A digital strategy is a plan that guides your online presence and goals. Social media is a key component of your digital strategy, as it helps you connect with your audience, build your brand, and drive traffic to your website. But how do you keep your digital strategy and social media consistent and high-quality? Here are some tips to help you.
Before you create or update your digital strategy and social media, you need to have a clear idea of what you want to achieve. What are your business goals, target audience, value proposition, and key messages? How do you measure your success and impact? Having a clear vision and mission will help you align your digital strategy and social media with your overall business strategy and brand identity.
It is so important to take the needed time to sit down and map out our marketing objectives behind our digital strategy, basically to build the "why" behind it. Rushing into it not only creates a haphazardly put together strategy, it also does not inspire conviction, thus causing the team to be pulled in many different and at times, opposing directions, when the results and data do not match up to expectations (often not well considered, and set up in a hurry as well).
Lo primordial para poder elaborar una estrategia digital sólida, real y que podamos medir consiste en que tomemos en cuenta primero a nuestros públicos. Muchas veces las estrategias digitales contemplan solamente a los clientes o compradores y olvidamos a nuestros públicos internos a quienes también podemos dirigirnos y visibilizar en plataformas como esta. Una estrategia sólida debe construir la marca de manera integral y puede contemplar varios objetivos. Un objetivo comercial, un objetivo de recordación de marca, un objetivo de fidelización de públicos internos, etc. Tenerlos claramente identificados es el primer paso.
Not all social media platforms are created equal. Each one has its own features, benefits, limitations, and audience. You need to choose the channels that best suit your objectives, content, and budget. You also need to consider how much time and resources you can devote to each channel, and how you will manage them effectively. You don't have to be on every platform, but you need to be consistent and relevant on the ones you choose.
It is often tempting to want to be everywhere all at once, but you don't need to do that. Take the time to really think through your social media marketing goals and objectives, and consider which platform(s) would resonate most your target audience. Then start from there. Remember you can always build your social media network as you go along. You don't need to do it all at once. You can always create the necessary accounts and handles first, and when you're ready to grow, all you need to do is to activate the account in the respective platform.
Una vez definidos los objetivos de la estrategia, es crucial hacer un análisis de cuales son los canales que consume el público de cada uno de mis objetivos y además cómo y cuándo consume contenidos. Conocer los formatos, canales idóneos y horarios propicios hace una diferencia abismal en una estrategia. Si bien el mensaje puede ser el mismo, el lenguaje y formato debe ser adaptado.
A content calendar is a tool that helps you plan, organize, and schedule your digital and social media content. It helps you avoid duplication, gaps, or overlaps in your content, and ensures that you deliver the right message at the right time to the right audience. A content calendar also helps you align your content with your objectives, themes, and keywords, and track your performance and results.
Here are three top tips to bear in mind when creating a content calendar: 1. Define your goals and themes ??: Set clear, measurable objectives. Align monthly themes with business goals to create purposeful content. 2. Consistent schedule ???: Stick to a regular posting schedule for peak audience engagement. Consistency boosts brand visibility and keeps your content top-of-mind. 3. Diversify content types??: Mix formats —images, videos, text — to maintain interest. Balance promotional with educational and entertaining content. Use a diverse mix of platforms for broader reach. ??
Un calendario de contenido nos permitirá tener una visión más clara de la distribución de contenidos para cada uno de nuestros objetivos, así podemos crear una rutina a la que nuestros usuarios y públicos estén habituados. Por ejemplo poner un podcast cada jueves. Los calendarios también facilitarán el trabajo del equipo de trabajo en caso de sea necesario complementar una estrategia digital con otras herramientas o activaciones offline, otros medios, etc.
A style guide is a document that defines the tone, voice, language, and visuals of your digital and social media content. It helps you maintain consistency and quality across your channels, and create a recognizable and trustworthy brand identity. A style guide should include guidelines for your logo, colors, fonts, images, videos, icons, emojis, hashtags, captions, and more. It should also reflect your brand personality and values, and appeal to your target audience.
Incorporate one or more personas into the style guide. This provides content creators with a guide for whom they are writing. In a persona, include personal characteristics, but also specify the fears/obstacles or goals of the persona.
Si queremos que nuestras audiencias sean capaces de reconocer nuestros contenidos, la estrategia debe tener una guía de estilo marcada. Esta puede ser también más específica para cada objetivo. Así podemos crear sub secciones de contenido por temáticas.
One of the main benefits of social media is that it allows you to interact with your audience in real time. You can use social media to listen to their feedback, questions, complaints, and praises, and respond accordingly. You can also use social media to start conversations, ask questions, run polls, surveys, quizzes, or contests, and share user-generated content. Engaging with your audience will help you build trust, loyalty, and advocacy, and improve your digital strategy and social media performance.
Una estrategia digital óptima tiene, además de un objetivo, una finalidad y un call to action definido. Los contenidos deben generar algo que impulse una vinculación o interacción con la marca en las audiencias. Por eso es importante no pensar que el trabajo ha terminado cuando se hace la publicación. Crear contenido que impulse a nuestros públicos a interactuar genera un crecimiento orgánico y logrará que tu publicación llegue a más personas. No dejes jamás un comentario sin responder es igual que ignorar a una persona cara a cara.
The last tip to keep your digital strategy and social media consistent and high-quality is to constantly monitor, measure, and analyze your results. You need to use the data and insights from your digital and social media analytics tools to evaluate your performance against your objectives, identify what works and what doesn't, and make adjustments and improvements accordingly. You also need to keep up with the latest trends, best practices, and innovations in the digital and social media landscape, and adapt your strategy and content accordingly.
Be accurate and concise. Use the tone and the language that is familiar/catchy to your audience. Combine words with visuals and graphics. Your content should be appealing to the audience in terms of picture, sound or words.