Crushing your next marketing campaign – and landing more sales than ever before – hugely depends on one thing: your marketing strategy.
More specifically, you’ll want to make sure that you have put in place a bulletproof social media and content strategy that can see you through 2022 and beyond.
Not quite sure where to start or what to include? That’s what our guide right here is for.
1. Set Goals that Make Sense for Your Business
First, you’ll need to think about precisely what you want to achieve with your social media and content strategy. Are you looking to create an engaged community? Are you looking to increase the number of accounts you reach with your content? Or maybe you are focused on creating consistent content every week.
Chances are you have quite a few things in mind, but don’t let this make you feel confused and overwhelmed: use the S.M.A.R.T. tactic.
Set goals that are S.M.A.R.T., which means:
Specific: don’t be generic by stating stuff like “I want to grow the business.” Narrow it down to one, small, ultra-specific objective, like “I want product X’s sales to grow by 5% in this specific customer segment.”
Measurable: know how to track your progress, assess your performance, and measure your results.
Attainable: start small and simple; otherwise, you’ll soon lose the motivation and determination you need to reach more ambitious goals.
Relevant: don’t focus too much on what other companies are doing – pursue what you think is best (and most relevant) to your business. I’m all about following your gut!
Time-bound: give yourself a deadline to ensure that you follow through with your strategy and finalize your goals.
2. Know Your Target Audience
Another essential aspect of a winning social media and content strategy is your audience.
Do you know who you are going to be addressing, exactly? What do they want to see when they scroll through their social media accounts? What type of content makes them go “wow”?
To help you answer these – and many more – questions, you can try to build an audience persona.
Like a buyer persona, this is an imaginary figure that encapsulates all the essential features you expect your ideal customer to have. You’ll want to consider their age, location, gender, income, religion, and so on. My favorite part of the ideal client profile is the psychographics: attitudes, aspirations, and habits.
Once you have identified your target audience, it’s (finally) time to get down to business and start crafting some awesome content.
3. Create (and Curate) Engaging Social Content
Now that you know what your goals are and who will be (hopefully) reading your social media content, you can move ahead with creating that amazing content that you have been dreaming of.
The first step is to ensure that whatever content you post is fully aligned with the specific social media network where you will post.
For example, a LinkedIn post will look very different from an Instagram or TikTok one, as it will likely be a lot more business-focused and perhaps even more formal.
On the other hand, content like videos, memes, and funny graphics are ideally suited to places like Facebook and Twitter.
Then, you’ll also need to consider the frequency at which you’re going to post. Again, each social network plays by its own rules – take a look below:
Facebook: once or twice a day
LinkedIn: up to five times a day
Instagram: maximum once a day
Twitter: up to five times a day
Another essential aspect of content is to ensure that you are posting a good mix of it. For example, do not limit yourself to funny posts, even if they are great for that specific social media network.
Switch things up a bit and sprinkle in some more educational and informative posts, too, as well as others that directly promote your brand.
And don’t forget to ask for the sale. Often we forget that our job is not just to nurture our ideal client; it’s also to ask them to join our programs.
4. Assess What’s Working, What Isn’t, and How to Keep Improving
One last thing you’ll want to remember when putting together your social media and content strategy is assessing your performance.
Start by reviewing your engagement rates, favorite posts and content types, best social media channel to create content for, and competitors’ performance.
Then, you’ll also want to look out for fake or impostor accounts. These might tarnish your online (and offline, for that matter) reputation, which in turn might cause your social media and content strategy to flop completely.
Run a specific audit to identify any frauds out there using your business name. If you find any, report them straight away, and get your accounts verified to strengthen security and protect your brand.
Ready to Break the Internet?
Creating a killer social media and content strategy for 2022 – and beyond – is easy if you follow these tips.