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There are more tips for building a killer social media strategy than ever before. The emergence of video content, community and interactive content led to the sporadic growth of social media, despite the backlash of privacy and addiction concerns. What it means is that it's not about simply being present on social media and posting content regularly using powerful tools, fancy images, and sharp wit. To uncover what makes your brand stand out is the ability to integrate and find the connective tissue between all the channels you use to connect with the users. Despite many laying down disclaimers that one social media strategy does not guarantee success, your success will depend on how you can align your goals with your audience, industry, and communication. Here are specific steps you could follow to map out the plan than has the potential to make your brand grow. Contents: What are your goals Know your industry Know your audience What are your audience's pain points Putting it all together Use your own assets for impact 1. What are your goals Identify and set goals for a long-term social media strategy. If you are in Saas, your goal without batting an eyelid will be to increase subscriptions. Well, social media content strategy holds a strong potential to build a foundation to keep your followers converted to leads. 2. Know your industry In most cases, you could run a business survey and gather responses in order to get a good understanding of the underlying motivations behind industry trends. Alternatively, you could use a trend analysis tool like Google search and study daily search trends and real-time search trends along with many more options. You could also use Think With Google and uncover trends behind your data dive revealing deeper insights into where your true opportunities for growth are. 3. Know your audience. So get your feet dirty and know what makes your audience continue using your product. With a sample of all customer types, you can gather an understanding of the following -Establish your main KPI for measurement: What is the main KPI you use to measure customers' use of your app product? If you are a point-of-sale software, you can measure how active your users are based on the number of receipts raised. If you are a social media scheduling software, it will be the number of posts scheduled per month. - Daily and monthly active user base: Next, understand how many of these users are active on a 30, 60, 90 day period. By doing this, you can understand at what point they get stuck within the app and schedule relevant communication through emails and scheduled demos to reduce churn. - Link usage with the subscription: Understand the Monthly Active Use for each subscription model. Use this information to make a free feature a paid feature. 4. What are the pain points If you are targeting a specialized segment of users, drill down to the main reasons your users will look for your solution. Here are a few tips how you can do that: - Analyse the search terms report and match it with your keywords. You can use a tool like Google keywords report to do this. - Analyse competitors: Gather the keywords and features to see what your competitors are ranking for. You can use a tool such as BuzzSumo or Ahrefs content explore feature to do this. You can also do this for social media. to keep tab on twitter posts of competitors, use the Tweetdeck, by following your competition use profiles. On facebook you can follow the facebook ad library - List down your content ideas: generalizing content might not give you the results for your content strategy. Try and map out what search terms are related to your main features. These will be your USPs to build a strong foundation for content. Use these content on your website and all the landing pages. 5. Putting it all together Nir Eyal, in his book Hooked, speaks about drilling down to reach a logical stream of answers by asking, 'why' 5 times! Unless just launched, your brand may have more than one goal catering to various user journeys in your product. This can have an effect on your content strategy for your saas model. But once this is mapped, your content creation will be effortless. Not to mention you have your own set of keywords to benchmark on. This can be super fun if you are doing this with a team because you can bring about multiple scenarios until you reach the best story to address your goal. Let's try it out: Assume the product at hand is a POS model with a Back Office. The target audience is the decision maker but not the core user. Here goes: Why would the user want your product? So she can have a centralized platform to monitor data Why would she want to do that? Because the user wants to make the shop inbound and outbound processes easy. Why would she do that? Because then the user can save more of the employees time to increase lead generation and increase sales. Why does the user want that? Because more sales mean more business growth Why would she want that? because if not, they would lose out to the competition. This kind of mapping concludes that our communication goal is competitive or FOMO. The best part is you can use this on your corporate and product branding strategy. How many scenarios can you build based on your communication goal? 6. Use your owned assets to create the strongest impact. Many websites out there with a great design and product offering often see less traffic to site. The product is great so it takes off initially, so begins a conversion campaign, but then data does not show you the love like it used to. Why? Heard the term, 'Charity begins at home?' Well good content begins with your website and all your owned assets (owned media). You website, blog, social media channels is your home. All your keywords ideally will be methodically laid out based on what the user is searching. This is where you think twice about how to write what is called, 'compelling content'.

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