Get Baked: How to develop a SMART marketing strategy
Updated: Nov 27, 2020
Let’s say you’ve followed your childhood dream and just opened a bakery in Gainesville, Florida. It sells baguettes, brioche, ciabatta, pumpernickel, rye, sourdough — you’ve got it all. Not to mention, you’re really good at what you do. Friends and family rave about your fresh-out-of-the-oven delicacies. The only problem is, Gainesville residents don’t know your bakery (we’ll call it Get Baked) even exists. Here’s where a well-developed social media marketing strategy comes in handy.
Since the birth of Facebook in 2004, Studies show that in 2019, 72% of the American public used some form of social media. It has infiltrated every aspect of our lives; we talk to friends with it, shop with it, lose sleep over it — social media is everywhere. Regardless of the social and ethical implications of internet platforms’ consistent rise, “social media for business is no longer optional. It's an essential way to reach your customers, gain valuable insights, and grow your brand.” These wise words are taken from Christina Newberry’s Hootsuite article, which presents a 23-item-long list of reasons to develop a social media marketing strategy for your brand. I highly recommend you give it a read: 23 Benefits of Social Media for Business
While getting your brand started on social media can seem overwhelming, there are a few basic steps to get you started on the right foot. First, Get Baked needs to have a goal. Goals — in marketing terms — are generic desired outcomes that guide a brand’s marketing strategy.
Most businesses will develop their social media goals based on how far along their audiences are on the “Buyer’s Journey.” The “Buyer’s Journey” consists of five stages:
If your audience doesn’t even know that the brand exists, they’re at the Awareness stage. This is where Get Baked’s potential customers are. The brand should aim to introduce itself to its audience. Promoted posts are especially useful when trying to expose yourself to a new audience.
Those at the Consideration stage are aware of the brand, though they don’t necessarily demand or desire its products. The brand should aim to engage with its audience on social media. Open-ended questions and responding to comments always encourage interaction.
The Decision stage is crucial; the audience is choosing whether to buy what the brand offers. At this stage the rate of link clicks should be increasing dramatically.
At Adoption, the brand and the audience have developed a strong relationship, in which the brand delights its audience. The audience will be referring to the brand with positive sentiment on their personal platforms and engaging frequently on the brand’s social media pages.
An audience at Advocacy influences others to buy from the brand. They love the brand so much that they tell all of their friends about it.
Because Get Baked’s audience is at the Awareness stage, a reasonable goal is to increase brand awareness across all platforms. As the audience develops, the goal will adjust accordingly. At the end of the day, the aim is to use social media to bring an audience from Awareness to Advocacy.
All right, so you’ve got your goal: increase awareness. Now what? The next step in your social media journey is to develop a couple of objectives,or specific results that will help you achieve your goal. A good objective is SMART — specific, measurable, achievable, relevant and time-bound. In the case of Get Baked, it may choose to increase impressions and reach by 15% among UF students by promoting five well-performing posts on Facebook and Instagram each month between now and March first, 2020. Let’s break that objective down a bit.
Get Baked’s objective specifies what it will do (promote five well-performing posts), on what platforms (Facebook and Instagram), and to what audience (UF Students).
Get Baked can measure a 15% increase in awareness by monitoring impressions and reach using Facebook and Instagram insights.
Attainable objectives often depend on the budget and time commitment available to the business. Assuming that Get Baked is willing to set aside at least $50 each month for promotions and will dedicate time to posting on social media platforms every week, this objective is attainable.
If an objective is relevant, it directly pertains to the goal and mission of the business. Given that Get Baked’s goal is to increase brand awareness, and awareness is measured by impressions and reach, we can confidently say that the objective is relevant.
The objective specifies that five posts must be promoted each month between now and March first, 2020. Establishing a deadline will motivate a brand to work diligently toward its goal without procrastinating.
While there are numerous factors to consider when developing a social media marketing strategy, developing strong goals and SMART objectives is the best place to start. Before long, all of Gainesville will be lining up to try Get Baked delicacies.