Build A Winning Social Media Strategy - A Beginners Guide

By Neeraj Singh | Updated: May 16, 2020 | Views: 333
social strategy
Do you know that all successful brands build social media strategy for them, implement it strictly and keep their followers posted.

Why can't you build your own social media strategy?

The most essential piece of advice for beginners in social media marketing is to have a well defined social media goals and the strategy to achieve them. It is generally a two step process. In the first step, we identify social goals. In second step we create strategy to achieve each of those goals.

While taking the journey further, this article will help you to build your social media strategy as a beginner. Here it is assumed that you are aware of what SEO and online marketing stands for. Social media strategy for beginners is a part of off-line SEO strategy.

Building social media strategies helps you define your goals, identify target audience, design post (content) template and timing posts for each social media. When the strategy for each social media is well defined and documented, it helps you plan your social activities and maintain your social calendar. It helps in measuring progress / success of your social media campaigns.
People, specially beginners do commit mistakes that can be avoided easily.

Common social media mistakes

The most common mistakes people commit is that they generally open social media account randomly and start posting messages / articles / videos etc and hope to get traction. Initially, they may find people from their network visiting and engaging with them, but will soon find it difficult to expand the network beyond their personal network. Most of the time, they are not certain about what they want to achieve with such random acts of social media sharing / posting.

This happens because they have not properly profiled their audiences and not creating posts that their intended audience may like to see, share or engage with.

There is a myth around social media marketing that the it can improve your brand and and bring more sales without much effort. But this is far from complete information. It indeed takes a lot of effort and planning before it pays. If this were true, everyone would have succeeded in social media marketing but the truth is opposite. Very few percentages of people / companies achieve what they want.

The success of your social media marketing lies with having a right mix of social media strategy and its implementations. Most of the time, it is the implementation that fails. Time-to-time you may need to bring adaptive changes in your strategy.

Here are the common social media mistakes that lead to social media failures:  
  • Social media goals are not defined
  • Target groups and their expectations are not well understood
  • Wrong selection of social platform
  • Purpose and benefits of social media usage are not well defined
  • Lack of discipline in implementing their social media strategy for each social platform
  • Inconsistent posting frequency
  • Inappropriate mix of content and promotion
  • Lack of knowledge in using social media management tools

Social media has grown tremendously over the last decade and is still growing. Almost everyone has some kind of social media account and they are engaging on these social platforms. Social media strategy is part of majority of the business owners for different purposes like – reaching out to potential customers, spreading brand awareness, getting leads, online community building, getting business leads etc.

Social media has expanded to a degree that it is now nearly equal to main stream media. Companies, small businesses, individuals, communities, professionals, NGO, social organization and trusts - all are using social media platforms to spread their words. It has become such a huge platform that no one likes to take a chance of losing these opportunities of brand building that is possible with social media exposure.

The best part of social media is that it allows a level playing field to small businesses and organizations with it's larger competitive counterparts. Small players or startups may not have the financial strength to tap the potential main-stream media presents but can catch up with social alternate media channels.

Social media is free, expanding and equally available to all. It provide opportunities to share your ideas and product to wider a range of people. It looks as if social media is an easier way to use and succeed in online marketing bit it is not that easy. To be effective on social media you shall have a solid understanding of the platform and its purpose. You need to find a way to align your objectives with the respective social media participants.

Every social media platforms are not suitable for al types of contentl. Some are good for reach-out, some are good for brand building, and some are good for getting referrals while some are good for advertising.

Social media strategies start with identifying the social goals.

What are your social media goals / objectives?

There could be many goals for social media campaigns. Here, we have outlined some general social media goals needed for beginners to help them build their social strategy:
  • Create brand awareness
  • Convert customer networks into brand advocates
  • Retention of customers with continuous engagements
  • Convert leads (interest groups) into sales
  • Update product information for your customers / followers – a kind of advertisement

What is the right social media platform for each of my goal?

Before you finalize the social media platform for a specific goal, the identification of target customer group is utmost important. Once you identified the target group find the platform where these types of people hang around in social media. Make a clean strategy for the type of content (with content template / design / format). After this point, you can easily curate content for your potential prospects.

Never post something that does not fit with your goal / mission.

How frequently shall I post on social media?

The post frequencies may vary with perspectives, goals and human resources dedicated for the task. It depends on organizational strength, level of writing skills, technical skills and ease in using social media tools.

Choose a posting frequency you can sustain for a long period of time. It is a long term play.

How will I evaluate my social media performance?

This is very important to evaluate your strategy from time to time. Keep record of posts, likes, comments, engagements, shares etc on each post on each of social media platforms in excel sheets or on paper. Evaluate the gradual performances of the posts in terms of growth, engagement, conversions and continue to make adaptations into your social media strategy. It is better to create a social reporting template for each of your goals.

Best practices in social media strategy

Build your authority in your community

You can create out of the box great and relevant content on a topic but even the best of content without promotion loses its charm and readership. Well promoted content reaches more people. It attracts more backlinks and hence gains authority from search engines.

Building social media strategy carefully with defined objectives helps generate a lot of interest in your ideas and has the potential to generate tons of traffic for your business and blog.

  • Post useful and interesting content. Actively respond to your audience and engage them.
  • If you are using your facebook page for brand building, then never mix it for more and more advertising. People visiting your page shall consider you as a brand. If they find you advertising yourself, they may not visit again. If you indeed want advertising on facebook, consider advertising using facebook ads.
  • Be consistent in your posting frequency. Being predictable, people will expect your posts coming and will continue to read into. This build a habit in your audience and you build a loyal community.
  • Incrementally, build your brand profile on social bookmarking sites.

Build your social radar

As a beginner, you may not have enough social coverage. On-page SEO do take few months to take effect and produce traffic. So, if crafted carefully, it is social media that can generate a lot of traffic for beginner's website / blog. Carefully consider building and expanding your social media radar to get detected by major search engines. Google and other search engines regularly scan pages on social media for likes, shares and referrals. Before you build your social radar from where you can be easily found.

Find out the social platforms where your competitors are active and give them the run for their money. The competition analysis also helps you find the right platform where your targeted audiences hang out.

Document social media objectives for each platform

Businesses have many marketing, sales and branding objectives. Carefully choose social media for each of the objectives. Allocate dedicated resources to handle each of the media and monitor the outcomes. Review and compare the outcomes against the objective and make the necessary changes.

Don't use too many social media platforms which becomes difficult to maintain.

Refrain from going overboard with social media. It is tempting to show up on maximum possible social media channels to maximize the benefits, but it may turn out to be counter-productive. Start with using the media which is most rewarding for your business objectives. Allot right resources, execute and monitor regularly. It is not a sprint; it is marathon. The bigger outcome will come in longer run.

In Document References:
The Ultimate Off-Page SEO Techniques To Rank #1 in Google
The Ultimate Guide To On-Page SEO Techniques