Social Media Marketing - Ivo Pontes - Marketing Digital
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Social Media Marketing

Social Media Marketing

Social Media Marketing Strategy: 4 Steps

It is not a matter of defining a social media marketing strategy, it is a question of when will you formalize the integration of this important digital channel with your overall strategy in order to generate more value for your business. It is as important today as having a phone number and email to communicate. Remember… we already spend more time on the Internet than watching TV according to the Marktest study.


1. Research

Regardless of your area of expertise, be aware of the environment that surrounds it. Feel the pulse of the market and watch for new trends. That said, study this new context of engagement with consumers. Study the digital marketplace and study the players, learn how they play online, what kind of content they share, how often they interact and how they interact with consumers. And above all, know the demographic and behavioral characteristics of your target consumer.


2. Objectives

Use the SMART methodology to define objectives in order to idealize specific, measurable, achievable, relevant and time-oriented objectives. For example, “increasing the number of monthly contacts coming from Facebook from 2 to 10 is a good goal” while “increasing the number of fans” may not be substantial. Setting goals will help you put a number of issues into perspective.


3. Action

This is the favorite part of any strategist. At this stage tactics are conceptualized and implemented based on the strategy outlined inline with the proposed objectives. Start by determining the social networks that make sense for your business depending on the information gathered in the research phase. Set a budget! Then determine what content to produce and serve in each of these networks, frequency, languages and geography. Take advantage of ad platforms so that, in addition to posting problem-solving organic content to your audience, you can also reach more people and effectively promote your products and services.


4. Control

We want results! If at the end of the day you did not get the results you wanted, pack your things and go home, analyze the results, rethink your strategy and try again. There is nothing wrong with this scenario, it’s a process! Hyper-accelerated by new performance monitoring technologies. You currently have all the information you need to outline and fine-tune your social media marketing strategy. Study the information that is returned to you as a result of your actions. Define the performance indicators that you find most appropriate for your business, such as number of reservations, revenue in euros, contact requests through website forms, phone calls or newsletter subscriptions. Decide how you want to control your social media marketing actions. For this purpose there are several data collection and analysis platforms that integrate various channels such as Google Analytics or Adobe Marketing Cloud.