In 2017, 87% of marketers reportedly used social networks in their companies : we can therefore infer that social media have established a foothold in the marketing strategy of companies. They use social media for several business reasons: generating leads (45%), obtaining customer recommendations (32%) or employing them for social selling (27%) . Defining a social media strategy is not always easy, so in order to get an expert opinion on optimizing the Web presence, Claire Sorel of Visionary Marketing interviewed Anthony Rochand, social media expert and CEO of LEW.
5 key steps for defining your social media strategy
- Get your goals right:You must know the reason why you wish to be present on social media: Is it for the purpose of gaining notoriety? Is it for the purpose of achieving more sales of products or services? Is your goal to create a link between the brand and the consumer?
- Determine the audience you are targeting, so that you can address the right people with the relevant message. For this, you must create a profile coherent with the socio-demographic segment you would be addressing.
- Define / test / re-edit your editorial line:What message do you want to convey to your audience? What will be the theme and the key topics? Building up on these two elements would lead you to sort of a guideline which you should follow in your daily productions, while respecting the structure of your post. In general, the most effective statutes are the ones with short-term impacts.
- Grow your community:To spread your message, you need a community. And to create it, you need to target profiles. For this, you can tap on an existing network in an effective way, either organically or by buying advertising media (including Facebook or Twitter).
- Measure the KPIs: likes, clicks, shares, mentions … You must have the right tools to measure them, otherwise you will be unable to refine your strategy. And that won’t help a great deal in securing a valuable web presence.
When and How to post on social media?
For your social media strategy in B2B and with regard to social selling, Anthony’s advice is to focus on LinkedIn, since it encompasses a multitude of companies. Through it, a brand can significantly improve its SEO and visibility if it owns a LinkedIn page.
Twitter, on the other hand, is the ideal medium for conducting an informative and competitive intelligence watch. The added value of Twitter is its immediacy with real-time information.
Anthony also recommends you to be present on Facebook because it is a mass medium, and even though you are a B2B enterprise, it is likely that you would find some customers on this network.
On Facebook, in view of the general decline in reach due to changes in algorithms, you must vary the content further, particularly to avoid tiring the community and to create commitment. Today, the contents to be favored are more visual, immersive and video contents that are significantly impactful and relatively shorter (less than 1 min) than those on the pure link (even if it is still necessary). His advice for your posts to create engagement and traffic, is that they must be concise, i.e., 90 to 150 characters long on average and be posted around 15h, because this time witnesses a peak of activity.
To optimize the traffic on each social network, Anthony recommends that you perform tests by posting your content at different times over several weeks. It would help you to adapt your schedules and maximize your commitment. His advice is to post during working hours, specifically between 17h and 18h on Twitter and 15h on Facebook, when there is a good scope to create commitment.
According to Anthony, social media will be having more videos and immersive content. A higher number of bots will be present, which will be refined in their answers and requests. Social networks are not what they used to be, they evolve and will continue to evolve into conversational platforms. He also insists that Facebook and Twitter are not dead, but they still have a bright future ahead of them.