Your Social Media Marketing Plan – Goals, Objectives, and Methods
A social media marketing plan is crucial to any small or mid-sized online business, regardless of size. A plan helps you tackle your digital goals with an all-important sense of direction. Here’s a basic step-by-step social media marketing plan to assist you in identifying your digital goals, engaging audiences, and ultimately optimize your online results: Set goals that make sense to your business. What do you hope to achieve? Are there specific sites, apps or trends you want to tap into?
Brainstorm possible solutions to achieve your social media marketing goals. Consider the overall marketing plan, but also include specific goals about where you’d like to go as a company (or individual). For example, if you want to reach out to a niche market on Twitter, then identify market segments that are trending, hungry for your offerings and measure the conversion rates of campaigns you’ve already launched to reach these people.
Define your social media marketing plan as part of your overall content strategy. This content strategy should include everything from the content you’ll be publishing on your company’s blogs, Twitter account, Facebook page, and other social media content, to the overall look and feel of your website. Your content strategy is how you position yourself within your digital platform. By combining your digital and traditional platform, you can increase traffic and engagement.
A social media marketing plan should include a content strategy, but the content strategy should be separate from the social media marketing plan. The content strategy will focus on generating content that will be valuable to your target group. It should address the tone, style, and voice of your brand. This includes SEO strategies (like keyword research and content optimization) and the content your company will distribute, such as press releases and blog posts.
The social media marketing plan should identify the target group you are trying to reach. If you want to attract young audiences (for example, if you run a fitness company), then you need to identify people under 35 as your target audience. Your social media marketing plan should include the strategies and tactics to reach these individuals, as well as what social media sites they might be more likely to frequent.
Once you’ve determined your goals for the social media marketing plan, it’s time to create a list of useful tools that will make reaching those goals easier and more effective. Use the tools on your list to help you distribute your information to your target audience in a variety of ways. Whether you want to post a frequently asked questions or provide an answer to a specific problem, you can easily do so through Facebook, Twitter, and other social media sites.
It is also important to identify the goals you wish to achieve by having a social media marketing plan. Is it to build links and brand awareness? Are you hoping to create a useful customer base? Or is your goal simply to increase productivity and awareness among a targeted audience?
Regardless of your goals, you should consider implementing some strategies and tactics that will make reaching those goals easier. For example, you may want to use linkedin to drive traffic to your site, or you may want to post to blogs to drive traffic there, or you may want to write guest articles to submit to article directories. If you have a product or service that is particularly marketable in one particular location, you may want to check to see if there is a marketplace for it in another location. You may even find that you can expand your activities on social media sites to include online reviews and links to your website, which will further improve your chances of building links and awareness.