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5 Tips to Build Your Social Media Marketing Strategy | The AdRoll Blog

Last updated: 01-21-2020

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5 Tips to Build Your Social Media Marketing Strategy | The AdRoll Blog

Social media marketing may seem daunting — after all,the landscape is continually shifting. It’s like a roller coaster ride: from fake news to new algorithms, the list of what’s thrown at you goes on and on. This is why it’s crucial to strategize before you start planning: You want to get as much value as possible from the time and resources you put into social media. Let’s take a look at the five key steps you need to take to build an effective social media marketing strategy. 

The first question you must ask yourself is what you want to gain from social media. Is it for increasedbrand awareness? Do you want to raise your number of sales? Without goals, it’s difficult to gauge how well your social media strategy is performing and the steps you have to take to improve. Here are a few potential goals that your company could set: 

More traffic to your website.Three out of fivemarketers use social media to drive traffic to their sites. Whether it’s your blog or website, it’s essential that people are visiting your pages because they might turn into customers. UseGoogle Analytics and measure metrics such as:

Increased brand awareness. Brand awareness is crucial because it’s one of the factors consumers look to when deciding between you and the rest of the competition. Don’t just publish promotional posts — deliver content that showcases your personality and values for a more authentic feel. 

A strong customer base. Perhaps your goal is to have followers who share your content with others, and “like” all of your posts. If this is the case, schedule time each week to engage with them, whether this means commenting on their posts or answering their questions.

While there are plenty of social media platforms that offer competitive analysis tools, you can do a little research on your own.Find your competitorsthrough a Google search — use your mostvaluable keywordsand industry terms to see who pops up. Then, look at your competitors’ social media presence to see how they’re approaching their marketing campaigns. Since you’re all in the same or similar industries, it could be beneficial to see what’s working for them so that you can improve your campaigns accordingly. 

For example,Coca Cola’s Instagramis heavily graphics-based, whilePepsifocuses on capturing people having a good time, with an emphasis on videos and clips from their commercials. Using this research, you can decide to do a hybrid campaign with a focus on customers and specially made graphics. 

Digital ads are getting more and more expensive— their growth is five times faster than US inflation rates. This means that competition among other brands is fierce. However, there’s a way to organically reach your customers that won’t break the bank:User-generated content (UGC). 

UGC is any form of content, such as text and images, that have been posted by users. By relying on your customers, it saves your team time on content creation, strengthens relationships with your customers, and delivers social proof that consumers crave before buying. Here are a few ways to encourage UGC:

Evergreen content isSEO contentthat’s sustainable and can easily be reused in the long-run. It’s a great best practice for all channels because it doesn’t just save money and labor, it’s also excellent for SEO because the popular keywords are already in place.

For example, any news about this year’s award shows isn’t evergreen because nobody will be searching for them a few months from now. The keywords associated with those award shows would be out of date. 

Be sure to address evergreen content that’s relevant to your business. Evergreen content can beany of the following:

A significant component of why social media is so popular is because of its highly-visual content. Because of this, all of your photos must have the same look and feel across all channels. Takethe following questionsinto consideration:


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