How To Create A Solid Social Media Marketing Plan

How To Create A Solid Social Media Marketing Plan

Social media marketing plan is an integral part of every business unit. What most people do not understand is that there are several steps needed to attain or build a successful one.

Most companies may do one or two of these correctly. Few will go the extra mile and implement all of the four steps needed.

Whichever you decide to focus on will depend on the immediate needs of your company and how much you may need to meet your KPIs.

What are these strategies?

How To Create A Solid Social Media Marketing Plan

1. Social Listening

Social listening involves monitoring mentions about your company on the web. It can be both positive and negative. It is in your best interest to monitor all of these and keep track of it.

Note that there ae several ways to fail on social media. One mistake can bring down your reputation like;

  • Not answering your social telephone on time and
  • Responding to your audience.

This stage (known as the customer service or reputation management) in your social media marketing plan is pure;

  • Foundational and filled with
  • Expectations.
    As a company, focusing on social listening will enable you;
  • Solve customer complaints
    Many customers are now taking to social media to get solutions to their problems. Statistics proves that they get a quicker response from social media than through traditional emails. Setting up a unit to cater for this should be a top priority in your social media marketing plan.
  • Reducing refunds and increase retention

Solving customer complaints and satisfying them will help to reduce returns and improve retention (a satisfied customer is most likely to remain and continue consuming your products than a disgruntled one)

  • Manage the reputation of the company
    Reputation management, in particular on the web, is on the rise. The size of your business does not play a role here. People will always talk, tweet or share information about you on the web. Comment on your post on Facebook or your blog. It is your responsibility to respond and not avoid them.
  • Identify Product & Content Gap
    If you carry out the above 2 points, you will realize product gaps from the mentions. What do I mean?

Case scenario:

You own a restaurant and have lots of customers. They may like your place but need a few more improvement or a few more dishes added to your menu. If you are listening to your mentions, you will pick up these complaints or discussions.
To be able to retain these customers and satisfy them, introducing these products or meals ( the ones they talked about) will not only satisfy them but encourage them to recommend you to others)

We have discussed conducting social listening as part of your social media marketing plan. How do you do that? Use tools like;

Google Alert

2. Social Influencing

As part of your social media marketing plan, social influencing helps you establish yourself as an authority through targeted shared content. This indirectly affects your sales and your business metrics in several ways including;

  • Engagement on your social channels

Social influencing is more about using the content your content team creates (or your social media manager) to spread around the information that will lead to authority and trust in your brand.

  • Increasing traffic to your sites

Creating and sharing relevant content that interest your audience will result in the subsequent increase in traffic to your sites. This could be both from your social media platforms and through the web (if it is SEO optimized).

  • Increase product awareness

It involves a proper use of content that enables your followers to understand more about your goods and services. It could be a new product that you want to introduce to the market or an existing one.

Performing product awareness campaigns may spark conversations across the web that will lead to increase awareness of your brand. It also helps people to understand what your company is about and enhances your branding.

  • Contribute To Grow Your Retargeting List

Retargeting is a real game changer to business owners. Those who have embraced this technic can market targeted goods and services to those who visit specific pages on their website. This is the most targeted way of engaging with your audience and often leads to high conversion.

Case scenario:

Your business is about cooking. You have written a few blog post about Vegan meals. It is possible to place pixels on these particular pages or post and later target (with an offer of Vegan meals) all those who read about Vegan meals on your site.

These are the most targeted Ads which marketers use, and they always have a high conversion rate…why? Because you are targeting people with offers that will most likely interest them…Vegan Meals.

Have you ever visited a site and later on get Ads from this site when you log into Facebook? Some tools to measure your Influencer rate are;

  1. Kred
  2. Klout
  3. HootSuite
  5. SocialBakers
  6. Simply Measure

3. Social Networking

Are you growing your network online? Partnering with influencers and earning mentions on the media? This is all about finding and associating with authoritative individuals and brands to establish strategic partnerships. It is about mass media, and that includes;

  • Radio shows
  • Podcast
  • Youtube Interviews
  • Journalist
  • Newspapers
  • Authoritative sites & Brands

I know you might be asking…why should I do this? ( My introverted mind will ask this too)

The reason why you should be doing this is that networking creates connections ( I learned the hard way) The more influential people you connect with, the more you increase your network and expose your business to more people.

There are several tools that can assist you to find and connect with influential people. Some of these include;

  • Klout
  • Kred
  • BuzzSumo
  • Authoritative sites relevant to your niche
  • LinkedIn ( assist you to find journalist for media mentions)

Media is anything that aggregates the attention of a definable market segment into a compelling

4. Social Selling

Sadly most business owners focus more on this and tend to neglect the other aspects that make up a compelling social media marketing plan.

So how do you sell on social media? Well, the answer is, you dont…atleast not directly!

When done right, social selling can assist you to generate leads and sales from social media.

The trick is taking people away from social media to your email list. Moreover, you can achieve this by;

  • Leading with content

Everyone consumes content on social media. You want to communicate with them using relevant content to spark their curiosity. It could be on any of your social media channels like Facebook, Pinterest, Instagram, Twitter, LinkedIn, and Youtube.

Use powerful lead magnets to encourage more to get into your funnel and email list.

Also, consider placing retargeting pixels on your blog post to pixel or cookie those who are interested in specific posts on your website.

So why bother about social selling?

  • It helps to generate leads for your business,
  • Grow your email list,
  • Bring more customers to your business and build your brand.

There are several tools you can use to achieve your social selling goals like;
Email marketing tools to grow your list,

Landing pages and Optin Forms

To conclude, having a social media marketing plan is one thing and generating leads and attaining your marketing goals is another issue.

However, you will bear with me that it helps you move your customers or audience from the;

  • Awareness stage …People who do not know you and have just discovered your brand on social media,
  • Evaluation stage… They know about you and are now considering buying or engaging your services and finally,
  • The Conversion stage… They now know and trust your brand and are ready to join or buy from you.

Evaluating this process will give you more insights on what types of content to create for your social media platforms that will move your audience through this customer journey till they buy from you.


Apolline Adiju
Social Media
Twitter Email

Apolline Adiju is the founder and owner of Simple Social By Apolline Adiju. It is a Social Media Marketing agency based in Stockholm, Sweden. She offers social media ... Click for full bio

Most Read IRIS Articles of the Week: April 17-21

Most Read IRIS Articles of the Week: April 17-21

Here’s a look at the Top 11 Most Viewed Articles of the Week on, April 17-21, 2017 

Click the headline to read the full article.  Enjoy!

1. Market Keeping You up at Night? Look for the Right Hedge

Like so many others in the industry, I was wrong. For years, I was certain that the bull market was nearing its end. I thought the market was over-extended, and that, surely, the wild equities run was coming to an end. But everyone else was bullish, and perhaps rightfully so. And while I’ve watched equities continue on their spectacular rise, I do think now is the time (really!) to put a hedge in place. Here’s why. Here’s how. — Adam Patti

2. How to Manage Bond Market Pain and Seek the Gain When Rates Are Rising

The realities for fixed income investors have changed. How is this being reflected in markets? Bond investing has become increasingly difficult over the past decade. Markets have been heavily distorted by ultra-low interest rates and quantitative easing, as well as by extreme risk aversion in response to the global economic crisis and the eurozone debt crisis. — Nick Gartside

3. Seven Reasons You'll Fail as a Financial Advisor

Is being a financial advisor worth it? I am an optimistic person and I encourage other people to keep a positive mental attitude (shout-out to Napoleon Hill and W. Clement Stone). However, by taking a good, hard look at the negatives in life, we can successfully pivot towards the positive aspects that will help us achieve our goals. — James Pollard

4. The Secret to Turning Every Prospect into a Client

How do you treat one of your most valued, existing clients? Here’s a list of some things that come to mind. — Andrew Sobel

5. Why Do Clients Change Advisors?

According to many advisors I speak with, the only clients that leave are those who have died. And while attrition may not be a big problem in this industry, I have to assume that at least a few clients change advisors without doing so via the funeral home. — Julie Littlechild

6. Why You Should Focus on Getting Referral Sources

I was talking with an advisor last week about how to get into conversations about what he does. He was relaying the story of going jogging with a friend who could be a good client but is, more importantly, connected to a large network of people who fit this advisors ideal client description. — Stephen Wershing

7. How Big Picture Thinkers Seize More Opportunities in 7 Steps

Big picture thinkers are not unicorns - rare and mystical. And they were not born with the innate ability to think big. They do, however, pay attention to the broader landscape and take the time to think, analyze and evaluate. — Jill Houtman and Danny Domenighini

8. 5 Actions to Build Your Reputation

Your reputation is who you are and how you show up, Monday to Monday®.  Many of us take our image and reputation for granted.  Give careful thought to the kind of reputation that you would be proud of Monday to Monday® and that would resonate with your purpose and priorities. — Stacey Hanke

9. How Are You Poised to Begin Welcoming GenZ to Your Workplace?

The generational changing of the guard is a fact of life as old as time. Young replaces old in responsibility, importance, control and culture. Outside of the family, the workplace is perhaps where this is seen most regularly by most people. — Shirley Engelmeier

10. Are Price Objections REALLY Price Objections?

Next time you hear your prospects give you price objections, it’s not because of the price. The give price objections because they don’t know the full value proposition that they’d be paying for. And it’s not based on their need, or your features and functions. It’s based on the buying criteria they want to meet internally. — Sofia Carter

11. Understanding the Economic Value of Transition Deals

Last week we wrote about the economic rationale behind going independent vs. moving to another major firm as an employee. As a follow-up topic, we thought it prudent to analyze transition packages attached to big firm moves and peel back the layers of the onion to show the components of these deals. — Louis Diamond

Douglas Heikkinen
Twitter Email

IRIS Founder and Producer of Perspective—a personal look at the industry, and notables who share what they’ve learned, regretted, won, lost and what continues to ... Click for full bio