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Briefing and debriefing
Before starting work, we hold a meeting with the client: we get to know each other and discuss the needs and expectations from social networks. Based on the conversation, we adapt the brief to get all the necessary information. At this stage we:
- determine the client's requests for promotion;
- collect information about the brand and product (УТП, target audience, competitors);
- we find out the "history" of promotion (what tools have already been used and what was the result);
- we specify what the client already has (brand book, previous strategies, analysis of the consumers, etc.).
After studying the client's answers, we conduct a debriefing: we discuss incomprehensible points and ask clarifying questions. The information obtained becomes our guideline for further work.
Setting goals and objectives
Strategy development begins directly with the establishment of communication and media goals, as well as the determining tasks for them. In further work, before discussing any idea, first of all, we will analyze whether it will help in achieving the goal.
Building a community or focusing on performance marketing? Should bloggers be involved? Properly chosen goals help determine the type of strategy and think about what tools are needed to achieve a successful result.
Analyzing the pages of the brand and its competitors
Before looking for new ideas, you need to understand: what is already there? Therefore, no strategy is complete without auditing the client's accounts. Here we discover strengths and weaknesses, find out what content works, what tools are effective, etc.
In the analysis of competitors, we pay attention to the social networks in which they are promoted; in what information field they communicate, as well as what types of content and promotion methods they use. And, most importantly, how effective it is.
The main task of this block is to learn from the experience of others and avoid their mistakes of others.
Analyzing the target audience
That’s when we get to know more about future fans of our brand:
– What are they interested in?
– What social networks do they use?
– What problems do they face and how does our product solve them?
To find answers to these questions, we analyze the pages of the target audience in social networks and thematic forums, as well as to conduct surveys (if necessary, in-depth interviews).
The result of the analysis is the main problem, the insight of our audience, on which all further brand communication will be built.
Developing the concept of content
At this stage, we summarize all the preliminary findings and express them in a creative idea. A strategist, an SMM manager, a copywriter, a content creator, and designer conduct brainstorming to create a brand image on social networks. We prescribe Tone of Voice and develop a visual style and rubricator for all platforms (including stories). And, of course, we make examples of posts, stories, and Instagram feed, which are completely ready for publication.
This section of the strategy is like a profile that gives a clear understanding of how brand accounts will look and what messages they will carry.
Selecting tools and thinking over ideas for promotion
You can create a brilliant brand concept, but if the audience doesn’t see it, what’s the point? Therefore, we dedicate a separate block of the strategy to how to bring content to our target audience.
Depending on the characteristics of the brand and promotion goals, this may include targeted advertising, giveaways, collaboration with bloggers, special projects, etc. For each tool, we indicate the tasks performed by it, the implementation plan, and the budget. And, of course, we set KPIs to track performance.
Presenting the strategy to the client
The most important stage for our team 🤓 We present the finished strategy to the client and allocate some time for discussion and receiving feedback. However, even after that, we stay involved: if necessary, we make adjustments to the strategy and help the client implement it.
More often, the development of a strategy develops into full-fledged promotion. And the offer of permanent cooperation is the best compliment for us 😊
If you need a well-thought-out SMM strategy for your business, fill out a mini-brief and we will send you a commercial offer within a business day.