Building an action plan will allow you to save your budget significantly. Large investments will be required only at the initial stage. Then you will only need to “warm up” the audience with useful content, and not spend money on useless advertising for users who are not interested in the product.
Stage one of SMM strategy. Defining goals and setting tasks
In order for promotion to be effective from the very first days, you need to clearly define why you need to do it. At first glance, everything is clear. The business needs more sales and, accordingly, many satisfied customers who will want to come back for purchases or services again. Everything is logical and simple here.
In fact, the goal of marketing promotion can be much deeper. It is necessary to make it so that to make a large number of sales it is necessary to perform fewer actions. The product should sell itself. Therefore, the main goal should be to study the potential consumer. What does he want to see as a product? What is needed to satisfy his needs 100%? What to do so that the consumer does not want to go to competitors?
To succeed in business, it is important to set other goals as well
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- Market. Development of new sales platforms to increase the number of clients, as well as weakening the positions of competitors.
- Marketing. This is an increase in the company’s profits, as well as the creation of its favorable image.
cannot be carried out without defining clear goals. Each of them involves setting tasks, the implementation of which will allow achieving the desired effect.
Forming a task according to the well-known
SMART model is the easiest way to clearly build the direction of further movement. The tasks should be as follows.
- Specific . A clear formulation is the key to success. You can’t just say “We should increase the number of subscribers in the public.” This is a vague statement that no one understands. And how to increase it? A specific task can be reduced to increasing the number of useful publications, for example. This should ultimately lead to an increase in the audience.
- Measurable. Tasks should have clear numerical designations. Example: “We need to increase the commercial public page by 10 thousand subscribers” or “The number of likes under posts should increase to a thousand.”
- Achievable. You need to set a task after checking the resources for its implementation. If the budget allows you to set up only one advertisement, you should not count on an increase in a hundred thousand audience.
- Meaningful. If a task does not affect the company’s progress and growth, there is no point in it.
- Urgent. When setting a task, you must immediately set the deadline for its completion.
The correct choice of goals and setting specific tasks is the basis of the SMM promotion strategy. Without this stage, it will not be possible to achieve good results.
Stage two of the SMM strategy. Target audience analysis
This stage is no less important. You cannot reduce all potential customers to one faceless group. The target audience is not just students or housewives. The creation of a consumer image should be carried out taking into account the smallest details. The target audience can consist of several segments (groups). In order to distribute all potential consumers, it is not enough to single them out by gender, geolocation and age. It is also important to know:
- how much time does a person spend on social networks;
- what character traits does he possess;
- what pains and needs he has;
- what type of activity he is engaged in and what income he has;
- how to make purchasing decisions;
- how the company can attract him.
It is recommended to create a portrait
of the target consumer in writing. All data should be entered into a table for clarity. This will allow you to learn more about your potential consumers and adjust further promotional actions to their desires and needs.
Without segmenting the target audience, there is a big risk of wasting the advertising budget. Just imagine what will happen if you vaguely select a portrait of the target audience. For example, to sell a cool dishwashing detergent, we decide to show ads to all women over 30. But some of them use dishwashers. Another part chooses only eco-friendly products. As a result, a large share of the advertising budget will go to waste and the promotion will not be effective. Conversion will only increase if the ads are seen by people interested in buying.
Analysis of potential buyers can also be carried out based on the work done by competitors. It is worth looking at what kind of people react to their publications on the network, what they write and what reviews they leave. This will allow you to adopt the positive experience of competitors or avoid their mistakes.
Stage Three of SMM Strategy. Choosing the Right Online Platform
Each social network has a large number of users who could be interested in the company’s product. But all platforms are different and attract different groups of users. There is no point in wasting time and money on those online platforms that have a minimal number of potential buyers.
The right choice of social network for promotion is half the success. This stage will not cause difficulties if the segmentation of the target audience has been carried out in advance. We already know who our client is, what he is interested in and how he behaves. It remains only to understand which social network he prefers. To find out this, you can use several methods.
- Studying competitors. It is worth paying attention to which social networks companies that are engaged in the same type of activity are successfully promoting in.
- Third-party research. The results of such research can be easily found on the Internet. Agencies study the profile and behavior of users in various social networks. The main task is only to compare the provided data with those prepared when compiling the target audience questionnaire.
- Survey your customers. This method is good for those companies that have been working on the market for some time and have their own consumers. It is enough to ask them which social networks they prefer. You can ask the question during the next purchase or make an email newsletter.
If a company’s product is equally well suited for several platforms at once, they can be promoted in parallel. But it should be taken into account that you will have to invest more, and the result will be less. Therefore, at the initial stage of SMM promotion, it is recommended to concentrate on one social network and direct all your resources to this platform.
Stage four of the SMM strategy. Creating a content plan
We already know what results we want to achieve. We know who we will offer our product to and where we will do it. All that remains is to decide on the content that will help us quickly attract potential buyers. Understanding the interests of potential consumers is not enough. The plan will increase content views and attract even more of the target audience.
Time and frequency of publications
It is necessary to decide not only on the topics for content, but also to build a publication schedule taking into account the activity of users. You cannot count on rapid promotion if you publish even mega-interesting content once a week. Also, you will not be able to achieve your goals if you publish content at a time when visitors are not online. They simply will not see the post.
It is not recommended to be too active online. Potential clients unsubscribe from annoying publics, even if they offer a cool product or service. The ideal option is one publication per day. In this case, you will not be able to get lost in the feed and you will not have to flicker in front of the target audience often.
The right choice of publication time is a very important point. In this matter, it is also necessary to start from the portrait of the target consumer. So, if we offer a product for people who work a lot and only in the evening have the opportunity to relax and go to their favorite social network, publications should also be in the evening.
Types of publications
People come to social networks to communicate and get positive emotions. They do not plan to buy. In most cases, this is a spontaneous decision. Therefore, publishing only sales content is a huge mistake. For a public page to be interesting to users, posts must be varied.
- Entertainment content. These are various jokes, memes, interesting stories.
- Informational content. These are articles, reviews and life hacks. In simple words, this is content that is useful for the public members.
- Selling content. Information related to the goods or services that the public page is dedicated to.
- User content. These are materials asia mobile number details suggested by community members (reviews, surveys, discussions).
The owner of the public decides when and what content to publish. But the largest share should be informational and entertaining posts. The volume of selling content should not exceed 10%. Intrusive advertising is of no interest to anyone.
Searching for information for publications
Selecting topics for publications is an important stage of creating a content plan. Information can be taken from several sources.
- Competitor analysis. It is worth paying attention to what topics are popular in other publics. Copying posts is strictly prohibited. But you can create interesting material in a similar direction.
- Search query analysis. Wordstat Yandex is a free service that allows you to study the thoughts of your target audience. You can find out what search queries people type in most often. Taking this into account, you can quickly decide on a topic for writing a new post.
- Parsing. You can analyze other publics that the target audience joins. What else might be interesting to a potential buyer? What information is he willing to share with others?
- News. You can create a discussion about an important event. It is good if this event intersects with the direction of the company’s activities, which the public is dedicated to.
It is also recommended to dy leads include contests in the content plan. This is a powerful tool that will allow you to quickly increase the number of potential consumers.
