Technology has given us the luxury to research and track business reputation, product reviews, purchasing trends and more by a mere click on social media. Word-of-mouth recommendations is a powerful tool to convert lead into interest, and interest into sale, according to a study, which revealed that 71% of consumers recommend brands that make an effort to provide good service on social media. Effective content marketing is all about converting a lingering ‘interest’ into that golden ‘yes’ every company is actively seeking. That’s when a content distribution team comes into picture.
A content distribution team has huge responsibility to color the social presence of a company in the right light. Facebook has crossed the 2 million active users mark, and other social networks aren’t too far behind – therefore every content distribution team needs to devise a smart strategic social media content distribution plan.
Developing a social media content distribution plan requires an analysis of social media statistics that will help carve out a plan. Here are 5 essentials that every content distribution team needs on social media:
Business SWOT Analysis
Conducting a SWOT analysis of your business is the first step towards building a robust social media content strategy plan. An honest look at your business will help you define your strengths, pinpoint your weaknesses, throw light on opportunities that lie ahead and identify your biggest competitors.
SWOT analysis will reveal opportunities to engage key audience, besides staving off difficulties like timing or resources in developing content. It also provides focus on improvements to enhance social media engagement and gives a peek into what your competitors are talking about on their social media channels.
The term ‘Target Audience’ exists for a reason. Knowing your target customer base is vital for the success of your social media content strategy.
Consider this – 76% internet users turn to Facebook to find interesting content only; and 45% marketers think their marketing is effective. This great rift exists because social media content is more general than targeted.
Collecting data can be a complex process but it is well worth the effort. You can tap into multiple sources to collect information and put together the final picture. User statistics, customer feedback, Google analytics, age group, income and occupation, interests and habits, pains and problems, objections and motivation, and likes and dislikes help form a persona of your target audience.
Target audience can be broken down into segments, which makes it easier to pinpoint how your products or services can be a part of their lives. Once you are clear on the personas you can determine what content is best suited for specific audience, which social media platform is best for content distribution to reach the specific audience and what your target audience looking to gain from you.
The more conversions you desire the more specific you should get in order to derive maximum results out of your social media channels.
Goals & Objectives – The SMART approach
Social media content marketing strategy should be driven by a goal. But the strategy needs to be flexible enough to adjust and improve with changing social media trends and algorithms.
SMART stands for –
S – Specific
M – Measurable
A – Attainable
R – Relevant
T – Time bound
If your goal is to increase conversions by 10% within six months, you need to identify specific traffic sources and their current rates. Run an audit to evaluate content distribution and measure engagement on various social media channels. Determine if you need to be active on multiple social media platforms to attain your goals and objectives. Make it a point to put out relevant content on your social media channels to target audience. And finally set a timeframe to execute your strategy to enhance your content marketing efforts to reach your goals.
When developing and implementing your social media content strategy research, keep an eye out on your competitors’ social media channels. Analyze the content they are putting out and the engagement they are generating.
Compile a list of your main competitors. Identify their official social media presence. Check out the number of followers, posting frequency and time. Take note of content they put out and how they respond to their fans, and gauge the engagement.
Chart out your editorial calendar based on your research. Pick out channels and media to create content, for example graphics, videos, etc. This helps in identifying gaps or opportunities with your content creation activities. Re-purpose outdated content to keep it in tune with modern times.
Right Channel & Right Tactics
96% people that discuss brands online do not necessarily follow that brand’s official social media profile – clearly, it does not make any sense to be present on every popular social media platform.
Your tactics should reflect your goals and objectives and best practices defined by each platform. Analysis of your buyer’s persona will give you an insight on what kind of content will be well received and on what channel. Rank the channels based on your target audience. Being where your target audience is how you will get your ROI.