Crafting a social media strategy that delivers results

Wondering how consumers make a purchase decision?

Psychological studies posit that 95% of the decision making is driven by the subconscious. For brands, this means consumers often make choices using mental shortcuts or top of mind awareness, making consumer mind space a key component for driving growth. And what can be a better channel than social media to get a share of the consumer’s mental space to drive brand loyalty?

But the question is, how can you hit the social media jackpot in your strategy for digital marketing?

While social media success has no secret recipe given the ever-evolving nature of platforms and pop culture, creating overarching objectives and understanding the mechanics of networking can do wonders. Here’s a simple guide to discovering what suits you the best.

A social media strategy encompasses 2 essential components, which are setting priorities and aligning objectives with company goals. It further has 4 foundational pillars as listed below:

Goals

Understanding the importance of goals needs no explanation. It is the “how” where most brands falter. For decades, marketers have used the SMART strategy for goal setting, which involves defining Specific, Measurable, Achievable, Relevant, and Time-bound goals to ensure greater management and avoid common pitfalls. Here’s an example: –

Let’s say your overarching goal is to enter a new market/country, for instance, India. Then your SMART goal can be to boost brand awareness on Instagram and Facebook in 4 months by 10% through entertaining content and influencer partnerships.

There is a specific and measurable benchmark alongside a realistic deadline, which can ensure better organisation in your strategy for digital marketing.

Audience

Tailoring your messages according to the audience needs no introduction. However, while you might understand what it is, you might struggle with defining clear demographics especially when you have a product that caters to a wide audience. This is where the importance of segmenting comes in.

Segmenting based on your product helps you create target groups for your social media strategy and sets the tone for market positioning. If you have a luxury product, you can segment your audience based on income and then age group, and now you have a clearer vision for drafting ad copies that are not generic.

Budget Allocation

What percentage of your marketing budget would you like to spend on social media? This will be dependent on your larger goals, such as brand awareness, sales, or brand loyalty. Driving brand awareness entails both organic and inorganic growth strategies, while sales would require a huge ad spend. Next, consider the need for influencer collaborations, staffing and choice of analytical or social media listening tools.

Key Result Areas or Metrics

Lastly, you must set key metrics or areas, which will work as indicators of the success of your tactics. This can include social media footprints, followers or mentions.

All in all, Social Media is important 

A strategy is only one part of your social media. You must devise a campaign and use the right tactics in alignment with the strategy and the process makes use of experience and creativity. Social media is saturated with repetitive and generic content and you need a campaign that is bold enough to get your audience talking. TYCC is the best SMO agency in Delhi that is built on the pillars of creativity, dedication and content driven strategies rooted in over 20 years of experience. You can trust us with all your digital marketing needs to get the attention you deserve.

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