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8 Important Questions Your Social Media Marketing Strategy Must Answer

March 08, 2017

By Caitlin Burgess

Social media has become a necessary and important marketing tactic for nearly every business, helping brands and marketers build brand awareness, share and interact with customers and prospects, and create another vital touch point in the evolving customer journey.

But as the social media landscape continues to evolve, competition for audience attention is stiff. In fact, 40% of marketers say social media marketing has become more difficult for them in the last year, according to Social Media Examiner’s 2016 Industry Report. As a result, many brands and marketers feel their social media marketing strategy needs to incorporate a little bit of everything to compete.

However, adding more channels and tactics to your strategy isn’t sustainable, let alone the key to getting the growth, engagement and ROI you’re looking for. The real key is crafting a social media marketing strategy that strikes a balance between your audience’s needs and your brand’s unique business goals.

And in order to create the perfectly balanced strategy, there are some critical questions you must be able to answer. Below we outline nine questions that can help guide your creation efforts.

#1 – How does my social media strategy fit within my overall digital marketing strategy?

Your social media marketing efforts should not be siloed. They should be an integral part of your overall digital marketing strategy—from helping curate content ideas to building brand awareness to engaging with influencers.

Tip: Use your digital marketing strategy as a roadmap for determining how social media can support your overall objectives, as well as individual campaigns or projects.

Your #socialmediamarketing efforts should not be siloed. @CaitlinMBurgess
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#2- What is my objective?

Simply put, there can be no strategy if there’s no end goal. Your objectives are the foundation of your strategy, guiding every decision and tactic that comes next.

Tip: Whether you want to increase your number of followers, boost referral traffic to your website, foster engagement or drive more conversions, set goals that can be measured. In addition, set benchmark goals so you can gauge the success of your efforts as you go so you can put more effort behind what’s working and improve what’s not.

#3 – How will I measure effectiveness or results?

Once you have your objectives, you have to determine how you’ll know if you’ve actually achieved them in a meaningful way. As mentioned above, your goals should be measureable. However, you’ll need to interpret the data you collect to get an accurate view.

Tip: Go beyond high-level metrics. For example, if one of your objectives is to increase website traffic, don’t just look at overall social referral traffic to gauge success. Dig deeper to understand how those visitors are interacting with your content once they get there. Some things to consider are top …read more

Source:: Top Rank Blog