Social Media Marketing Strategy Guide 2021

Most businesses in Kenya and around the world have now discovered the importance and the power of social media after covid-19 affected their businesses. As you take your businesses online it’s important to have a few ideas on how to go about it so that you just don’t go blindly, hence the social media marketing strategy guide 2021. This guide will help you know why an annual marketing plan is important for your marketing. Your marketing strategy is like a high-level plan that guides the direction of your company’s goals, campaigns and growth.

How to create a Marketing Plan

1. Conduct a situation analysis.
2. Define your target audience.
3. Write SMART goals.
4. Analyze your tactics.
5. Set your budget.

1. Conduct a situation analysis.

It’s important to know what your current situation is, therefore you need to know your strengths, weaknesses, opportunities and threats. It’s the first step to creating a marketing plan. You should also try and understand the current market situation as well as doing a competitor analysis so that you can know how you compare to your competitors.
Your market analysis can contain the “seven Ps of marketing’ such as product, pricing, place, promotion, process, people and physical evidence.
Your buyer persona has choices when it comes to solving their problems, choices in both the types of solutions they consider and the providers that can administer those solutions. Look at the gaps in your competitor’s approach, what they are missing, how their products are better than yours, what you can do to have a competitive advantage and what sets you apart.
Therefore, while doing a competitor analysis you can consider positioning, pricing, market share and offerings.

2. Define your target audience.

After figuring out your company’s situation and your market, now start to think about who your target audience is. You can kick start with making a buyer persona, this will include demographic information such as age, gender and income. However, it will also include psychographic information such as pain points and goals. What drives your audience? What problems do they have that your product or service can fix?

Download your free social media marketing strategy guide here
3. Write SMART goals.

Having Smart social media goals simply means you know what you want to achieve with social media and not just jumping into any social media networks without thinking of what you want to achieve there.
There are different types of business goals that you can use for social media marketing, for example, you might want to drive more traffic to your website, increase brand awareness, generate leads and sales or run an awareness campaign.
For you to actualize your goals they need to be Specific, Measurable, Attainable, Realistic and Time-specific. These make SMART goals. You can read our article on how to set smart goals

4. Analyze your tactics.

After you have done all the above, you now need to figure out the tactics that will help you achieve your goals and the right channels and action plans to focus on.
For example, If you want to get more engagement on your social media posts, you can have giveaways that will require people to comment or tag friends. Therefore the tactics that you will undertake will also be dependent on your goals or plan because each will require a different tactic.

5. Set your budget

You need to set your budget for various marketing needs like social media advertising, social media management, events, marketing software among others.
Your budget describes how much money the business has allocated the marketing team to pursue the initiatives and goals outlined in the elements above.

Below is a free strategy document you can fill in with your company details to help you set out what is necessary to succeed in social media.

Whether you run your social media marketing inhouse or you have assistance, this will go a long way in setting your goals and getting you closer to achieving them.

Download your free social media marketing strategy guide here