No Strategy Is Complete Without Evaluation

Your digital marketing strategy is a hugely important document for your business. You can’t assume everything you planned reached your goals. You need to assess your results to know what worked, what didn’t and ensure that you are investing your resources wisely.

Track your results

As you start to implement your plan and track your results, you may find that some strategies didn’t work as well as you’d anticipated, while others are working even better than expected.

Use the analytics tools available within each social network to measure your impact. Use the data to assess your strategy regularly.

Surveys can also be a great way to find out how well your strategy is working. Ask your social media followers, email list, and website visitors whether you’re meeting their needs and expectations on social media. You can ask them what they’d like to see more of and then make sure to deliver on what they tell you.

Pay attention to changes

Things change fast on social media. New networks emerge, while others go through significant demographic shifts. Your business will go through periods of change as well.

Your digital marketing strategy must be a living document that you look at regularly and adjust as needed. Refer to it often to keep you on track, but don’t be afraid to make changes so that it better reflects new goals, tools or plans.

5 Social Media Tactics to Use Now

Social media can be a grind. The options are always changing and new content is always needed. The effort can help you reach and exceed business goals, so stick with it.
By working smarter and not harder, you can use these five tips to make sure you social media strategy makes sense for the resources you have, engages your audience, and effectively markets your business.

Know your target audience/customer.

If you haven’t defined who the target audience is for your products or services, stop everything. You need to know who you are talking to for any social media effort to be effective.

You don’t have to go through a massive branding or research project to define your audience. Get insight from these sources:

  • Details about current customers. Who are they? What do they like about your brand? What else do they like?
  • Google Analytics and social media data. Where do people spend their time with you? What do they react to most?
  • Pew research and other national data. What do the people who fit your target audience do online?

Create multiple touch points.

People rarely act on something based on their first contact with a brand or product. They need to hear about something several times. They need to learn more.

Keep this in mind with your social media. You can’t post about something once and expect to get the results you want. You need to talk about the same thing several times, in different ways and across several channels.

Repurpose content.

Use your content over and over. That blog post can generate several social media posts. The script of a video can likewise turn into text posts of several lengths. Use images as part of content and alone.

Find ways to extend the life of every piece of content you have by using it in a variety of contexts.

Track results.

There’s no harm in trying new things. There is harm in repeatedly doing things that don’t impact your goals, or worse, work against your goals.

Track everything you do with an eye on your intended goal. Do more of the things that move you in the right direction. Stop spending time and other resources on tactics that aren’t working.

Pay attention to the competition.

Always stay on top of what related brands are doing. Pay attention to what they post as well as how people react. You’ll get ideas for things you can do and also tips on what to stay away from.

You can look at their social profiles and see:

  • How often they post
  • What days of the week and times of the day they post
  • How large their follower bases are
  • What specific types of organic, sponsored, and ad content they post
  • Which types of posts get the most engagement

Take note of the patterns that emerge and use that Intel to inform you social media efforts.

Do Your Social Media Accounts Need Attention?

There’s nothing sadder than an incomplete social media account. Any promise of impact for the brand is lost among the questions created by missing information and outdated images. Don’t let this happen to you.

Once you’ve decided which social networks to use, commit to creating a complete and enticing profile. In general, make sure you fill out all profile fields, use keywords people will use to search for your business, and use images that are correctly sized for each network.

Use the same messaging as you use on your website. Consistent messaging is one of the most important ways to create credibility online. It will also help search engines to find you and connect all the places where you are present.

This effort is not one and done. Social channels change requirements all the time. Fields are added and removed. The image that was once optimal becomes the wrong size. Set reminders to check your profiles for completeness on a regular basis.