Creating a Social Media Plan For Your Business
You can just jump into the market without a plan.
Creating a social media marketing plan should be aligned with your main marketing efforts and plan.
As content is a crucial part of your marketing plan, you need to have a dedicated social media content plan to engage your customers and build your brand trust for the provided value.
Since digital marketing core benefit is having a 2-way communication, you need an engaging content to stay connected with your customers.
Customers response and feedback is essential to evolve your products and services, and social media have plenty to offer in that part.
How to create a social media content plan:
Before starting with this step, you need to have a clear understanding of your business and offerings.
That includes the targeted audience and the segments your business is focusing on.
Your direct competitors is a great source to understand your market.
I mean, think about it, your competitors have been around for a while, they must have experienced a lot and their current actions be a conclusion of a series of experiences.
Start with the competitors that directly related to your business, targeting the same customers and selling relevant products or services.
Create a list of all these competitors, personally, I’d use Google Sheet, but you’re free to use whatever software you like.
So you need to dig deeper into each single detail of your competitors, that includes:
- What social media outlet they use?
- When do they usually post?
- Which content format they mostly use?
- How many times they post per month or per day?
- What tone are they using on their social media accounts?
- What type of ads are they using?
- How many times do change their cover photo or profile pic?
- Are they utilizing influencer marketing?
- How fast do they reply on comments and how do they reply, what tone they use?
- How many time do they go on sale, and which time of the year?
- Do they have a website?
These are just a couple simple questions to start with, and that should lead to more in-depth questions along the road of your analysis.
Also look for their best strength points, and also their weakness.
After finishing your competition analysis, you should come up with a clear vision of your targeted market.
2.Aligning social media goals with your business goals:
All of your marketing channel goals is essential for the success of your campaign.
Social media outlets need to have the same goals of the other marketing channels you’re using.
You can’t be offering new collecting of products for the new year on one Facebook for instance, but on Twitter, you’re promoting the past year success story of your brand exposure.
All your social media accounts should be sharing the same set of goals, whether it’s increasing the awareness of your brand or building a buzz around a new product.
You also need to have the same tone on all the social media accounts of your business.
3. Choose the type of content and topics
On your social media accounts and even on your website, your customers expect you to offer relevant content to them.
Also, your customers may respond differently to each different content format, for instance, they might have a higher interaction rate to videos over pictures.
So that needs to be decided to build a proper plan.
It might be a bit hard to define that at the beginning, but quick research and tryouts of different content format and topics will come up with the needed answers.
The content you’re offering should be adding value to your customers which builds your brand trust.
Building brand awareness is crucial for a sustainable business.
Your content should offer better exposure for your brand.
Creating shareable engaging content, relevant to the customers, and touching the heart of their lives will result in increasing your customer’s loyalty.
Your page should never be salesy, matter fact your sales content shouldn’t exceed 20% of your content while 80% of the page’s content should go for more informational or engaging content.
After deciding the types of content, format, and topics, you are going to need to decide which time to publish your posts during the day.
On Facebook, for instance, You can decide which time during the day is the more interactive time for your page followers from the page’s insight.
Also a couple of try out of publishing content on different time of the day can answer your questions.
4. Create a Buyer Persona
Through your journey so far, you should have a clear vision of the customers you’re targeting.
That part you with the needed information to create a buyer persona, or on social media we should say a follower persona.
Follower persona is an imaginary persona, that’s interested in what you have to say and more possible to convert into a customer.
Targeting smaller groups of people that’s highly possible to convert into a paying customer is better than going for a broad group with no interest in your business.
You can again use your Facebook page insight for instance to get an idea of which segments that’s most interactive and linked to your business.
So if I’m selling cars and about to create my buyer persona it can go like:
Name: John Doe
Age: 26 to 35
Location: Cairo, Egypt
Most of the above information should come from the insight of my marketing channels, from true facts.
You can rely on speculations at the beginning of your offering till you have enough insights too.
And you can have multiple different personas for each different offering of your business too, as it gives you a clear vision of who might be the most interested in your product or service.
5.Create a timed schedule for your content
After brainstorming and deciding which content you’re willing to publish, now you need to create a time plan to stick with it.
That content plan will your guidance with a clear time schedule and what exactly will be published.
It can be always adjusted to adopt the changes in the market.
National vacation and celebrations should be always considered on the content plan.
Typically I’d create the main guidelines for the next 3 months with at least one month of ready content.
You ads campaigns should also be aligned with that, as I have mentioned at the beginning of the plan, you should align your social media goals with your business goals.
You should always make use of social media marketing automation tools like Buffer, to automate and schedule your posted content across all your social media outlets, so that you don’t have to publish on time yourself.