7 Tips in Creating a Successful Social Media Marketing Plan

Before launching your first campaign and promoting your products or services on different platforms, you need to create a successful social media marketing plan first.

Always remember – without an effective strategy, success is not guaranteed in social media. You will be facing a lot of competitors in this huge platform, so you need to toughen up your strategy if you want to reach the top.

Yes, getting ahead of the game is not impossible even if you’re new to social media marketing. As long as you plan everything out properly, your business will definitely win more followers, customers, and sales.

How to Create an Effective Social Media Marketing Plan

Social media is a marketing strategy that can eat up a lot of your time, effort, and resources.

It takes intensive thought and planning to execute a winning social campaign. It is actually one of the most challenging types of marketing as you have to break through the already-crowded digital landscape to ensure both effectiveness and efficiency.

However, all types of businesses should still include social media in their marketing strategy regardless of its difficulty because this is where they’ll find consistent growth and success.

Here’s how you can build a social media plan that drives results:

1. Set goals

Why do you want to promote your business on social media?

This is the first thing that you need to figure out. Define your goals. Is it brand awareness? Is it to attract more potential customers? Or serve existing customers better?

Think about your social media goals clearly and list them down. This will be your baseline while building your strategy step-by-step. If you’re a beginner and don’t know where to start or what objectives to target, here are a few of them:

  • Drive website traffic
  • Listen to conversations about your brand and around the industry
  • Boost grand awareness
  • Gain quality leads
  • Increase tags and mentions
  • Establish a community
  • Improve audience engagement
  • Earn more revenue

You’ll more likely to choose a handful of objectives from this list, which is fine. However, it may be better to just focus on one to two goals unless you have a team, where you can assign different goals for each member.

2. Know your audience

The next thing to consider is your target audience. Who are they? What content do they like? What are their hobbies? Who are they following on social media?

Understanding your prospects will allow you to do the following steps on this guide. You will be able to produce the right type of content, run highly-targeted campaigns, choose where you can effectively connect with more people, and the know perfect time to publish social media posts to increase engagement.

One way to accurately understand them is to create buyer personas. To build one, you need to consider their:

  • Demographics (age, location, gender, salary, job title, and more)
  • Interests (educational content, new product information, entertainment, memes, etc.)
  • Platforms they use (Instagram, Facebook, Twitter, LinkedIn, etc.)
  • The times they use social media more
  • Problems / Goals (want to have a better job, stay up-to-date with news, to get fit, etc.)
  • Social media behaviours (watch videos, read blogs and posts, join conversations, etc.)

You don’t need to start from scratch, unless your company is just built yesterday. You will most probably have a good sense of your target audience already if your business has been running for a while.

But it might be helpful to write everything down so that you can use it for future reference or share it with your team.

3. Plan your content

Content will be the centre of your social media marketing plan. And at this point, you should have figured out what content to produce based on your goals and target audience, so this step is a bit easier than the first ones.

All you need to do now is to keep every social media post engaging, valuable, and relevant to attract more audience. Here are some tips:

  • Build content themes to section out your posts and maintain consistency
  • Post interactive and user-generated content to boost engagement
  • Upload updates and behind-the-scenes on Instagram and Facebook Stories
  • Include entertaining videos on your posts
  • Create content that solves the problems of your target audience

4. Choose your channels

Determine where you are going to share your content. You may be planning to post on all social media platforms, but that would be a waste of time.

Only use the channels that matter. To figure them out easily, you should consider where your target audience hangout often, how much time you can devote to each platform, and what resources, like personnel and skills, you have.

5. Schedule at the right time

Now that you’ve figured out your goals, audience, type of content, and platforms to use, it’s time to promote your business across social. But don’t publish your content without considering the time because this can greatly impact the results.

You need to schedule the posts at the right time. The best way to do this is to go back to our second step. Take a look at the behaviors of your target audience and check the usual times they use social media.

For instance, if your audience are travelers, they might be more active on social during weekends when they’re planning for their next destination. If your audience are sports fans, on the other hand, they might be checking in before, during, or after a game.

6. Establish your metrics

Your social media marketing strategy should be data-driven. In other words, you should focus on all important social media metrics to measure the performance of your campaigns consistently and fix the tactics that need improvement.

Dig into data that aligns directly with your goals. Here are some of the metrics to consider:

  • Reach shows how far your posts are spreading across all major channels.
  • Engagement sheds light on how willing your target audience is when it comes to interacting with your brand.
  • Paid & Organic Likes allows you to budget both the time and budget you spend on your campaigns.
  • Clicks show what encourages people to buy your products or services.
  • Sentiment is the data that shows how audiences reacted to your hashtag, content, or brand.

Take note that an effective social media strategy is rooted in data. That’s why you should put those numbers into a context that aligns to your social media goals.

7. Assess results and optimize

Adapt your strategy as you move forward. Analyze your efforts continuously to know the performance of each campaign you run, determine your top-performing content, and optimize losing campaigns for better results.

Are you ready to plan your way to success?

Creating a social media marketing plan is work on progress. So, start building your strategy and optimize it as you learn more about your brand and continue to grow.