5 Components of social media marketing strategy for small businesses in Kenya

5 Components of social media marketing strategy for small businesses in Kenya

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Behind every successful business, there is a winning marketing strategy that propelled the brand to drive results and achieve its business goals.

Marketing has evolved with time and now, almost every organization wants to try the new digital marketing strategies that are profitable and cost-effective. Social media marketing is the leading vibrant technique that organizations have adopted to push existing and new products in the market.

Whilst this tactic has worked like magic to some brands, it has flopped to others.

Before embarking or any social media marketing strategy, understanding what makes a great marketing strategy is the first thing you should consider.

The following article outlines the focal points that can break or make your social media marketing strategy.

1. Goals of business; Every brand has set specific goals which it envisions and aims to fulfill over a certain period.

Similarly, in defining your social media marketing goals, you need to be clear what you want to achieve and align it with your business goals. Setting up social media marketing goals is imperative and ensures your team is committed to achieving a particular purpose and guided by a sense of direction. Moreover, it’s noteworthy to state that strategic goals should be measurable at the end of your set timeline. In layman’s language, the goals are supposed to be SMART;






2. Choosing the right platforms; The social media platforms are composed of different demographics.

Therefore, when you decide to use it as your target market, it is necessary to select the platforms where potential clients spend their time. Choosing appropriate networks that can resonate with your business goals is key in social media marketing.

Having a presence in every social media channel can be futile if your team is not well versed in how such platforms can be harnessed to accomplish the business objectives. Research can help in identifying the best social networks that can work for your business and save you resources of creating accounts in the wrong place.

A proper study in social media marketing will also unmask what your competitors are doing and help you make informed decisions.

Establishing which social media channel is working or failing for your competitors can upgrade your marketing efforts since you can try new techniques that will give you a competitive advantage over the rest. Additionally, you can check the type of content they post and identify their engagement. As a business with clear goals, you only need to be found on social media platforms where your prospective customers spend their time.

3.Tracking and auditing; A good social media strategy should include a tactic that facilitates tracking and determining the failure or success of the marketing campaign.

Tracing and auditing your performance enable you to analyze and discover what is working or failing thus providing a precedent that you can bank on to improve in future investments in social media marketing.

Measuring the success of the campaign should be based on the goals of the campaign. For example, a brand could be running a campaign to drive website traffic, boost engagement, increase awareness and get inquiries that generate leads.

There are several tools you can utilize to measure Return on Investment (ROI) as well as engagement rates for your campaigns. Here are some of the suitable tools to evaluate social media campaigns; Google analytics, Hootsuite, buffer, Facebook insights, and Twitter analytics.

4. Source content; Depending on which social media platform you may be using; you require a diverse type of content that can generate engagement from the target audience.

Nevertheless, before developing quality content for your readership, you need to identify the right content which your prospective clients can enjoy consuming.

A solid content strategy will help drive engagement. In your content strategy, you can create a content bank and editorial calendar. This will assist the social media managers to produce relevant pieces and even take advantage of important days like holidays and current affairs to draw the attention of the audience.

Never forget to create time to connect with your audience by listening, understanding and responding to their feedback e.g. inquiries, questions, complaints.  A must-read content should move beyond educating the audience to touch their emotions.

The use of captivating and visual images has also proved to drive incredible engagement online because the audience shares the content to enlighten others to discover the value in your information. A content that is educative and evokes excitement will encourage the users to share.

5. Budget; Allocating a realistic budget and resources into your marketing campaigns is critical in realizing the goals. However, before allocating revenue in your social media marketing campaign, you need to list all the necessary tools that you require to make the campaign a success.

For example, you need funds for content creation such as videos, graphics, software tools for monitoring and reporting. Also, you must consider the cost for promotions, contests and social advertising which might be Facebook, Twitter, LinkedIn e.tc

Having certain budget estimates in your strategy is essential being cognizant of the fact that you will have to track and unearth the ROI. Some brands decide the budget first while others prioritize the strategy. Whichever way you decide, the results should be tracked and measured.

Today, many businesses regardless of their size are struggling with social media marketing because either they lack enough personnel to handle their social media platforms or even poorly crafted and executed campaigns.

Yes, it true they have discovered social media marketing has outsmarted traditional marketing and we are in an era of digitization of services but they don’t know where to begin.

As a result, many have incurred losses hiring social media managers who only made dismal performance and were rendered redundant.

Are you still following? I have unsolicited advice if want to try social media marketing. Outsourcing reputable digital marketing agency like httpss://cystempoa.co.ke/ who has experience helping other brands just like you to stand out in social media platforms is sure bet to start a successful campaign and get value for your money.

Whether its social media marketing, web/app design, content creation, search engine optimization or eCommerce solutions, consult with us and make a difference.

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