Brand awareness is more important than ever now that customers are able to find a substitute product or service at the click of a button. With this in mind, brands are really investing in strategic social media content marketing to build engaged communities of loyal customers who are prepared to buy, recommend and stay loyal to a brand that they know and can trust.
How to create a social media content strategy?
It’s important to have a planned approach, whether you are starting from scratch or already have an established brand. These are some of the main steps to take:
1. Get onto the right social platforms
Work out where your target market is online. Does your demographic use a mix of Facebook, Twitter, and Instagram? These tend to be the main platforms that B2C brands prefer, but your demographic may actually be more active on SnapChat or TikTok, so do your research.
2. Create your brand presence
You will need brand guidelines to do this consistently and in a way that offers your customers a clear and coherent experience. Develop your brand guidelines with your graphic designer and create your key marketing and communication messages. These must be shared and used by anyone charged with representing your brand on social media. At the same time, have processes in place for the in-house approval of content.
3. Decide how to manage your social accounts
It takes time and effort to create compelling, regular social media content. Consider whether you will have an in-house resource or whether you will outsource the function to a specialist agency. There are pros and cons to each, and considerations that go far beyond cost – such as access to specialist skillsets, ownership, risk management.
4. Trial your content
Create a range of different content types, using a variety of media – such as images, blogs, competitions, videos, quizzes and so forth. Trial product explainer videos, share customer reviews, have fun with social and seasonal topical content and share user-generated content. Get a feel for what is working and really engage with the followers who take the time to comment or engage with the content itself. This will help to build your community and the more active you can be, the better.
Use your social analytics to see what is working and what isn’t, and tailor your efforts accordingly. Trends will emerge over time and some types of content will perform far better than others. If a piece of content doesn’t perform as well as you expected – for example, an Instagram post didn’t garner the likes that you would have anticipated, then try posting it again or repurposing it as other content.
Follow these steps and you will be surprised at how quickly you will see a return from your social media efforts; better brand awareness, better engagement and – in time – a loyal customer following.