Social media has connected the world. This technological marvel allows us to communicate across great distances, share content with one another and get to know more about our favorite brands than ever before.

For the brands in question, social media marketing presents a significant opportunity to enhance awareness, increase loyalty and improve customer service. This short guide will help you to create an initial social media marketing strategy to make the most of the opportunities available to you.

Determine your social media ambitions

Your first step is to create some achievable, realistic goals for your social media marketing activities. Work out what it is you want to achieve: are you planning to boost conversion rates, improve customer retention or attract new customers?

Make sure that your goals are practical and achievable, then track your progress. Measure and analyze how changes to your strategy effect the results, so you can properly determine what works and what doesn’t.

Choosing your social platforms

There are all manner of social media platforms out there, and not all of them work in the same way or attract the same user demographics. It’s important to understand your audience and work out where you’re most likely to reach them. LinkedIn, for example, is a professional networking platform where the demographic tends to be significantly older than, say, Vine or Snapchat. The difference between each platform and each user demographic will determine how you approach your social strategy, so consider it at length.

See what others are doing

We all use social media, so it’s tempting to think that social media  is somehow easy, or that it comes naturally to tech-savvy individuals. However, it’s much more of a precise science than it may seem at first glance. There are techniques that work and there are those that don’t, so it pays to take a look at what the competition is up to before you begin. Check out the social media marketing efforts of other businesses within your industry. You shouldn’t copy what they’re doing, but you should take note of what’s working for them and what isn’t.

Begin developing content

You can use the audience demographics and the approaches of your competitors to help inform the tone of voice you’ll use going forwards. Create some messages you feel might make an impact with your audience. Talk to the other members of your team and choose your favorite approach, and from here break it down into a more detailed content strategy in the same tone of voice. Remember that social media marketing should be exciting and approachable, not too safe.

Analyze, measure and adapt

The best strategies are able to evolve and adapt over time. Be flexible – you’re unlikely to have hit on a magic bullet approach with your very first try. Use social media marketing tools and analytics software to track and measure how your marketing efforts are playing out, and make changes to ensure that you’re always moving forwards. Ensure that you only make one change to your strategy at a time to save confusion – otherwise it might not be so easy to determine which adjustment had the desired effect.

Social media isn’t easy. It takes time, effort and knowhow to leverage all of the possibilities social media offers your business. We can help you make the most of this resource and provide your brand with new opportunities in future. Contact us today to find out more about our digital marketing services.