Over the last 5 years or so, social media marketing has become more refined and more targeted. Online marketing data and analysis has become easily accessible and far more detailed. All of these changes mean only one thing: there is no reason for any company not to have a content marketing strategy.
This strategy will give your team a sense of purpose and drive, allowing them to set goals and go on to achieve them. It will also ensure that your brand gets the results you need – whether it is increased exposure, higher engagement levels or increases in sales.
Here are 3 steps to take to make sure that your social media marketing strategy is on target:
- Find out what topics got the most engagement: Find out which posts received the highest levels of engagement in the last six months to a year. Analyse your results so that you can clearly see different trends. When certain topics are really grabbing the attention of your followers, revisit them in your strategy with special focus. Regardless of what these topics are, they are ones that your fans are concerned with and want to know more about, so they should get you some good results down the line.
- Analyse these popular posts: It’s always a good idea to further analyse these posts to discover why they were driving so much engagement. Were they concerned with a topical news event? Were they posted on weekends or weekdays? Did they offer any rewards like prizes or promotions? This will help you see what your target audience is responding to and discover if there are any other vital factors that could help drive engagement on similar posts.
- Incorporate an overall theme into your strategy: This will unite your strategy under one banner and give your team a way to reference every move they make. This might take the form of a specific goal that your strategy needs to achieve, or a focus that your company wants to bring to the fore.