More than 1.7 billion people use Facebook daily. Throw in Instagram, TikTok, and a couple others, and you see that social media’s audience is nearly all encompassing.
It makes sense that marketers have to be on those platforms in order to take advantage of that massive audience. But what are the key qualities of a social media content strategy?
Whether you’re a huge brand looking to keep yourself at the top, or a smaller company looking to move up, you need to make sure your content strategy is top notch.
With the right strategy, you can dominate on social media and avoid losing money on inefficient marketing. How do you know if your strategy is stellar? Here are the tell-tale signs:
You Know Your Audience
The very first factor that can differentiate a great social media marketing strategy from a mediocre one is how well you know your audience. Audience is key for any marketing endeavor. You can’t possibly be selling your products to anyone if you don’t know who they are and what they could want or need from you.
Ask yourself these questions:
- Do I know basic demographic information about my audience?
- Do I know the intentions behind the purchase?
- Am I aware of specific purchasing patterns?
- Do I know the reasons behind customer churn?
- Do I know my audience’s adjacent interests?
- Do I have a customer journey map?
- Do I have detailed customer personas?
If you answered yes to all of these, you are already on your way. If you didn’t, a unified marketing platform like Socialbakers could help you answer these questions and create a marketing persona that will help deliver results.
Overall, to make sure you know everything about your customers there are two key steps: gather data and analyze it.
This may sound easy in theory, but it gets progressively more complicated as you start analyzing data. At the very least, you’ll need to learn all the basic information about your audience.
Social media platforms and Google Analytics can help cover that as you’ll be able to learn a lot about your audience, and advanced website analytics will show you the path that your customers make before the purchase. This will help understand what content converts better.
You Know Yourself
We’re living in a time of content overload and it’s hard to find something valuable and memorable. If you want to be sure your social media content marketing strategy is going to work, your brand needs to be something that the audience can remember and identify.
The basic elements of brand identity, like having a recognizable logo and brand colors, are important, but you also have to work on perfecting a brand voice. This is the most important thing for content marketing, on social media or elsewhere.
Is your brand fun and flirty, or more buttoned-up? Are memes the best way to communicate with your audience?
If you have a unique tone and style that you use consistently, it’s going to be much easier for you to be recognized.
You Have Clear, Measurable Goals
While creating outstanding content will help bring visitors to your brand, it’s the content strategy that turns those visitors into customers. If you start creating content without having a set of goals in mind, you’re setting yourself up for failure.
Without measurable goals, your content campaign is just a creative effort that has nothing to do with business. You’ll guide your content creation efforts with what feels right, not what’s good for growth.
So, if you know exactly what kinds of results you want to see when the campaign is over, your social media content strategy is probably going to be a success. If not, you’ll have to figure out your goals.
Most goals should be centered either around increasing sales or increasing brand awareness. Whatever path you want to go down, make sure that you don’t formulate your goals simply as “increasing sales”, but rather have clear sales targets stated at the beginning of a campaign (e.g. Open 10% more leads than previous campaign).
The best way to establish and monitor those campaign goals is with a marketing platform like Socialbakers, which allows you to easily manage your overall content strategy across multiple social media platforms.
You’ve Know the Competition
No matter how good you are at creating social media content, you can’t start a content marketing campaign without researching what your competitors are doing.
This is a very important step in preparing a social media content marketing strategy because it lets you learn from the successes – or mistakes – of others. Look up your biggest rivals and perform a social media competitive analysis that provides insights on their content marketing strategy.
It may be impossible to judge some aspects of their content marketing strategy, but at the very least you’ll be able to understand the general direction they’re taking and see the top-rated posts.
That said, you need to know what your competition is doing but not blindly mimic their strategy. Take the best bits of it and make it even better when you set out to implement it.