How to Create a Roadmap for Your Social Media Marketing Strategy
Updated: Jul 20, 2020
The recent COVID-19 pandemic has led to massive lockdowns around the globe. As a result, people have started using social media more regularly. In fact, according to Facebook, there’s been a sharp increase in the usage of their platforms.
In fact, the number of views of live videos has nearly doubled within a week and messaging and group calling have experienced massive jumps as well.
Platforms like TikTok have experienced a massive increase in searches on Google.
Hence, brands need to create a roadmap for their social media marketing strategy to shape their current marketing strategy.
Image via Google Trends
So, what’s in it for businesses?
Social media has over 3.8 billion users. Facebook has the largest user base of over 2.49 billion monthly active users, while YouTube is second biggest with 2 billion monthly active users. Most social platforms are experiencing increased activity due to COVID-19. As a result, you can reach even more users by promoting your brand now on social media.
However, to effectively grow your brand on social media, you need to have a social media strategy in place. But how can you create a roadmap for your social media marketing strategy?
Worry not, we’ll help you out.
Pro Tip: Figure out which platforms your target audience is active on and increase your activity on those platforms.
How Can You Create a Roadmap for Your Social Media Marketing Strategy?
Here’s how you can create a roadmap for your social media marketing strategy.
1. Define Your Target Audience
The first and most important step of creating a roadmap for your social media marketing strategy is to define your target audience.
Your social media content needs to be tailored to your audience. Hence, if the audience isn’t well-defined, there are good chances that your content may not get the response that you want.
So, what should you do?
You need to define your audience based on various demographic, psychographic, and geographic factors. This can help you identify who you need to create your content for. As a result, you’ll be able to tailor your content better for your audience.
Additionally, based on your target audience, you can decide which social platforms you need to be active on. You can find this by figuring out which platforms they’re the most active on.
You can take this a step further by creating buyer personas. These are essentially personas that refer to a certain segment of your target audience. You should try to create multiple personas to drill down into your audience.
When you create various buyer personas of your audience, you can tailor your content for each of those buyer personas individually. As a result, you can get more engagement from them. These steps should be included in your roadmap for your social media marketing strategy too.
2. Identify Their Issues
When you’re creating a roadmap for your social media marketing strategy, you need to know the issues that your audience is facing. This is crucial because without understanding the problems of your audience, you won’t be able to create solutions that can solve those problems.
So, what should you do?
When you’re defining your target audience, conduct a social media audit and do market research, and try to understand the problems that they’re going through. If you’ve already got some followers and customers, listen to them and try to figure out what issues they’re facing.
But, what if you’re just starting out?
In that case, you should consider looking at your competitors’ audiences. Find out the issues that they’re facing. If your audience is similar to theirs, they’ll likely encounter the same problems.
Once you’ve found the problems faced by your audience, you need to figure out how your product or service can solve them. You need to position the product or service accordingly on social media and promote it as the solution to their problems. Do ensure that whatever you claim is true. You don’t want to get on the bad side of your customers. These points must be included in your roadmap for your social media marketing strategy.
3. Set Social Media Goals and KPIs
After figuring out your target audience and their problems, you need to set your social media goals. These are the targets that you want to achieve through your social media marketing efforts.
But, why should you set goals?
When you’re building a roadmap for your social media marketing strategy, it’s essential to know your goals. It’s only based on these goals that you can determine what you need to do to achieve them. By finding out your goals, you can channelize your social media efforts to effectively reach them.
So, how can you set your goals?
The goals for your roadmap for your social media marketing strategy must be SMART (Specific, Measurable, Achievable, Realistic, and Timely). This ensures that you not only have an idea of what exactly the goal is but can also figure out how you can achieve it and measure your progress as well.
Here are some of the goals that you can set for your brand:
Drive traffic from social media to the website and increase it by 50% in 2 months
Increase engagement rate from 1% to 5% in 15 days
Get 10,000 followers within a month
Based on your goals, you can select a set of key performance indicators (KPIs) that you will use to track to measure the progress of your social media marketing plan. Your roadmap for social media marketing strategy must consist of a process to identify your KPIs too.
Here are some examples of KPIs that you can set in your roadmap for your social media marketing strategy and track them:
Number of website visitors
Number of likes, social media shares, and comments on your posts
Number of new followers on social media
Pro Tip: Be sure to include all your goals in the roadmap for your social media marketing strategy. This will ensure that you’re better equipped to prepare your strategy.
4. Select Social Media Channels
Now that you’ve got your goals and KPIs set, you need to figure out which social media channels you need to target.
This is a crucial part of creating a roadmap for your social media marketing strategy because being present on the right social media platforms can help you reach your audience with ease. If you’re present on a social media platform that doesn’t have people from your target audience, you might end up wasting your efforts there.
So, how can you find out where your audience is the most active?
Let’s find out.
If you have a B2B business, the chances are that your target audience will most likely be present on LinkedIn. This is the social media platform where people handle their professional networks. As a result, you can expect business owners to be active here. Thus, this platform should be included in your roadmap for your social media marketing strategy.
But, if you have a B2C business, you need to look at various factors to figure out the right platform for your brand. These must be highlighted in your roadmap for your social media marketing strategy too. These include:
Target Audience: One of the prime factors affecting the choice of your social platforms is your target audience. For example, you need to find out if the majority of your audience consists of millennials, Gen Z, or baby boomers. The choice of social platforms changes with ages, and as a result, you’ll be able to figure out where to set shop.
Content Type: The type of content you produce also affects your choice of social media platforms. For instance, if you primarily produce visual content, Instagram might be a good option for you. However, if you want to post videos, YouTube may be your best bet. Similarly, if you plan to post a mix of links and media, Facebook is a great option.
Let’s take a closer look at the major social media platforms that you can include in your roadmap for your social media marketing strategy:
Facebook: The majority of Facebook’s advertising audience is between the ages of 25 and 34. India has Facebook’s largest audience, with over 260 million users, while the USA has over 180 million users on the platform.
Image via We Are Social
Instagram: Most users on Instagram are aged between 18-34. They comprise nearly 65% of all the users on the platform. Geographically, the maximum number of users on the platform are based in the USA, with 120 million users, followed by India, with 80 million users.
Image via We Are Social
LinkedIn: LinkedIn has over 600 million active users, and a majority of those are based in the USA (160 million) followed by India (62 million). The platform is dominated by 25-to-34-year-olds who comprise 61% of all users.
Image via We Are Social
5. Create Content for Your Audience
The next step in creating your roadmap for social media marketing strategy is to start content creation. Remember, your content speaks volumes about your brand, and it can make or break your social media marketing plan. That’s why it’s essential to ensure that your content is of the highest quality possible.
But what is high-quality content, you may ask?
High-quality content is content that provides value to your audience. It should be informative, engaging, and relevant. Additionally, it must be grammatically correct. If you’re using visuals, the images and videos should have appropriate dimensions and should be of high resolution too.
So, how can you create high-quality content?
Your roadmap for social media marketing strategy should also explain how you will create high-quality content. You need to come up with grammatically correct copy and captions, and you need to shoot good photos and videos and edit them well too. You can also leverage infographics to promote your brand also.
The most important form of content for social media marketers is images, with 32% of marketers saying that images are the most important type of content for them. So make sure that you use high-quality photos whenever you post on social media.
However, as a small business, it can be challenging to come up with new images and videos regularly.
To circumvent this, you can use tools like Canva that can help you design great graphics without any technical know-how. Be sure to include these steps and tools in your roadmap for social media marketing strategy.
But content quality isn’t all that matters. You should also maintain consistency. Post too often, and your followers may feel like you’re spamming them. If you post too infrequently, they might lose track of your brand. The key is to post in moderation but regularly.
Social media platforms allow you to launch paid promotions to boost the reach of your campaigns. You should incorporate these in your roadmap for social media marketing strategy too.
All you need to do is select your target audience, budget, and ad creative. The paid promotion will then help you expand your reach.
6. Leverage Influencers
Influencers are an integral part of social media, and you should incorporate them into your roadmap for social media marketing strategy too. They can help you promote your brand to your target audience and help you grow your reach, boost brand engagement, and sales.
The best part about influencers is that their audiences are highly-engaged and swear by their recommendations.
As a result, brands can benefit from partnering with influencers and can grow their reach on social media. Influencers are seen as third-parties when they write about brands. As a result, their promotions seem more genuine than those directly from brands. In fact, 63% of consumers trust what influencers say more when compared to what brands say.
All sizes of companies can partner with influencers. If you have a small budget, you can collaborate with nano- and micro-influencers. Many of them might agree to promote you in return for a free product or may charge fees that are only a few hundred dollars.
You could partner with them for social media takeovers, product launches, affiliate marketing, and more. Also, you should consider making note of these different types of campaigns in your roadmap for your social media marketing strategy. However, it’s crucial to partner with the right influencers. Collaborating with the wrong influencers may not be helpful for your campaign and could end up damaging your brand reputation too.
To find genuine influencers, you can use Fourstarzz Media. You can search for influencers from our database of over 750K+ influencers and filter them based on their niche, location, reach, engagement rate, and more.
Our platform also offers an advanced search feature through which you can look for influencers based on hashtags, names, usernames, and more.
7. Community Building
Building a community can help you engage your audience even further. That’s why it’s crucial to add this when you’re creating a roadmap for your social media marketing strategy. For this, you can leverage influencers as well.
Because they are skilled at developing highly-engaged communities and can replicate the same for you. To build your online community, you need to nurture your fans and share stellar content just like influencers do. You can even get influencers to create this social content and share it with your community.
Additionally, the influencers can host events for the community, and you can even host live chats featuring the influencers. This can help you keep your community tight-knit and engaged.
From the content that you post, figure out which content performs the best, and start creating social media content that’s similar to it. This can ensure that your community gets to see exactly what they want to see. Make sure to include these steps in your roadmap for your social media marketing strategy.
8. Measure and Improve
The last step of creating a roadmap for your social media marketing strategy is to measure your progress and improve upon it. This is where the KPIs that you decided earlier on will come into the picture. You can use them to determine your current position relative to your goal.
But why is analytics important?
Using analytics, you can figure out what’s working and what’s not working. Based on the insights that you gather from the analytics, you can modify your strategy and optimize it.
That’s why it’s essential to keep track of your progress regularly throughout your social media campaigns. Doing so ensures that you’ll always be performing to the best of your abilities.
To follow your KPIs, you can use social media analytics tools provided by social media platforms. They can give you an idea of how each piece of content is performing on the platform. This, too, should be mentioned in your roadmap for your social media marketing strategy.
Ready to Create Your Roadmap for Your Social Media Marketing Strategy?
Social media holds great potential for brands to promote themselves. With nearly half of the world’s population using social media, you can have immense reach. But it’s essential to have a plan for it too.
To create a roadmap for social media marketing strategy, you need to determine your target audience, their likes, dislikes, and problems. You must also select your social media platform based on where they’re the most active.
You need to set your goals and decide on the relevant KPIs. After that, you need to create high-quality content to engage your audience and partner with influencers to expand your reach. Then build a solid community around your brand to increase your influence on social media. Lastly, measure and improve your social media strategy regularly to optimize it.
Do you have any questions about creating a roadmap for your social media marketing strategy? Let us know in the comments.
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