17 Essential Questions Digital Marketers Must Ask Themselves When Planning Social Media Content
The marketing industry has changed significantly with social media, and now it’s increasingly important to have a social media presence for any brand.
But social media for business isn’t something you can jump into without a clear social media content strategy.
To create a successful social media plan, there’s a lot to consider. Do you think you’re ready to start your own strategy?
Here are 17 essential questions that you have to go over with yourself before you start posting social media content. They will help you build your strategy and return trackable results you can impress your clients with.
1. What are you promoting?
Understanding your product or promotion is the first step you need to take. You can’t start building content without considering what you want your audience to do.
Are you looking for subscribers or long-term customers? Or are you looking to increase sales during a slow season? Maybe you just need to pick certain products that you want to focus on.
Nail down what you want to promote before you even think about creating content.
In fact, 84% of marketers integrate social media within their marketing strategy as a whole. If that’s what you’re doing, take a look at what you’re selling and see how you can take advantage of social media’s sharing abilities.
2. What are your goals?
Every marketer, whether you’re using social media or not, needs a clear idea of their goals. You never want to go into any marketing plan, digital or not, without a proper target.
It’s important to break your goals down to individual steps and processes. This will make sure you actually get to your goal the right way.
When it comes to your digital marketing objectives, you need to be able to see the end of the road ahead of you. This helps you create your strategic digital marketing plan according to the right steps to take to get to those goals.
3. What is your most important metric?
What exactly is it you’re trying to do by planning a social media strategy? Are you going for brand awareness or are you looking for conversions?
Depending on what’s more important to your strategy, this can influence what content you put out.
Additionally, success might mean something different to different brands or businesses. Figure out what you’re looking to do and drive your strategy toward that specific metric.
4. How is your social content going to work with your other strategies?
You have to be able to find a way to connect all of your campaigns and strategies toward one ultimate goal.
Everything can work together to build your brand’s overall campaign. Whether you’re using a combination of traditional marketing and social media, or you’re building your website presence to work with social media, you need to get everything you can out of it.
5. What resources do you have?
Consider what you have to work with. Resources can refer to many different things, from budget to people monitoring your social media channels.
How much energy is your team going to contribute to maintaining your social strategy? This will all combine to determine how you’re going to execute your plan.
All of your resources need to be able to come together to contribute to your social media plan. You need to have this figured out before you can start generating content.
6. Who are you talking to?
Figure out your target audience.
When it comes to social media marketing, especially with Facebook, hyper-targeting is extremely important. That means you need to know exactly who you’re speaking to.
Hyper-targeting allows you to get your message to users who are more likely to convert than a general audience who might have no interest in your business whatsoever.
If you don’t already have them done, make personas for your audience members. There should be one persona for each specific type of person you are looking to reach. Try out HubSpot’s cool create-a-persona tool for help.
7. What problem does your audience have?
Now that you’ve decided who your audience is, figure out what their problems are. You should be able to use your personas to determine this.
What challenges face your target audience in their life? This could be anything from money issues to interpersonal struggles.
Once you’ve figured out their problems, you can determine what solution they’ll get out of your content.
8. What’s in it for your audience?
The first thing your audience is going to consider when they go to look at your content is what they can get out of it.
Always make sure there’s a benefit in it for your audience. This will be their incentive to click your link or post. If they aren’t interested, they will just move on.
This is especially relevant for blogs. Only 2 out of 10 people actually read a blog past the headline. So when you post a blog on social media, make sure your copy is something your target user is going to want to read.
9. What is your brand’s voice?
Once you’ve figured out your audience, you can determine how you’ll talk to them.
Some brands already have an established voice when you begin, but this can change depending on your audience. Different audiences will require different communication.
For example, if your brand is targeting lawyers or white collar professionals, you’re not going to speak to them using slang like you would a young, trendy audience.
If your product is a professional service, you want to be taken seriously as an expert in your industry. You don’t want to appear as if you’re too casual or amateur.
10. What emotions are you trying to convey?
Social media is all about connecting with audiences emotionally.
Strategic digital marketing involves knowing how to connect to users in a way that will resonate with them.
But every brand is different, so you’ll need to know which emotions your brand is going for. Are you a cheeky, fun brand or are you a brand who inspires people to reach their dreams? Those are two different types of emotions.
Once you’ve settled on an emotional aspect, choose the right words and images that will connect with that theme.
11. Have you accounted for each specific network?
Your content on Facebook shouldn’t be the same as your content on Instagram. This goes for every social media network you plan to post content on.
You should also be considering which network your audience is using. If you go back to your audience personas, consider which platform each individual is likely going to be using the most. If you’re targeting someone who is interested in cooking or food, they’ll likely be more active on Instagram than they will be on Twitter.
12. Have you determined how frequently you’ll post?
Depending on the network you’ve decided to focus on, your posting frequency will change.
Test out post frequency by changing times consistently. Here are some general guidelines recommended by Hootsuite:
- 1-3 times per day on Facebook
- 4-10 times per day on Pinterest
- Once a day on Instagram
- 8-24 times a day on Twitter
Your personal success might not necessarily be the same as these guidelines, so you’ll have to do some testing to figure it out.
13. What worked for you in the past?
A big part of any digital marketer’s social media strategy is going over what type of content worked well in the past.
Did you have an image that seemed to get a lot of clicks? Or maybe it was a blog post that tons of people shared. Whatever it is, you want to recreate some of that type of content.
It’s also not just about content. You should also be looking at what time of day something performed well, or which network got the most engagement.
14. Have you created seasonal content?
People are more influenced by brands as first-time buyers during specific times of the year.
For example, someone who is looking to do their holiday gift shopping in December is likely to buy something from a new brand. The trick is to keep them as a returning customer when the holidays are over.
Seasonal content also resonates with users because it connects with events that are going on in their life.
15. If you had to, could you reschedule your content on short notice?
Sometimes, things come up that we can’t control. As community managers, it’s our job to make sure our social media content reflects any unexpected current events.
Your scheduled content should be evergreen, with room to be shifted around if something comes up. Could you push that recipe post back to next week to account for this major news event? If the answer is no, consider restructuring your social media plan.
Make sure your content is flexible, with the timely stuff curated in between, just incase these breaking events happen. It’s also good to be able to have that content on hand to re-post in the future.
16. Are you going to run ads?
Posting organic social content to test how it resonates with audiences is a good way to figure out what ads you should run.
If you have a post that’s doing particularly well with your current following, that’s a good sign you should boost it.
You should always be considering social media ads. So your organic social content should reflect the ad strategy as a whole. Focus on the long run and reaching your marketing objectives through conversions.
17. Have you reached out to influencers?
Word of mouth is one of the most effective techniques you can use in your digital marketing strategy. People are more likely to listen to a recommendation from someone they trust than from a brand itself.
Influencers are people who have already generated a significant online personality. They tend to have a huge amount of subscribers, followers, or other connections who pay attention to what they do and say. You can use this for your own advantage.
Reach out to influencers and offer to partner with them. For some, this means sending a product for them to review. Offer them something in return for promoting your brand.
Think you’re ready to go? Talk to the pros.
If you’ve answered those questions confidently, you’re all set to get rolling.
But if you’re feeling a little uneasy or unsure about anything, you might want to consider getting some help. That’s where we can come in.
At VPDM, our expert marketers have developed successful, targeted social media strategies that work. We know how to build a social plan that works and will get your business on the right path to success.
Contact us today for a consultation to see what we can do for you.