The secret behind a good social media marketing strategy

A lot believe that having social media accounts and publishing promotional content will automatically drive their sales up, and make their business successful. Well, that’s not quite it. Today, social media is indeed a great tool to use for marketing. Businesses must be present on the different platforms, such as Linkedin, Twitter, Linkedin or Facebook. They should work on their digital visibility, as it became a very important element of competitive advantage. However, they should have a strategy in terms of content, growth, and relationship building, to name a few. In this article, we give you a few tips that will work wonders on your social media strategy.

Content is key

Most social media users go on these platforms to socialize, prospect and expand their network. They also look for interesting content. But, seeing sales-focused content only is not what your audience expects. As they are not really attracted by the sales content, the organic reach will decrease immediately. It is crucial for your social media pages’ lifecycle that you share valuable and meaningful content. That is what your audience wants to find when they go online. There is an infinite number of articles that are waiting for you to curate them. There are even some that help you find inspiration for your next social media publication. They suggest links, articles, quotes, fill in the blanks, and even infographics. This could be useful.

How many likes and followers do you have?

The numbers of likes and followers do sometimes trick us into judging whether a business is successful or not. It is just a trick. I was curious to know whether it really matters that much or not, so I decide to test this statement last week. I tweeted about a trendy topic. Only a quarter of my followers saw my post, and 1 or 2 interacted with it.

social media strategy - followers
It is not the quantity that matters, but the quality

People who “like” or “follow” your page do not necessarily read, or even pay attention to the content you post. Basically, it is exactly as if they were inexistent. When it comes to followers and likes, you should worry about the quality rather than the quantity.

Social media strategy is part of your broader strategy 

What is your social media strategy without your content strategy? Or your traffic generation strategy? Or your strong brand identity? If your social media strategy is wandering independently from the others, users will be confused, they will have nothing interesting to interact with and react about. All the digital marketing strategy must be in sync, and filling in different small tasks, to achieve the larger goal.

Scheduled vs. real time posts

Hootsuite and Buffer are valuable tools to use in order to ensure a certain frequency of posts, when you are far from your computer, working on something else, or on holidays. However, you shouldn’t lay on your laurels too much.

Social media is better in real time: it requires effort !
Social media is better in real time: it requires effort !

Social media is called “social” for a reason: it is a relationship, a conversation, an interaction between you and your audience. So, it is always better to do this real time.

The value of your social media

We know that being on social media is free. However, do not treat it as a free element of your strategy, because you might tend to value it less. And you would be making a big mistake! Social media is not entirely free. It requires time, efforts. These are valuable investments. And the more input you provide, the higher your returns (ROI) you will get.

Being on social media is easy? Developing a social media strategy is not impossible. The secret is to synchronise your social media strategy with your global business strategy, and to value it !

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Mia Tawile

Mia is a web marketing consultant. She works on content creation, digital transformation and innovation missions.
Mia Tawile
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