How to Create the Ultimate Social Media Marketing Plan
Creating a social media marketing plan is not an easy task, especially when you are doing it from scratch. Your plan needs to be thorough and every action you do on social networks needs to be part of your social media marketing strategy. This includes every post, like, reply and comment.
Does it sound complicated? Well, if you take your time creating a comprehensive social media strategy, it won’t be.
So what is a social media marketing plan? And what steps do you need to create it? Read more here for the complete list of guidelines.
Social media marketing plan definition:
A marketing plan for social media is simply a summary of everything you plan to do and hope to achieve using social media platforms. It should comprise an audit of your current social media accounts, your goals for these accounts and the tools you will use to achieve those goals.
Generally, the more specific your plan is, the more effective your implementation will be. So you need to make sure that your goals are specific, measurable and attainable. If you fail to do so, you will be setting up yourself for failure.
Major steps to take for the ultimate Social Media Marketing Plan:
1. Create goals & objectives
The first step in getting you on the right road to success is creating a list of goals and objectives. These goals should be aligned with your brand’s overall image as well as your marketing strategy. To set effective goals, you need to determine the metrics you will use to measure success. Here, you need to ditch vanity metrics such as retweets and focus on web referrals and conversion rates.
Moreover, when writing down your goals, you need to keep your customers in mind. Then create customer personas to test your goals.
2. Conduct a social media audit
Here, you need to assess your current social media use. This includes finding out who is engaging with you online, which channels your target audience use and your competitors’ online presence. You have a clear picture of the social media accounts representing your business. Furthermore, you need to know who is running them and what purpose each of them serves.
While conducting your audit, you might find that some accounts need updating while others need deleting. It should also reveal fraudulent accounts that you need to report.
Next, you need to create mission statements for each network you use. These should be one-line declarations to help you focus on each channel’s goals and objectives.
Finally, determine your brand’s tone, voice, and style for each channel. This includes things such as the language you will use as well as types of content you will share.
3. Create or improve your social media accounts
After your social media audit, you need to hone your overall online presence. Here you need to choose the best networks that meet your goals and build them from scratch if you are not already there. If you have existing accounts, make sure to update and refine them.
Furthermore, make sure that your profiles are SEO optimized to help you get more traffic on your site. You can also use cross-promoting to extend the reach of your content.
Remember this: Each social media network has a unique audience. This means you should approach them differently.
4. Gather social media inspiration
If you are unsure about what kind of information and content you should share, it is time to go online and gather inspiration. To do this right, you need to look at what similar industries are sharing and use social media listening to distinguish your efforts from competitors. Also, you can look at industry leaders’ insights and advice and use it to tweak your content.
Furthermore, you need to see what kind of content your customers post and share. Then use this knowledge to as a basis for your social media marketing plan.
5. Create a marketing plan & content calendar
To succeed in social media, you need great content. However, you also need strategies for content creation and curation as well as a content calendar.
Your marketing plan should answer these main questions:
- What kind of content should I create and share?
- Who is my target audience for each content type?
- How often should I post online?
- Who will create the content?
- Who will promote the content?
Your social media calendar will have the dates and times for publishing on each social media channel. It is the perfect place to help you plan ahead each of your content activities. Moreover, it should reflect your mission statement for each account.
Finally, you should create a content matrix to define what share of your profile is allocated to different types of content/posts.
6. Test, evaluate & adjust
Constant testing is required for getting the best results. This is why you need to keep testing your efforts and plan to find out what adjustments you need to make. The testing could include tracking the number of clicks and page visits. Then you need to record and analyze your failures and successes and make sure you adjust your marketing plan accordingly.
You can also use surveys to better understand your audience satisfaction levels.
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Do you have any more tips for creating the ultimate social media marketing plan? If so, please do share them with us in the comment section below.