The digital world is moving so fast, and brands are now leaving Web 2.0 and entering Web 3.0. But most of the brands still lagging regarding a documented social media strategy.
Facebook, Twitter, Instagram, and iPhone hit the market in almost the 2000s, and today we are entering the next generation of the internet, which is called the metaverse. Multiple different ways are also there to engage with your audience.
Around 60% of the world’s population is social media users, and more than 50% of B2C brands claim to not have documented content or any social media strategy.
What Is Web3.0?
Web3 which is also known as Web3.0 is an idea for the new iteration of the WWW. It integrates ideas, such as decentralization, blockchain technologies, and token-based economics. This term was coined by Ethereum, who is the co-founder of Gravin Wood, in 2004. The idea gained attention in 2021 from cryptocurrency enthusiasts, large technology companies, and venture capital firms.
It is the vision of better internet as at its core, Web3 uses blockchain, cryptocurrencies, and NFTs to give power back to the users in the form of ownership.
Steps To Create A Marketing Strategy In The Web3 World
There are a few simple steps that you should consider for a successful marketing strategy.
An Executive Summary
Start your strategy by writing an executive summary. The summary should be a one-pager that succinctly identifies your social media goal and how it will tie into your current business goals and objectives. Additionally, make a note of all the relevant testing or projections into Web3.
You have to establish a primary goal and some specific objective that you want to achieve. Ensure that the identified channel is focused and avoid trying to be all things to all the social platforms.
For example, you are a B2B company and consider the content for LinkedIn or Wikipedia page., and repurposing it for other secondary channels.
To write the executive summary you can take help from a professional Wikipedia editor, business proposal writers, academic writers, etc. because they are more logical and can create a formal copy for you.
Social Media Audit
You should be ahead of your competitors, and you can do this by conducting a social media audit of your brand’s social channels compared to two or three competitors at least. You can also pick a brand that is not your competitor as inspiration and aspiration. It is suggested that you choose a brand that is already involved in the Web3.0 strategies.
You should go through brands like Netflix, Buffer, Cisco, Airbnb, Wendys, and others that are popular because of their social media savviness. It will be helpful for you to go beyond your industry and see what is working.
You can compare the types of content, engagement, frequency, audience size, visuals, etc., and what is the response rate.
Social Media Objectives
You have to make sure that you have a clear goal about the strategy you are going to use in your social media campaign. There are four things you have to focus on in this step – goals, strategy, objectives, and tactics.
Your goal is what you want as the broad social media put comes from the campaign. The strategy is the approach you will take to accomplish these goals. Objectives are the measurable steps you will take to achieve the strategy. And at last, the tactics are the tools that you will use in pursuing an objective related to the strategy.
Develop The Buyer Persona
Here you have to know your avatar. You should build a personal relationship with the personas. If half of the brands lack a documented social media strategy, the brands having defined buyer persona will be significantly greater. Brands require a persona. This is a must for your business if you want to survive and thrive in Web3.
Marketers usually preach the value of persona, but when the time comes when they should invest the time and effort into building and using the persona – they neglect it.
Buying a persona and social media can be a winning formula for your business. The results will be big, such as more conversions, relevance scores, engagement, and efficiencies across the board. So a persona becomes essential for every business.
Strategies And Tools
In this step, you have to slice up the paid, earned, and owned categories. Paid social is compulsory, although it doesn’t have to break the bank.
The paid social media will increase the results, and boost a featured Facebook post once a week. The owned term is suitable for anything you build on social media. You don’t own the social media community, following, or content. It can shut down anytime. So, it is better to transit your social media community into an email list – this is how you can own the community.
While the earned referred when you monitor the social media for branded keywords and targeted keyword phrases. This technique is known for positively engaging customers, media coverage, and share.
Timings And Dates
Time and timing are everything. As a brand, you should show up to the party early on social media – never be late, or you will lose. This means that you should research the industry dates for any events and conferences. Look up for the seasons, days, or official months.
Ensure that your reporting is efficient and on point for proper analysis.
Measure What Matters
You must measure the ins and outs of social media strategy. Every network has its version of analytics. It is easy to spend time running reposts. Ensure that you are circling back to those measurable objectives. You have to look at both the quantities for the hard numbers and the quality for the sentiment and intent.
Quantitative includes website sessions, email sign-up numbers, impressions, and social network data. Qualitative includes the sentiments, such as customer reviews, comments, or social media messages. Quantitative will tell you what happens, while qualitative help you to find why.