Let’s look at what an SMM strategy is, why it is ne, and how to effectively use social networks to solve business problems.
Main tasks of SMM promotion
An SMM strategy is an action plan develop to achieve specific goals and objectives in social networks; part of a company’s marketing strategy. It defines on which platforms and how a brand/product will be present in social networks. The strategy includes marketing and business goals, target audience segments and effective ways of interacting with them. It also includes metrics and KPIs for tracking results.
SMM is a dynamic promotion channel. Platform rules and trends are constantly changing, so a strategy for social networks is develop for short periods of time – from 3 to 12 months.
The role of an SMM strategy is to effectively use the capabilities of social networks to achieve the set goals. It helps the brand build a positive impression, establish trust and interact with the audience. Thanks to an SMM strategy, a brand can manage its image, expand its reach and attract new customers.
Creating an SMM strategy is necessary to:
increase brand awareness,
attract and retain the audience’s attention,
establish trust and engage with your audience,
increase conversion and sales.
How to make an SMM promotion plan
Before developing a strategy, the SMM manager discusses the details of the promotion with the client and asks to fill out a brief – a special document where the project’s introductory information is record.
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How to write a brief
The brief is sent to the client in advance – he fills in all the information about the company, writes his wishes and requirements. Here are some mandatory questions for the brief:
the company’s mission and values,
does the brand have TOV,
what are the key advantages of the brand,
who is the competitor,
in which social networks the brand is already present.
The brief can be formatt as a Google form:
How to write a brief for SMM promotion
Brief of the agency “Ivanovich”
Or in the form of an application on the website:
How to write a brief for SMM promotion
R Ks agency brief
1. Analyze the brand, target audience and competitors
Developing any marketing strategy begins with research. It is necessary to study everything relat to the company and its niche:
the brand itself,
brand book and brand platform ,
product line,
target audience,
competitors,
existing social networks.
When analyzing your target audience, don’t limit yourself to a general description. For example, you sell English courses. Globally, your target audience is everyone who wants to learn English for work/study/travel. But knowing this is not enough to develop a quality promotion strategy.
The audience nes to be divid into segments. In the case of English courses, these could be:
men and women from 20 to 35 who want to work in a foreign company and are learning English for this purpose;
schoolchildren preparing for the Unifi State Exam;
people who have mov to another country and want to quickly learn a foreign language.
Each group will have their own learning goals and pain points, and therefore the approach to working with them should be different.
2. Set goals for the SMM strategy
Goals are what you want to achieve from social mia promotion. They can vary depending on your business goals.
Example: a new brand of costume jewelry and handmade jewelry is entering the market. It nes to tell as many people as possible about itself. This means it nes a strategy that will help attract the attention of the widest possible audience. For a beauty salon that wants to increase LTV (customer value, i.e. the profit receiv from one client), the goals will be different. For example, increasing the average check and increasing loyalty.
When formulating, remember that the goal must be specific and precise
How to formulate the goals of an SMM strategy
The easiest way to formulate goals is phone number list by SMART – this is a method of setting goals for projects where you can prict the result. Each letter of the word denotes the criteria that the task must meet.
How to formulate the goals of an SMM strategy
Keep in mind that a goal that is relevant for one company may not be relevant for another.
3. We define promotion channels and tools
During the analysis, you have already determin on which platforms your competitors are running their pages. Most often, these are Vkontakte, Instagram (Meta is recogniz as extremist and bann in the Russian Feration), Tik-Tok, Telegram, YouTube. Some are also promoting themselves on Tenchat, Odnoklassniki, and other social networks.
The set of channels can be individual, but most often companies try to be present on as many platforms as possible. In this case, content is develop how to build phone number library for one social network, and it is simply distribut to others. All this depends on the budget and target audience. Your target audience may not use some social networks, but is active, for example, in Telegram – then you ne to pay more attention to promotion in the messenger.
Also at this stage, you ne to decide on the Tone of voice and decide how and in what style you will communicate with the audience.
4. Set KPIs and determine the budget
KPIs are performance indicators. They will help you track your progress and determine which goals you have achiev and which you have not. These indicators will help you find out which promotion channels work better and adjust your strategy to achieve your business goals. Therefore, KPIs should be set so that they are consistent with your business goals: for example, not “remove 30 reels,” but “receive 10 orders weekly.
