Social media marketing has become an integral part of the marketing strategy of any company.
But how to create a social media marketing strategy that gets results?
Even some great brands fall apart with their strategy…and that causes failure.
That’s why in this January article, I’m going to show you the best social media marketing strategy you’ve ever seen, that’s going to get your business a ton of new customers.
Let’s jump in…
Understand The Platform
The first part of a successful social media marketing strategy is to understand the platform that you are on. You see every platform has a different nature and it has to be treated differently…
For example, there is no way you can compare TikTok to Twitter. They are both different and they will require you to take a different approach to be successful on them.
So, how do the main differences look like?
I’ve made a simple infographic that shows them below:
Once you understand the platform, you can decide whether or not you want to stay, and if you do (unless you have a serious reason not to, you probably will), and how to create your strategy around its unique features and algorithm.
Create A Content Strategy
The next thing that you are going to need to build a successful social media marketing strategy is to create a content strategy.
Your content strategy, no matter the platform, is going to consists of 3 steps:
- Attraction Content
- Nurturing Content
- Conversion Content (Sales Content)
Each one of these content parts is going to be created differently, and you have to decide how many pieces of content from each part are you going to post.
So, let’s break it down…
The first type of content that you need to include in your content strategy is attraction content. This type of content is going to be mainly created to get new people to discover your brand.
This content is going to include following industry trends or new content trends on the platform.
For example, a year ago, Instagram has introduced its “reels” because they are trying to beat TikTok in their own game like it did with Snapchat.
And even though the content in reels is most likely not going to build any relationships with your audience, and deliver a lot of value, it is perfect to attract new people as the Instagram algorithm loves it and it shows the reels to a lot of new dream customers.
This content is created to build a strong bond between your brand and your dream customers. You want to share something that they can’t normally see or haven’t known about you before that they can relate to.
For example, the best types of nurturing content are:
- Personal Stories
- Behind-The-Scenes Content
- Brand Stories
- “Heroic” Actions (like donating a bunch of money to charity.)
When you include this type of content in your strategy, you will build a lot of trust, and that is going to result in a lot of sales when you create the last type of content right.
Conversion content is content that is used to make people step into your sales process and turn them into customers.
For example, if you build a webinar sales funnel, it can be a post promoting the webinar. If you have a normal e-commerce store, it can be a post sharing one of your products or the first page of an e-commerce sales funnel…
And on, and on, and on.
But there is one thing to pay attention to.
This should be the least shared type of content (20% of all content). That means if you post one, there should be 2 other posts in a day that are from the previous two categories to compensate for this.
Why? Because if you are overpromoting, people will start to leave you. But if you sell without selling, that is when you get results.
Here is a short infographic, that summarizes the entire thing:
All right, and now let’s move on to the next part of your social media marketing strategy which is optimizing your profile.
Optimize Your Profile
Profile optimization is important for your social media marketing strategy no matter what platform you are using. Your profile represents your brand (or you) and it is the difference between people hitting the follow, subscribe, or connect button and people leaving you forever.
The question is, how do you optimize your profile?
Basically, every platform requires you to upload a profile picture. Your profile picture is going to be one of the key parts in making the first impression. Therefore, you want to make sure it is professional.
On LinkedIn, your bio can be pretty long, on all of the other platforms, you have about 160 characters to describe who you are and what you do.
In all cases, your bio has to immediately show 3 things:
- Who You Are/What You Do
- Promise To Your Audience
On LinkedIn, you can go more in-depth and tell your entire story, but on other social media platforms, it is not an option.
If you have an option to use a banner image, it should either support your branding or in a better case make a promise to your audience. Make sure you play with the banner to make it as attractive as possible.
Every social media platform requires you to create a username.
And to make sure it aligns with your social media marketing strategy, you want to make the username the same on every platform. In my case, it is filipkonecny06. You can find me under this on Twitter, LinkedIn, Instagram, Pinterest, etc.
So, whenever somebody from one platform is going to try to search for you on another platform, they will always find you.
This is a normal name others will see more often than the username. It should always be the name of your brand or your own name.
Basically, on almost every platform you can put a link in your bio to generate traffic for whatever you link to. ALWAYS link to the first page of your sales funnel.
Because every platform is different, there are going to be additional features that you can use to make your profile better.
To max out your results, the best thing that you can do is to check a profile of a leader in your industry and model how they use the features for your own brand.
DON’T COPY, model. That is a big difference. You’re just taking inspiration.
Alright, and now let’s move on to the next super important part of your social media marketing strategy which is preparing a sales process.
Prepare A Sales Process
Your sales process on social media is most likely going to be a sales funnel.
A sales funnel is a series of pages that take your dream customer from a total stranger that doesn’t even know you, to a hot lead, and into a long-term buyer that will stick with your brand forever.
Here’s a basic sales funnel that you can use to sell your products and services and that you can use in your social media marketing strategy…
Lead-Squeeze Page (Opt-in Page)
A lead-squeeze page is used to capture the contact information of your dream customers so that you can follow up using email if they decide not to buy and turn them into customers anyway.
Usually, it consists of a headline, image, short copy, and subscription form.
This is a page where you are going to sell your product or service. Here you make the entire sales presentation through a sales copy and persuade them to buy.
If you want to discover how to create a killer sales funnel for your social media including the entire sales page creation process, click here to find out more about it in my Instagram Marketing Domination Vault (even though it is called Instagram, it works for everybody.)
After the purchase, you want to redirect them to 1-2 upsell pages that will upsell them another product or service relevant to the one you are selling that will help them with their problem.
It is an easy way to double or even triple your revenue and you want to use it.
Thank You Page
On this page, you are going to thank them for the purchase, give them details about the order/deliver digital products, and tell them to go to the next sales funnel to buy something else.
All right, of course, your sales process doesn’t have to be a sales funnel, but from my experience, they work the best and you want to try them out.
And now, let’s move on to the next part of your social media marketing strategy…
Engage With Your Dream Customers
The last, extremely important thing that you want to do is to consistently engage with your dream customers.
You want to reply to their comments, comment on their posts, reply to their messages, create polls, ask them questions, and on and on.
Engaging with your dream customers is going to help you build relationships with them and in the end, generate more sales (for life.)