From changing target audiences or goals to the constant development of social media features and algorithms, it makes sense that your strategy should be revisited on a recurring basis. So how do you know when it’s time for an update?
We’ve assembled a list of factors that may indicate a much needed change is on the horizon. But first, let’s dial it back and start with the basics.
What is a social media strategy?
Consider it your master plan, driving your efforts and encompassing the entire process from your target audience and key metrics through to the content you’ll create, your posting schedule, and more.
A social media strategy keeps your efforts aligned with your brand and on track to achieve defined goals. It’s the map that establishes where you’re going, who’s along for the ride, and how you’ll reach your destination.
The strategy should encompass:
· Specific goals – these should be achievable and realistic
· Target audience demographic
· Chosen social media platforms
· Content strategy (including the tone, visual direction, and posting frequency)
· Engagement approach
· Metrics and analytics
Why do we love them?
- Our team loves everything strategy related. #justmarketingthings
- It keeps your marketing efforts aligned with your brand purpose, mission, and values, so each post builds your story and maintains consistency – which is critical for developing audience trust and loyalty
When should you make a change?
When it comes to social media, change is inevitable. Below we’ve listed the reasons a strategy refresh might be on the cards for your business.
Target audience
A great social media strategy should be tailored to your audience, so when yours evolves or changes completely, your strategy needs to follow suit. Result? A return to effective targeting.
Platforms
People are spending 151 minutes on social media platforms per day – but are you spending time in the same virtual spaces as your audience? As new platforms emerge, if you’ve misjudged your customers’ online whereabouts, or if you haven’t taken a multichannel approach and are looking to expand, understanding where your marketing efforts should be centred is critical to optimise your efforts. After all, you could be missing out on opportunities or investing too much time elsewhere.
Tip: A multichannel approach is essential to connect, but don’t spread yourself too thin. Check out these statistics to ensure your platform choices are aligned with your target audience.
Algorithm changes
The algorithm of each platform is constantly evolving to serve users relevant content. Adapting your strategy for each update and changing ranking signals is key to boost visibility and reach.
Low engagement and reach
Engagement is critical to build long-lasting emotional connections, and it’s just as important as building your follower count. It’s proof that people care about your brand and content, and enjoy the experience you’re cultivating through your social media strategy. When your content isn’t reaching the right audience, or being liked, shared, commented on, mentioned, or ‘clicked through’ by your existing followers, it’s clear there’s been a misstep along the way. In each case, it’s clear your posts aren’t resonating, and considered change is required ASAP.
New social media features
When new social media features are released all the time, your content creation needs to keep up. Before incorporating new features into your strategy, evaluate whether they’re relevant to your goals and target audience so your future efforts will pay off.
Competitors
Keeping a close eye on your competitors is standard behaviour, but taking a closer look at their social media strategy is key to optimising your own. If their content is getting great engagement, or their follower count is on the rise, some competitive analysis may be in order. This might include looking at their posting frequency, the platform features they’re using, and content trends they’re taking part in, among others.
If their tactics are achievable and on brand for your business, it might be worth considering how they could inform your own strategy. Watching your competitors’ efforts can also help set benchmarks for your own engagement and growth.
How we can help
When it comes to our Peachy crew, obsessed with optimisation is an understatement. We know it’s key for maintaining great results, and adapting to new challenges that are inevitable in the fast paced world of social media marketing.
Luckily, you don’t need to build a winning strategy alone. With over a decade of experience, our team has the experience and insights to ensure your online marketing efforts stay competitive and connect with the right people. When you’re ready to optimise your strategy or create something new, get in touch with our team or learn more about our marketing services in Perth here.
