Welcome to the fourth edition of the iASP Central series How to Create a
Social Media Marketing Strategy.
If you've just joined in, you can catch up on previous articles:
Join us as we continue with Part Four - How to Plan Social Media
Marketing (SMM) Tactics.
Part Four - How to Plan Social Media Marketing Tactics
When planning a SMM strategy, it's important to develop and implement
effective marketing communication tactics.
SMM tactics are the action steps carried out to achieve set goals and
objectives. These steps help to execute a strategy.
Marketing tactics are often referred to as marketing activities,
strategic methods or promotional tactics.
Marketing activities can help communicate important messages to specific
For example, if you wanted to sell a product to a target audience on
Facebook, sending a strategic marketing message about the product's
features and benefits could help increase sales. In order to effectively
communicate this message, the following SMM activities could be used:
Facebook Content Posts
Facebook Boosted Posts or Adverts
Facebook Event Invites
With a large volume of social media marketing platforms and media
available, it can be tricky to know which will marketing activities will
drive the best return on investment (ROI).
If you've completed Part
Two - How to Set Goals and Objectives and Part Three -
How to Identify Key Target Audiences, you may have a better
understanding of the goals and the target audience you want to reach.
The next step is to start planning the SMM activities that will support
When choosing marketing activities, it's important to select activities
that are relevant to your audience and business values.
Follow iASP Central's 7 key steps to help formulate marketing activities
that drive results:
Step 1. Set up a SMM Activity Template
The first step is to set up a marketing activitiy template or
This template can be used to plan and record the marketing activities
that will be carried out.
Running multiple activities over a period of time is often an effective
way to get marketing messages out there. It's important to stay organised
when running different activities, so an activity spreadsheet will come
Here are some suggestions to include on your spreadsheet:
Marketing activities undertaken e.g. Targeted Facebook content posts
Platforms used e.g. Facebook, Instagram, LinkedIn, Google+
Person responsible e.g. Team member, team or department
Expected completion date
Success indicator e.g. How will you tell if the activity is successful?
What metric or goal must be met?
Cost of marketing activity
A spreadsheet can help to monitor activities and performance throughout a
campaign. It can help a team understand their individual roles, as well
as a place to contribute information.
iASP Central Tip: If you don't have time to create a template
from scratch, there are a number of free templates available for
download. We have provided some links in the Resources list at the end of
Step 2. Plan SMM Activities and Channels
Start planning the SMM activities you will carry out and list them on the
spreadsheet created in Step 1.
This step relates directly to your goals set out in Part
Two and the identified target audiences outlined in Part
When planning SMM activities, remember to consider the following:
What message are you trying to communicate?
Who is your audience on social media?
What is the best platform to use?
What is the key time to reach your audience?
What is your end goal?
What date do you want to achieve your goal by?
On your spreadsheet, write down the marketing activities that will be
performed and the relevant social media channels to be used.
Remember to list the expected time arrival (ETA) for the completion of
iASP Central Tip: There many ways to send marketing messages via
social media platforms. Here are some suggestions:
Targeted Content Posts
Advertising or boosted posts
Social Groups or Communities
Cross promotional posts
When planning activities, it's important that the activities undertaken
are relevant to your target market, strategy and business values.
Step 3. Assign Team Roles
Assigning team roles and responsibilities is an important part of
planning SMM activities.
A team's contribution and efforts can impact on the overall success of a
Assign roles to team members that reflect their strengths, build
confidence and motivate.
Ensure that you provide your team with clear and detailed information
about their specific role and responsibilities.
When running multiple marketing activities, it's vital that team members
Their individual role and expectations
Team roles and how team members are contributing
Overall goals the team is planning to achieve as a collective
There are many SMM roles that can be undertaken when running activities,
here are some just to name a few:
Community Manager or overseer
Social Media Advertising
Analytics and Reporting
Once you have organised individual and team roles, write them down on the
Spreadsheet created in Step 1.
Step 4. Set a Budget
Developing a budget is a vital part of SMM planning.
A marketing budget can help track spend, funds allocation and generated
It also helps to keep a team on target, and avoid over spending.
Before starting any SMM activities, try to estimate the projected costs
of each activity. If your goal is to make sales, calculate how many sales
are required in order to cover the cost of the marketing activities
Tracking spend while running activities can help work out the ROI or
where funds could potentially be better spent.
iASP Central Tip:There are lots of marketing budget templates
available online. We have included some below in the resources section of
Step 5. Plan SMM Content
The final step is to research and plan the content that will be released
on social media.
Content is the foundation of any SMM strategy. It's a powerful tool that
can help engage target markets, drive messages and create demand.
Content is the information or media distributed via marketing platforms.
Content can include images, text, video, e-books, downloadable documents
Content Marketing is the practice of developing strategic content to
communicate marketing messages to an audience.
When developing a content plan, it's important to create content that is
relevant, educational and engaging.
So how can you create high-quality, effective content?
Follow iASP Centrals Key Tips:
Research Competitor's Content!
Knowing and understanding what content is working, and not working, for
your competitors can give you a head start!
As suggested in Part 1 of our series, completing a social media audit can
help you reflect and evaluate on your current position in the social
media landscape. It also allows you to analysepotential opportunities for
Find Content Inspiration!
Conduct research within your industry to find content that inspires you!
Finding content ideas can help to create fresh, interesting and trending
content that will allow you to engage your audience more effectively.
We suggest using BuzzSumo, an online keyword tool that
allows you to find popular relative content on the web.
Hashtag research can also help you discover new content to draw
inspiration from. We recommend using toolsKeyhole and RiteTag to conduct hashtag research.
Use an Editorial Content Calendar!
An Editorial Content Calendaris a schedule of the content you plan to
release on social media.
It helps keep content organised and provides a clear outline of the date
and time content will be released.
When running a SMM campaign, a content calendar can help keep content on
track and ensure it's consistent and timely.
Plan and list content on the calendar including:
Type of Content Post - E.g.Video, Blog Post, Live Video, Image Post
Social Media Platform -E.g. Facebook, Twitter, Instagram, LinkedIn
Target Audience - E.g. You may have more than one Target Market you're
trying to reach on social media, so list which specific audience your
post intends to reach
Marketing Message E.g. What is the marketing message conveyed? Does the
post promote a specific product or service?
Release Date and Time
Scheduled Post Information E.g. Is this post scheduled for release?
What platform is is scheduled on? Buffer, Hootsuite, Facebook Scheduled
Engagement Levels E.g. How many likes, shares or interactions did the
iASP Central Tip: There are many Editorial Content Calendars
available online for download, we have provided some links in our
resources section at the end of this article.
Create Unique Content!
Content is everywhere online!
Therefore, creating unique 'standout' content is the trick to getting a
Content Creation can be time consuming and costly, especially if it
involves design or a team collaboration.
However there are a number of online tools available to help assist with
writing and designing content.
We suggest using Canva,a free design tool to
createeye-catching visual content or branded images. Canva is an
easy-to-use online program that allows you to design content posts and
images specifically for social media. You can also post directly from the
platform to a social media profile or page.
When creating written content, establish a unique voice and tone that
correlates with your target audience.
For example, if your target audience age group is between 50-75years old,
it would not be appropriate to use modern slang or catch phrases in your
language and written content. Adopting a more mature tone could help
relate to this audience.
To write catchy headlines or subjects for your content, we recommend
Hubspot's Blog Idea's Generator or Coschedule's Headline
Hemmingway Editor is a free
grammar tool that highlights grammar errors and makes suggestions to
simply sentences. We use this tool regularly at iASP Central when
creating content, as it helps to keep sentences clear and succinct.
Use a Social Media Scheduling Tool!
Social media scheduling tools allow you to manage and organise social
media posts from one place.
We suggest Buffer or Hootsuite as our top social media
scheduling tools. These platforms allow you to streamline posts and
schedule for release ahead of time.
Using an editorial content calendar along with a social media scheduling
tool will keep your content and team organised.
To Sum it Up....
Plan, develop and implement SMM tactics that support your strategy.
When planning marketing activities, budget and content,use the available
marketing templates to help assist you and keep organised.
Ensure the activities carried out relate directly to your target
audience, goals and business values.
Join us next time for Part 5, as we focus on the execution of SMM tactics
and how to review and report on key analytics throughout the process.
Have you developed social media marketing tactics before? How did you
What marketing activities did you use?
Let us know on the iASP Central Facebook Page or
Get in Touch.
Marketing Activity Templates:
Editorial Content Calendar: