1. Strategic AnalysisTake a closer look at your existing profiles and evaluate the effectiveness of your current posts. Identify how engaging, frequent, and consistent your previous posts have been; implement your findings into each step of your new social media strategy. Establish whether your posts provoke discussion, add value to your followers’ daily scroll and most importantly, target your desired audience. From here, you should be able to outline your social media goals, the tactics you will use to achieve them, and the metrics you will track to measure your progress. For those struggling to conduct a strategic analysis within their own organisation, the marketing team at Bobble will work with you to define your social media goals – and achieve success!
2. Audience ProfilingAn effective paid social strategy requires you to make a connection with your target audience. Audience profiling is used to get to know your fans, followers and customers as real people with real wants and needs. Create some personas to represent your ideal audience; specify demographics such as age, location, average income, interests, and occupation to gain a detailed insight into your customer. By profiling and segregating consumers into categories with specific behaviours, an organisation can then personalise its marketing activities to engage with that audience – genius, right? During this process, you should also learn which social platforms appeal most to your audience from LinkedIn to TikTok.
3. Competitor AnalysisHow do you stay ahead of the competition? Well, you need to know what they’re doing first. Completing a competitor analysis will give you a good sense of what’s expected in your industry and what’s working (or not working) for other organisations. What kinds of content are they publishing, how often are they posting and is their audience engaged? Competitors are great indicators of the strength of your position within an industry – use this information to improve your own strategy.
4. Campaign Creation and DevelopmentUsing what you have learnt so far, define the number of times you intend to post on social media and a basic idea of what you intend to post. While it’s important that your campaign is unique, you can still draw inspiration from companies you admire and those that perform well on social media. Remember to keep your target audience in the forefront of your mind during this stage, ensuring that you appeal to and entertain your ideal customer with every post. Struggling to find inspiration, or the time to produce quality content? At Bobble, we specialise in social media marketing and creating content that drives results. We work with your organisation to produce expertly crafted posts that you’re proud to publish – contact us for strategic advice.
Track PerformanceMonitoring performance should be a priority when implementing a new social media strategy. You might find that some strategies don’t work as you had hoped; when this happens, don’t be afraid to make big changes and start again. Check the performance of all your channels at least once a week to track your growth over time.
The expert team at Bobble Digital work to define your social media goals and target audience, creating ads that consistently drive results. We a Leeds-based marketing agency specialising in social media advertising – contact us for a clear strategic approach to paid social.