Businesses and organizations are always searching for creative ways to engage their audience and create a lasting impact. To stand out, it’s important to craft a well-defined social media strategy that aligns with your business goals.
We believe that the key to a successful social media campaign starts with understanding the core motivations driving your business.
We want to provide you with the tools to build a strong social media strategy, by pinpointing your company’s values. To pinpoint your company values you must first uncover your muse, cause, and why. These are fundamental aspects that set the foundation for an effective and impactful social network.
From community building and education to entertainment, various aspects contribute to the overall success of a social media campaign.
Get ready to embark on a journey of self evaluation. We will help you uncover the driving forces behind your business. Finally we will build the groundwork for a social media management strategy that resonates with your audience.
Identifying Your Company's Core Values
Discovering your business’s core values is an essential step in shaping your social media marketing strategy. These values serve as a compass, guiding you to create a specific type of content.
To identify your core values, consider what matters most to your business and what principles you want to uphold. Reflect on your company’s mission, and what drives you. Next, decide the impact that you would like to make in your industry.
Engaging in open discussions with your team, seeking feedback from customers, and analyzing your competitors’ values will provide valuable insights.
A cutting-edge technology company such as Tesla is focused on developing innovative solutions to modern problems. This will emphasize values such as innovation, flexibility, and customer centricity.
Uncovering your Muse: The Creative Spark
To create engaging content that resonates with your specific audience, it’s essential to keep your finger on the pulse of your industry.
Begin by observing trends and identifying common themes that capture the interest of your target consumers. Analyze what works for competitors while staying true to your brand identity.
Involve your team in brainstorming sessions, encouraging them to share ideas and experiences that could be transformed into compelling content.
Consider your customers’ perspective, as well. Monitor their comments and questions on social media, and engage with them in authentic conversations. By doing so, you’ll gain invaluable insights into their preferences and pain points, which can inspire content that truly connects with them.
Don’t focus on sales, focus on building a community. Create various pillars that focus on education, information, entertainment, and swaying opinion.
Keep your audience engaged and entertained. This will keep them coming back when they’re ready to purchase.
Establishing Your Cause: The Purpose That Drives You
Your cause represents the reason your company exists and the impact you aim to make in your industry, community, or the world at large.
For example, TOMS Shoes was founded with a clear cause in mind – addressing the issue of children’s footwear in disadvantaged communities.
Their “One for One” model, where they donate a pair of shoes for every pair sold, has become the cornerstone of their brand identity.
Their purpose is evident across their social channels, showcasing the positive impact they have on communities worldwide.
By staying true to their cause, TOMS Shoes has cultivated a loyal customer base that supports their mission and shares their values.
Defining Your Why: The Guiding Force Behind Your Business
Your “why” is the underlying motivation that drives your business and sets you apart from competitors. It’s the reason you get up in the morning and push forward, even when faced with challenges. Understanding your “why” is essential for crafting a relatable and authentic social media strategy that truly resonates with your audience.
To find your “why,” start consulting your team member, reflecting on your personal journey, the origins of your business, and the experiences that have shaped your mission. Consider the passion that fuels your work and the impact you aim to create through your products or services.
One inspiring example is the story behind the founding of Warby Parker, an eyewear company that disrupted the industry with their affordable and stylish glasses.
Co-founder Neil Blumenthal was working with a non-profit organization that distributed glasses to people in need when he realized the difficulty to acquire affordable eyewear for many individuals. He and his co-founders launched Warby Parker with the mission to make stylish glasses accessible to everyone, while also giving back to the community through their “Buy a Pair, Give a Pair” program.
Their “why” is rooted in the desire to create a positive impact on people’s lives by making eyewear more affordable and accessible. By sharing this compelling story on social media, they connect with their audience on a deeper level, while also showcasing their commitment to social responsibility.
Mastering the Art of Swaying Opinion: Influencing Industry, Community, and Beyond
Effectively swaying opinion through your social media strategy can have a profound impact on your community, industry, politics, and even religious beliefs.
By sharing powerful stories, educating your target audience, and creating interesting social media posts, you can change people’s views and inspire positive changes.
Dove’s Real Beauty campaign changed the way people think about beauty by featuring diverse women in their ads. This approach started conversations about inclusivity and self acceptance, showing the power of social media in shaping people’s opinions.
The ALS Ice Bucket Challenge, which involved millions of people pouring ice-cold water over their heads, raised awareness and money for a disease called ALS. This creative and engaging campaign became very popular on social media, proving that it’s possible to change people’s views and make a difference in the industry.
To become skilled at swaying opinions through social media, focus on sharing strong stories, providing useful information, and having meaningful conversations with your audience. By effectively executing meaningful strategies, your social platform has the ability to change minds on community, industry, politics and more.
Social Media: More Than Just Digital Marketing
A successful social media marketing strategy goes beyond merely determining the best times to post, using the right social media management tools, or selecting the most relevant social media platforms.
It encompasses a deeper understanding of your brand’s impact on your consumers and the world at large.
To truly excel in social media marketing, you and your team must first reflect on the difference your business aims to make in the lives of your customers and the broader community.
Consider the values you wish to uphold, the stories you want to share, and the conversations you want to engage in.
Remember, social media is not just a tool for promotion; it’s a powerful medium for connecting with your audience, fostering relationships, and making a positive impact.
Once you have a clear vision of your brand’s purpose and the influence you want to create, it’s time to select a social media management tool like Sprout Social.
This platform can help you save time by streamlining your content creation, scheduling, and analysis across various social media channels.
By utilizing a comprehensive tool like Sprout Social, you can efficiently execute your social media strategy while maintaining a strong focus on your core mission and values.
Defining Your Three Pillars of Content Creation
To build a well-rounded social media strategy, it’s essential to focus on various “pillars” of content creation: entertainment, education, and community.
By striking a balance between these content types, you can keep your audience engaged, informed, and connected while also driving business growth.
Defining percentages for each post type is important because it helps you create a content strategy that fits your audience and industry. Allocating percentages for entertainment, education, community, and sales call to action ensures that you share a balanced mix of content that your followers will enjoy and engage with.
For example, a tech company might share 40% educational content and 20% entertainment content. Their audience is probably more interested in learning about new technologies and trends, rather than just seeing funny posts.
On the other hand, a clothing brand might focus 40% on entertainment and only 20% on education. Their audience is likely more interested in seeing eye-catching and engaging content that highlights their products and brand personality, rather than learning about the ins and outs of the fashion industry.
Sample Post: “🎉 It’s #FunFriday! Can you guess which of our products is hiding behind the emoji? 🔍 🍫 Leave your guess in the comments below! #ProductHunt”
Why: Entertaining content captures your audience’s attention and encourages interaction. Sharing light-hearted posts, such as games, memes, or behind-the-scenes content, keeps your brand fresh and appealing, making your followers look forward to your next update.
Sample Post: “Did you know that our eco-friendly packaging is made from 100% recycled materials? 🌱 Learn how you can contribute to a greener planet by making small changes in your daily routine. Check out our latest blog post! (Link) #Sustainability #GoGreen”
Why: Educational content positions your brand as an industry expert and provides value to your audience. By sharing informative articles, how-to guides, or industry insights, you can empower your customers with knowledge and build trust in your brand.
Sample Post: “We want to give a huge shout-out to our amazing team for volunteering at the local food bank this past weekend! 🙌 Thank you for making a difference in our community! #Teamwork #GivingBack”
Why: Community-focused content fosters a sense of belonging and showcases your brand’s human side. By highlighting your company culture, featuring customer stories, or partnering with local causes, you can create a positive brand image and strengthen connections with your audience.
The Final Goal: Sales Through Community Building
While it’s essential to maintain a balance between entertainment, education, and community content, it’s important to remember that the ultimate goal of your social media strategy is to drive sales.
However, constantly pushing sales-focused content can deter your audience and diminish engagement. Ideally, sales-oriented posts should make up around 20% of your content.
The key to successful social media marketing lies in creating a strong community and a loyal following. By prioritizing engaging and valuable content, you can foster genuine connections with your audience and build trust in your brand.
As a result, your followers will be more receptive to your occasional sales call to action.
One exceptional real-life example of a sales call to action comes from the popular ride-sharing company, Uber. To promote their services and encourage new users to sign up, Uber launched a referral campaign that offered both the referrer and the new user a free ride credit.
Sample Post: “🚗 Share the love and enjoy a free ride! Invite your friends to try Uber using your unique referral code, and you’ll both get a free ride credit when they take their first trip. Spread the word and start enjoying free rides today! (Link) #UberReferral #FreeRide”
Why: This sales call to action effectively leverages the power of word-of-mouth marketing, incentivizing existing users to share their positive experiences with the brand and invite their friends to join. By offering a tangible reward to both parties, Uber creates a sense of excitement and urgency, encouraging users to take action and driving new sign-ups.
The success of this campaign can be attributed to its focus on fostering community and leveraging existing user satisfaction, rather than relying on traditional promotional tactics. By providing value to both current and potential users, Uber was able to create a compelling call to action that resulted in increased growth and user engagement.
The Next Steps
Congratulations on making it through this high level overview of creating a content plan.
A well-rounded social media strategy is crucial for businesses looking to connect with their audience and achieve long-term success. By focusing on the pillars of content creation – entertainment, education, community, and sales call to action – you can establish a strong online presence that resonates with your followers and drives engagement.
Now is the time to take action. If you haven’t already, start creating your own social media channels and begin implementing a balanced content strategy.
Alternatively, if you need guidance or assistance, consider connecting with us at Innovate Media Canada. Our team of experienced professionals can help design a tailored social media plan that aligns with your unique business goals and values. We also offer customer service support to ensure that your users feel heard and valued.
Don’t miss out on the opportunity to build lasting connections with your audience and drive business growth through a powerful and effective social media strategy. Reach out to us today and let’s start crafting a plan that will propel your brand to new heights.