Succeed with social media marketing | Online Marketing Guide

July 6, 2020
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This is a guide for online marketers – How to become a social media marketing pro

Is social media marketing something for you?

Let’s begin with the question -which companies should use social media?

All companies that want to:

  • Reach out with content to potential and existing customers
  • Drive traffic to their website
  • Get more conversions
  • Attract new employees and partners

To be clear, the answer to the question is: social media is basically for every company. But unless you are already famous, incredibly stylish or have a newborn puppy, it’s usually not a good idea to just create an account and start posting. To succeed with your social media accounts, you need to have a content strategy.

How to refine your online marketing content strategy

One of the most important keys to success on social media is to plan your content in advance. We recommend that you set up a main purpose for your presence, for example: strengthen your brand, get more followers, get customers to convert etc. – then you measure how well you fulfil it. Always be one step ahead and have a proactive approach towards your goal. Remember to evaluate and regularly follow up on the results of your previous posts, and see if there are lessons to be learned.

Even though you have one main purpose with your social media marketing, you can have several sub-goals to achieve it. For example, to strengthen your brand you can work with both employer branding and customer reviews. Our advice is to create several content categories with different purposes.

Plan your content by category and colour code them. This way, you get a visual overview which makes it easier to get a good balance of posts from different categories. You don’t need any fancy tool for this, we use standard spreadsheets. With a clear plan, it gets easier to deliver relevant and diversified content with suitable frequency, and to measure if it was worth the time and the money spent.

STDC – The model for your digital marketing strategy

So now you know that to succeed with your social media marketing you need a content strategy including different content categories. But which categories should be used? To come up with relevant categories, you need to think beyond your own perspective from the inside of the company and try to imagine the customers point of view. Do this by reflecting on your customers needs, thoughts, challenges, behavior, driving forces and expectations at different stages, before and after purchase. Based on what you come up with, you can customize your marketing to your recipient.

To facilitate this, we use the SEE – THINK – DO – CARE (STDC) model. The STDC model was developed by Avinash Kaushnik, the Digital Marketing Evangelist for Google. He created the model in response to the models that were popular before the digital era. You can read more about the model here.

The model divides audiences for your marketing into four groups based on their intentions. Digital marketers should work on reaching out to people in all phases. Here’s how we define the different groups:

SEE – All potential customers
THINK – Customers who have shown some interest
DO – Customers who have shown more interest
CARE – Existing customers 

What is the content strategy for each group?

The posts in the SEE-category should focus on getting more followers into the funnel, to drive awareness with eye-catching and brand building content.

The next step is the THINK-category. Your posts are made to engage, drive interest, educate, inform and inspire your followers.

When your followers are ready to convert, you switch over to the DO-category. Your posts are made with the goal that the follower should convert, for example: click on your link and sign up, get in contact, complete the purchase etc.

It’s important to remember that you’re not finished here. In the CARE-category you can create posts to make your customers more loyal. The goal here is that your customers should care more about your company, become ambassadors and/or repeat their purchase.

Many companies spend huge amounts of time and money on the ads within the DO-phase. By starting to use the STCD-model, you can intercept customers from other phases in the chain and identify gaps in your digital marketing that you may have never reflected on before.

Some final advice for your social media marketing

The next advice we have for you is to stick to your plan. Dare to believe in your social media strategy and evaluate after about three months. Then make adjustments, continue working and then re-evaluate again. Social media work is a balancing act between constantly daring new things and at the same time sticking to your strategy. :

The last advice we have, and perhaps also the most important one, is to always ask yourself two key questions before you publish.

1. What value do we provide with our account?
2. What value does this particular post give to our followers?

If you ask yourself these questions and don’t come up with a good answer, you should probably not publish at all.

Take these advices with you, but don’t let them deter you. With too many pointers, there is a risk that you won’t feel inspired to post at all. Dare to be creative, try things outside the box and most important, have fun! If you do, we are sure that you will shine onlin

About the author

This article was created by Karolina Winqvist, head of the social media department at Be Better Online, a digital marketing agency that offers a full range of services to drive and optimize results online. Karolina’s main responsibility is to help clients with their social media management, which includes to set strategies for their social media work and to help them produce content. Karolina has many years of experience with social media marketing, and she has also worked as a web editor and communicator officer. In total, she has a lot of experience with digital marketing and in this article, she will give you her best advices on how to succeed with your social media.