Do people comment on and like your posts on social networks, but do not buy? This is one of the most common problems that clients turn to us with. An appropriately chosen communication strategy is therefore particularly important. I guess everyone can set up a Facebook page or open an account on Instagram today. However, building a successful profile that represents your company and still brings you a profit is not so easy.
More than 2.5 million people visit social networks in Slovakia every month, and according to some statistics, up to 54% of them use social networks and social media to research products and services (Source: GlobalWeblndex). These are numbers that cannot be ignored.
Are you also trying to attract this audience? It is time to admit that some photo from a company event, a funny video from time to time, or wishing you a nice weekend is simply not enough. It needs a more effective strategy.
Marketing communication strategy on social networks is a summary of everything you plan to do and achieve on social networks, from choosing the most appropriate channels to devising a content strategy. At the same time, such a communication strategy will help you monitor whether you are achieving the desired results and you will not spend your precious time and money unnecessarily.
So, let us look at how you can create your own marketing communication strategy step by step:
Determine your goals – what do you want to achieve on social networks?
Your winning strategy starts with clear, achievable, and easily measurable goals. Do you want to spread awareness about your brand, build a community, gain new customers or is your goal to improve your customer service? You can even set a different goal for each network.
Do not guess and rely on data – what indicators do you need to analyze?
Many fans and likes will be pleased, but their true value is difficult to measure. Therefore, focus on metrics such as interaction with your content, clicks to a website, or conversion rate, the percentage of visitors who complete an action, such as a purchase, newsletter subscription, or e-book download. If you advertise on Facebook, cost per click or Cost Per Click (CPC) is your main indicator of success.
Meet your audience – who are they and your fans expect?
To create content that people will like, comment on and share, they need to know who you are creating it for. If you already have your profiles on social networks, you will find a lot of valuable information about your audience and what they are looking for on social networks in the analyst section.
If you are just starting out with social networks, create the personnel of your ideal customer. A brief guide on how to do this can be found here.
Look for hidden opportunities – what do your competition well and what do not?
Before you get into the content itself, find out how your competition works with social networks. A good analysis of the competition will help you get a better idea of what is expected of you in your sector, while avoiding mistakes that have burned others.
Review your strategy so far – is there anything that works on your social networks?
Ask yourself the following questions: What brings you results and what does not? Are you attracting your target audience? Which social networks does your audience prefer? How are you doing in comparison to the competition?
Your answers will tell you if you need to continue or it is time for a change.
Create and improve your profiles – bet on quality, not quantity!
Do not try to be on all social networks right away. If you are not sure if you can create quality content on a network, it is a good idea to wait a while to set up an account.
The most used social networks in Slovakia are still Facebook and Instagram, with which it is advantage to work in most sectors.
Have you chosen your communication channels? It is time to create profiles and improve existing ones. Do not forget to use your logo and other visual elements of your brand, thanks to which your fans can easily identify you.
Find your inspiration and start creating – what content will you share?
Creating quality content is not an easy task. Properly set branding and tone of your brand’s voice, however, can make the whole process much easier for you (you can find more about branding here).
Do not just share posts promoting your products and services. Your content strategy should be a mix of content that informs, entertains, educates, and promotes.
Your contributions must also be in line with your stated goals. According to them, what percentage of posts will direct visitors to your website, what posts will generate new customers and what percentage of foreign content will you share. Content about your corporate culture should not be missing either, but if you are not pursuing a specific goal, do not overdo it.
Create a schedule – when is it worth sharing content?
Determine when and how often you will share content. However, be prepared for the fact that your fans will expect from you not only contributions but also quick answers and regular communication.
Therefore, try to set the timing of your posts so that you can respond promptly to them and build respect and reputation among your audience.
Measure and optimize – your strategy will evolve over time.
Let us tell the truth. Success on social networks is often a matter of trial and error. One post may seem perfect on paper but not bring any results in practice, another may surprise you with its popularity. So, do not be afraid to experiment and look for posts that will work best for your audience.
So, are you ready to start testing your new social strategy?