The key to social media victory for your business is to have a comprehensive content plan that drives your efforts. This article will throw light on how to create a successful seven-step social media architecture that relies on content to engage your prospects and convert them into customers.
Create Buyer Personas
You must initially determine your target audience before you can start interacting with them. Segment your customers into respective groups called buyer personas and understand who they are, how they think and what they want from your brand. Include age, interests, gender and lifestyle, and ensure all content you create individually caters to those groups.
Outline Your Goals
In one or two sentences, outline why you are utilizing social media as a Tool. Be concise and clear, but stay high-level. Then outline specific goals you’d like to attain in the first quarter.
- 1,500-page likes;
- 3 percent engagement rate;
- 250 website referrals;
- 20 conversions.
Review these goals monthly and track your work. Do not alter the goals after they’re set. If you find you are not hitting them, understand your failings and re-evaluate the goals for the next quarter.
Campaign Messaging Strategy
Here is where you describe the content that will be used to help attain your goals. If one of your target is to increase website views, formulate how you strategize to redirect followers there.
Messaging strategy examples:
- Demonstrate your product line through artful photography;
- Encourage well-performing posts to drive engagement;
- Share blogs to provide valuable knowledge and how-to guides to consumers;
- Run social media specials and discounts to bounty your followers.
Be as specific and strategic as possible. The achievement of hitting your goals depends on your messaging.
Detail Your Messaging Guide
It is essential that your social media content outlines your brand’s exclusive voice and culture. Always keep this in mind when building content. You want to comprehend yourself from other brands. Figure out who you are as a business and show your consumers through social media. Give your brand an identity.
Once achieved, construct content categories that will help demonstrate your personality to your viewers. Incorporate categories such as insights, culture, news, and events.
Try to make categories that you can use as an ongoing series. The less you have to brainstorm about what content needs to be constructed in a given month the better. It frees up more time for architectural thinking.
Lastly, create best practices for your graphics and tone of voice. Everything you publish should particularly reflect your brand standards. You can make certain omissions, but the majority of your content should follow these rules.
Outline Your Content Categories
Take the categories you came up with in the above section and structure them here. For example, if one of your categories is company culture, create a post series and incorporate examples of what these will consist of and how they look.
Culture posts can include things like employee and customer spotlights, photos from around the office, and fund-raising events in which your company participated.
Schedule Posting Frequency
If you have existing social media pages, investigate which groups are engaged with your brand now. If they fit your defined demographic, then you’re already ahead. If not, list who they are and think about ways you can shift the audience. You also need to illustrate how often you plan on posting and when. Post regularly without overdoing it.
Lastly, outline the days of the week and times of the day you’re going to post so that you can capture your audience when they’re most active on the platform. The days of the week will vary by industry; most people will be engaged during the evening.
The ultimate step is to take everything in the strategy and put it to a scheduled calendar. Set it up using Excel and populate it with your post categories. The calendar will serve as an effortless reference when you’re creating content each month.
Once accomplished, disseminate the strategy to your crux team. Revisit it each quarter and revise as needed. It’s essential to be nimble so you can switch gears when something isn’t working. Fine-tune small aspects of the architecture until you get it flawless.