Chapter 3.
Social Media Marketing Strategy and Social Media
Advertising
[Link] Media Marketing Strategy
SM marketing plan is a living document that outlines the SM goals and
guides the actions needed to achieve these goals
Need a clear and detailed plan
2.Step1- Identify a Target Market and Create Personas
First, identify the target market
Target market of SM should be the same of the company
After collect data should group the market in 3-5 personas
Customer persona: key traits of company´s target market based on data
collected from existing and target customers.
[Link] 2. Conduct a Social Media Audit
Conduct a SM Audit in social listening, SWOT analysis and competitive
assessment.
-Social media listening: monitoring listening: process of monitoring the
internet to determine what is said about a particular brand, topic or
industry.
1. Determine channels to be mornitored
2. Create list of keywords to monitor (company name, products,
competitors…)
3. Use this keywords to listen to conversations abt company, industry
or community
4. Track topics that customers and influencers are talking about and
what they say of competition
5. Positive or negative sentiment about the brand?
6. Pain points customers experiencing
7. Platforms customers using the most
8. Mentions fluctuating during the year?
Create a spreadsheet of the company existing accounts (SM they are
active, n of followers, type of content shares, poor posts, great posts…)
Create a spreadsheet of the company competitors and collect same
information. Include information of which competitors doing good or bad
in SM
Conduct a SWOT analysis
4. Step 3- Stablish Goals, Objectives, and Metrics
SM marketing plan one component of a companys larger mktg plan.
Each goal must have measurable objectives and metrics
SM marketing plan at least 3 SM goals. Each goal may differ for each SM
platform
All goals should be SMART: Specific, Measurable, Attainable, Relevant,
Time-based
[Link] 4-Determine Resources, Roles and Responsibilities
Refer to the SM marketing goals and determine resources and budget
Determine task needed and allocate appropriate personnel
First determine budget needed for SM marketing activities and then craft a
social strategy to the fit allotted budget.
[Link] 5-Establish a Tone of Voice
Tone of voice= brands personality
Customers wont respond well to brands that are too corporate or
impersonal
Type of voice:
[Link] 6- Select a Platform
Depending on what you sell some platforms are better than others
If don’t have enough resources to cover all sm platforms, leverage the
network that reaches the highest % of the target market
[Link] 7- Create and Optimize Social Media Networks
- Fill out section of SM profile
- Update cover photes and profile pictures
- Make usernames, cover and profile pics consistent across all SM
Networks
- Fill bio and sections
- Add links to website and other SM
-Relevant industry words for SEO
-Relevant hashtags
-Add location
-Ensure brand guidelines are followed
-Remove unprofessional content
9. Step8- Create a distribution and content strategy
SM distribution strategy determines the network and frequency of posts
and the type of content on each network.
SM content strategy is Planning, development and management of SM
content.
Table that includes:
1. Type of content will be the majority
2. How often should post on each SM platform
3. Determine the content mix
4. Optimal days and times of the week to post
[Link] 9- Create a SM content calendar and schedule
Should contain key themes and dates for the business
The post text, text length, hastags, calls to action and images should be
different for each platform.
[Link] 10- Track, Analyze and Tune.
Tuning: continuous process of adjusting and improving the SM marketing
plan.
- Determine if goals were met
- Determine wich topics work best
- Determine if current content and distribution is the right approach
[Link] to SM advertising
Traditional advertising beign edged out by digital advertising
CPM (cost per thousand): how much it costs to reach 1000 people
13. Social Media advertising strategy
Steps to develop a SM advertising strategy
1. Select Goals
2. Select Target Market
3. Select Platforms
4. Select Budget
5. Select Ad format
6. Consider the Ad funnel
7. Develop the content
[Link] Practice for SM advertising
- Select rights goals
-Target right people
-Consider ad funnel and buyers journey
-High quality videos and images
- Clear call to action
-track pixels in company webpages and use UTM parameters
-A/B test everything
- Automate wherever possible
-Consider the most optimal days and times
-Continually monitor
-Refresh poor performing adds
-Monitor, report and analyse.