For the successful promotion of the client in social networks, it is extremely important to competently develop an SMM strategy. What is it necessary to pay attention to? Let's highlight a few points.
Stage #1. Meticulous, thorough briefing with the client.
During the interview, it is necessary to clarify how his business is arranged, what goals are bothering, what tasks are there — not only about the final product / service (advantages and disadvantages), but also about the features of production technology, product purchase scheme, etc. The briefing will give an opportunity to see and understand the unique offer of a particular business and the client's expectations from marketing in social networks. By the way, at such an interview it is ideal to communicate not only with the owner of the company, but also with a marketer — he can suggest something new, you will get a kind of "look from the other side". Advice! People fill out any questionnaires reluctantly — prepare questions for the client in advance and interview him taking into account this list. Be sure to record all information about the briefing in a document (brief) — in the future it will become a common working tool for the smm team: a specialist in targeted advertising, a copywriter, a photographer, a producer. Also, based on this brief, you will plan goals and objectives, set KPIs, by which you will track the effectiveness of the advertising campaign.
Stage #2. Study of competitors.
The state of the competitive environment (the presence of them in principle, the number, advertising activity, etc.) directly depends on how to go to the intended goals and how difficult or easy this path will be.
Stage #3. Target audience analysis.
In social networks, the brand interacts not with abstract people, but with potential customers. They are all different, each has its own story, its weaknesses and joys, its preferences and the logic of making decisions about buying something. The deeper you study the audience, the more high-quality content you can create: get into their fears and pains or, conversely, into positive emotions. By the way, the analysis of the target audience can be provided by the client's marketer or told by the client himself. If you do it, use statistical data from different sources (2-3 at least), this will give a better result.
Stage #4. Determine the style of communication and presentation of information in social networks.
It is quite simple if you have done the analysis of the CA at the proper level. Determine how to talk to subscribers — to "You" or to "you", whether to use specific phrases and turns of speech in communications (for example, you have a restaurant of Georgian cuisine — try writing with an "accent"). If you are sure that your target audience likes long texts, focus on this in your posts. And sometimes it's worth giving up text posts altogether and posting only photo or video content. Everything is individual and depends on the characteristics of the client's brand. And now your brief is ready! Now is the time to choose channels and tools to solve the tasks. Targeted advertising, working with bloggers, promotion in thematic communities, and in general, which specific social networks to use? The answers are in your document. The main thing to remember is that you can't scribble content for the sake of content in order to "just fill the air". A huge amount of information appears on the Internet every day, so it is important to decide what exactly to tell your target audience, how to hook it. You need to convince people that they want to be subscribers, customers of a particular brand or product. To do this, you need some idea, a concept that will be broadcast in all communications and go through your posts and creatives like a red thread. By the way, the smm strategy also includes a budget for targeted advertising. If necessary, you can calculate the coverage for different budget volumes and choose the best option. And finally, the rule of a working strategy is not to write it for a short period, because based on one or two posts, it will be difficult for you to make an informed decision about adjustments. Usually smm strategies are developed for at least a quarter, ideally for a year.