Social Media Marketing Strategy



Do you know what to include? 

What Makes a Good Website            

#1: Identify Business Goals

Every piece of your social media strategy serves the goals you set. You simply can’t move forward without knowing what you’re working toward.  Challenges: Using Social Media as a Lead Generation Tool

Attaching a timeframe to your efforts is imperative. When do you intend to achieve your goal(s)? Next month? By the end of this year?

Your objective of increasing leads by 50% may be specific, measurable, achievable and relevant, but if you don’t set a deadline for achieving the goal, your efforts, resources and attention may be pulled in other directions.

If a business is suffering from low engagement on their social profiles, it’s usually because they don’t have an accurate ideal customer profile.

Buyer personas help you define and target the right people, in the right places, at the right times with the right messages.

When you know your target audience’s age, occupation, income, interests, pains, problems, obstacles, habits, likes, dislikes, motivations and objections, then it’s easier and cheaper to target them on social or any other media.

The more specific you are, the more conversions you’re going to get out of every channel you use to promote your business.

#4: Research Competition

When it comes to social media marketing, researching your competition not only keeps you apprised of their activity, it gives you an idea of what’s working so you can integrate those successful tactics into your own efforts.

Start by compiling a list of at least 3-5 main competitors. Search which social networks they’re using and analyze their content strategy. Look at their number of fans or followers, posting frequency and time of day.

Also pay attention to the type of content they’re posting and its context (humorous, promotional, etc.) and how they’re responding to their fans.

The most important activity to look at is engagement. Even though page admins are the only ones who can calculate engagement rate on a particular update, you can get a good idea of what they’re seeing.

For example, let’s say you’re looking at a competitor’s last 20-30 Facebook updates. Take the total number of engagement activities for those posts and divide it by the page’s total number of fans. (Engagement activity includes likes, comments, shares, etc.)

You can use that formula on all of your competitors’ social profiles (e.g., on Twitter you can calculate retweets and favorites).

Keep in mind that the calculation is meant to give you a general picture of how the competition is doing so you can compare how you stack up against each other.

#5: Choose Channels and Tactics

Many businesses create accounts on every popular social network without researching which platform will bring the most return. You can avoid wasting your time in the wrong place by using the information from your buyer personas to determine which platform is best for you.

If your prospects or customers tell you they spend 40% of their online time on Facebook and 20% on Twitter, you know which primary and secondary social networks you should focus on.

When your customers are using a specific network, that’s where you need to be—not everywhere else.

Your tactics for each social channel rely on your goals and objectives, as well as the best practices of each platform.

For example, if your goal is increasing leads and your primary social network is Facebook, some effective tactics are investing in
 Facebook advertising or promotion campaigns to draw more attention to your lead magnets.


Content and social media have a symbiotic relationship: Without great content social media is meaningless and without social media nobody will know about your content. Use them together to reach and convert your prospects.

There are three main components to any successful social media content strategy: type of content, time of posting and frequency of posting.

The type of content you should post on each social network relies on form and context. Form is how you present that information—text only, images, links, video, etc.
twitter content type

Buffer understands their audience will respond to content that keep them updated on changes in social media.

Context fits with your company voice and platform trends. Should your content be funny, serious, highly detailed and educational or something else?

There are many studies that give you a specific time when you should post on social media. However, I suggest using those studies as guidelines rather than hard rules. Remember, your audience is unique, so you need to test and figure out the best time for yourself.

Posting frequency is as important as the content you share. You don’t want to annoy your fans or followers, do you?

Finding the perfect frequency is crucial because it could mean more engagement for your content or more unlikes and unfollows. Use Facebook Insights to see when your fans are online and engaging with your content.

#7: Allocate Budget and Resources  Find Intern for Social Media

To budget for social media marketing, look at the tactics you’ve chosen to achieve your business goals and objectives.

Make a comprehensive list of the tools you need (e.g., social media monitoring, email marketing and CRM), services you’ll outsource (e.g., graphic design or video production) and any advertising you’ll purchase. Next to each, include the annual projected cost so you can have a high-level view of what you’re investing in and how it affects your marketing budget.

Many businesses establish their budget first, and then select which tactics fit that budget. I take the opposite approach. I establish a strategy first, and then determine the budget that fits that strategy.

If your strategy execution fees exceed your budget estimate, prioritize your tactics according to their ROI timeframe. The tactics with the fastest ROI (e.g., advertising and social referral) take priority because they generate instant profit you can later invest into long-term tactics (fan acquisition, quality content creation or long-term engagement).

#8: Assign Roles

Knowing who’s responsible for what increases productivity and avoids confusion and overlapping efforts. Things may be a bit messy in the beginning, but with time team members will know their roles and what daily tasks they’re responsible for.
social media roles table

When everyone knows his or her role, it’s time to start planning the execution process. You can either plan daily or weekly. I don’t advise putting a monthly plan together because lots of things will come up and you may end up wasting time adapting to the new changes.

You can use tools like Basecamp or ActiveCollab to manage your team and assign tasks to each member. These tools save you tons of time and help you stay organized.

Your Turn

Your social media marketing strategy isn’t written in stone. As you move forward, you may discover that some tactics are not working as well as you thought they would. Always try to adapt quickly and introduce the new changes to your overall strategy.

What do you think? Do you have a clear social media strategy? What tools do you use to keep your team moving ahead? I would love to hear your thoughts, questions or comments on this process. Please leave them in the comment section below! 


How to Hire a Social Media Manager

a.                                                     Identify your target market: Who are they? Which demographic groups do they belong to? What do they like to do? How do they see themselves? How will your business or website influence their lives?
b.                                                    Research your competitors: Get a grip on what the competition is doing, what their strengths and weaknesses are, and how you can carve a niche for yourself in the field.
c.                                                      Define your brand identity: If you had to describe your brand in three words, what would they be? What is the vision that motivates your brand? Think of your brand’s personality and extract from it tangible traits like colors, vocabulary and style.
d.                                                    Prepare consistent branding material: Now it’s time to get practical and prepare the materials that will soon be featured on your site and on other platforms too. For instance, a logo, images, slogans, videos, textual content and more. They should all correspond to your brand identity and serve your branding strategy.

2.                             Approach the Design  -Wordpress Hostgator is a good resource.

When it comes to the web design itself, you’re in luck. Wix does most of the hard work for you, and all that is left is for you to choose what’s right for your website’s style.
a.                                                     Choosing a template: Website templates give you a solid foundation for designing your site. Ideally, the template you choose already has the layout you need and is styled according to your branding strategy.
b.                                                    Customizing your template: Once your heart is set on a template, it’s time to turn it into your very own site by customizing and editing: adding your own content (images, texts, links, videos, audio) and refining the design if needed (colors, shapes, page order, font choice and more). Your customizing can be as basic or as elaborate as you want it to be.
c.                                                      Tweaking the look: There is much more to creating a website than just choosing images and colors. You can add a variety of features that will enhance your site design, like parallax scrolling to add dimensionality to your site, background videos that inject dynamic motion, wide strips to accentuate the page layout and so much more.

3.                             Prioritize Usability

Your website, as stunning as it is, must also provide a friendly user experience to your site visitors. A beautiful website that does not function properly will not get you far. As you create your site, pay attention to these important points:
a.                                                     Navigation flow: Make sure the site structure is clear and intuitive so that visitors can easily navigate between pages and subpages using the main menu or internal links.
b.                                                    Content hierarchy: A coherent content hierarchy guides the visitors through your site content in the order that best serves your interest. The most crucial aspects should be the most prominent, and the design should clearly reflect that. This landing page site is a pretty good example of content hierarchy done right.
c.                                                      Call to Action: CTAs are the messages that invite site visitors to take direct action, like: “Register Free” or “Get Yours Today.” In short, they tell the visitors explicitly what it is that you want them to do. Learn how to create the perfect CTAs before you add them to your site.
d.                                                    Readability: What’s the point of having a website if your content is practically unreadable? Make sure you use clear fonts and comfortable font sizes, that your text colors contrast well with the background colors, and that you have enough “white space” around your texts.
e.                                                      Footer: The bottom part of your site is known as the “footer” (the top is the “header”). Footers are not immediately visible to site visitors, but they can be used in a number of ways to enhance usability, for example: add all of your content information there, including buttons linking to social media channels; display a simplified site map that links to all pages of the site; write a brief About Us paragraph, or a site disclaimer text.

4.                             Prepare for Search Engines

Getting your site to rank prominently on search results is one of the most valuable ways to increase your traffic, which is why it’s so important to incorporate Search Engine Optimization (SEO) already when you create your site. Within online marketing, SEO is a science in its own right and its key elements are:
a.                                                     Keyword research: Put yourself in the shoes of your potential site visitor or client. What will they be searching on Google that should lead them to your website? The keywords that they will be using are the ones that will guide your SEO strategy. Make an informed decision on which keywords you should be targeting.
b.                                                    Text: Your Bio section, your blog, your footer, your FAQ section – every spot that has text should be conceptualized with SEO in mind. The real trick is to find a subtle and elegant way to integrate your keywords into your site’s textual content without compromising your content’s quality. Search engine crawlers are smart and if they think you sound too much like an ad, they will down-rank you.
c.                                                      Meta tags: Meta data is not plainly visible to your site visitors. Search engines, however, do read your meta data, and you can control what it is that they see and how they present your site in search results. Follow this guide to understand how to use meta tags to your advantage.
d.                                                    Alt Text: Search engines can’t read images (yet!) but that doesn’t mean that images are useless for SEO. Every image that you upload to your website should have an ‘Alt Text’ added to it. This very short line explains to search engines what the image depicts, which in turn allows your images to be ‘found’ in search results. Here are more alt text guidelines for you to follow.
e.                                                      Link Building: Broadly put, your search results ranking improves if you have other websites linking to your site. You can start by submitting your website to directories, making sure that all of your social media profiles point to your site, and encourage site visitors to share your content as well.
Keep in mind that SEO is a long-term process that does not end once your website is launched. You will need to continue to refine it as you go along in order to win sustainable results.

5.                             Professionalize Your Site

In addition to acting as the online face of your business or service, you should ask yourself how your website can further enhance your professional success. Depending on your industry or field, your site could be offering a number of features that will make it more appealing to your target market. For example:

6.                             Go Mobile

Every website must have a mobile version. That is a fact. Mobile web usage stats indicate that internet users now spend more time surfing the internet on mobile devices than they do on actual computers. Google even announced recently that their algorithm will be prioritizing mobile-friendly websites on search results. The conclusion is clear: there’s no room in the future for websites that do not add a mobile version.

7.                             Keep Visitors Engaged

Once your website goes live you will see that the main challenge shifts to attracting and maintaining visitors. You can prepare for this task by adding features that actively reach out to visitors and keep your online content dynamic.
a.                                                     Blog: Writing a blog is valuable for several reasons. For one, it lets you communicate your message and ideas in a more personal, eye-to-eye tone. In addition, blogs are very good for improving SEO because they offer textual content that can be optimized with keywords. Adding a blog to your site is just a matter of a few clicks. Not sure how blogging might work for you?
b.                                                    Social feed: Active on social media? Make sure your site visitors are aware of it and encourage them to connect on other platforms. The App Market offers several apps that link your site with your social accounts or even display your social activities directly on your site.