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Social media is an excellent, urban marketing channel for all kinds of businesses. Few years ago, when traditional marketing was still the in-thing, the question on a lot of lips was “Why should our business use social media?” Now that question has long been answered and is now being replaced with, “How can we grow our business with social media marketing?”

Today, you’re going to learn some steps you’ll take in order to create an effective social media marketing strategy for your business.

Step 1: Analyze your current social presence.

Before you strategize about where you are headed, take a quick look at where you are.

  • Which networks are you currently active on?
  •  Are your networks properly optimized? (photo and cover images, bio, URL, etc.)
  • Which networks are currently bringing you the most value?
  • How do your profiles compare to your competitors’ profiles?

Step 2: Who’s your ideal customer? Write down everything you know about him.

  • How old is he?
  • Where can you find him?
  • What does he do for a living?
  • How much does he earn?
  • What problems does he have that your business can solve?
  • What social network does he use most?

“The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.” – Peter Drucker.

It’s better to get as precise as possible with this part. For example, if you identified your target market as parents it would be ok. However, if you identify your ideal customer as a parent that lives in Nigeria, is between 30 and 50 years of age, earns over N300, 000, uses Facebook more than other types of social media and has an interest in church activities you’ll make a head way faster.

Step 3: Get a social media mission statement that reflects your brand identity.

This is going to show what you plan to use your social media presence for and will drive all your future business actions. Keep in mind your ideal customer when trying to create this statement. Writing this statement makes it easier for you to decide what to create and share. Make sure all your posts align with your mission statement.

How will you know if your social media marketing efforts are successful?

It’s not just about gaining more followers; it’s about making money.

Consider measuring:

  • The time spent on your website.
  • The number of people you’re able to reach.
  • The number of brand mentions.
  • People’s sentiments and how they react to the brand.
  • The number of times a post is shared.

Step 5: Make your content as engaging as possible.

Now that you know who your ideal customer is and you’ve used that information to create your social media mission statement, it’s time for you to start creating and curating content. Create a content calendar that outlines how often you will post to each network, what topics you’ll share and when you will share them. So, what kind of content could be engaging enough? Here are some examples:

  • Blog Posts
  • Photos
  • Videos
  • Company News
  • Infographics
  • eBooks
  • Interviews

It’s important that your content aligns with your mission statement.

Step 6: Invest in a social media management tool.

Schedule your posts ahead of time with a social media management tool. Remember that content calendar you created? Make sure your scheduled posts in your social media management tool are congruent with the ones in your content calendar.

Step 7: Track, Analyze, Optimize.

It might seem basic, but tracking your results, analyzing the data and then making tweaks to optimize them is crucial to succeeding on social media. Analyze the results of your marketing efforts and use the information you get to take the next steps from there.

All the best in your business!

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