ADPR Insight 06.03.2020

How to create a killer social media marketing strategy

Jenny and Libby set sail for Plymouth to deliver a bespoke Social Media and Marketing course.

The course was tailored specifically to meet the needs of marina managers and formed part of an Intermediate Marina Managers Course hosted by British Marine, in conjunction with the Global Marina Institute. The purpose of the session was to give the delegates an insight into how social media and marketing can benefit their business, and our top tips for creating a successful strategy.

We’ve put together a guide to help you create your own killer social media marketing strategy.

Step one: Have a purpose

To understand your purpose, you need to start with “why?”

In 2009, author Simon Sinek gave a TED called “How Great Leaders Inspire Action.” This 18 and a half minute long viral TED talk called on business leaders to “Start With Why.” “Why” isn’t just a word, it’s a powerful concept.

Step two: Audit

If you have carried out market research correctly, you will know which platform(s) your target group prefers. Focus your efforts on these. Share high-quality content and understand its purpose. Does it solve your audience’s problem, makes life easier, educate, inspire or entertain?

Step three: Set clear and measurable objectives 

Without objectives, it’s hard to know exactly how well your social media strategy is performing. Think about what you want to achieve, whether that’s driving traffic to the website, increasing brand awareness or engaging with customers. For an objective to become a reality, it needs to be specific, measurable, attainable, and realistic, as well as time specific. These are called SMART goals.

Step four: Identify your target audience

To attract the attention of your target audience, it is critical that you understand their characteristics and buying behaviours. Collect data from social media, website analytics and customer surveys to identify age, gender, location, average income, and other facts that are important to your business. Analyse the data trends and you will have a clear insight into who your target audience is.

Step five: Create your content plan

Once you are familiar with your target audience, you will need to identify who you brand is already connected to, which platforms your audience uses – such as Facebook, Twitter or Instagram, and how your own social media presence compares to the competition. Then it’s time to come up with a killer social media content plan. Make sure your content is of value to your audience. It’s OK to post content about your products and services, just don’t overdo it! Post a mix of entertaining, educating and inspiring posts and try not to spam your followers.

Our top tips for social media:

Use a call-to-action

Do you want the reader to sign up for a free trial? Download a guide? Drive more traffic to a landing page? Call you? A call-to-action is a prompt to get your reader to do something. Usually in the form of a button, clickable image, or link on a web page.

Use pictures, videos and graphics

Today, consumers are viewing more video content than ever before. When people read information, they’re likely to remember only 10% three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later! (Source) If you are unable to use video content, ensure you use an image – posts with images receive 2.3 times more engagement than without!

Related: Smartphone video – a game changer?

Work with the right tools.

There are lots of useful social media management tools available online, helping you to schedule and manage your content, but one of the main barriers to successful social media marketing is time. If you have got no time to tweet, you can call on an experienced social media agency like us, we can help with anything from bespoke training to a fully managed social media marketing service.

Engage and respond

A quick response to questions from your customers makes your brand look more human. You have to engage to get engagement. Brands who focus on building their online engagement can reap the rewards from better marketing reach and ROI, and a greater brand awareness, making it easier to attract new customers.

Test, evaluate and improve, repeat

Review the objective you set out at the start of the campaign. Identify your most important KPI (key performance indicator) and track your meaningful metrics. The digital landscape changes from day to day – which is what makes it exciting!

Related: Using insights to revolutionise your social media accounts

If you would like some assistance in creating, managing and implementing a killer social media strategy, contact us today for a chat about how we can help.