Social Media Strategy

Q1 Social Media Marketing ROCK

 

Social Media is an essential marketing tool that allows businesses to interact, engage, and communicate with their follower base. This grows the business’s reach and creates a broader consumer base, boosting brand awareness.

 

Why? – Our Goals for Social Media

The main goals of our social media campaigns are to increase brand awareness and traffic to our website.

        How to Increase Brand Awareness

Brand awareness is the degree to which consumers are familiar with out brand. To increase this, we will:

1. Coincide social media posts with email marketing campaigns and current healthcare targets.

2. Create posts around company events and employees to give insight into who we are as an organization.

To measure our success, we will track the number of followers and unique visitors/page reach each week.

How to Drive Traffic to Our Website

Using social media to increase traffic to our website means that people will be introduced or reminded of our brand and directed to our website, leading to more sales. To do this, we will:

1. Include links to our website (product page, blog posts, etc.) on relevant posts.

To measure our success, we will track link clicks/clicks on our posts each week.

Measurables 

We will keep a running list of the measurables from each week in an Excel sheet. The sheet should be updated with the previous week’s numbers every Monday morning. 

​

Who? – Our Target Audiences

A specific target audience allows for a post to be crafted toward the target by using specific keywords and topics. Our social media target audiences will change based on the type of the post.

1. Campaign Posts - For social media posts that mirror email campaigns, the target audience will be the same.

2. Other Posts - Our target audiences outside of campaigns are medical purchasers, bio technicians, nurses/physicians, distributers, etc.

 

Where? – Our Main Channels

The main social media channels we will utilize are LinkedIn and Facebook. These channels allow us to be the most interactive with our followers and keep them up to date with our most current campaigns.  They also provide us the with the analytics we need to track to better understand what is going on with our page. 

 

What? – Our Social Media Content

The content we post on social media will be comprised of marketing, event, poll, holiday, anniversary, etc. posts. People like to see faces, meaning we want to focus on a “people first” approach to our content. This includes photos of employees for anniversaries and events or our lifestyle photography to show people using our products. In addition to this, each post will have appropriate hashtags and CTAs. 

Marketing Posts

Marketing posts will mirror the content of our current email campaign and be posted on the same day that they corresponding email goes out. If no email is going out for a certain week, content can be pulled from our “Greatest Hits” catalog (i.e. fast lead times, OneTouch ® WheelBase, diverse supplier, etc.). Make sure marketing posts include the following:

1. Appropriate messaging for our current company goals/incentives geared toward the appropriate target audience(s).

2. Call-to-Action for our website or other relevant web address.

3. 3+ relevant hashtags.

4. Image (focusing on people when possible) that coincides with the message of the post.

Other Posts

Most of the same guidelines stand for social media posts outside of advertising. The only difference will be in the messaging and target audience. In addition, posts will be curated as necessary to highlight different aspects of our company, get customer feedback through polls, and celebrate holidays. 

Employee Highlights 

We want to emphasize our employees and culture in everything we do. Social Media is a great way to express this through personal interview and culture posts. This will give our followers an inside view of our company and further our company values.

Interactions

In addition to interacting with our followers, we also want to interact with other pages and businesses on social media. There are three types of interactions we want to incorporate:

1. Likes – “Like” five posts per week from business or personal accounts.

   1. Also “Like” any posts that tag/mention our page

2. Comments – Comment on five posts per week from business or personal accounts.

3. Follow – Follow pages as you see fit. 

 

When? – Our Schedule for Posts

We will have at least two social posts go out per week. One will always be a marketing post, but the other can be any previously discussed posts. The schedule for when each post will go out is kept in Asana. Posts will be published at 11 AM EST or after the event.

Asana

All social posts will be scheduled and outlined in Asana. The copy, CTA, hashtags, and image for each post should be added to the description of each task. All social media posts will be added to the “CONTENT CALENDAR” and “Social Media Posts” projects. 

Social Media Meetings

Weekly meetings will be held at the beginning of each week to review the perspective posts for the week. During these meetings we will discuss the metrics for the posts from the previous week and any other social media related topics/issues. Once approved, posts can then be scheduled in Meta Business Suite (LinkedIn posts will have to be manually posted on the scheduled day and time).