Your company has just launched a new product, and your mission, as a marketing or communications manager, is a real challenge: to make sure that this new product is known to your targets. To do this, you know: you cannot do without the viral potential of social networks .
However, since you started working on it, you have noticed that your social media communities are struggling to grow, and that your engagement rates are not what you had hoped for.
After reading this article, you will have everything you need to design a Social Media strategy that will generate engagement with your targets, give real visibility to your brand on these social platforms and all this, without going through a video agency for social networks.
What is social media marketing?
With this type of digital marketing strategy, you can pursue several types of goals. These include:
What is a Social Media strategy?
A Social Media strategy is an action plan, well organized over time, which allows you to determine all the resources and levers to activate to achieve your social media marketing objectives.
When you design your social media strategy, you think about the channels to invest in, the messages to promote, the formats to publish, the tools to use, and the key performance metrics to track.Should you include social media advertising in your strategy?
Note that you can include an advertising aspect in your social media strategy by planning the strategy related to your social media ads in order to carry out dark posting . In this article, we will focus on an organic social media strategy, that is, on the publications you make without promoting them through advertising.
To design a social media presence strategy, you need to go through 10 concrete steps, crucial to determining everything you need before getting started.
Step 1: Know your target audience in depth
As with any communication strategy, the first step is to know your audience well, to ensure you deliver messages that will resonate with them and enable them to engage with your brand.
Their preferred content formats
If your marketing department has already created them, you can turn to your personas or Ideal Customer Profiles (ICPs) .
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Partnerships with content creators or opinion leaders , regardless of the size of their audience, are an effective way to diversify your campaigns, humanize your communication or create engagement around your brand.
Develop your company’s reputation, personal branding and brand image on the Internet
These objectives, combined with your understanding of your audience, will guide your choices of channels to use and the posts you make on a daily basis. Always keep them in mind with each of your social media actions.
Step 2: Conduct a competitive audit
What better way to find inspiration for your own strategy than to look at the strategy your competitors are using .
These could be your direct competitors, or brands that share the same target audiences as yours, even if they don’t sell the same products or services as your company.
How often they post on their accounts
The comments section : this is often full of information relating to target audience expectations (and in particular those that your competitors do not yet meet, and which you can include in your own strategy to differentiate yourself)
Write down all the good ideas you have gathered: you can use them as inspiration to implement an effective and differentiating strategy.
Step 3: Choose the right social networks to post on
Whether you’re just getting started on social media or your brand already has a presence, one thing is crucial to remember: you don’t need to deploy your brand across every platform. The most important thing is to choose the channels that your target audience actually visits .
Also consider choosing a limited number of social networks if you don’t have a team large enough to manage all your platforms optimally. It’s better to have a real presence on two or three high-potential networks, rather than deploying five channels that you’ll often leave inactive.
