How to Develop an SMM Strategy
SMM strategy is an integral component of brand strategy. With its help, the process of communication with consumers in social networks is built. The designated goals (sales of products, subscriptions, traffic, etc.) become the basis for this type of strategy. There are many tools for evaluating the effectiveness of work in social networks, so an experienced specialist will immediately determine which areas of the advertising campaign need to be adjusted.
Product Features
An SMM strategy is invariably built on goals and objectives. To do this, it is enough to answer a simple question, what needs to be achieved from advertising on social networks. After concretizing the goal, it should be broken down into specific stages and indicators. As an example, let’s take the following clarification of the promotion goals: “increase product sales by 25% over a period of 4 months” or “attracting the target audience to the page by 35% above the current level in 5 months.”
The next step is to study the features of the product, that is, identify its strengths and weaknesses. Based on the received data, a unique selling proposition is formulated. Then, an analysis of competitors is performed, in particular, their sales performance, customer acquisition, methods of product promotion. Based on this, the key needs of customers are determined, which can be closed when implementing an SMM strategy.
Promotion paths
Based on the analysis of the target audience, the specifics of products, the methods of work of competitors, it becomes obvious on which platforms it is better to promote products. Today, several social networks are popular, each of which differs in its audience and the way content is presented. Let’s name the main sites:
- TikTok;
- Facebook;
- Instagram;
In addition to social networks, it is advisable to include niche bloggers who work, for example, on YouTube, in an advertising campaign. They have a significant reach of the target audience. Moreover, when a well-known person in certain circles speaks about a product or service in a positive way, this automatically increases the level of loyalty.
Content Creation Rules
The content of the advertisement is a showcase that consumers pay attention to. The main conditions for content in this case are:
- resonance;
- availability;
- conciseness;
- attractiveness;
- informative orientation.
When forming an SMM strategy, it is necessary to find out what is relevant or “sick” for the target audience today. If you touch the innermost part of the soul of a potential buyer, the response to the product will be instant. Next, we form the main concept of the group and develop a content plan. We pay attention to a holistic visual style, rubricator, promotions. As an additional tool of influence, we use contests, polls, burning topics to engage the audience.
Efficiency control
The implementation of an SMM strategy requires constant monitoring and control. This allows you to quickly adjust the plan if there are difficulties on the way to the implementation of the goals and objectives. The concept of control includes reporting, analysis of key indicators, comparing them with the figures of competitors.
Thus, the SMM strategy acts as an element of overall marketing. It is based on advertising goals and objectives, clearly knows the answer, what and how to promote in social networks. A professional approach helps to expand the client base, increase brand awareness, and establish strong relationships with consumers.