As we all approach Q4 and start to get really serious about our digital efforts, we think all clients should have some clear plans and objectives in mind. We always say that the business drives social and not the other way around, so it is so important that brands really think about what they have lined up. The more we know about their internal objectives and plans, the better we can advise on how to approach things digitally. Here we outline what we think most should be thinking about as this year comes to a close, and 2017 looms.
1. Got goals?
Paint a success picture for the final few months. What does a home run look like? The very first step to creating a successful social media strategy is understanding what your end goal is. It’s important to be realistic and set challenging yet achievable goals.
Here are some examples of goals you might want to consider for your social media strategy:
- Increase overall traffic to your website by 50% year over year
- Drive 60% more engagement year over year
- Influence 30% more conversions year over year
- Increase revenue from social media by 20% year over year.
The above goals are completely random, purely intended to get you thinking of the types of things you might like to accomplish in the coming months. With definitive goals in mind, you can then align everything you do towards achieving them.
2. Who do you want?
Are you looking at data and understanding who your real target audience is? Who has been buying? Who is engaging with you on social? First, we would recommend taking a look at your current customer base and trying to create demographic personas based on needs, spending and whether you want to keep this current customer base or aim for a different one altogether.
If you don’t have a large customer base to vet for that ideal audience, there are tools you can use to see who is naturally gravitating towards your brand via your website and social media channels.
Where to look:
- Google Analytics – Google Analytics has some awesome tools to help you understand the demographics, location, interests and even behaviors of your website visitors.
- Facebook Insights / Audience Insights – Facebook is king of the data kingdom and has a wealth of information on users that are connected to your page, visit your website and even engage with your content. Installing a Facebook pixel or uploading an email list will help you unlock this valuable data.
Leveraging data to identify your target audience has always been important, however when it comes to creating a successful social media strategy it’s absolutely a must.
3. What are you saying?
Social networks offer you access and data to tell you how many people are out there and what they are interested in. You must decide, once armed with this information, what you are going to say. There is so much content and clutter out there, so you have to start to hone in on how you will differentiate. Graphics, photos and videos need to be top notch and really stand out. In addition to visuals, you have to put out well written content too.
- Look – 90% of information transmitted to the human brain is visual and our minds process visuals 60,000x faster than text. To win attention (and impressions) on social media you’re going to need to create compelling visuals to tell your story. Don’t sleep on art.
- Watch – Video, video, video. Almost every social media platform has upgraded their video capabilities and you should follow suit. Videos don’t have to be expensive to produce either, anything visual that is not still, qualifies.
- Read –If you have a blog on your website, you’re already ahead of the game. If you can create valuable blog content that’s promoted properly through your social media channels, you’ll definitely begin to attract your ideal customer to your website. After all, you’re writing the content and you control the messaging.
4. Pay to play?
To truly reach a targeted audience and see a real tangible business/revenue result from social media, it’s highly recommended to allocate a dedicated social media advertising budget. Within the next five years, social media advertising is expected to comprise over 20% of marketing budgets. Social advertising is the absolute most cost effective way to reach a targeted audience where they are the most engaged.
5. Where are they watching?
Did you know that it’s estimated that people check their phones an average of 150x per day? Since we’re all addicted to mobile devices, wouldn’t it make sense to tailor your social media strategy to be mobile-first? 33% of shoppers do a majority of research on a mobile device and 49% say that they would buy more through their mobile device if the process was easier.
Since the consumer journey is no longer linear and takes place across different devices, we should all make sure that we make our content, social advertisements and website mobile friendly. 80% of social media time is now spent on mobile devices, so not optimizing your social media strategy for mobile could prove deadly.
Spend some time thinking and/or rethinking your POV on these categories right now and then get your house in order before Q4 and 2017 come calling. You don’t need to do it all today, but you do need to be leaning in on all of these categories right away. Set yourself up to win and get to work.