Finally the wait is over! 2018 is here with lots of new possibilities and success anticipation for marketers. Obviously, a new year mean a lot new expectations, strategies for successful promotion and conversions for brands.
With each passing year, marketers target to establish even more interaction with the customers by the help of the most cost effective platform which is, social media. Every serious marketer knows that the strategy for new year is based on the research of past year. It is better to audit and evaluate the social media marketing strategy for 2017 to incorporate good strategies, delete the one that failed and also introduce some new ones for enhanced results!
The first step should begin with analysing the how you performed the year long in 2017. It is the result that is the bottom line factor to choose. Now for 2018, take the statistics and performance of 2017 results. Analyse on:
If you growth is stagnant, it should be considered a loss. A good amount of experimentation and innovation can provide a great scope of exploring new avenues of success on social media. If you see that your results for 2017 has gone down as compared to the year 2016, then consider isolating from these variables. There are some common factors which can bring a low results such as:
1. Introducing any new initiative
Analyse if you have introduced any new strategies at the time when your results saw a dip. If the result is seen affected by the introduction, understand either its positive or negative impact over your social media. Keep a look at the your content quality, targeted audience, and the kind of content which is created.
2. Budget and publication frequency
If you have dramatically increased or decreased your budget then your results may deviate. This is also applicable in terms of content publishing frequency, sudden increase or decrease can have a marked influence on audience's perception of the brand.
3. Major brand change
If you have significantly changed your brand identity, brand modification or targeted new audiences then chances are your result may deviate. You may have limited data on new direction and tactics associated with it, however, you should analyse the initial trend.
4. Getting new competition
If the competition level changes drastically or your competitors suddenly take drastic social media efforts then your result may deviate significantly. This can happen as your targeted audience may get attracted to your competitor’s brand.
5. Support and promotion
Which kind of strategies you use to support and promote social media channels? Did you promote content or email marketing campaign to reach new followers? In any of the cases, results may see serious deviations.
Once the data is derived regarding the result obtained, shuffle it with high level strategies in to different categories:
Let’s put it together
There is nothing great in getting statistics of the last year, the benefit is in using the statistics and make it actionable. By this time, you have got the ideal understanding of your social media marketing strategy for 2017. This can now help you to begin your strategy in 2018 by making tweaks and innovations that can work wonder for your brand.
But of course, this step is just the beginning. In order to achieve great results, you will have to keep on analysing your social media strategies throughout the year and should not get afraid for making any changes.