Social Media Strategy: 5 Objectives for Success
Today, presence on major social media platforms is essential for almost any business, as these tools give you the ability to reach huge pools of potential customers.
However, be careful not to make the mistake of embarking on this adventure too quickly. Like any aspect of marketing, social media presence should be based on effective social strategy and careful business planning.
When creating a social media strategy, there are several aspects that you need to assess, but one thing you can never ignore is the choice of goals.
Only by carefully choosing your brand's goals and never losing sight of where you want to go, can you create content that's effective and relevant to your purpose.
Here are five of the most commonly used goals in social media marketing strategies.
1. Create a brand image
The concept of brand awareness is related to brand recognition.
It is a marketing concept that is used to measure the degree of brand awareness among potential users.
Raising brand awareness is the primary objective of any social strategy in the initial phase of a project's lifecycle: indeed, brand awareness has a great influence on people's behavior.
This is a fundamental phase: a strong and well-known brand is a huge asset for any business.
Before the advent of the web, brand awareness management were much easier to implement.
Offline media such as television, radio and print media were the main channels for companies to send a message to the public and promote their brand.
Today, on the other hand, thanks to social platforms, we proceed through personalized messages and targeted and diverse content to establish an active relationship with our audience.
2. Improve the reputation and image of the brand
The term "brand identity" refers to all the aspects and graphic and communicative elements that determine the perception and reputation of a brand by its audience.
This is a deeply emotional and instinctive perception, on which appreciation and therefore success depends.
While brand awareness refers to the ability of consumers to recognize a brand and correctly associate it with a product, branding is a more qualitative concept, reflecting customer opinion of the brand.
The application of these concepts to a social strategy is of fundamental importance. Thanks to the internet, it is possible to increase the value, notoriety and reputation of a brand, but also to correct negative results concerning it.
The ‘recognisability’ of a brand is closely linked to its reputation with users, because the identity of the brand is nothing more than a set of symbols and values that evoke a whole imagination, which encompasses everything.
3. Launch and promote initiatives
Social media is also the preferred channel for promoting events and initiatives, as it provides attendees with an engaging and memorable experience, which will give your brand and projects additional free visibility.
While it is true that we can deal with the subject of paid campaigns in another place, the fact remains that the contribution of free daily activities of managing social profiles can be negligible on the success of initiatives, in particular through three distinct phases:
· Before: To create movement on social media and collect memberships
· During: To share the event in real time on the web
· After: To extend the experience of the event by sharing emotions and moments, but also to measure its success.
4. Improve the customer loyalty rate
Loyalty, also known as customer loyalty, is nothing more than the goal of those who want to reward and create greater satisfaction among their customers already acquired through their social strategy, in order to make them more and more loyal to their brand.
For businesses with a lot of competition, in a world where everyone is just a click away, it is essential to create a relationship of trust with their customers, to encourage them not to buy elsewhere.
According to a recent study on the marketing strategy of multinational services company, Accenture, more than 90% of companies currently employ some form of customer engagement or loyalty program.
So why not continue down this path through your social media marketing strategy?
5. Generate more traffic to your website
Traffic generation, that is, increasing the number of visits to your website pages, is a goal that can rightly be included in the social strategy of those who want to make their content known to the public.
This is the case, for example, of those who work with information or who manage a blog. With targeted content, you can get people to visit your site and read the articles you post.
EWM offers you its expertise in social media to develop your business and your sales.
Contact the team at EWM, our leading digital marketing agency in Geneva, to discover how we can support your brand.