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How to develop a social media marketing plan step by step | Learn Digital Marketing

  How to develop a social media marketing plan step by step

social media marketing plan


As a channel to create a brand, to improve the online reputation of your company, as a sales channel… Social networks are necessary in any business that wants to survive in this age. Because it is not enough to have a good product or service and at a competent price: your potential customers must know that you exist, and the internet and social networks with passwords. Now companies can monitor their brand, check what the competition is doing, create interactions with their public, get feedback from them on services or products to improve, etc. But it is no longer worth publishing for publishing: if you really want to make a profit, start by defining your own social media marketing plan. These are currently more influential than other traditional media such as television when it comes to making purchase decisions by users. So much so that networks such as Facebook and LinkedIn have improved their business pages, Instagram increases its possibilities in terms of advertising and new tools to promote itself, to give a few examples.

Step-by-step social media marketing plan
Organizing and planning the different social networks in which a business is present (or wants to be present) as a communication channel with users requires a prior marketing plan in social networks, a defined strategy that we can create by following these steps:

1. Definition of objectives

Definition of objectives photo


What are we looking for with our presence on social networks? Depending on the type of business and when our company is located, we will have different objectives to achieve with our social media marketing plan: increase customers, increase sales, improve our digital reputation, etc. For each of these objectives we must carry out different actions:

If we seek to increase the number of clients: carry out actions that increase the number of followers or fans of the community, share quality content and interest to our audience, create paid campaigns through Facebook Ads, etc., that make us visible to a greater number of Internet users, etc.
If we need to improve our online reputation: we must take great care of what we publish on each social network, how we do it and what is the response from users. In this case, social networks act as a customer service platform, maintaining direct communication with them to help us offer the image we want to project.
If we want to increase sales: now social networks facilitate the option of direct purchase from their own platforms much more clearly. The 'Buy' buttons are a reality that businesses must exploit, as well as publish content that encourages the user to buy, make them see the 'need' to use our products or services, etc.
The different online advertising options on each social network and on Google are a way to achieve these goals that we must not neglect in our digital communication strategy.

2. Creation of the Buyer Person
The buyer persona is the prototype of the ideal customer within a population segment. Those people we want to reach with our marketing plan. To define them we need to carry out an exhaustive study and analysis of the data of our potential and actual consumers such as:

Marital status, sex, whether or not you have children and their age, whether they live alone or as a couple.
Profession.
Level of studies.
Where and how do you look for information about what you like.
Other aspects that may interest us according to our business.
We can have different Buyer Persons, profiles of potential clients to whom we will put a name and a photo to make it more visual. It is best to have no more than 3 in order to focus the efforts of our social media marketing plan on them.

social media marketing plan
Example Buyer Persona Hubspot
Once our buyer persona has been defined, we can create content that directly addresses their needs and, therefore, is more effective. If we write articles on our blog that are interesting to our potential audience, we are offering them valuable content that is more likely to be shared on their social networks, thus making our content viral and attracting more traffic to our site.

3. Determine in which social networks we are going to have a presence
It is not necessary to be present on all social networks. Depending on the type of business and according to the social networks in which our buyer persona is, we must plan a content strategy in those that can report an ROI.

On each platform, the content strategy to be followed must be different:

social media marketing plan


FACEBOOK: it is the most social, its users connect at any time of the day from any device, its periodicity must be daily and requires content, interaction and generating community.

TWITTER: the most 'ephemeral' because everything happens very quickly (according to Moz, the statistics affirm that a tweet is about 18 minutes old, it is used mainly from the mobile phone, its periodicity is daily and the objective is to generate content and interaction with community.

INSTAGRAM: highly visual content, easy to consume. The image is the main content although, more and more, small videos in the form of stories take center stage.

YOU-TUBE: multimedia content focused on building loyalty and community.
As an example, this could be a planning according to the channels in which we decide to have a presence:

social media marketing plan

4. Create our own editorial calendar
Planning is an essential task in any content marketing strategy. An editorial calendar will serve as a guide in the organization and publication of the content we generate.

Some of the advantages of having an editorial calendar are:

Offer your target audience (buyer persona) what they are looking for or need.
Offer varied content both in format and theme, without resorting to repetition due to not having a prior organization.
Define a content strategy with which to direct readers / users to your page.
Reuse and re-disseminate the content already published that does not expire and are of interest without falling into repetition.
Post the right content at the optimal time.
In the same document, and with just a glance, we must see all those that interest us when publishing our content: publication day, topic, objective we pursue, social network in which we publish, text, type of content, etc.

5. Analysis
Once we publish and interactions are generated, we must know what works best and what does not give us the result we expect from what we have proposed in our social media marketing plan. Analytics is essential to understand user behavior and change strategy if necessary.

The social networks themselves provide us with their statistics and reports so that we understand what works and what does not in a graphic and simple way.

 
By following these tips, you are ready to create a social media marketing plan. If you want to go deeper into the subject, click here and you will have access to the complete training that I have created in the Consultant Academy on how to create a social media plan.

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