What is the marketing of false negativity
In the increasingly competitive arena of marketing, [...]
Increase followers and grow your business with the best social media strategy.
Every business should be where its current or potential customers are. Are you there?
Plan and manage your own strategy for communicating with your audience on LinkedIn, Facebook, Instagram, TikTok and Twitter.
Strategy
We live in a world that is constantly evolving, with people who are multitasking and always connected to the web, especially to social networks.
This suggests how important Social Media has become, which we use not only to have relationships with our friends but also to search for general or specific information and news of products or services that we intend to purchase.
This is why companies have decided to invest in Social Media Marketing, to be present in the place where their potential customers are, communicating continuously with them. This presence, however, cannot be accidental or improvised, it must be well studied and planned. This is why we talk about Social Media Strategy.
The person who carries out this activity is called Social Media Strategist, i.e. the one who knows the "battlefield", who follows its continuous evolutions and who designs the best strategy together with the customer to achieve the defined objectives.
Social
If you want to build a good Social Media Strategy, you must follow several steps. In this way, a concrete and solid result will be obtained, as suitable as possible for the brand and the objectives that have been set.
Before starting to build a strategy, you need to understand who to direct it to. What is the target of the brand? Several factors need to be considered:
After that, the buyer personas can be created, i.e. user-types created because they represent part of the target. These buyer personas are given a name, an age, a job and are defined in detail, to have a concrete idea of the target. Once you have created two or three buyer personas and defined the reference target, you can proceed to understand what and how to communicate to them, through the social media strategy.
Once the target has been studied, the reference market must also be studied. This also and above all includes competitors. We need to understand who the rival brands are, what communication they have on social media, what their winning strategies are and what their weaknesses are. You must learn from all this and use it to better build your social media strategy.
It seems trivial but defining the objectives to be achieved is important. These must be consistent with the defined target and with the market in which you operate, but also with the budget you have available and in synergy with your website which always remains the center of any broader digital marketing strategy.
Being well present on social media and not having a website up to the standard of the brand or with a non-aligned communication style could lead to an enormous expenditure of energy and money without obtaining the expected results.
Being visible is one of the main goals that everyone wants to achieve, but it's not that simple, you have to be better than your competitors and have a successful Social Strategy.
Each social channel has its own peculiarities and communication style. Being present on each of the social media may not be the best choice. This is one of the first decisions you will have to make: In which Social Media do I want to be present? We remind you that it is better to be present in a few but well-maintained channels, rather than being everywhere but in an approximate or unprofessional manner. We risk getting an own goal.
Being visible on social media requires us to have an extraordinary communication strategy, which cannot be separated from having content:
Depending on the target and the market in which you operate, you need to use different social networks. The main ones are three: Instagram, Facebook and LinkedIn, with different characteristics.
In addition to these three social networks, there are other platforms that can be used
Once the communication channels have been decided, a Digital Editorial Plan, must be established. It's about arranging various topics on a calendar to figure out what to talk about and when to talk about it. These topics must be of interest to the defined target and can, for example, follow certain brand events, or national and international anniversaries. The internet is full of ideas.
Once the editorial plan has been defined, specific for each social media, you can move on to the creation of both textual and graphic content. It is important to have a very clear and defined style and "tone of voice" and, also in this case, specific for each social channel.
Everything must be guided by the brand identity that every company should have previously created. Is it an elegant or easy-going brand? What colors does it use? Is it more based on real images or stylized graphics?
There are a series of questions you can follow to ensure that consistency is maintained within your content.
The contents must be published on the chosen Social Media platform, as per the editorial plan. There are several tools that can help us with this task. The most common is Meta Business, provides a tool on which you can schedule posts and stories for Facebook and Instagram. These will then be published automatically at the scheduled time and date. The Metricool platform also has a similar functioning, which also allows programming and publication on other social networks.
The day and time when the content is published is also very important. Also, in this case there is no precise rule, but it must be based on the social network used and the reference target.
One of the virtues of social media is the ability to be accurately monitored. By creating monthly reports, we can see what is working and what is not. We will repeat and adapt concepts that have been successful and improve on those that have underperformed.
It is important to listen to the online buzz that forms around the brand, by doing so we gain clarity over the opinions and thoughts that customers have about your company and, based on this information, we will be able to modify or define our social strategy.
You can decide to promote one or more posts with social campaigns. Advertisements can have different objectives, including, for example:
Social media advertising campaigns typically have a defined time period. Even in this case, however, the budget is an important element in achieving the set objectives.
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