Social Media Strategy

Social Media Strategy: Top 10 for Exponential Business Growth

Author headshot - ClintN
9 December 2023
Updated // 9 December 2023
Social Media Strategy
Social Media Strategy

Social media isn’t just a place for teenagers to share selfies and food photos anymore. Nope, it’s become a bustling marketplace where businesses, big and small, vying for the attention of billions of users. It’s like a buzzing hive, and each bee (or user, in this case) has the potential to become a customer. Now that’s the buzzing any business would want! But there’s a key consideration for businesses that wish to scale online: it’s not just about being on social media; it’s about being there with a social media strategy in place.

Impact of Social Media on Business Growth

Remember the good old days when businesses relied on word of mouth or expensive advertisements to attract customers? Those days are long gone, my friends. Now, with social media platforms, businesses can reach thousands, heck, millions, of potential customers in a jiffy. But it’s not just about reach. It’s about relationships too. Social media has changed how businesses interact with their customers forever, by making conversations more interactive and real-time.

In the blink of an eye, businesses can share updates, respond to customer queries, or showcase new products. And it’s not just the immediacy, but the sheer scale and range of social media’s reach that’s mind-boggling. Everyone’s on social media, from the teenager in Tokyo to the grandma in Glasgow, making it a goldmine for businesses seeking to grow and expand. The key, of course, is to dig in the right places and in the right way.

Adopting the Right Social Media Strategies

Alright, let’s get one thing straight – just because everyone’s on social media doesn’t mean they’re all waiting to buy your product or service. Not at all! You see, social media users are a discerning bunch. They can smell a hard sell from a mile away and are quick to hit the unfollow button if all they see is promotional content. That’s where a sound social media strategy comes into play.

A good social media strategy is like a roadmap. It guides your actions, lets you know if you’re succeeding or failing, and helps you navigate the challenging terrain of social media marketing. Without a strategy, you’ll be wandering aimlessly, wasting resources, and losing out on potential customers. And we don’t want that, do we? 🤔

About this post

In this blog, I’m going to reveal the top 10 social media strategies that have proven to be effective time and again. This post covers everything from creating a solid social media plan to leveraging data to optimising your profiles and much more. And no, it’s not going to be a boring lecture. Each strategy will be discussed in detail, with actionable tips and real-world examples to help you implement them in your business. So, are you ready to take your social media game to the next level? Let’s get started!

Importance of Social Media for Businesses

Social media has transformed from a novelty to a crucial business tool. Whether you’re a local cafĂ© owner or the CEO of a multinational corporation, if you’re not leveraging social media, you’re leaving money on the table. But don’t just take my word for it. Let’s look at some numbers.

The rise in Social Media use

Let’s drop some stats here, shall we? According to a report by DataReportal as of 2023, there are a whopping 4.95 billion social media users worldwide. That’s about 61.4% of the world’s population! And guess what? Social media use is expected to grow even more in the coming years

And it’s not just about the sheer number of users. The average person spends nearly 2.5 hours a day on social media platforms. Now, that’s a significant window of time that businesses could leverage to engage with potential customers, don’t you think?

Businesses that have successfully grown through Social Media

Are you yet to be convinced about the power of social media? Let’s take a gander at some success stories. Ever heard of a little brand called Glossier? Started as a beauty blog, Glossier leveraged social media to become a billion-dollar cosmetic brand. They used Instagram to involve their followers in product development, creating a sense of ownership and community that catapulted them to success. Now, isn’t that a beaut story?

Another shining example is the watch company, Daniel Wellington. They used a simple yet effective strategy of user-generated content and influencer marketing on Instagram to build their brand. Their stylish, minimalist photos, often shared by their customers and influencers, helped them grow a loyal following and boost sales. Daniel Wellington is one of the most popular watch brands on social media today. Time well spent, don’t you agree?

Benefits of a well-executed Social Media Strategy

If you’re thinking that social media is all about sales, think again. While it does help boost sales, the benefits of a well-executed social media strategy extend far beyond that.

For one, it can significantly increase your brand awareness. Social media is a great platform to get your brand in front of potential customers, remember 61.4% of the world’s population is there. But it’s not just about exposure; it’s about engagement too. When compared to traditional marketing channels, social media allows businesses to interact with their customers uniquely. It humanises your brand, making it more relatable and trustworthy.

Moreover, social media can also provide valuable insights about your customers. What do they like? What do they dislike? What are their needs and preferences? These insights can be leveraged to fine-tune your products, services, and marketing strategies to better meet your customers’ needs.

Hopefully, now you can see that social media isn’t just an add-on to your marketing efforts; it’s a valuable channel to market that can drive business growth in many different ways. The key, however, is to use it strategically. And that’s what we’re going to delve into next.

Top 10 Social Media Strategies for Exponential Business Growth

Enough with the why’s and how’s now, let’s get down to the nitty-gritty. Here are my top 10 social media strategies that can set your business growth on fire. Each one is a powerhouse in its own right, but together, they can work wonders. So, let’s get cracking, shall we?

Strategy 1: Developing a Solid Social Media Plan

Success in social media marketing doesn’t happen by accident; it’s a result of careful planning and execution. Marketing without a solid social media plan in place is akin to throwing darts out into the dark, and hoping that you’ll hit the target. So, how do you develop a robust social media plan? Let’s break it down.

Understanding Your Business Goals and Target Audience

Having clear goals and insights into your target audience is the cornerstone of your social media plan. What are you hoping to achieve through social media? Is it brand awareness? Customer engagement? Lead generation? Sales? Your goals will determine your strategies, so be clear about what you want.

Next, who’s your target audience? Who are the people likely to buy your product or service? Understand their demographics, behaviours, needs, and preferences. This will help you create content that resonates with them and choose the right platforms to reach them.

Remember, the more you know about your audience, the better you can serve them. And the better you serve your target audience, the more they’ll connect with your brand. It’s a win-win!

Deciding on the Appropriate Social Media Platforms

All social media platforms are not created equal. Each one has its unique features, user demographics, and content types. For example, Instagram is a great platform for visual content and it has a younger user base, while on the other hand, LinkedIn is ideal for B2B marketing and professional networking.

Your choice of platforms should depend on your business goals and target audience. If you’re a fashion brand targeting millennials, Instagram and Pinterest might be your best bet. Alternatively, LinkedIn would be a more suitable platform if you’re a tech company targeting professionals. The goal here is to choose your platforms to market wisely, and don’t spread yourself too thin by trying to be on all of the platforms at once.

Creating a Content Calendar

Consider a content calendar as your social media roadmap. It’s where you plan what content to post, when to post it, and on which platforms. This ensures that your content is consistent, varied, and aligned with your business goals.

But here’s the thing – a content calendar is not set in stone. It’s flexible and should evolve based on your audience’s responses and preferences. So, monitor your posts’ performance, learn from them, and tweak your content calendar accordingly. And remember, quality trumps quantity every time.

Strategy 2: Creating Engaging and High-Quality Content

Content is the lifeblood of your social media strategy. But not just any content – it has to be engaging, high-quality, and valuable to your audience. Here’s how you can achieve that.

Importance of Visual Content

We humans are visual creatures. Our brains process visual information much faster than text, and it’s more likely to grab our attention. That’s why visual content – like photos, videos, infographics, and GIFs – is a hit on social media.

But don’t just post random visuals. Make sure they’re high-quality, relevant to your brand, and resonate with your audience. And don’t forget to infuse your brand’s personality into your visuals. After all, your visual content is not just about what you see, but also how it makes you feel, right?

Balancing Promotional and Value-Adding Content

If your social media feed is all about “buy our product,” “check out our sale,” or “we’re the best,” you’re doing it wrong. Sure, promotional content is important, but it shouldn’t be the only thing you post.

Strive for a balance between promotional and value-adding content. Share tips, insights, and stories related to your industry. Engage your audience with polls, quizzes, and questions. This not only provides value to your audience but also builds trust and credibility for your brand.

Incorporating Storytelling in Your Posts

Everyone loves a good story, don’t we? Storytelling can make your content more engaging, relatable, and memorable. It can evoke emotions, spark conversations, and foster a deeper connection with your audience.

Your stories could be about your brand’s journey, customer testimonials, behind-the-scenes glimpses, or anything else that gives a human touch to your brand. So, don’t be afraid to show your brand’s authentic, vulnerable side. It’s what makes you human and relatable, after all.

Strategy 3: Using Social Media for Customer Service

Social media isn’t just for posting cute cat videos or sharing selfies anymore. It’s also a powerful customer service tool. If used wisely, it can enhance your brand’s reputation, build customer loyalty, and even drive sales. So, how can you leverage social media for customer service?

Swift Response to Customer Queries

A customer expects a quick response when they ask questions or raises concerns on social media. This is exactly why customers have abandoned the traditional “private” service avenues, opting to communicate openly online via social media. Believe me, many businesses with a poor customer service record, have been caught unaware when they first start out on social media. Delayed replies or no replies at all can damage your brand’s image and customer relationships. But on the other hand, swift, helpful responses can win you customer admiration and loyalty.

So, ensure that you have a team or tools in place to monitor your social media mentions and messages. Respond promptly, be courteous, and always aim to solve the customer’s issue. Remember, every interaction with a customer is an opportunity to showcase your brand’s commitment to customer satisfaction.

Using Social Listening Tools to Understand Customer Sentiment

Social listening involves tracking social media platforms for mentions of your brand, competitors, products, or any relevant keywords. This can give you insights into your brand’s reputation, customer sentiment, trending topics, and even competitor strategies.

There are plenty of social listening tools out there, like Hootsuite, Sprout Social, and Brandwatch, to name a few. These tools can alert you when your brand is mentioned, allowing you to respond promptly and appropriately. They can also analyze the data and provide reports to help you make informed business decisions. So, make sure to add social listening to your social media arsenal!

Encouraging User-Generated Content

User-generated content (UGC) is like the Holy Grail of social media marketing. It’s authentic, relatable, and free! Plus, it gives your brand a dose of social proof that can boost your credibility and sales.

UGC can be customer testimonials, product reviews, user-submitted photos, or any content created by your customers about your brand. Encourage UGC by asking your customers to share their experiences, run UGC contests, or feature user content on your social media feed. Not only does this provide you with free content, but it also makes your customers feel valued and appreciated. Win-win, isn’t it?

Strategy 4: Leveraging Influencers and Brand Advocates

Influencer marketing is a very popular strategy these days, and for good reason too. Influencers can lend credibility to your brand, extend your reach, and even drive sales. And then there are brand advocates – your loyal customers who love your brand and actively promote it. Both influencers and brand advocates can be valuable assets to your social media strategy.

Finding Influencers That Align with Your Brand

The key to successful influencer marketing is finding influencers who align with your brand values and resonate with your target audience. It’s not just about follower count – it’s about authenticity, engagement, and relevance

With some research on social media, you can find influencers in your niche. Otherwise, you can use influencer marketing platforms or tools like BuzzSumo and NinjaOutreach. Once you find potential influencers, evaluate their content, engagement rates, and audience demographics to see if they’re a good fit for your brand.

Strategies for Engaging with Influencers

Once you’ve found the right influencers, you need to build a relationship with them. This could start with simple interactions like liking, commenting on, or sharing their content. Once you’ve established rapport with an influencer, you can then propose a collaboration.

This could be in the form of sponsored posts, product reviews, giveaways, or collaboration in producing content. Make sure to provide clear guidelines, but also allow the influencer to add their creative touch. After all, they know their audience best.

Encouraging Customer Testimonials and Reviews

Happy customers can be your best advocates. Encourage them to share their positive experiences on social media. This is usually done via testimonials, ratings and reviews, or user-submitted photos or videos. Consider incentivizing customer engagement through contests, discounts, or features on your social media feed. Make sure to express your gratitude for their support, and respond to any negative reviews respectfully and helpfully. Remember, every interaction with a customer is an opportunity to showcase your brand’s values and commitment to customer satisfaction

Strategy 5: Running Contests and Promotions

When done right, I love a good contest or promotion. They’re fun, engaging, and can be a powerful tool to boost your brand visibility, grow your following, and even drive sales. So, let’s dive into the how-to’s, shall we?

Best Practices for Social Media Contests

When running a social media contest, it’s important to have a clear goal in mind. Are you looking to increase brand awareness, grow your email list, or launch a new product? This will help you decide on the type of contest, prize, and promotional strategy.

Make sure the rules are clear and easy to follow. The entry process should be simple, and the prize should be relevant and attractive to your target audience. Promote the contest on all your social media platforms, email newsletter, and website to reach a wider audience.

Successful Social Media Promotions

Starbucks’ coffee is known for killing it on social media. Their #RedCupContest, is a great example where customers were invited to share their best photos of their iconic holiday red cup, which was a huge success. Not only did it generate a ton of user-generated content, but it also created a buzz around their holiday drinks.

Or take a look at Dove’s #SpeakBeautiful campaign, which encouraged users to post positive body image messages. This campaign not only boosted their brand image but also sparked a conversation around a social issue.

These case studies show that successful social media promotions not only engage your audience but also reinforce your brand values.

Legal Considerations for Contests

Remember, you don’t want your social media contest to land you in legal trouble. Make sure to comply with the contest and promotion laws of the countries you’re operating in. These could cover aspects like eligibility, prize disclosure, tax laws, and data privacy.

Also, each social media platform has its own rules for contests. So, make sure to read and comply with those. If in doubt, it’s always a good idea to seek legal counsel.

Strategy 6: Utilising Paid Advertising

While organic reach is great, the reality is that it’s becoming increasingly difficult to reach your audience without some level of paid advertising. But fear not! With the right strategy, paid social media advertising can offer a high return on investment.

Benefits of Social Media Advertising

The beauty of social media advertising lies in its targeting capabilities. You can target your ads based on demographics, interests, behaviours, and even previous interactions with your brand. This can help you reach a highly relevant audience and improve your ad performance.

When done right, social media advertising is cost-effective. You can start with a small budget and scale up as you see results. In addition, you get access to very detailed analytics which helps you to track your ad performance and ROI.

Understanding Different Ad Formats on Various Platforms

Each social media platform offers different ad formats, each with its strengths. For instance, Facebook offers a variety of ad formats like carousel ads, video ads, and lead generation ads. Instagram is great for visual ads like photo ads, video ads, and Stories ads. LinkedIn is the go-to platform for B2B ads, while Twitter is great for timely promotions.

So, take time to understand the different ad formats and choose the ones that align with your campaign goals and target audience.

Tips for Optimising Ad Spend

To make the most of your ad spend, it’s important to test different ad elements like images, headlines and calls to action. You can do this through A/B testing, where you change one element at a time and compare the results.

Also, use the analytics provided by the platform to understand your ad performance and make necessary adjustments. Typically these ad tweaks include, but are not limited to; changing the targeting, improving the ad creative, or adjusting the bid amount.

Remember, social media advertising is not a set-it-and-forget-it game. It requires regular monitoring and optimisation to deliver the best results. So, roll up your sleeves and get into the data!

Strategy 7: Analysing and Leveraging Data

So now we’ve got all this exciting action happening on social media, but how do we know it’s working? That’s where good ol’ analytics comes in. Keeping an eye on your data is key to understanding what’s working, what’s not, and how you can make it all even better.

Importance of Social Media Analytics

Simply put, social media analytics helps you measure the effectiveness of your social media efforts. Analytics provides insights into your audience’s behaviour, your content performance, and your ROI.

Whether it’s seeing which posts drive the most engagement, figuring out the best times to post, or understanding which demographics engage with your brand, it’s all there in the numbers. You can’t improve what you can’t measure, right?

Tools for Tracking Social Media Metrics

There’s a shipload of tools out there in the market that will help you keep track of these metrics. Each social media platform offers inbuilt analytics tools like Facebook Insights, Instagram Insights, and Twitter Analytics.

Additionally, for more in-depth analysis, you might consider tools like Sprout Social, Hootsuite, or Google Analytics. These provide a more comprehensive view across different platforms and deeper insights into your audience’s behaviour.

How to Use Data to Refine Your Social Media Strategy

Now, what do you do with all this data? Well, it’s best practice to use this data to refine and optimise your social media strategy.

Are your Instagram posts getting more engagement in the evening? Adjust your posting schedule. Are your Facebook ads not performing as expected? Test different ad creatives or targeting options. Is a particular type of content driving more website traffic? Create more of that content.

Remember, social media strategy is not a one-and-done deal. It’s a constant process of testing, analysing, and optimising. So, keep an eye on your data and let it guide your strategy.

Strategy 8: Regularly Updating and Optimizing Your Profiles

Never set and forget your social media profiles! They’re like your online business card, providing the first impression of your brand to potential followers. Keeping them updated and optimised is an essential part of your social media strategy.

Importance of a Consistent Brand Image Across Platforms

Consistency is key when it comes to your brand image on social media. Whether it’s your logo, brand colours, tone of voice, or messaging, make sure it’s consistent across all platforms.

Consistency not only improves your brand recognition, but it also builds trust with your audience. When they know what to expect from your brand, they’re more likely to engage with your content and convert into customers.

Tips for Profile Optimisation

It will serve you well to think of your social media profiles as a mini-landing page. Include a clear, concise bio that communicates who you are and what you do. Use relevant keywords for better discoverability. And don’t forget to include a link to your website or a relevant landing page.

Also, consider using your cover photo or bio space for timely updates like new product launches, events, or promotions.

Case Studies of Effective Profile Optimisation

Take a look at Nike’s social media profiles. They consistently use their iconic swoosh logo, keep their bios simple and motivational, and use their cover photos to highlight their latest campaigns. It’s clear, it’s consistent, and it’s unmistakably Nike.

Strategy 9: Using live video and ephemeral content

The rise of live video and ephemeral content (that’s content that disappears after a certain period, like Instagram Stories) has changed the social media landscape. They offer a raw, real-time connection with your audience that polished posts just can’t replicate.

Popularity and Benefits of Live Video

Live videos are all the rage now, and for good reason. They allow you to engage with your audience in real-time, build a sense of community, and offer a behind-the-scenes look into your brand. Live videos can be used by businesses for product launches, Q&A sessions, interviews, or even day-in-the-life videos.

Research has found that people spend three times longer watching live videos compared to pre-recorded ones. So, if you haven’t jumped on the live video bandwagon yet, it’s time to take the plunge!

Best Practices for Using Stories on Instagram, Facebook, and Snapchat

Let’s talk Stories. These temporary snippets of your day offer a less formal, more spontaneous way to engage with your audience. Whether it’s a quick behind-the-scenes snap or a fun poll, Stories allow for a more authentic, in-the-moment connection.

Here’s a top tip: make use of the unique features each platform offers. From Instagram’s stickers and filters to Snapchat’s geofilters and Bitmojis, there are plenty of fun ways to spice up your Stories. And don’t forget about using links in your Instagram Stories to drive traffic to your website or a specific product.

How to incorporate live video in your content mix

A live video doesn’t necessarily have to be a big whopping production. It could be as simple as a weekly check-in or a quick behind-the-scenes tour. The key is to be genuine and engaging and encourage viewer interaction through questions and comments.

And remember, while the live interaction is key, you can also save your live videos for later viewing or repurpose them into other content. That’s what we call a win-win!

Strategy 10: Engaging and connecting with your audience

Last but certainly not least, let’s talk about the heart of social media – engagement and connection. Social media is about creating meaningful relationships with your audience, as opposed to just about broadcasting your message.

The Importance of Community Building

Building a community on social media is about more than just increasing your follower count. It’s about creating an engaged and loyal audience that not only loves your product or service but also feels a personal connection to your brand.

Tactics here could be as simple as responding to comments and messages in a timely and personal manner, or as involved as creating a dedicated Facebook group for your customers. The key is to make your audience feel valued and part of your brand’s story.

Tactics for increasing audience engagement

Want to get your audience more involved? Try these tactics. Ask for their opinion in a poll, encourage them to share their own experiences with your product, or host a Q&A session.

And remember, engagement is a two-way street. Take the necessary effort needed to engage with your audience’s content – like their posts, respond to their comments, and even share their content on your profile.

The Role of Personalised and Interactive Content

Personalised content shows your audience that you see them as individuals, not just numbers. This could be as simple as using their first name in an email, or as complex as offering personalised product recommendations based on their browsing history.

Leveraging interactive content, like quizzes or interactive infographics, will get your audience actively involved and it also increases their engagement with your brand. Plus, it can be a lot of fun!

Common Pitfalls in Social Media Strategy

Alright, you’ve got the strategies, but it’s also important to be aware of the pitfalls that can derail your social media efforts. Let’s take a look at a few of them, shall we?

Common mistakes made on Social Media

One common mistake is not having a clear goal for your social media efforts. Without a goal, how do you know if you’re succeeding? Trying to be on every social media platform out there is a rookie mistake. It’s better to be good at a few than mediocre at many.

Ignoring your audience is another big no-no. Not responding to comments or messages, or not engaging with your audience’s content can make them feel unappreciated. And finally, being overly promotional can turn off your audience. Remember, social media is not just about selling your product, it’s all about building relationships with your target audience!

Tips on avoiding these pitfalls and refining your strategies

To avoid these pitfalls, set clear goals, choose your platforms wisely, and focus on engagement. Also, keep an eye on your analytics to see what’s working and what’s not, and adjust your strategy accordingly.

And remember, mistakes are opportunities to learn and improve. Don’t be too hard on yourself if you make a few mistakes along the way. I consider mistakes as “failing forward”; just keep learning, keep improving, and keep engaging.

Social Media Strategy Conclusion

Alright, we’ve covered a lot of ground today, haven’t we? From understanding your audience and creating engaging content to leveraging influencers and optimising your profiles, we’ve explored the top 10 strategies for exponential business growth through social media.

Recap of the Top 10 Social Media Strategies

In brief, here are the strategies we’ve discussed:

  • Developing a solid social media plan
  • Creating engaging and high-quality content
  • Using social media for customer service
  • Leveraging influencers and brand advocates
  • Running contests and promotions
  • Utilising paid advertising
  • Analysing and leveraging data
  • Regularly updating and optimizing your profiles
  • Using live video and ephemeral content
  • Engaging and connecting with your audience

So, is social media important for business growth? You betcha! It’s not just about the increased visibility or the potential for viral content. It’s about the opportunity to connect with your audience in a genuine and personal way, to build a community around your brand, and to create loyal customers who love your brand as much as you do.

My advice to you? Start implementing these strategies today. It’s not feasible to execute them all in parallel: just choose one or two strategies to start with and build from there. The key is to make a start, do some testing, and then refine your approach based on what works best for your brand and your audience.

That’s it, folks! I hope you’ve found these strategies helpful and are ready to take your social media game to the next level.

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