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Create the Most Effective Social
Media Marketing Plan
There’s
a vast sea of social media information out there. Experts are everywhere and
there are just so many opinions on best practices and tactics.
Not
only that, but the platforms themselves are constantly changing, whether it’s
adding new features, increasing character limits or otherwise changing the
rules.
That’s
why I’ve created this guide to help you understand how to set social media
goals for 2020. This article is especially good for you if you’ve never taken
stock of your marketing campaigns or created objectives.
Throughout
this process, it’s really important to be honest about your successes and
failures. It’s okay to admit that some of what you’ve done has been a wasted
effort—that’s why we’re here.
Here’s
my 3-step process to set social media goals for 2020:
1.
Check Your Reports Keeping reports is a must if you want to properly assess
the efficacy and efficiency of what you spent time sharing online. There are
many ways to configure a report, but if you need direction and inspiration,
Smartsheet has a free social media report template to get you started.
You
need to learn to look past the number of impressions and understand how your
content is really performing. Are people liking it, sharing it, commenting on
it?
Pay
close attention to metrics like engagement—this valuable info is like your
potential leads all telling you what they liked or didn’t. So take that into
account when planning out 2020’s content.
I
make an effort to share valuable content daily on our Twitter account.
From
Twitter to Facebook, each platform offers free analytics on the profile’s
performance, so use it!
This
free reporting helps you see what you’ve shared that’s worked well and what’s
fallen flat. Look for topics that visitors and followers have been
consistently interested in, and share more of that content going forward.
If
you’re up to the challenge, you can do some paid promotion for your business.
Remember, you can always contact us and let us manage the heavy lifting so
you can focus on running your business.
We’re
constantly on Facebook, Twitter, LinkedIn, YouTube and Instagram. And, we
stay on top of the latest trends and tips and love analyzing reports and
stats!
2.
Study Your Analytics Yes, you want to look ahead, but it’s necessary to look
back as well. You can share content left and right, but unless it’s leading
visitors to your website, it’s not serving its purpose. You want to drive
people to your site, where they’ll hopefully engage further and buy a product
or service from you.
Google
Analytics is a free tool provided by Google that is key to planning your
social media in 2020. It shows you how your actions on social drive traffic
to your business, broken down into lots of relevant stats.
To
see these results, navigate to your Acquisition section for Social and then
click on Network Referrals. You can select the previous year as the date
range. Then, you should be able to see how many people have clicked on your
posts and subsequently landed on your website.
Read
5 Social Media Marketing Tips for 2020 Is social media marketing not working
for you anymore? Are you wondering what you should be changing in order to
get better results?
In
our Tea Time Tip: Marketing for Busy Entrepreneurs, I’m sharing 5 valuable
tips so you can learn what’s working, what’s not and what you need to focus
on more. Read more on our website.
3.
Set Your Goals The first two steps should give you an understanding of where
you are, and now it’s time to create your plan. You’ve got a great idea of
what type of content worked, which platforms your target audience is hanging
out on and where you should focus your efforts in the upcoming year.
Other
things you need to do to reach your goals:
?
Track your month-to-month follower growth. If you’re not gaining new
followers throughout the year, you need to take a look at why that is. ? Keep
an eye on which seasons your content is most popular on a particular
platform. For example, Pinterest trends show increased usage in the summer
and around Christmas, with spring and fall seeing big dips. ? Only share
content that has value. You want to sell without driving people away. You
also want to give people non-salesy resources like blogs, inspirational
quotes, events—whatever makes sense for your brand and audience.
I
share articles, events and news on eVision Media’s LinkedIn account
The
biggest mistake you can make is to allow your marketing campaigns to become a
chore, rather than a positive part of your business. When you’re enjoying
yourself, you’ll find you share more engaging and interactive content.
When
you set your goals to conquer social media in 2020, keep in mind that you may
not attain all of them. That’s not failure! As long as you’re prepared with a
solid social media marketing plan and what you’re sharing is authentic and honest,
then you’re doing a great job!
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