Social media strategy
Social networks are an excellent opportunity for companies to maintain a closer relationship with their customers, and also for potential customers to get to know them. Social media communication is fast, effective and simple. It can reach large audiences at more affordable costs than traditional media. There aren’t a unique formula to carry out a social media strategy, but in general terms these are the steps we follow when we make a social media plan for our clients.
1. Study of the target audience
The social media strategy begins by determining objectives and understanding the audience we want to reach; Knowing the tastes, needs and activities of the potential consumer helps us determine through which social networks we can find them and how they prefer to receive information. Let’s think that social networks like Tik Tok, Instagram or Facebook, have different formats, in some they are only videos and images while others admit a greater amount of texts.
2. Selection of communication channels
Although Facebook, Twitter, Instagram, Pinterest are some of the most popular social networks, they are not the only ones. There are niche social networks like Duolingo, where people learn languages; Wattpad, which is for writers; Trip Advisor, where people who travel for pleasure can find great discounts on flights on low-demand dates or at unconventional times; o Endomondo, where people who carry out sports activities record their progress and share it with other runners, cyclists, among others. Let’s think that you are dedicated to selling tennis for runners, in which of the previous networks do you think you would find more people interested in your offer?
3. Definition of thematic lines
Since we choose the appropriate channels, the different themes are defined. Unlike traditional marketing, where you are bombarded with promotional content that invites you to buy, digital media marketing is more social, so in addition to promotional content, you should include adjacent topics. Let’s say, for example, a company that sells makeup: the potential client may find it valuable that articles related to skin care are published on this company’s networks.
4. Content creation
The content is all text, image or video that we find in traditional media, such as television, or digital, such as social networks. In social networks we can present content in multiple formats: memes, gifs, advertising art with copy, infographics, videos, blog articles, among many others. Before doing so, we must also study the type of images and the language that we are going to use, will we be formal or carefree in our way of interacting? All this depends on the personality of the brand and the characteristics of the potential customer.
5. Scheduling and content dissemination
Through a publication calendar, the most convenient dates to publish each content are determined. Tools like Hootsuite or those that are integrated into the same social networks allow you to schedule publications in advance.
6. Ads for search engines and social networks
Many of the social networks allow us to give a paid boost to the publications, so that they reach the type of user that we want to see our ads. Thus, we can select that users of a certain age, geographical area and specific interests see our ads.
7. Measurement and optimization
One of the great advantages of social media marketing is that it is 100% measurable. We know the exact number of views, clicks and conversions (purchases, user registrations, among other metrics). With all this information provided by the analytical tools, we can make informed decisions to optimize campaigns month after month and thus manage budgets appropriately.
8. Maintenance of digital communities
Efforts to create content and invest in ads are of little use if timely follow-up is not done to maintain the community. Responding to your comments and messages is important for optimal digital health. At Letras Laetas we can configure chatbots with automatic responses and we can also provide timely monitoring of each query that your followers make; this way you can focus on other aspects of your business without neglecting your community.
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