Now that you are reading this article, I‘d like to ask you a question: Is your brand (the one you work for) connected to social media? No matter what the answer is, here are the steps for creating a digital communication strategy for your business.
Why social media?
When we say social media a variety of digital methods come to our minds. These methods help you place yourself as close as possible to your audience. It is recommended that your business strategy contains the social media notion because your brand will become more easily recognized due to a well-defined digital overview.
Being online allows you to be connected with your community all the time and also gives you the possibility to get to other people that are interested in the same field that you are.
What is social media useful for and how can it help you?
Social media will always be changing. Online means to always test new features, to analyze the way your community reacts to them and to watch the results carefully. This way the audience will perceive you as an up-to-date brand. There is no success recipe when it comes to social media.
The know-how offers you expertise, but there is no generally accepted strategy to apply to any brand. If a brand performs well online in a certain direction this does not mean that your brand will have the same success if you apply the same strategy or communication directions.
Activating online can help you increase brand awareness, it can offer you good visibility to get to varied audiences more easily, to have an advantage in client support, as you can answer your client’s needs in a relatively short time and your brand will be well rated.
Moreover, you can increase leads based on the preset communication objectives. Last but not least, you can increase the number of conversions if your digital marketing strategy aim is this.
What to watch when we develop a social media strategy?
First, it is vital to know the brand very well, its field and its history, to understand the way it has placed for the last period.
This paragraph addresses to marketers, not to the ones who are business owners and know the brand in detail.
Next, it is important to establish the way in which we place the brand online. Whether it is about Facebook, Instagram, LinkedIn or other platforms, we need to duplicate the business objectives correctly in your online communication, to set an optimized tracking mode to see the results which will help you make new organizational and optimization decisions.
The steps of creating a social media strategy
1. Setting relevant KPI`s to be followed during the entire strategy implementation period, starting from the general business objectives
If we want to increase the brand visibility our objective will be related to brand awareness, if we want to get to a new segment audience, then our communication will be focused on delivering relevant content to the target audience, so that they react positively to the information delivered.
If we want to increase sales, then we will focus on generating website traffic to get familiar with the preexistent content and to achieve possible conversions.
2. Establishing client persona to whom we want to communicate with
There is a varied audience in social media with different interests and behaviors A well-defined social demographic and psychographic profile will help the business to address the ones interested in the brand/ products or the services.
General audience is recommended for increasing brand notoriety and visibility firstly, but if you want to communicate to a segmented audience you will have the possibility to follow the pre-established communication directions in order to increase brand confidence to build consumer loyalty or to change them into a client according to the content that you are delivering.
3. Creating communication directions
Communication directions are the base of a digital strategy. They help you set a communicative work-flow. Using them you choose what and how you deliver to your audience. According to the nature of your business, communication directions will vary. Here are some points that can be followed:
- Presenting brand/ product or services benefits in a friendly or formal manner, according to the brand tone-of-voice;
- Promoting brand differentiators or product/services by using specific content;
- Creating an attractive content so that the brand will stick to the client’s minds as a good source of information (Did you know that…, surveys and others);
- Creating engaging posts (GIFs, 360 photos, 3D, crosswords, spot the differences etc.);
- Connecting the brand with events in the same industry or with actions that can attract new followers in your existent community;
- Creating call-to-action posts that can ask the community open questions to find out their opinion about the brand or the services and to find out about the brand field of action curiosities;
4. Developing a content marketing plan based on communication pillars
Starting from the established communication directions, it is important to present your content as a whole to your audience. Every direction can be introduced into a communication pillar which will present information on a certain topic with constant frequency.
For example, the Did you know that…? Information can be a part of a series which will present brand related curiosities every Friday. If we talk about a communication pillar that promotes company employees, then the frequency of this direction can be one per month or week about each employee for the humanization of the brand or for increasing brand confidence.
Communication pillars are more easily recognized by the users if they are presented as a significant hashtag (#PeopleOf…, #InfographicFriday etc.) or as a graphic element ( photographic frame or certain background colors associated to the communication direction), because these will constantly appear in the readers’ eyes and they will immediately react to that content as they will already be used to it.
5. Allotting a promotion budget for creating a content on social media platforms
For placing oneself correctly on online platforms it is recommended to allot a budget for promotion so that your content could get to a significant number of people to increase brand visibility. Each content represents a good source to attract customers that could become brand fans or consumers for the provided services.
It is recommended that your brand has a dedicated online strategy, not only a classic marketing one. If you follow the steps presented above, your brand will get a professional online image, and this is an advantage in placing yourself on the market.
About the author
Robert Nicolae Feraru – Social Media Manager at Kooperativa 2.0, a digital marketing agency from Bucharest, Romania. Robert has prepared over 40 brands to position themselves correctly in the digital environment by creating communication strategies and communication plans. For some of the clients, the implementations were made by the Kooperativa 2.0 team, and for some of them he only offered consulting hours.
Robert Nicolae Feraru
Social Media Manager