SMM (Social Media Marketing) is a full-fledged marketing tool, not just promotion within social networks. It is an integral part of the company's communication strategy. SMM drives traffic to the site and at the same time works only with potential customers.
The main tools used to implement a marketing strategy on social networks: interactive promotions, creation and promotion of brand communities on social media, writing, publishing and promotion of content, active communication.
It would seem that there is nothing super complicated in this list that an ordinary active user of social networks could not do. But as soon as it comes down to building an advertising campaign strategy and writing a content plan, the rose-colored glasses fall off by themselves. In this article, we will describe in detail how to schedule publications and what pitfalls can knock a novice SMM guy off his feet.
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All SMM promotion on Tik Tok, Facebook and other social networks is based on goals. You set goals, carry out work in accordance with them, and then evaluate the result. The goal could be:
Next, you need to draw up a KPI, in which everything will be described in detail. If the goal is the sales, then you need to estimate the number of leads, the customers for a certain period, the appeals through the social network. Set realistic goals based on your ad budget.
To focus on the queries of your target audience, when setting goals on Instagram, for example, define the mission of the account. What role will it play? The answer has to be, of course, user-specific.
For the B2B market, the main mission is to help the clients increase profits. If you are promoting a specific product, then the account's task is to solve the problem of the target audience.
When the time comes to draw up a progress report, rely on goals: they will tell you if the SMM promotion is working and, if so, how well.
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The content plan is the main document in the job of an SMM specialist and one of the promotion tools, which must be agreed upon with the customer before implementation. It is a kind of list or table in which it is detailed what, when and where to publish.
If a specialist leads 2-3 projects and posts must be scheduled for each, for example, 3 times a week at different times, then without a well-drawn up plan it is easy to miss a post. Questions will immediately arise from the customer of the service.
Why else would you need a content plan: you can analyze the columns and the format of the information presentation (which ones are working and which almost did not cause any engagement), and timely adjust the content strategy.
The content plan itself is not of interest to ordinary users of social networks, but it is an integral internal tool for SMM promotion, which clearly organizes the work of everyone involved in the project. Therefore, this document must meet several requirements:
Convenience
Understandable for the specialist and the customer
Solving all current issues
Tip: Include interesting and useful posts for your target audience in your content plan. Write texts that will solve the users problems, and then your work will be appreciated.
Effective social media marketing is not complete without a "cauldron" of ideas - a place where you write down all the best ideas (spontaneous ones and not so). Notepad, Excel file, Word, a smartphone application- it doesn't matter in what format, the main thing is to write it down. Then, re-reading this storehouse of ideas before preparing the next publication, you will surely find a successful content solution and will be able to implement it without any outside help.
In order for the “cauldron” to fill up faster and easier, it is necessary to actively form a cultural and professional background:
Subscribe to authoritative blogs based on your topic, read and read again.
Study your target audience (who subscribes to the page or leaves comments): what they like, what they write on their pages, what do they repost.
Communicate with experts, listen to their opinion more.
Watch the news based on your goal’s direction: what current events are happening, what's new.
Take as much as possible from the internet. A good idea can come spontaneously, for example, as a reaction to the news you hear.
As the “cauldron” fills up, start filtering your “brilliant” ideas: analyze which ones may be of interest to the target audiences, and which are better left for another project.
This is one of the easy ways to make content 100% engaging for your subscribers. Identify and collect keywords that interest your audience the most and use them as topics for your posts. For example, this can be done using the Yandex word selection service.
Just don't overdo it with SEO copywriting, your copy should remain logical, interesting and useful. Always think about your target audience.
Conduct surveys on your pages, and based on the results, identify the interests and preferences of your target audience. Also, statistics from social networks can be a source of inspiration. From time to time, you can draw ideas from reputable bloggers and industry publications.
When you start to have ideas for a project, it's time to put them into the content plan.
Michael Stelzner (social media expert) has identified the ideal ratio of content by category that leads to the most engagement of the audience: 40% engaging content, 30% branded content, 25% educational and 5% advertising content.
It is not necessary to strictly adhere to such a percentage, but it makes sense to take it as a guideline if you are a novice SMM manager. By the way, branded content is content about the company. It can be emphasized with the help of a special layout, thematic illustrations, speech turns, using the motto or message of the brand.
Nowadays the SMM advertising dictates the new trends in promotion. For example, the top commercial blogs and groups on social networks are increasingly branding the entire stream of published materials, diluting it with entertainment, news and reputation related posts.
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There are three main indicators of the effectiveness of promotion on social networks, if you evaluate the work of a specific SMM-specialist. Depending on the social platform, these are:
The likes. The organic increase in likes is calculated based on the "Like" indicators for one post for a certain period of time without the use of promotion tools.
Comments. The more comments, the higher the audience engagement rate (ER). Also, this ratio is influenced by likes, subscriptions, reposts, clicks and other targeted actions.
Subscribers. Organic subscriber growth (OL) is the user subscribing to a community / company page without prior contact with its advertising. This indicator shows the quality of the posted content and brand awareness. On Facebook, for example, you can see it in the “Statistics” section.
The rate of subscriber growth also indicates how interesting and thoughtful the content plan is, and how actively the specialist interacts with the audience.
But the decisive indicator of the effectiveness of the work carried out by an SMM specialist is, of course, the growth of the company's profit. Imagine that you wrote a post on Facebook, which in the first day received 190 likes and 23 discussion threads, of which 3 commenters contacted the company and bought a product, and 1 even became a regular customer. This is how SMM works!
By the way, a good SMM promotion also affects the ranking of a site in search engines. The better the company's social networks are developed, the more visits the website gets. The search algorithms take this into account and move the website to higher rankings. Thus, SMM is an effective tool for SEO-promotion (search engine optimization).
Conduct an analysis of the target audience, of the client's business and the competitors' social networks.
Identify sources for writing unique content.
Work out the structure of the content plan and of the communication channels with the audience.
Fill out a content plan based on the structure for the first month.
Check the distribution of the content by category.
Together with SMM promotion, it is advisable to carry out SMO – social media optimization for websites. This process includes the introduction of like buttons, share buttons, authorization via social networks, etc.
Still have questions about this topic? Contact the Studio Webmaster specialists and get a free qualified consultation. For more than 10 years we have been professionally engaged in SMM promotion and other types of Internet marketing. We know exactly how to properly promote a website on social networks and how to use advertising mechanisms to make a business make a profit. We will help you build the right advertising strategy, promote your brand on social networks and make it recognizable, in demand, and profitable.
