Twitter, Facebook, LinkedIn, Instagram , YouTube… These sites play a major role in a B2B development logic. They are great growth accelerators as long as an ad hoc social network strategy is developed beforehand. Brands and companies have everything to gain by carrying out targeted and repeated communication actions. You can get the services of Social Media Marketing Services Company
- But what social media strategy should you adopt?
1. Take stock of your social media situation
In other words, ask yourself the following questions: where is your business? Where is your brand?
- What is its degree of visibility?
- How big is your community of leads and customers?
- Who are your main competitors? What are they doing ? What do they say ?
- What results does social media generate for your activity?
Audit the good health (or not) of your social networks to start!
2. Define goals for your social media strategy
There is no point in getting started in social media without having defined objectives! This is like navigating by sight. And therefore to go straight into the wall.
Reflecting on the definition of objectives to be achieved makes it possible to draw up a roadmap. Be sure to set the most precise qualitative and quantitative objectives possible.
Some examples :
- acquisition of 8 leads per month
- increase in site traffic by 25% per quarter
- gain of 5 new customers per semester…
If you do not yet know what are the priority objectives to aim for, know that the Social Media Examiner study brings out 3 main advantages of a presence on social networks:
- the development of brand visibility to 89%
- increase in traffic for 75%
- customer loyalty at 68%
How to set your goals? In inbound marketing, a formidable method of efficiency is the SMART method.
What’s behind this clever acronym? The fact that your goals should be both:
S pecific – M easurable – A chievable – R ealistic – T emporal.
One of the most effective goal-setting methods.
3. Target your audience
A successful social media strategy is one that targets the right person! This is again one of the fundamental principles of inbound marketing. You must speak to your buyer persona , namely your typical customer, your priority target.
To draw the sketch of your buyer persona, sweep as wide as possible.
- Who is this typical customer?
- What info does he need?
- What are his expectations? His pain points?
- What is its main problem?
- What services or products does he desperately need?
- What about its characteristics and habits?
By carrying out this work, you will be able to design a speech perfectly adapted to his profile. And you will also be able to know where to find it. On which networks to find him and when to contact him.
4. Edit an editorial schedule
Editing an editorial calendar is essential.
This gives you the possibility to follow a precise timing, to have a clear overview on the current steps and the actions to come.
Plan your actions and your publications for the week, the month, the quarter, the year.
5. Adapt the form and tone of messages
Social networks each have their own uniqueness. It will therefore be necessary to adapt the form of the message that you will broadcast there.
- YouTube is made for posting videos
- Twitter forces conciseness with 280-character posts, an ideal post format for brands that allows the platform to count 6,000 tweets every second!
- Instagram is for photos (and short videos)
- LinkedIn allows you to create discussion groups, relay articles, share infographics, etc.
6. Social media strategy: homogenize the language
One of the strengths of social media is to allow you to develop your branding.
The development of the brand image is a major issue on social networks.
Also, make sure that the language, tone and angle of your communication is consistent across different platforms.
The goal ? Convey the same brand image to your target, regardless of the network! The consistency of your marketing strategy and the positive impact it will have on your leads and customers depend on it.
7. Offer rich, varied, abundant content
Social media is a dream point of contact with your customers and prospects in a broader inbound marketing strategy.
As a result, your presence on social networks must meet the same imperative as content marketing. To know how to offer varied and rich content both in terms of content and form!
Alternate articles with illustrations, infographics, surveys or even videos.
In short, give your audience what they expect to satisfy their hunger: content of different kinds!
