How to Develop an Organic Social Media Strategy
About 90% of marketers say social media has increased brand exposure. Another 75% say they've gained more site traffic through social media, too. A strong social media strategy can help your business grow.
Not sure how to develop an organic social media strategy? Here are a few tips to help you get started.
With these tips, you can increase exposure, recognition, traffic, sales, and more! Read on to build your social media marketing campaign today.
Research Your Audience
Before you start posting content on social media, take a moment to gather audience research. Researching your audience can help you create content they care about. Otherwise, they might turn their attention to other social media accounts.
When researching your customers, gather demo- and psychographic research, such as:
If you're targeting more than one group, develop buyer personas. Picture each persona as a real person. Then, determine what information they need before converting into a lead or sale.
You can gather keyword research to determine what questions consumers ask when researching your products or services.
Look into the accounts these consumers already follow, too. Consider what social media hashtags they track and what posts they engage with.
Use the data you gather to develop your social media content strategy. Write captions with their language and interests in mind. Make a note of the influencers they're following already, too.
In order to develop an effective social media strategy, outline the SMART goals you want to achieve. These Specific, Measurable, Attainable, Relevant, and Timely goals will give your strategy direction.
For example, you might consider:
Generating brand awareness and recognition
Gaining social media followers
Generating website traffic
Improving your ROI
A SMART goal might read: "Gain 20% more social media followers on Instagram using live videos before the end of Q1."
Determine what key performance indicators (KPI) you'll track for each goal.
Then, break your larger goals into smaller benchmarks with deadlines. If you're not meeting those benchmarks, you'll know to make changes to your plans.
Update Your Website
If you plan to direct consumers from social media to your website, audit your site before developing your social media strategy. First, make sure your site is mobile-optimized (since most social media users are on mobile devices). Otherwise, visitors might leave your website frustrated when they can't navigate on their small screens.
Improve the user experience on your website. Make sure pages load quickly. If you accept payments on your site, add an SSL certificate for security.
Otherwise, check your forms. Make sure your forms are short and easy to complete.
Create Engaging Content
Once you've gathered audience research, you can start creating branded content for social media.
First, determine which social media platform you're starting with. You don't have to share content on every platform as you get started. Instead, refine your strategy before stretching out with different platforms.
Experiment with different content formats, including:
Interactive content like polls and quizzes can help you generate more engagement. Generating engagement can make your brand more memorable. It can also help you generate more social media followers.
Develop a social media calendar to determine when you'll post. You might need to experiment with different post times when you get started. Then, review the data to determine what days and times generate the most engagement.
Keep track of any social media trends that pop up to remain relevant, too.
As you begin creating your social media posts, make sure to maintain brand consistency.
Showing the same visual brand in every post will encourage brand awareness and recognition to grow. Neglecting brand consistency, on the other hand, could confuse customers. They might think they've followed the wrong account.
Remain consistent with your post schedule, too. Posting regularly will help you remain in the consumer's mind.
Try posting more live video content this year. Live videos can help you engage consumers in real time. For example, you can host live Q&A sessions to answer any questions or problems your customers have.
Let people know when you intend to go live ahead of time.
Consider sharing customer reviews to generate brand trust this year. You can create video testimonials to share on YouTube or other social media platforms.
Reviews can show on-the-fence shoppers that people like them already love your brand. They might feel more inclined to start shopping after watching a testimonial video.
Work With Influencers
About 61% of shoppers trust influencer recommendations, while only 38% trust branded (and often biased) content. Working with influencers can help you:
Reach ideal customers
Generate brand awareness
Gain website traffic
Improve your ROI
In fact, influencer marketing has an ROI 11 times greater than banner ads.
Consider partnering with influencers who already have a strong following online. Make sure they reach and appeal to your target audience. Then, ask them to promote your products or services.
Working with an influencer will expand your reach and help you generate more organic leads.
Hire an Agency
If you're still struggling to develop a social media strategy, consider hiring a marketing agency this year. They can help you build a plan based on your target audience and goals.
They can also review the efforts from your previous posts to determine which strategies are working (and which aren't). A social media expert can make continuous changes to your strategy to determine which tactics best appeal to your audience. In time, you can boost your ROI with successful posts!
Social Success: Start Using Organic Social Media Marketing Today
A strong social media marketing strategy can help you reach more customers than ever before. Use these tips to develop organic social media posts. Then, review the data from your efforts before making changes to your plans for the year.
Remember, you don't have to develop your strategy alone. We're happy to help.
Contact us today to get started.