch and in what order, so that you don’t go astray or get bogged down in everything at once. Make a clear plan for your promotion and stick to it, then your company is sure to succeed.