The corporate world has seen a huge growth spike in the past two decades. There are numerous factors that have given such a tremendous rise to businesses worldwide. People have utilized various tools and platforms to showcase their business, promoting their growth and profitability.
One of the most effective boosters of such impressive corporate growth is the rise in small businesses. Moreover, in the hour of digital proficiency, these startups and organizations use social media as a marketing tool. As a result, these enterprises show a massive increment in their performance numbers.
However, designing an impactful social media strategy for a small business is crucial as it will hamper their profitability otherwise. Startups should take time to identify their needs and create a social media tactics accordingly. The following guide gives a detailed overview of various ways and tips to create a social media strategy for startups.
There are various ways and hacks to design an impactful social media strategy for a budding business. This process is described in detail below.
Draft An Outline
Planning is the key element in any activity a person performs. It gives a comprehensive view of how things and processes will work out. Similarly, it is necessary to create a plan describing the flow of different activities for designing any XYZ strategy.
An ideal plan will give direction to the activities a strategist will perform. It should cover the brief of the social media platforms, people involved in designing, visual team, rough budget, predicted challenges, etc. However, drawing an outline of the flow of the strategy is a complex procedure as it needs thorough research.
Perform In-Depth Segmentation & Targeting Process
There are several social media users searching for various products at affordable rates. But, a company should perform a well-guided STP process, i.e., Segmentation, Targeting, and Positioning process.
Segmentation refers to identifying various segments or sectors in the market on the basis of geographical boundaries, demographics like age, gender, income, etc. The targeting process is done based on different segments by selecting the segment a business will cater to.
For example, if the product an organization sells is ideal for the age group 30 to 60 years. Then, the target segment will be set accordingly. The STP process will help narrow down the types of social media strategies. Moreover, it will increase the chances of success of the startup.
Understanding Competitors’ Tactics & Determining Goals
A part of the research phase will include scanning through the reports, position, and the market share of the competitors. It is not easy to identify all the competitors. But, startups should try to gain as many insights into the industry as possible.
Understanding competitors will assist in planning or framing an effective social media campaign. It will give a basic structure about the starting point or line of a social media strategy for small businesses. Going through their media handles and seeing the content (quality) will improve the tactic’s impact. Apart from getting an idea, it will possibly minimize the threat from major competitors.
After preparing competitors’ tactics, it is crucial to identify the purpose of the strategies. The business should then convert the goals into significant objectives to boost employees’ motivation levels.
These goals should be realistic, attainable, measurable, and highlight the deadline for achieving the same. The objectives should consider social media metrics for comparing the actual performance and the benchmarked performance.
Selection Of The Social Media Channel
One of the biggest confusions and challenges that lie ahead of any business opting for social media strategy is selecting an appropriate social media platform. There are numerous channels growing every day. A business can utilize any platform from LinkedIn, Twitter, Facebook, Instagram, and many others.
But, a business should choose the platform that aligns with its objectives or goals. Their business operations also determine the channel they will select. However, every business tries to play safe and picks either Facebook or Twitter for communication due to its worldwide presence and usage. But, this strategy might not work for all businesses because when a company is involved in B2B operations, LinkedIn should be the go-to option for its professional application.
Spread Word-Of-Mouth & Create Brand Design
The greatest setback a startup fears is the lack of brand awareness. They should start building a brand community by pushing their offerings in the market. They should spread positive word-of-mouth through people the organization knows.
A more rigorous practice involves asking them to follow their social media page, like the content, promote it, and ask 10-20 more people to follow them. Eventually, they create a chain of creating brand visibility. However, a positive brand relationship is a result of great products, trust, and additional services.
Another significant way of creating brand awareness is creating an impactful brand design. This design includes logos, startup name in a stylish way, using color palettes, the vision of the business, media print, etc.
Establishing A Content Marketing Strategy
Content holds an integral part in any digital marketing strategy. Without meaningful and engaging content, the viewers will easily get diverted to another competitors’ page. Content development is not a mere application of theoretical knowledge or the art of using words. It needs powerful research, facts scanning, understanding statistics and numbers, audience expectations, competitor analysis, etc.
A successful content marketing strategy is the one that has innovativeness in it. It means using GIFs, images, short paragraphs, colors, quotes, engaging activities like polls, quizzes, etc. Infographics can add immense value to any content. However, using them in the right proportion is very important.
Specific Days For Specific Content
Many marketers have proposed an innovative design for sharing content with the audience. They call it a distribution calendar. This calendar involves allocating a particular type of content on particular days.
For example, memes are shared on Mondays and Fridays, photos and videos on Saturdays, and so on. This tactic will give more time to a small business to think of creative content for different days.
Analyze & Compare The Results
After designing the content and putting the same on the social media handles, the final step includes evaluating the strategy’s performance. It is a simple process whereby marketers can analyze the growth on a real-time basis.
There are various parameters and tools for measuring performance. The most effective way is using metrics. They show growth in numerical terms. It shows conversion rates and revenue generation on a per-day basis. In this way, adjustments can be made for new strategies.
After understanding the ways to develop an effective social media strategy for brands, it is crucial to know what makes a social media strategy a successful one. The following points highlight the things to become successful on social media.
Spend Time & Money On Content
Many people underestimate the power of content and overlook this part of their social media strategy. But, in reality, content is the heart of their social media posts. The key to success on social media is creating diverse, streamlined, and engaging content.
The need for quality content has also increased due to rising competition. With an immense number of companies switching to social media marketing, there is a very narrow scope of error in content strategies. An important thing to note is that the quantity of posts does not matter when the quality is not up-to-the-mark.
Differentiating Between Formal & Informal Content
Being professional while adopting social media tactics is a vital component of success on social media. In the past few years, increasing usage of meme marketing and other elements has pushed content marketers to think more creatively.
As a result, they attract many people and increase conversion rates. But, many times, they cross the boundary of being formal and professional. The strategy turns out to be informal, losing customer attention and posing a poor brand image.
As the innovation level is constantly upgrading, it is crucial for organizations to adapt to the changes. Quickly changing with the dynamics will provide an edge over the competitors. Sticking to old forms of social media communication will slowly deteriorate customer engagement leading to lower customer loyalty.
Opting For The Most Appropriate Social Media Platform
As mentioned earlier, it is important to select the most suitable social media platform for posting content. The strategy will fail miserably if the choice of channel is wrong. The selection should be backed with facts, figures, and logic.
One of the most vital determinants of the selection process is the target market. If there are not many target users present on the XYZ platform, the company should avoid using that channel.
Divert From Followers Count
As soon as the marketer promotes the content on social media, they keep a regular eye on the number of followers. However, it is a positive sign for measuring the strategy. But, it can lead to the massive downfall of the brand.
This checking might lead a person to increase the followers using fake tools. They might gain fake followers as a temptation. It will not only lead to reduced suggestions in people’s lists, but will also cost a lot.
The most common problem marketers face is the consistency of the content. As competitors use different tools and ways of posting content, businesses get tempted to copy the same. This breaks the consistency of the content and brand message.
It is critical to strike a balance between adapting to change and maintaining uniformity in the posts. Startups should stick to a common template or style for their content to increase user engagement and enhance brand identification.
Utilization Of Engagement Tools
Involving customers in social media content is a great way of empowering loyal customers. Organizations should incorporate creative elements like polls, GIFs, memes, comments, open-ended questions, current events, etc., to interact with customers. It will aid companies to build a brand community that regularly discusses the business’ posts/content.
Roping In Influencers
Influencers can give an incredible touch to a brand’s social media strategies. However, a startup may not be able to afford to hire a top influencer. But, if they can, it will boost their revenue mechanism.
Influencers can increase followers as well as create a positive image of the brand. They can also give insights into the industry. Moreover, they can provide ideas about the next posts and acceptance of the same.
The dedication level of the social media team also determines the success level of the strategy. When a company has a clear vision regarding its digital presence, it will be clearer with the systems and processes.
If there is confusion and inconsistency among the personnel, it will lead to delayed success and sluggish growth. Proper alignment of a startup’s goals and actions is a key to enhancing coordination among a team.
Instagram, Facebook, Twitter, and many more social media platforms have become a central part of everyone’s life. It motivates people to take up actions that were not even thought of. These have become channels of communication and marketing.
Businesses have leveraged this opportunity and given their operations a whole new dimension. The guide provided above presents an ultimate success mantra for any organization. However, proper guidance and coordination are vital for succeeding in social media marketing.
In order to excel in social media marketing, a person can learn this art by enrolling in various courses available online. Platforms like DAN Institute are excellent for getting practical exposure in digital marketing at affordable prices.