Are you still struggling with your social media marketing plan? Is there any particular roadblock?

How to connect with the target audience is the most common question asked by today's social media marketers. Although there are several tools available to help marketers with social media, most of them still struggle with the planning part.

In this post, you will find some important and simple steps to create your social media plan.

1) It's all about customer experience: We all know that the basic marketing plan begins with the understanding of the customers. However, nowadays, marketers need to think a step ahead in delivering right and precise customer experience. To design a perfect customer experience, marketers need to think from the customers' perspective by putting themselves into the latter' shoes. It is very important for marketers to understand and guide their customers to answer their queries with suitable answers. It is an ideal way to build brand loyalty and stable customer rapport.

2) Define your goal: To build a successful plan, marketers need to be aware of their final goal. Why are they on social media? In what way they have to convey their messages to their audience? If marketers have answers to these questions, defining a plan would be easy.

3) Choose the right network: Not every social media platform can suit every marketer. As every platform has its own unique audience behaviour, engagement parameters and analytics, it is obvious that marketers should choose the platform wisely. Understand where your target audience is and define a plan to create engagement opportunities.

By looking at these steps, they may look simple. However, it requires a lot of efforts to find answers to these questions. When a marketer understands a customer, the half battle is won. However, if he fails to drive a successful plan, he loses the war.

Branding is more than creating an image in front of your target audience. Branding is more about delivering trust to your target audience through available marketing channels. Traditionally, the businesses are using various platforms, such as TV, print, Radio and billboards, to enhance their audience visibility. The social media has given marketers an additional opportunity to navigate through the minds of their customers.

The successful branding efforts should direct towards creating a psychological effect on your customers' minds. The idea is to influence customers' interest in every possible way.

Although the approach may differ from marketer to marketer, there are certain aspects they are constant to all.

These are:

Be Simple: In today's digital age, where technology is helping businesses solve their complex challenges, the branding aspect should be kept simple. What is required is to drive a more humanized and transparent approach to establish that consistent customer connect. Let's take an example of Coca-Cola. Coca-Cola's recent TV commercial is an ideal example of how human emotions can be used to create that sentimental customer connect. 

Be Reliable: Customers, often, tend to connect with the reliable brands in the market. This trust lies at the bottom to design and drive a successful branding strategy. The reliability stands for consistency in solving customers’ problems and reaching out to the customers. This reliability also plays an important role in validating product positioning in the market.

Be Realistic: For me, branding is all about truth. It’s very important for marketers to showcase the true picture of their business to the customers. Any unhidden marketing agenda may dent the long-term marketing objectives. Your realistic approach towards customers and market will help you build brand loyalty and improved conversion opportunities. The consistent conversation marketing will help you in this whole process.

Be Stable: Along with the reliability comes stability. This factor is effective when it comes to market competition. Customers tend to favour those brands which are stable. By stability, we mean the ability to deliver constant market results and customer services.

Branding is not just about showcasing your products/services, it’s about simplifying the process which helps customers to connect with your company.

When it comes to content, sometimes, it becomes hard to explain “quality”. When we talk about the quality, brands and customers may have different perceptions and ideas. Therefore, sometimes, it becomes difficult to strike a balance to attain that much-needed quality. To quote, Doug Kessler, co-founder of Velocity: “Quality content resonates with its audience. If it doesn’t do that, it may be smart or beautiful or funny, but it ain’t quality.” And I completely agree with what Doug says. The quality of the content should depend on how users associate and respond to it.

There are different aspects associated with the content quality. These different aspects can be customer value, addressing customers' issues or knowledge sharing with your customers. While agreeing to these aspects, what again remains a challenge is to maintain this quality on a consistent basis.

Here are useful tips on creating quality, and useful content.

Competition Research: Content is one of the ideal ways to stand out from the competition. Today, the technology has fueled competition in every sector, hence forcing businesses to find ways to be creative and unique in the crowded marketplace. Content can really help marketers to get a competitive advantage. Know your competition well to leverage the gaps. Also, know your customers well to address their concerns, understand their buying persona and use content to encourage deeper engagement.

Transparency: According to Forbes, 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer. This stats prove customers want a brand that interacts with them regularly. At every stage of their buying cycle, customers need brand interaction in a different manner. This underscores the importance of transparency and consistency in customer interaction.

Content Segmentation: When your content is audience-specific, it gives good results and saves time and efforts. Content segmentation also helps in driving better brand identity and brand loyalty. This segmentation drives better audience personalization and communication.

 

 

The content repurposing does not only talk about the usage of available content but also on increasing the reach and audience base of the marketers. With content repurposing, marketers can stretch a single piece of information into different formats. It is an opportunity to amplify your content into different channels, such as social media, blogging, SEO & videos.

Why there is a need to repurpose your content?

Today, marketers have to deal with a huge amount of data, be it internal or external. Sadly, the majority of the content goes unused and never reach out to the audience. This leads to a lot of time and wastage of efforts for marketers. The below points highlight the need for content repurposing.

1. Lack of content strategy (Majority of the content go unused)
2. Too many goals to accomplish
3. Lack of content strategy leads to content abandonment
4. Too many content landfills
5. Too many channels to handle
6. The same size does not fit all


The benefits:

Now, let's talk about the benefits of content repurposing. For the marketers, it will not only help them to do away with the content dump but also help them yield bigger and better business benefits.


1. Reach new target audience
2. Content diversification
3. Maximize time and effort
4. Boost online visibility
5. SEO enhancement
6. Target multiple goals
7. Maximizes reach

The strategy:

Content plan: A documented content strategy to identify different channels and content types.

Identify evergreen content: The evergreen content basically talks about specific problems and their solutions with less focus on features and benefits. 

Multiple channels: Distribute content across the channels to make it searchable by a large number of audience.

Create new content: To make use of old content to churn out some new content.

Content audit: The content audit identifies your current content positioning, what theme it covers, and how well it can be performed.

Content customization: Customize content based on the need of the channels and target audience.

Content pillars: To convert bigger content assets into smaller chunks for consistent use.

Cross-promotion: Distribute and promote your content into different formats and options. For example, promote your video link through blog posts, have an e-book download link into your infographics.

The real purpose of any content effort is to create value for the audience and business both. For the audience, the content performs the role of a knowledge partner to know more about business and its services. For business, content is its lead generation partner through customer acquisition.

However, to create both the values, the content needs to be backed by a strong and steady strategy. But, sometimes, businesses face challenges to formulate a precise content strategy. The main reason here is the lack of content consistency and patience. Additionally, there are more reasons to it.


1. Focus on short-term objectives
2. Lack of content expertise
3. Limited information on audience
4. Lack of creativity

But in today's content-dominated world, businesses cannot afford to neglect its significance. Therefore, they need to act carefully to form a strong content strategy.
Here are the main components of your content strategy.

1. Clear objective
2. Definite timeline
3. Audience knowledge
4. Geographic understanding

The synergy between these components drives better content strategy.

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