How to Transform Your Social Marketing in 30 Days
The 30-Day Social Marketing Transformation Plan
As a social marketer, your task is twofold: create high-quality content that engages and provides value to your audience, while also generating business value.
Let’s reinvent your social marketing so that what you share aligns with the interests of your audiences and contributes to your bottom line. By completing just one task each day for the next 30 days, you can fully transform your social marketing strategy.
Day 1: Establish Your Goals for Social
Establishing clear social marketing goals is the first step towards transforming your strategy. Think of exactly what you want social to achieve. Here are several examples of goals you might establish for social.
- Drive website traffic
- Raise brand awareness
- Boost brand engagement
- Generate new leads
- Nurture leads
- Build a community around your business
- Establish authority and industry expertise
The objective here is to give purpose to your social efforts. Once you’ve established your social goals, the content you produce and share should continually support those goals.
Day 2: Define Your Success Metrics
How are you going to define the success of your social efforts? Decide which metrics are going to provide you with the right type of data so that you can determine whether social was successful or not.
As you determine your success metrics, set clear standards for your social campaigns so that you know when success was achieved. If you are tracking audience engagement, what exactly do you consider to be successful engagement rates for your social content?
Depending on the type of content you produce, where you share, and the goals you set for your social marketing efforts, the metrics you track will change.
Day 3: List Out Your Challenges
The task is simple: make a list of the challenges you are facing when it comes to social media marketing. Think of any barriers that are keeping your social content from making its biggest impact. As you list out your challenges, write out simple explanations of how these barriers are impacting your marketing efforts or overall business success. Here are a couple examples to help you get started.
Although we consistently post on social, we are not achieving ideal engagement levels.
We have seen a dramatic drop in our social content’s organic reach.
Day 4: Brainstorm Solutions
Round up your marketing team and brainstorm possible solutions to the challenges you previously listed. Be sure to provide evidence to justify how you know this will be an effective solution so that you’re prepared when the time comes to gather resources and advocate for your budget.
Solution to Challenge 1:
We can utilize influencers to engage with our social content and drive conversation.
Justification: 71% of influencers believe that an honest and authentic voice keeps their audience engaged (TapInfluence). With loyal followings, influencers can boost engagement and keep relevant conversations going on social.
Solution to Challenge 2:
We can invest in paid social media advertising to run highly targeted campaigns and reach the right people.
Justification: Social media spending in the U.S. alone is expected increase to $17.34 billion in 2019 (Statista). Marketers are investing more in social ads to reach a wider audience through the appropriate social channels.
Day 5: Analyze the Competition
Your brand and its competitors have similar ideal customer personas, so focus on the type of content that is most engaging, both within your own social efforts and within the competition’s. Here are a few questions to consider as you analyze your competitor’s social marketing efforts.
- Which marketing channels are my competitors using, and are they successful in those channels?
- What are my competitors talking about, and are those topics leading to high audience engagement?
- Are there areas within our social strategy where we are outperforming our competitors?
Day 6: Determine Your Strengths and Weaknesses
Take a deep dive into your social strategy and determine where you are successful and where there is room for growth. It might even be a good idea to conduct a survey among your marketing team to gauge where they see areas of success or room for improvement.
For each criteria regarding your social marketing strategy, determine whether it is one of your strengths or weaknesses.
Day 7: Audit Your Content
Identify your best-performing content and most popular channels so that you can build future content that caters to the interests of your audience and share your content in the most effective way. Using Simply Measured Social Analytics, you can compare the performance of all of your social channels side by side. We can identify Twitter and Instagram as our two most-engaged social channels, and then dive deeper to determine why engagement was so successful. An audit of your 2017 content will surely provide you with some actionable next steps.
Day 8: Create a List of Relevant Keywords
Using Simply Measured Listening, you can identify the keywords most often associated with your brand and utilize those keywords both when sharing out content and to help guide the creation process.
Day 9: Determine Your Brand Voice
Creating a brand voice will enable you to keep a consistent voice among all of your social channels. This voice should align with the interests of your audience and match their communication style, while staying true to your brand. Start by choosing three words that are characteristic of your brand. If your brand was a person, how would you describe them? After you choose these words, describe what that means for your brand and make a list of do’s and dont’s for your content creation.
Day 10: Optimize Your Social Profiles
While much of your time is spent creating content and scheduling posts, the information included on your profiles is vital to the success of your social marketing efforts. Once you’ve determined your brand voice, you can build out your profiles to align with that voice.
At a quick glance, your profile should speak to your brand with relevant visuals and engaging copy.
Day 11: Develop Buyer Persona
Transforming your social marketing strategy may require you to either revisit your current buyer persona or create a new one from scratch. It’s important to develop your buyer persona so that you know exactly who you are marketing to, and so you can create content and offerings that align with the persona you’ve identified. Start by writing down everything you know about your target customer and perform research to fill in any gaps. For a robust buyer persona, try to capture the following information.
- Purchase Behaviors
- Goals, Challenges, Pain Points
Day 12: Listen to Your Audience
Listening to your audience can help you gain great insight into the minds of your followers, which will enable you to be more strategic in your social marketing efforts.
Day 13: Research Industry Trends and Topics
In order to produce timely and relevant content and join the right conversations on social, you must stay up-to-date with what’s happening in your industry. To establish your organization as an authority in your industry, join conversations surrounding high-interest topics. Perform ongoing research to make sure that the content you produce and share aligns with the current interests of your community. Here are a few resources that may help guide your research.
Day 14: Connect with Other Departments
As you continue researching industry trends and topics as inspiration for your content creation, connect with other departments within your organization. Remember that marketing is just one aspect of the business, and other teams can provide insight about your organization that can help you brainstorm content ideas.
For example, try speaking with members of your sales team. Our sales teams are our first points of contacts with consumers, and they can provide insight into the needs, challenges, and successes of our customers. This insight can help us generate content that addresses these needs or highlights successes.
Day 15: Choose Your Content Types
Start thinking about the types of content that will benefit your brand the most, while keeping your audience engaged. Refer back to the buyer persona you created to help determine if an image linking to a blog post would perform better than a Twitter chat or a Facebook Live broadcast. Consider the resources available to you to determine if you can create a high-quality how-to video, or if you need to scale down your efforts and create an infographic using the same content.
For best results, diversify your content to keep your audience interested. If you post the same type of content day after day or week after week, your audience will inevitably disengage. In fact, Fractl and Buzzstream conducted a survey and found that 21% of social media users would unfollow a brand that posts repetitive, boring content. Here’s a list of possible content types you can start incorporating into your social marketing strategies.
It’s always a good idea to revisit and readjust your social marketing strategies. As you start thinking of ways you can transform your strategy, be mindful of the data you collect and align your efforts with data insight.
For the complete 30-Day Social Marketing Transformation Plan, download the guide below.
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Bryan is the Content Marketing Manager at Simply Measured. He spoils his dog, is a fitness fanatic, and loves research and writing.