7 Steps to Creating a Powerful Social Media Strategy for 2017

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social media marketing strategy

By:Taj Young | Houston, Texas December 21, 2017

Every year, social media is becoming increasingly essential for businesses. 92% of marketers say that social media is important to their business. (Social Media Examiner, 2015). Social media users have risen by 176 million in the last year. These are staggering statistics, this tells you where the future of marketing is.

When you have made a conscious decision to start building your social media presence, there are a few things that are crucial for you to consider before you start your campaign.

You need to map out a clear route that will help you reach the goals you are looking to achieve in your social media marketing strategy. With some thoughtful planning, you will be able to increase the likelihood that you will be taking a winning social media strategy into 2017. Here are 7 steps that will set you on a course to victory.

(Step 1) Know what you want to achieve
What is it that you hope to accomplish through your efforts on social media?

•Brand awareness
•An increase in sales
•Generating more traffic to your website.
•Getting more interactions from your customers

social media marketing strategy

These objectives are obtainable, but they all require very different social media strategies. Focus on one at a time, especially if you are just started marketing on social media.

“People are talking about your industry right now, maybe even your business whether you know it or not.

(Step 2) Find out where your audience is, and what they are saying
People are talking about your industry right now, maybe even your business whether you know it or not. Here are a few tools to find out what people are saying about your brand, and where these users are located.

•Social Mention– You can use Social Mention find out how often your brand is being spoken of, the fervor of the posting, the view (positive to negative), and the reach. You can look at all of this data in real time.

•Topsy– Topsy is a search engine for brand mentions. Topsy allows you to filter your searches by links, tweets, photos, videos or influencers, or include everything all together. You can also find out how recent this data was discovered. All this information is provided to you in real time.

•Google Analytics– Google analytics is a great tool for finding out where your visitors are coming from, and what they are searching for on your website. Google Analytics will also shed light on which of your campaigns are performing the best, which will allow you to adjust your social media marketing strategy.

The tools mentioned above, are very useful for figuring out the type of sentiment your brand has with your customers, and what path they are taking to get to your website. Knowing where the majority of your customers are coming from is very important for streamlining your social media plan. You will be able to scale your marketing campaigns more effectively.

social media marketing strategy

(Step 3) Content development and implementation
Here is where you want to start thinking about content concepts, and what will fit best in your social media strategy. The top 3 content marketing tactics are blogging (65%); social media (64%); and case studies (64%). These are some of the content marketing strategies, and media channels that you can use to get your content circulating.

•Blogging – Your blog is a journal specifically for your business. Blogging is remarkably effective for improving your search engine ratings, and for getting your customers to engage with your content. 1 in 10 blog posts are compounding, meaning organic search increases their traffic over time. (HubSpot, 2016).

Blogging is more of a long-term way to generate leads for your business, but in the short term, it will provide your existing customers with useful info. Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0-4 monthly posts. (HubSpot, 2015). This is good data to know, but start off making a blog post schedule that you can commit to, and execute consistently. Don’t try to over-do it when you are first starting off, you will get burned out.

•Facebook Ads – 72% of adult internet users use Facebook. (Pew Research Center, 2015). Facebook is a great platform to market your content. Facebook accounts for 62% of social logins made by consumers to sign into the apps and websites of publishers and brands With Facebook paid ads. You can get specific with targeting. Age, gender, marital status, these are just some of the demographics you can target through Facebook. Conducting tests on different types of ads will show you which ones perform, and which ones don’t..

social media marketing strategy

•Twitter – Twitter is a very power platform for listening. You can find out what people are saying about your industry, or when people have a problem that your product, or service can help them solve. You can respond to people’s inquiries when conducting a search for keywords related to your business. 77% of Twitter users feel more positive about a brand when their Tweet has been replied to.

•YouTube 300 hours of video are uploaded to YouTube every minute. The time people spend watching YouTube on their TV has more than doubled year over year. (Google, 2016) Pretty soon social media platforms will replace tv. That seems a little hard to believe, but this is what the numbers are telling us. On mobile alone in an average week, YouTube reaches more 18+ year-olds during prime time TV hours than any cable TV network. (Google, 2016). YouTube is an excellent platform to supply content to your customers and prospects, in addition to giving your followers a different form of content to interact with.

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<social media marketing strategy

•Podcasts – A podcast is a digital media file, or a series of such files, that is distributed over the Internet using syndication feeds for playback on portable media players and personal computers. (yahoo answers). Podcast listening grew 23% between 2015 and 2016. (Edison Research, 2016) Podcasting is rapidly expanding as a powerful method of reaching new customers, and driving traffic.

Podcasting is good for developing influencer relationships. When you interview a top influencer on your podcast you establish a camaraderie that will follow you and your guest throughout your careers. This is a great marriage, that will allow you to leverage each other’s success in the future.

(Step 4) Make your content visual
Visual content is 40X more likely to get shared on social media than other types of content. (Buffer, 2014) It’s important to add eye-catching photos into your marketing pieces. Infographics are an outstanding way to make information visual. An infographic is 30 times more likely to be read than a purely textual article, and are liked and shared on social media 3X more than any other type of content. (Mass Planner, 2015) Video is high converting as well, using videos on landing pages can increase conversions by 86%. (Eyeview)

social media marketing strategy

In addition to this, where you place your images in your content is a key factor as well; articles with an image once every 75-100 words get double the number of social shares than articles with fewer images. (Buzzsumo, 2015) You want to keep your readers engaged in your content for as long as possible. Images are a great way to break up the text, which is more appealing to the eye.

“For every $92 spent acquiring customers, only $1 is spent converting them.

(Step 5) Track your ROI
60% of small business owners are not able to track ROI from their social media activities. This goes back to step 1; you need to know what the end goal for your social media marketing strategy will be. Aside from trying to generate immediate sales, content marketing through social media focuses on generating leads, and puts sales on the backend of your campaign.

With this social media marketing strategy, you will need to have a way to track how much it costs you to acquire a lead. When you pull in a new lead, you will then push them through your sales funnel until you are able to convert your leads into sales. For every $92 spent acquiring customers, only $1 is spent converting them. (Econsultancy, 2016). When you figure out how much it costs you to generate a new lead, and how much it costs you to convert them, you will then be able to scale up your campaigns.

social media marketing strategy

“For most websites, only 2% of web traffic converts on the first visit.

(Step 6) Retarget people who have visited your website
Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.

(retargeter.com) Being drawn to products in advertisements is the most commonly noted reason 37% of consumers gave for clicking on a retargeted ad. 28% of consumers also said retargeted ads are a convenient way to visit a website users already intended to visit. 21% of consumers expressed that retargeting ads helped with their desire for more information on the product in the ad. (cmo.com). The Facebook pixel is an awesome tool for retargeting as well…

social media marketing strategy

The Facebook pixel is a piece of JavaScript code for your website that enables you to measure, optimize, and build audiences for your ad campaigns. Using the Facebook pixel, you can leverage the actions people take on your website across devices to construct more effective Facebook advertising campaigns.

“Companies whose conversion rates improved last year, are performing on average, 50% more tests and using 47% more methods to improve conversion.”

social media marketing strategy

(Step 7) Convert your leads into sales
Companies whose conversion rates improved last year, are performing on average, 50% more tests and using 47% more methods to improve conversion. (eConsultancy) You must conduct tests to see what works best for you in your niche. Figuring out what conversion methods work best takes time. 56% of marketers use a/b testing to optimize their conversion rate. (eConsultancy). All your efforts would have been for nothing, if you put energy into nurturing your relationships with prospects, and not having an effective means of converting leads into sales.

Conclusion
Social media is always changing. Some social media marketing strategies that have worked well in the past, may not work in the present time. This creates an opportunity; it levels the playing field in such a way that all businesses have a chance to compete. Plan the way you are going to obtain your goals through social media marketing, and hold yourself accountable for sticking to that plan. You may not bring about massive returns when you first start off; that’s not failure it’s just the beginning.

Resources
•http://www.socialmediatoday.com/marketing/5-steps-creating-successful-social-media-strategy-2017
•http://www.socialmediaexaminer.com/6-social-media-monitoring-tools/
•https://www.hubspot.com/marketing-statistics
•https://www.brandwatch.com/blog/96-amazing-social-media-statistics-and-facts-for-2016/
•https://answers.yahoo.com/question/index;_ylt=A0LEVjrbE1JY6OUAchAPxQt.;_ylu=X3oDMTByMjB0a
G5zBGNvbG8DYmYxBHBvcwMxBHZ0aWQDBHNlYwNzYw–?qid=20070702001012AAhRYtJ
•http://www.socialmediaexaminer.com/proof-that-podcasting-will-benefit-your-business/
•https://desk.thecontentcloud.net/five-statistics-infographics#.WFIkfIWcFPY
•http://www.cmo.com/features/articles/2013/11/20/15_Stats_Retargeting.html#gs.jBqNRIY
•https://retargeter.com/what-is-retargeting-and-how-does-it-work
•https://sessioncam.com/20-conversion-rate-optimization-stats-you-need-to-know/

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