5 Guiding Principles to Revise Your Strategic Marketing Plan
When it comes to digital elements of your strategic marketing plan, it’s never a good idea to get comfortable. For example, it used to be progressive just to have a website, but now that’s not even the bare minimum. In the same way, your social media strategy needs to be highly personalized and updated on a regular basis to drive growth.
If you’re sensing that your social media strategy is getting dusty and needs an overhaul, here are five guiding principles to get you started on an updated process:
Find out what challenges your target audience is facing. You could post about a lot of topics in your industry, but if you want to grab the attention of your target audience, you need to identify specific issues or problems that plague your potential buyers and post about that. Provide a solution to a challenge or some insight about an emerging trend and you’ll build your reputation as a specialist.
Build your team. Your social media strategy is like any other objective in your organization. You need clear lines designating the role that your social media team members will play, with expectations clearly spelled out. How you divide up your social media responsibilities depends on the number and skill set of your team so that you aren’t overlapping in some areas and leaving a gap in others.
Decide what success looks like. This is important for every part of your strategic marketing plan, but you need to know what you’re measuring. Are you looking for likes, shares or comments, or all three? Are you looking for solid leads? It may help to pull the sales team in and determine together what the role of your social media marketing will be in the bigger growth goals.
Create your core set of topics. Once you’ve developed your core topics, you can use it as a springboard to get more specific and provide solutions to problems in your content. You’ll want to use analytics to find out what kinds of topics your audience is searching for when they land on your page, then use those topics to create a list of keywords. These keywords ensure that your content pops up on an organic search for those topics.
Create high quality content. When you’re creating your social media strategy, you may wonder which types of content you should start creating first. It’s good to identify a topic that you think has the best chance of grabbing the attention of your audience. Then, create content in a variety of formats, such as blog posts, white papers, video and infographics. This is the best way to get the most out of a great topic, and then you can assess through analytics which format was the most popular on social media.
Your strategic marketing plan should include a plan for social media, but it can be hard to know where to start. Let the professionals at SJC Marketing develop a social media strategy that drives growth for your company. With a dedicated social media team, SJC can help you create measurable sales growth.