Three ways to benefit from a social marketing strategy – Part Two
Does social media marketing lend itself towards reaching a current or prospective customer? Before you go much farther, review your strategy. Does it evaluate the results of each tactic and give a clear view of progress? Take a look at part two in the Benefits of a Social Strategy series.
Brands, businesses and associations are redirecting more resources to social media every day. For some, it’s the right time. For some, it’s too late and the pressure to produce high volumes of web traffic, sales and overall exposure is too high. At that point, social media simply cannot meet expectations, and efforts are dropped a short time after the start. The social media strategy outlines smart goals and manages the expectations of those who are waiting on the results. To make sure your efforts aren’t being wasted, build a complete strategy complete with timelines, specific tasks and goals that the daily efforts are expected to generate.
With all of the ‘social’ channels available online, it’s easy to get sidetracked. The strategy identifies at least one channel where a prospective or current customer is and allows for a complete effort to be made in attracting that customer. The social strategy serves as a roadmap and is planned after reviewing the relevant channels and targeted consumer’s online behavior.
When you expect results but you don’t know exactly what you’re looking for, the plan seems as if it has failed. At that point, we defend our actions while setting other actions in motion. One reaction is to increase efforts with the mindset of “I wasn’t doing enough.” The other is to level off and step back to take another look at the reason a social media effort is made. A social strategy makes arrangements for how daily efforts are measured and sets specific benchmarks to indicate when the plan can take on the next task.
Utilizing a strategy takes results from generic numbers to benchmarks with meaning. The social media strategy sets out specific categories where results are expected. Now, the results are marked, expected and a plan is already in place if they aren’t met. The strategy gives a time frame and sets up the efforts for evaluation. Instead of counting the number of ‘connections’ that were made on Facebook, LinkedIn or Pinterest, a strategy sets tasks in place to realize higher levels of engagement, click through rates and overall edgerank of a message.
Strategy manages multiple tactics and evaluates the results. The results are tracked over time and play a major role in the future of your social marketing efforts. Do you know where to go next? Chances are, your social media insights can give you a good starting point.
More ways your business can benefit from a social marketing strategy.