Developing an effective social media strategy requires time, research, and effort. Given the number of elements involved in creating a successful social media strategy, it can be easy to get confused. One of the most common areas in which many people experience confusion is by mistaking outreach for a social media strategy. Outreach should be part of an overall social strategy, but it should also have its own separate strategy to maximize results.
First, it’s important to define what social media outreach and what it is not. The goal of social media outreach is to foster mutually beneficial relationships with users who either have the potential to become a paying customer or who will spread awareness of your brand as influencers. Social media outreach is not an opportunity to use your content to spam users.
An effective outreach strategy for social media should include specific goals and objectives. This includes creating a list of influencers based on the size of their audience, their niche, and what they have to offer that could be mutually beneficial. Not sure how to find potential influencers? Consider such sources as BuzzSumo, Kout, and Mention for finding prospective influencers.
Take the time to develop a relationship with prospective influencers before actually asking them to participate in your outreach campaign. You will find that this approach is generally more effective and produces better results than if you use a cold approach and ask a potentially influencer to do something for you without really knowing them.
Prior to making a pitch to influencers, it’s also important to make sure you have content for whatever it is you wish your influencers to promote ready to go. Whether it’s a landing page or an ebook, you must have content developed and ready to launch or there’s really no point in having an outreach campaign.
Focus on carefully selecting the social platforms that will best match with your overall strategy. Consider platforms based on where your audience is mostly likely to be. While Facebook is usually an obvious choice since most businesses are listed on this network, there are other networks that might or might not make sense based on the audience you are targeting, so be sure to consider your choice carefully.
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