How to Build a Social Media Strategy (Part Two!)

In part one of our “Social Media Strategy” series, we discussed three of the six foundational steps to get you up and running. In case you need it, here’s a reminder:

1. Ask the right questions
2. Connect with the right tools
3. Establish Content Focal Points
4. Craft Stellar Content
5. Publish in the right places
6. Monitor Performance

Now, for part two, this article will cover steps 4-6 that will help take your social media marketing plan from aspirational to reality. 

Let’s dive in!

Step #4: Craft Stellar Content

You don’t just want quality content — you want to stand out from the competition! Your customers are bombarded with videos, images, text, and sound bytes every single day. How do you stand out? 

There’s no one-size-fits-all answer here because it ultimately comes down to your brand and your audience. At TechArk, we always start with a “content discovery session,” during which we ask questions that get to the heart of the brand. We’ll ask our clients questions like “What problem were you trying to solve when you created your brand?” or “What differentiates your company from the competition?”

“Heart” content aside, here are some more content non-negotiables:

• Consistent use of brand style
• Use high-res images or videos (just say no to cheesy stock photos!)
• Use descriptive and specific language 
• Proofread for grammar and spelling
• Vary your post types (videos, images, infographics, etc.)

Often, the difference between “good” and “great” rests in the smaller details, so don’t neglect them!

Step #5: Publish in the Right Places

Now that you have the high-quality, helpful content your customers want, how do you reach them? Not all social media platforms are made the same. Something successful on Instagram can do poorly on Twitter, and vice versa. Make sure you are targeting the right platform to reach your target audience. Just because a social platform exists doesn’t mean you need to use it—focus your efforts on the media your audience uses.

We’ll use ourselves as an example: Our clients are businesses seeking website or software development or looking for digital marketing services. The key decision-makers are typically older professionals, so it doesn’t make the most sense for us to utilize Snapchat or TikTok. Of course, this could change over time, but as of now, our audiences are most active on platforms like LinkedIn and Facebook, so that’s where our efforts are most targeted and effective.

Step #6: Monitor Performance

The adage is true — you don’t get what you expect, you get what you inspect! By monitoring post performance, you can discover what works and what doesn’t by gauging key metrics like engagement, shares, comments, etc. Metrics can guide your future strategies, but here’s the caveat: you MUST use the right metrics when measuring performance.

Social media metrics can be broken down into two types: vanity and actionable. 

Vanity metrics are the numbers that look good but don’t necessarily impact ROI — at least not consistently. These “non-transactional” metrics include impressions, likes, and traffic. They’re useful for gauging brand awareness, but not so much for directly correlating to sales activity or conversions.

Actionable metrics are — you guessed it — ones that tie directly to your business goals in transactional ways (for example, purchases made on your Instagram shop, or conversions from Facebook posts).

Social Media Marketing Services from TechArk

Building and maintaining a strong social media strategy can be rewarding, but it requires ongoing efforts to be effective. If you don’t have the time or knowledge to tackle your social media marketing needs, we can help!

TechArk provides social media marketing services in Hampton Roads and beyond. We’ve helped businesses build strategies that work and get results. If you’re interested in how we can maximize your business potential, contact our experts today to learn more!