7 Rules for Building a Marketing Strategy in Social Media

Facebook is just the beginning of the struggle for recognition and recognition in social media. Learn the principles of building a marketing strategy in social media.

1. Define your goals.

You cannot start anything from the beginning without having specific goals. Each marketing activity must be preceded by certain assumptions. What example goals can you set?

• increasing the number of customers, and hence the profit
• building a loyal customer community
• increasing the number of meetings with clients
• increase in traffic to your website
• improving the recognition of your brand

Goals set in a similar way motivate to act. They are a kind of bar that you want to jump over as soon as possible and in the long run put at an even higher height. With your basic goals set, take advantage of the SMART principles that are the basis for building a marketing strategy in social media:

• Specific: Your goals should be specific and unambiguous, impossible to interpret them in different ways. Example: Getting 100 new people tracking your fan page per week.
• Measurable: each of your goals must be easy to assess and determine if a given strategy is delivering the expected results. Example: regular, daily checking of new likes, which are determined by specific numbers.
• Achievable: the bar should not be set too high. Do not set goals impossible to achieve, because you will easily get discouraged and undermine your motivation!
• Realistic: Goals should be closely related to your capabilities. Base them on components such as cash resources, staff and time.
• Time-bound: set a specific time frame for your goal. Try not to cross them – this is another motivational aspect!

If your fan page is closely related to the website, read also about the purpose of having a website.

2. Find Out Where You Can Find Potential Customers.

The obvious fact is that on social media the portal is uneven for the portal. While Facebook is very universal, some websites perform a specific and quite specific function. Not every portal is suitable for the same activities!

Instagram will be useful if your brand is characterized by interesting visuals. You can appear on this website by adding interesting, eye-catching photos. Consider using this medium, because at this moment among all social networks Instagram has the highest user growth.

Twitter, in turn, allows you to add messages (tweets) up to 280 characters long. Hashtags, i.e. aggregators, allow you to assign different messages to one category. The lifetime of a single tweet is therefore quite short, which is why it is suitable for judging or commenting on current events.

Although Pinterest is not so popular in Poland, it has an important feature – this site is visited mainly by women. If your business offers services targeted at this target group, Pinterest is worth considering.

The variety of social networks is at the heart of building a marketing strategy in social media. So choose them in a way suitable for the services you provide.

3. Activity is the Basis for Building a Marketing Strategy in Social Media.

There is nothing worse than a ghost profile hanging sadly in the Internet space. If you already have profiles on social networks, then use them. Put yourself in the role of your potential customer: is entering the company’s fan page, which is empty and showing zero activity, is this an incentive to use the services? Of course not. If you do not have time to run profiles yourself – contact us and we will prepare a professional advertising campaign on social media.

Activity in social media gives you double benefits. First of all, you attract the attention of people who are already following your actions online. Secondly, thanks to this you have a better chance of acquiring new customers because you don’t give the impression of an outdated or simply non-existent company.

4. Quality is More Important than Quantity.

If you serve some content, which is a lot but is just bad – you have no benefit. It is different if it is less, but in turn, it is more valuable. Such content is more friendly, attracts attention and is easier to share, and that’s what social media is all about. If you want to know more about this topic, read one of our tutorials on creating easy-to-share content. There, we also presented several principles for building a marketing strategy in social media.

5. Add Content at the Right Time of Day.

If you think that the time of day does not matter in the context of publishing new content – you are wrong. Take a look at the chart below:

Experts from Fundivo conducted a survey to check what time of day it is best to add content on individual social networks. As you can see from the chart, the results are quite interesting and clearly indicate that time is important. Use this fact to maximize your chances of getting users interested in your content.

6. Communicate with your recipients.

You cannot leave your audience (readers, potential or existing customers) alone. Social media is an excellent communication channel for informing users about new products, but don’t forget about one thing – it also works the other way around. Allow your recipients to contact you, write messages, and ask you questions.

First of all – if someone comments on your photo, please respond. Let me understand that you don’t upload photos just like that. Show that you follow everything that takes place on your fan page. Secondly – encourage dialogue, provoke discussions. This allows everyone to exchange thoughts and opinions. Third, if someone reports a problem or defect, act immediately and notify you of the results of your actions. Your image will certainly not suffer, you can only gain.

7. Watch Carefully and Analyze as Much Information as Possible.

Action is one thing, observing the environment and drawing the right conclusions is another aspect of proper social media action. In one of my previous articles on marketing planning and effective brand building,

I described the need for frequent and proper information analysis in quite broad terms. Social networking sites provide a range of tools to enable and greatly facilitate such activities. Examples include Facebook Insights, Twitter Analytics or Analytics Tab at LinkedIn. Also, don’t forget the powerful Google Analytics – about increasing conversions in Google Analytics we also wrote some time ago. Use the tools provided to make appropriate adjustments to your content publishing strategy. Stick to the above 7 steps to build a social media marketing strategy. If you have any thoughts on this topic, please let me know in the comments. Good luck!

Ankit Kharola

I am AnkitKharola, Digital Marketing Manager of Cliffex Software Solutions LLP. We help your business with a custom app design and help you market your new mobile app. If you’re looking for a way to connect directly to your audience, a mobile app will deliver what you need.