Step 4: Get social media inspiration from industry leaders, competitors, clients
If you are sure what kind of content and information will get you the most engagement? For inspiration, look to what others in your industry are sharing and use social media listening to see how you can distinguish yourself from competitors and appeal to prospects they might be missing.
Consumers can also offer social media inspiration, not only through the content that they share but in the way that they phrase their messages. See how your target audience writes Tweets, and strive to mimic that style. Also learn their habits—when they share and why—and use that as a basis for your social media marketing plan.
Step 5: Create a content plan and editorial calendar
- What types of content you intend to post and promote on social media
- How often you will post content
- Target audience for each type of content
- Who will create the content
- How you will promote the content
- 50 percent of content will drive back to your blog
- 25 percent of content will be curated from other sources
- 20 percent of content will support enterprise goals (selling, lead generation, etc.)
- five percent of content will be about HR and culture
- One-third of your social content promotes your business, converts readers, and generates profit
- One-third of your social content should share ideas and stories from thought leaders in your industry or like-minded businesses
- One-third of your social content should be personal interactions with your audience.
Step 6: Test, evaluate and adjust your social media marketing plan
- Track the number of clicks your links get on a particular platform using URL shorteners and UTM codes
- Use Hootsuite’s social media analytics to track the success and reach of social campaigns
- Track page visits driven by social media with Google Analytics