Creating a social media marketing strategy for a mobile world

‘Social marketing’ was born as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realised that the same marketing principles that were being used to sell products to consumers could be used to sell ideas, attitudes and behaviours.

Nearly fifty years later, we use ‘social media marketing’ as a way to promote products and services on social media platforms and websites. In a world where clickthroughs equal money and social proof is paramount; an engaging social media marketing strategy can propel your product or service a long way towards your business goals. Here is a step-by-step guide to creating an engaging social media marketing strategy.

Set Business Goals

Marketing goals are a crucial part of your social media marketing strategy. You need to have a big picture view of your business in order to orchestrate successful social media campaigns. However, it is also important to set realistic goals. Create clearly defined business goals and decide why you want to use social media. Digital marketing is not a magic pill for all of your sales and marketing woes.

Identify Your Target Audience

Creating a content for a generic audience never works unless you have infinitely deep pockets. Creating specific buyer personas will help you target the right people, in the right location, at the right time – and send them the right messages. The metrics defined below will help you come up with highly focused buyer personas:

Age
Job Title
Income
Location
Most Used Social Networks
Pain Points

Create Content Marketing Plan

Creating good content is an art – distributing it right is marketing! If you are planning to have a social media account on every platform, prepare to spread yourself thin in terms of time, money and resources. Pick specific social media platforms that will be beneficial for targeting audiences in your niche. Create content that captures audience attention by paying attention to the following:

What does your target audience desire?

What are their pain points?

Is your content useful, engaging, or informative?

Why should people care about your products or services?

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