How to create a Social Media Marketing Strategy? A step-by-step plan

Social Media Marketing

Julia Privezentseva I Digital Expert
02.04.2020

How to create a Social Media Strategy: a step-by-step plan for brand positioning on Social Media.

The Strategy helps to understand the current situation and set long-term goals. It builds a path to achieving goals and organizes the entire process. The Social Media Marketing Strategy should be integrated into the general policy of the company and be under the Business Strategy and the Marketing Strategy.

To develop the Social Media Strategy, we recommend the SOSTAC model. This model was developed by Holmes company for communication strategies, but it is also suitable for all types of Marketing Strategies.

 

S — Situation analysis

O — Objectives

S — Strategy

T — Tactics

A — Action

C — Control

 

By the way, you can contact SMMJAM for developing an SMM Strategy, Instagram grid layout, Content Marketing Production, Paid Marketing Campaigns, and other Social Media Marketing and Management Services.

Step 1: Situation analysis

As a general rule, Strategy development begins with a goal, yet it is more important to understand the current position of the company. Sometimes we set the wrong Marketing goals. Let's say the company goal is to reach 100 thousand followers; however, they already have 80 thousand followers. In that case, the goal is too small. Either the company aims to increase sales through Social Networks, but the products are expensive with a long decision-making cycle. There will be no quick and spontaneous sales through Social Media channels. In other words, we have to adjust the goal.

 

For Situation analysis, collect information in 5 areas:

Company

What to analyze?
Analyze products/services, trademarks, General Development Strategy, and Marketing Strategy.

How to analyze?
Analyze through a briefing with the key employees.

 

Target Audience

What to analyze?
Analyze the portrait of the Target Audience, expectations, 'pains,' geography, and why they choose your products/services.

How to analyze?
Analyze through the focus groups, surveys, questionnaires, and search queries.

 

Experience

What to analyze?
Analyze the actions you did, current activities, and achieved results, KPIs.

How to analyze?
Use analytic services, statistics, and special Social Media Management tools.

 

Competitors

What to analyze?
Analyze the leading competitors and their activity in Social Networks.

How to analyze?
Conduct a Market and Competitors Analysis through the audit of the pages of the main competitors.

 

Trends

What to analyze?
Analyze what is popular now and what will be in the nearest future.

How to analyze?
Find information through specialized resources: websites and conferences.

Step 2: Objectives

After a comprehensive analysis, you can determine future objectives. Usually, companies set the goals in 7 areas: sales, loyalty, image, customer support, research, PR, and HR. For small businesses and start-ups, the main objectives are Sales and PR. Big companies choose Loyalty and Image.

  • Sales: Increase sales of category A products by 50%, category B products by 30%.
  • Loyalty: Increase the number of brand ambassadors by 50%.
  • Image: Adjust the tone of voice.
  • Customer support: Transfer 80% of customer requests from the call centre to the Social Network.
  • Research: Conduct product testing in Social Media.
  • PR: Increase Brand awareness in Social Media by 30%.
  • HR: Create a trusting microclimate within the company.

Set long-term goals: from six months up to a year.

Step 3: Strategy

The Strategy is where and how the company will move in Social Media. Define general directions that will help you to draw up further Social Media Marketing strategy steps.

Describe:

  • Goal
  • Work direction
  • Deadlines
  • Expected results

 

Expediency

Choose the platforms and the tools according to your goal. For example, for a low-margin product, we do not recommend high budget advertising shootings. Investments will not pay off. For businesses with offline sales points, we recommend focusing on Geo-Targeting Ads. For an online store, being linked to an address is not an optimal solution; you need a high reach.

 

Target Audience

Choose the right platforms. For a regional company, it is more advisable to look for the target audience in local forums. For a highly specialized company — on thematic platforms.

 

Competitors

Choose the main channel and create appropriate Social Media Content. For example, under the development of a Social Media Marketing Strategy for the Real Estate business, the company found out that the main competitors are represented on Facebook and YouTube, but not on Instagram. Therefore, you have to choose one of the main channels and create appropriate content. For Facebook — a professional photoshoot of apartments and for YouTube — video reviews.

Step 4: Tactics

Now we have to define a list of tasks, the implementation of which should lead to the intended goal. Let's say the main goal is to transfer 80% of customer requests from a call centre to Social Media.

  • Create a new Customer Support Channel.
  • Create a certain Department where employees will communicate with customers in real-time 24/7. Transfer a part of the call centre employees to the Social Media support Department.
  • Develop and approve regulations of the Communication Policies.
  • Inform customers about the new Communication Channel.
  • Respond to requests quickly through Social Media.
  • Reduce call centre hours.
  • After three months, evaluate the results.

Step 5: Action

At the Stage of Planning, determine what needs to be done and how. Therefore, form a range of documents for everyday tasks.

  • Budget Plan — approved cost estimate for Social Media Marketing Department activities.
  • The work schedule fixes the order of actions and deadlines.
  • The publication schedule fixes the days and times of the content publications on different Social Media Platforms.
  • The content plan establishes the type, frequency, and channels of publications.
  • An interaction scheme is necessary for teams where several specialists are involved in SMM Project. The document will help to distribute all areas of responsibility.

Step 6: Control

There are two types of control: the process and the final goal. The long-term goal is hard to control, so we recommend focusing on managing intermediate results and correlating them with approved KPIs.

We always start a Social Media Management with the development of the SMM Strategy and then monitor the achievement of metrics. Only in this way can you achieve good results.

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