However, so-called “vanity” metrics such as likes or follower counts may look good on paper, but it’s hard to prove their real value. Instead, it’s recommended to focus on real costs per click and conversion rates.
2. Learn about your audience by listening to them on social media
Before you start communicating on social media, pay attention to those people who have already started and have dedicated time to you. Many times, we assume that we know what they want from us. Wrong. Therefore, listen and create content according to what your target audience wants , this way you will generate conversations and convert your followers into clients.
3. Create a buyer persona
With the information collected about your target audience, you can achieve a high level of segmentation of your audience by creating a buyer persona , a semi-fictional character that represents the prototype of your ideal client. In this way, you can analyze a profile with demographic characteristics, a series of behaviors, tastes and interests of your potential client that helps you define the way to address them, the tone, ideal time to publish, etc.
4. Analyze the competition
A competitor analysis helps you identify your competitors and evaluate which tactics work for them and which don’t. By uncovering their strengths and weaknesses, you can position yourself among your dentist database underserved audience and thus stand out in the market.
5. Select the right social networks
Once you have decided on the social networks you are going to use and the resources available, you need to define the strategy for each one of them with a clear mission, a statement that takes into account the characteristics of each format to get the most out of each platform.
An example
“Instagram is used to develop branding and build brand awareness. LinkedIn is used to share our company culture and help promote employees.”
6. Distinguish yourself with your content
First of all, you need to know what content is available for use and what new content can be created. Then, ask yourself: How can my content on social media be interesting to differentiate myself?
The secret lies in the approach you give to the content in in the user’s interests text order to make it attractive to your buyer persona, resolving their doubts and satisfying their needs. All of this with the pretext of promoting conversations and generating interactions. In short, providing value so that the user perceives you as a reference in your industry.
A style guide is very useful when defining the following elements
The content theme that interests your buyer persona
The tone and format that data on is applied
Aesthetics and graphic style
The use of hashtags
7. Set an editorial calendar
The editorial calendar becomes an essential element of your strategy as it allows you to know in advance when you are going to publish and thus, by planning your actions you have greater adaptability to the changes that may occur.