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3 Social Media Strategies To Build Your Business

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The Three Social Media Strategies

Whether it is Facebook, Instagram, Twitter or LinkedIn, social networks are emerging as essential marketing channels for more and more companies in 2021. For an SME, it becomes complex to stand out from the crowd. on these platforms without an original and robust strategy. 

Add to that a continued drop in the organic reach of business pages and you get a feel for the challenge that awaits community managers in building a digital community organically .

Does that mean you have to ditch the idea of ​​creating a Facebook or Instagram community in 2021 if you don’t have $ 100,000 in web marketing budget available? Not at all!

In 2021, the opportunities to create a social community without paying for advertising are shrinking but still exist. To grasp them, you will have to arm yourself with a method combining creativity, analysis and organization.

What is an “organic” social community?

On social media, an organic community refers to the part of your audience gained through the natural reach of your posts, without using paid advertising like Facebook “boosts”.

Community managers use several criteria to assess a business page’s ability to create and grow its social community organically, including:

Social media are ever more present in our lives (and in your marketing budgets). If companies’ investments in social media have been increasing continuously for 5 years, it is because the place of these platforms in the daily lives of their users is also increasing.

Between the end of 2019 and June 2021, the average daily time spent per person on social media increased by 8 minutes to reach 144 minutes.

B2B and B2C companies are therefore following the trend and are also investing more and more resources in social media to develop their notoriety, their brand image and their sales . By 2025, it is estimated that the share of social investments should represent nearly 20% of marketing budgets , compared to nearly 11% today ( The CMO Survey , February 2019).

How to create a social community in 2021 without advertising?

Here is the action plan proposed.

  1. Build your strategic objectives
  1. Define relevant editorial axes
  1. Identify key platforms
  1. Create and distribute content efficiently

Measure and adapt your strategy

We begin!

  1. Build your strategic objectives

Before you jump into creating your first posts, take the time to establish your social media goals.

How do you want your brand to be perceived? Who do you want to be visible to?

To answer these first questions, as for defining your SEO goals , we recommend that you start from your overall goals and define the basics.

Define your mission: who are we?

Your mission must:

Determine what the business is doing;

Specify the products or services offered;

Specify the target market;

Emphasize the distinctive character of the company.

Define your vision: where do we want to go?

Your vision should:

Specify the direction and uniqueness of a business;

Give a meaning;

Present a challenge to the organization that everyone will strive to meet.

Define your values: what do we stand for as a company?

Your values ​​should:

Mention the convictions and principles of the company;

Be defined by management

Guide attitudes and behaviors, both of employees and of managers.

Define your sales promise: are we actually applying our values?

The promises must:

Realize the values ​​through clear and non-interpretable applications of them.

Define your persona or typical user

Do you know what the majority of the most successful brands in building a digital community have in common?

They know exactly who they are talking to.

To use the right word and the right format in your posts, you need to know your persona inside out.

A persona an imaginary character representing a target group, community or segment in the development of a product, service or marketing activity. The persona usually has a first name and social, behavioral and psychological characteristics.

Here is a template you can use to define your typical target user.

How to obtain concrete data to define your persona?

Several tools allow you to access the data necessary to define your persona. Here are a few :

To define the interests of your persona: SparkToro

Sparktoro allows you to identify and understand your target audience by giving you the social pages and blogs visited, the hashtags used and the interests of your personas.

To define the behavior of your persona: Facebook Insights

Facebook Insights gives you very useful data on your current community and allows you to analyze the behavior of your personas on the social network.

To define the keywords used by your persona: Google Keyword planner

Keyword Planner is a keyword planning tool that allows you to find the right keywords to use in your Google Ads campaigns to reach your targets, or simply know what questions your persona is asking.

To carry out a social watch: Mention

Mention allows you to monitor in real time everything that is said on the Web and social networks in order to analyze your e-reputation and manage your digital presence.

  1. Define relevant editorial axes

What is the ideal content to create a community on Facebook, Instagram, and other networks?

While this question does not have a universal answer, the most effective content strategies nonetheless meet certain common criteria. Here they are

Content that speaks to your audience (and not just you!)

One of the most common bad habits businesses have is using social media to talk about themselves. This type of content, unless it directly addresses a need of your customers, has little pulling power and won’t necessarily help you develop an organic audience . If a user wants to read a bio about your business, the “about” sections of your social pages or website usually do the trick.

That doesn’t mean, however, that a few posts about your team and how you operate won’t be valuable; they can be useful for the “Story telling” aspect, to reassure your audience or to humanize your company. We therefore recommend limiting your “me-me” content to 20% of your posts. The remaining 80% should be replaced by publications focused on the needs of your audience , the benefits of your products, the success of your customers, etc.

The right balance between hot and cold content

When you define the editorial axes of your social media action plan, we recommend that you create a distinction between cold content (timeless, not related to the news) and hot content (temporal, calendar related and news). 

Cold content has the advantage that it can be created and planned in advance, and moved as needed . A big plus at the organizational level. This is why here too we apply the 80/20 rule.

This balance may vary depending on your industry (for a social news page, it will be quite the opposite!)

  1. Identify key platforms and adapt the tone

Does your business need to be present on all existing social platforms? Unless you’re a multinational corporation with multiple personas, the answer is probably no. Depending on your personas, your business model (B2B, B2C) and your sector, certain platforms will be preferred.

To guide your choice, base yourself on the following analysis and cross it with the characteristics of your persona:

3 social media strategies to build your business

Adapt the tone and format to the platform. Each platform has its own codes and its own language. We don’t do Facebook on LinkedIn and vice versa.

For example, you could offer content in PDF carousel format with a “pro” tone on LinkedIn and repackage it with a simple image and a few emojis on Facebook. The message is the same, but the form changes.

As so often in web marketing, your success on social media largely depends on the regularity with which you manage to maintain the highest level of quality in each area.

Creating a unique post with the best text, the best image, and the best message is within reach of many businesses. The companies that manage to build a social community organically over time are those that manage to repeat the process every day, year after year, with a consistent level of quality.

Sometimes all it takes is one bad post to disappoint your subscribers, as our webinar guest recalled.

“Fewer publications but more quality is better.”

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