“Brands that ignore social media will die. It’s that simple.”
– Jeff Ragovin
With 4.62 billion people actively using social media platforms like Facebook, Instagram, and TikTok for 2 hours 27 minutes, on average, each day, it’s a no-brainer for businesses to invest their top dollars in social media marketing and advertising.
Data fetched from Statista indicates that social media advertising spending in the United States will reportedly cross the $56 billion mark. And that’s just social media ad spend we’re talking about.
There’s no official number for how much businesses spend on social media marketing efforts.
But if there’s one thing we know for sure, it’s that social media is extremely powerful. Businesses can’t ignore platforms like Facebook, Instagram, or TikTok anymore.
And while it’s important for businesses to invest their precious dollars in social media marketing, if you want to achieve outstanding results, you need to have a fool-proof social media marketing strategy.
To help you conquer your goals and hit your KPIs, we’ve put together this blog post where we’ll be walking through the steps Boise-based businesses can follow to build a results-driven social media marketing strategy.
Without further ado, let’s dive straight into it.
Follow These Steps to Build a Results-Driven Social Media
Marketing Strategy for Your Boise-based Business in 2022
Here you go:
- Determine your social media marketing goals
- Conduct thorough target audience research
- Dive deep into your competitor’s social media marketing strategy
- Conduct a thorough social media audit
- Build and optimize your social media profiles
- Prepare a monthly social media content calendar
- Measure your performance
Determine Your Social Media Marketing Goals
Now that we’ve established that social media is powerful and can’t be ignored, you need to make sure to ask yourself the big question:
“What do I want out of my social media marketing efforts?”
What exactly do you want?
Do you want to increase brand awareness? Or maybe you want to attract traffic to your website from social media? Perhaps you just want to interact and engage with your audience, allowing you to humanize your brand and build long-lasting relationships.
The possibilities are endless.
You need to figure out what exactly you want out of your social media marketing efforts. And based on that, you can set your social media marketing goals.
For example, if you want to attract traffic to your website from your social media channels, then you should focus on increasing follower count and engagement rate.
Here’s an example of a relevant social media marketing goal:
“Attract 1,000 people each month to your website from Instagram.”
If you aim to attract 1,000 people each month from Instagram to your website, you need to focus on your Instagram’s engagement rate and follower count. You can break down this goal into different objectives:
- Increase follower count from 7,000 to 10,000 in one month.
- Increase engagement rate by 10% in one month.
NOTE – These objectives can act as standalone goals, but you need to have these objectives in place to attract 1,000 people to your website from social media.
Similarly, you can set multiple short and long-term goals, depending on what you want to get out of your social media marketing efforts.
Make sure your goals are S.M.A.R.T.
While S.M.A.R.T. goals is a popular buzzword in the marketing world, if you are not aware of what it actually is, it stands for:
- S – Specific
- M- Measurable
- A – Attainable
- R – Relevant
- T – Time-bound
You need to make sure that your goals are specific, measurable, attainable, relevant, and time-bound.
For example, setting a goal like – “increase social media followers” isn’t meaningful and doesn’t give you/your team members an idea of what you are looking forward to achieving. While this goal clearly states that you want to increase your social media followers, there’s no explicit mention of how many followers you want to gain – is it 10 or maybe 10,000?
Here’s what a SMART goal looks like:
“Increase follower count on Instagram from
5,000 to 7,000 in one month.”
As simple as that!
This goal fits all the criteria – and makes it so much easier for everyone to understand your expectations.
Conduct Thorough Target Audience Research
Knowing your audience is key to success. If you don’t know your target audience, you’ll never be aware of their pain points and problems. And if you aren’t aware of their pain points and problems, you’ll never be able to build social media content that actually helps them out.
What’s worse is if you spend your top dollars on producing content that your audience doesn’t care about.
So, before you start promoting your products and services on social media, it’s good to conduct thorough target audience research. It’s essential to gain insights into things like:
- Job Title or Industry
- And more!
At the same time, it’s equally important to understand their pain points and problems. After all, you’ll only be able to help them out when you know what problems they are facing.
Once you do that, it’s time to segment your audience. Different people may be at different stages of their consumer journey. If you run a B2B business, it’s important to note that you’re not targeting just the C-level executives but also the end-users. There are many people involved in the decision-making process. And that’s not just applicable to B2B businesses.
If you run a B2C business, it’s important to note that different sets of your target audience may be at different stages of their purchasing journey. It’s important to segment them and build different customer personas.
Dive Deep into Your Competitors’ Social Media Marketing Strategy
The next step is to dive deep into your competitors’ social media marketing strategy. While offering the highest-quality service is important in today’s digital world, it’s not enough. Alongside providing a high-quality service, you also need to make sure that you have a solid social media presence.
If one of your competitors offers a poor service yet engages and interacts with thousands of people in your service area on social media, they may be getting more business than you’d think.
Conducting a thorough competitive analysis will help you understand what is and isn’t working for them. You’ll have much better clarity of your target audience’s reaction. At the same time, you’ll be able to spot any potential opportunities.
You don’t need to replicate your competitor’s model. The point of conducting a thorough competitive analysis is to gain insights into the tactics that have worked well for your competitors – which you can also apply to achieve results.
Here’s an insightful article from SproutSocial that clearly explains how to perform a social media competitors’ analysis.
Conduct a Thorough Social Media Audit
If you are already using social media to promote your products/services, then we’d advise you to ask yourself the following questions:
- What’s working for me and what’s not?
- What kind of posts is my audience reacting to?
- How well am I performing when compared with my competitors?
- Which platform(s) is/are my target audience hanging out on?
If you are not already tapping into social media marketing, you can skip these questions. You may skip this step and head over to the next.
Conducting a thorough social media audit will help you understand where you currently stand. It’ll give you a crystal-clear picture of the next steps you need to take. Following are a few of the benefits of conducting a thorough social media audit:
- You’ll understand what’s working and what’s not.
- You’ll have a much better understanding of your target audience’s reaction.
- You’ll know what changes you need to make to your social media profiles.
- And more!
And that’s not all.
Conducting a social media audit will also help you refocus your social media marketing efforts on your business goals. At the same time, you’ll have much better clarity of your priorities, what should be changed, and your challenges.
Build & Optimize Your Social Media Profiles
Once you have set your goals and objectives, know your target audience, and performed a thorough competitive analysis, the next step is to build and optimize your social media profiles.
While building your business’s social media profiles, it’s important to focus only on those your target audience hangs out on. If your target audience includes professionals, it’s not wise to promote on Instagram. Instead, you should focus on LinkedIn.
Once you have built your profiles, make sure that you optimize them. It will help you create a great impression. You need to fully optimize your profiles by adding a branded profile picture, website URL, business hours, address, etc.
Prepare a Monthly Social Media Content Calendar
Once you have created and optimized your social media profiles, the next step is to prepare next month’s social media content calendar. This is the step where you need to get your creative juices flowing.
While preparing this calendar, you need to have your audience’s pain points and problems at the top of your mind. At the same time, you can get some ideas by looking up related and relevant hashtags and diving deep into your competitors’ profiles.
Not only should your posts/videos be visually-appealing, but make sure that you are building a content calendar laser-focused on delivering value. That’s the only way you’ll be able to build long-lasting relationships.
And that’s exactly what we do at redfox visual.
Here’s one of our recent social media posts created by our very own Social Media Specialist, Rachel:
Through this social media post, she clearly explains what Google Map Pack is all about and how businesses can rank at the top of the Google Map Pack for relevant keywords.
And once you have built your calendar, it’s time to start building social media posts/videos.
We’d advise you to prepare at least more than two weeks’ content well in advance. This way, you’ll have content ready to roll and be able to publish content related to any recent developments or news updates.
Measure Your Performance
Last but not least, it’s advisable to keep track of your social media marketing metrics. Doing this will help you understand what’s working for you and what’s not. You can use this data to set your future goals and optimize your campaigns.
Following are a few of the most important social media marketing metrics you should keep an eye on:
- Engagement (likes, comments, and shares)
- Account mentions
- Potential reach
- Post reach
- Audience growth rate
- Applause rate
- And more!
And that’s how you can build a results-driven social media marketing strategy for your business. While social media marketing can help you deliver outstanding results, we’d advise you to test, measure, and optimize. That’s the secret to successful social media campaigns.
With our above framework, you can build an actual results-driven framework – which we’ve been doing for dozens of our clients.
And if you are looking forward to leveling up your social media marketing efforts, allow our strategic team of experts to help you out.
At redfox visual, we deliver actual results. And we’d love nothing more than to do it for you.
Don’t wait around!
Schedule a call with our social media experts today!
- Why is Social Media Marketing an Important Part of Inbound Marketing?
- 4 Brilliant Ideas to Boost Your Company’s Instagram Engagement
- Advertising Done Right – How to Spy on Your Competitors’ Facebook & LinkedIn Ads?
- The Impact of Social Media on the Marketing World
- redfox visual’s Go-To Social Media Marketing Guide