Is your brand struggling to be heard in a noisy digital space? At Sagepath, we evaluate your brand’s core, your business’s unique influences, and apply creative concepts to these objectives to develop effective social media strategies. While a strategy and plan are two important factors in achieving social media success, it is vital to understand that not every post will drive high engagement rates, an outpouring of website traffic, or convert to sales. With changing algorithms, crowded newsfeeds and an ever-evolving digital space, refining your marketing/social media strategy to gain optimal results on a weekly basis is a more precise scale.
Whether your brand is taking on social media marketing in-house or out-sourcing with an agency, social media marketing is a practice that takes patience, persistence, and process. There is no magic button to gain thousands of likes immediately or see a post go viral. At Sagepath, our process is to take the time to understand every aspect of your business. From there, we define a social media strategy validated with research. On a monthly basis, we build unique concepts to help move the needle in your business. These concepts are then executed with our powerhouse creatives and marketing experts across multiple disciplines.
If your brand is looking to stand out in a congested social media space, Sagepath’s Social Media Strategist, Purvi Patel, has some sound advice. With nearly a decade of experience developing actionable social media strategies for brands of all sizes, Purvi has refined her process at Sagepath to the following three simple steps.
Every process should start with a plan. There are several factors you should consider when designing your strategy, including your current consumer, target audience, brand guidelines, business objectives and the numbers (analytics). Utilize these learnings as you outline your posting cadence, tone of voice, and campaigns. An excellent strategy always leaves room for optimizations as new learnings are incurred.
Don’t be concerned if your social strategy does not yield the results you expected. Instead, evaluate whether your expectations are too high or if your strategy needs to be revisited. Creating the perfect strategy should not be your goal. Instead, aim to learn new things about your brand. The digital world tends to teach us a lot more about consumers, business objectives, and target audience than traditional marketing.
This can’t be stressed enough--always remain consistent. Whether you outline your posting cadence as one post per week or one post a day, consistency is essential. Upon outlining your strategy, you should begin plotting your posts. We recommend varying your posting days and times to understand when your fans are online and most engaged. Again, consistency will be at the forefront, but changing up your content and creative will allow you to learn more about how to promote your brand.
In order to understand whether or not you are making progress toward achieving your goals, you must analyze your reporting monthly. Take your analytics seriously. Evaluate your content, engagement rate, rate of influence, cost per engagement, and followers. All of these metrics will reveal what is working and what is not. Expect to refine your strategy based on your learnings. Sometimes the modifications will be small and other times your learnings will reveal the need for a more prominent change. Continue to evaluate and optimize every month and soon you will have perfected your process.