11 Stages of SMM Strategy
Let’s see what steps the SMM promotion consists of. You will be able to use this knowledge to develop your business according to a clear structure, or even better, entrust these stages to a professional agency. An online marketing agency Mango-Marketing will take over all the work and provide a high-quality result.
Stage 1. Create a concept for the product
First you need to define the main idea that you want to convey to your audience. Understand what principles to follow, as well as choose a platform for interaction. To make it easier to visualize, imagine an Instagram platform. When you go to someone’s profile, the first thing you pay attention to is the “profile header”, which indicates: the type of activity that they sell, for whom they sell and brief information for communication. This place is designed to briefly express your concept and attract the user.
You may have a question: “There are so many competitors around, why am I unique?”. In order to answer it, do an analysis using a special SWOT system (strengths, weaknesses, opportunities, treats). This will allow you to identify the weaknesses and strengths of objects, opportunities and potential threats. It is worth noting that you can use this analysis in various spheres of life.
So, how to produce it? Divide a sheet of paper lengthwise and across, you will get 4 windows for text. First, write down the unique advantages of your potential customers.
In the second, write down the shortcomings that slow down or pull down. In the lower window “opportunities” – opportunities that help to make a push to your competitors. And then, to the right, write down the difficulties that you are likely to encounter.
On average, it is worth analyzing 5 competitors, this will allow you to understand the full picture of what is happening in the service market. At the end, you will already have an idea of what concept you need to strive for and how to develop it competently.
Stage 2. Set goals and objectives
Write the main goal – break it down into several tasks (items) that need to be completed to achieve the goal. And then think about the actions that will allow you to complete your tasks. In this case, it is worth turning to the SMART system (specific, measurable, achievable, relevant, time bound). Each letter in the abbreviation stands for a criterion for the productivity of goals.
It is also necessary to take into account KPIs – the main indicators of the effectiveness of actions. These indicators allow you to determine the degree of account promotion: audience growth, reach, feedback, and so on. It is important to keep statistics of your account. This allows you to competently build goals and objectives for them, based on the preferences of the audience and the competitors’ market.
Stage 3. It is very important to identify the target audience
Without accurate knowledge and understanding of this factor, it is impossible to conduct an advertising campaign competently. In the implementation of the SMM, the issue of defining the target audience is constantly being clarified, its segmentation is necessarily specified. Understanding the significance and materiality in the issue of this nature, experts most successfully set up a target. As a result, it is the category of users for whom the products of the partner company are produced that shows interest in the left posts and publications.
For many people, the question seems unsolvable. How to sell delivery services to everyone? But they don’t need to be sold to everyone. It is necessary to clearly identify who will need such products. For example, if you use Facebook, it is not difficult to see the targeting setting for those who have recently visited the network from abroad.
It is not difficult to recognize the need for segmentation of the target audience. So it is possible to literally select the most suitable product for visitors. Tourists are also recommended to segment. Family travelers are singled out – they usually travel with children, that is, they have large luggage. They will be interested in suitable delivery terms. You can offer one-time services if the user has one backpack.
It can be assumed that you will not argue with the need to clarify the target audience and its segmentation. Even if the product is from the same category, it may have different products and advertising creatives.
Stage 4. Select social networks
In fact, any of them has good opportunities. But here we have to clarify – there are also differences here. It never hurts to know what you are promoting.
You can view the offers on specific examples. For example, services and businesses:
- Branded showroom
- Real estate objects
- Upgraded Window Cleaning magnet
- Tattoo service
Where to promote:
The promotion of showrooms is well-staged on Instagram. Everything here suits the audience for whom appearance is important. Well-made, exclusive items will always be appreciated here. It is believed that the audience here has the funds for such acquisitions.
Realty objects are better offered via Facebook. This is a network that is visited by people with a corresponding interest. The emphasis is on visitors from 35 to 44 years old (28%) and from 45 to 59 years old (26%). They live or work in the capital. Most often they occupy top positions. It is most logical for this contingent to offer real estate.
Upgraded sponge – the most current demand is on Facebook. Here it is appropriate to offer products for economic purposes and consumer goods.
Facebook is one of the most popular social networks in the world and it perfectly suits for tatoo service. Core users: 16-28 years old. The connection with the activities of the tattoo parlor is obvious here.
Stage 5. KPI development
Having found social networks for promotion, and having got into the hands of the means of analyzing competitors, they proceed to determine the criteria for acceptable activity of an SMM specialist. The total KPIs are the volume of subscribers in the group, with transitions from the site to the group and vice versa, comments, reposts, feedback.
Use additional criteria. Here, the KPI applies to coverage, engagement, the total price of each participant involved, and target processes. The real metrics you are targeting are applied to the listed metrics. There is a simple guideline – the SMART model. According to this system, goals are chosen so that they are specific, measurable, possible, substantial and in accordance with the necessary deadlines.
Stage 6. It’s time to make a content plan
He should help in solving the issues raised. Posts without planning are not only nonsense, but also harm.
Stick to the following recommendations:
- Interest – 40% (activity, liketime, voting),
- Feedback – 30% (customer reviews, photos with your product),
- Developing – 25% (life hacks for product owners),
- Informational – 5% (achieve the sales plan).
Stage 7. Interact with the websites
It is already clear to you that there are paid services. But not everyone resorts to them.
The exchange of posts is beneficial. Pick up a community with similar characteristics, find someone with whom you can make a mutually useful post, and eventually write down who compiled the publication.
Online barter is also relevant. Then you will have to sacrifice your products. That is, if you sell expensive shampoo, there is a chance to negotiate with the administrator of a suitable service of the city “Overheard”. You provide a cosmetic product, and they make an advertisement for you.
Public ringleaders. Pick up bloggers and microbloggers within your group. They should be read, there should be followers’ interest in them. There should be communication with him. Not everyone happily agrees, but there is a chance of success here. Here, the option with an offer in return for your product may not be suitable, you will have to look for other ways.
Stage 8. Publications
Design future material and create messages. Start editing images or photos for the material, write posts according to the content plan. It is necessary to calculate when and how often to publish so that subscribers do not rush to scroll through you. Here is an approximate plan:
The first publication is in the morning, 8:00 – 8:30. A small message with good day wishes will do, as well as any content that the visitor can like or comment on. It is necessary to get a response from the reader.
The second layout is 12:00 – 13:30. At this time, selling posts are relevant. Commercial information, special offers – it’s time to notify your readers about it. This is the time when purchases are made.
The third publication on the way home, 17:00 – 18:30. Some information, training data. On the road, many people want to distract themselves and read something.
The publication in the evening, 21:00 – 23:00. It is considered that this is the time for attempts to sell additional goods. Everything is explained by another surge in activity. Before going to rest, visitors scroll through the tape.
Stage 9. Analysis, verification
Publish a post with a photo of a cat? Were you able to collect likes, write comments? Perfectly! Then it’s time to use the time to analyze the results; to check the information, to select the data. In practice, it is now possible to understand which content is good for improvement and application in order to study and attract an audience. Sooner or later you will be able to use this information for your own purposes. It is also important to keep a clear KPI tracking.
Stage 10. Automation, outsourcing
This “level” is characterized by the processor setting up of information content for future materials and publication videos; the appearance of advertisements and bringing content to a new level. Now we need to draw conclusions about delegating authority and conducting an automated process.
There is a profitable familiarization with the system of automated planned models. In the form of publications, information is introduced to the exchange for the purpose of buying advertising in automatic mode; outsourcing of work for content development.
An excellent solution is to contact a full-cycle marketing agency, because it helps to solve a couple of problems at once: there is a delegation of responsibilities aimed at the development of the page in the social network, and it will be easier for you to monitor the contractor’s activities.
Level 11. Correctional activity
Here it is necessary to control the working process of the group, conduct frequent analysis of activities, optimize the component composition that does not satisfy and does not solve problems, and does not affect the indicators.
Things that no one remembers
SMM strategy is a well-chosen plan to attract customers. It is important to keep in mind that this strategy consists of many points that should be carefully thought through. If you are offered to create it in a couple of days, then you should beware of this idea. An acceptable time to develop a strategy takes about two weeks.
It is important to correctly form an SMM strategy in social networks: take into account current trends, position yourself competently, set goals, and also make a detailed analysis of competitors.
Are you still in doubt about whether you need it? Then let’s dispel your misconceptions.
The dynamics of social networks is constantly growing. It is fundamentally important to use current methods of promoting various platforms, in fact, your profit will depend on it.
It’s worth taking a look at a recent example: about one month ago, social networks were overwhelmed by the negative experience of masslooking. Users have the opportunity to wind up views of their stories, up to a million. Many are already familiar with the strategy of cheating likes or subscribers, but in this case, users were not blocked. Unfortunately or fortunately, masslooking did not take root in social networks – views by commercial accounts caused distrust among users.
Therefore, now it’s worth talking about various life hacks in the SMM sphere last year.
We invite you to get acquainted with the main trends in the field of SMM.
As you may have noticed, video content is gaining momentum now. Not only in posts, but also their active promotion in stories, reels and other forms. Also, live broadcasts still retain their popularity. It is also important to conduct live shows and attract more audiences. During the broadcasts, you can answer questions of interest, conduct sweepstakes or give useful information. This helps to get closer to the audience and diversify the profile management.
When creating video content, an important thing must be taken into account: about 80% of people watch videos without sound, or do not like to stop for a long time on a video where a person just talks. Therefore, it is worth doing subtitles in posts, or briefly writing information on the video so that users can quickly read the necessary information. Imagine yourself in the place of a social network user: which stories attract you more?
Creating chatbots. In the past, customers used telephone communication for sales, but now it has become relevant and practical to discuss all the details in messages. Therefore, we recommend hiring a special administrator who will be busy with feedback.
These new trends are setting the future for your account!
We are sure that this article will not take away the desire to promote on social networks and the Internet because the formation of your own SMM strategy will allow you to make rapid and active promotion in social network groups and receive rewards. And what is the main award for an entrepreneur? That’s right – the development of your project and the generation of profit by it.
Make your own SMM plan, use our life hacks and trust only reliable specialists.For this goal you can choose our Mango-Marketing agency and get all the listed benefits from promotion without doing anything with your own hands. The development of your social networks is the key to business prosperity!