Collect as much information as possible about the brand
Create a brief for the client and ask them to fill it out in as much detail as possible.
After the customer sends the completed brief, we make an appointment or call with him.
It is more convenient to discuss project details in person than in messengers – so don’t miss a single important issue.
Define project goals
Goals should be measured in numbers. On different projects, these indicators differ and depend on the size of the customer, his wishes and the capabilities of your team.
Examples of goals: reach, ER, leads, subscriber growth, user interactions. The increase in audience loyalty cannot be counted – it is not worth writing it down as a goal.
Discuss the goals and KPIs with the customer onshore – and be sure to fix them in the contract. This will serve as a guarantee for both the client and you.
Without such a clause in the contract, problems may arise. For example, how it happened with us.
The customer forgot about the initial agreements, and we could not refer to the documents. I had to make an unpleasant phone call to clarify the situation. However, the client continued to bend his line “this is not what I wanted” – and soon we stopped working.
List the project team
To maintain social networks you will need:
- project manager,
- copywriter,
- designer,
- targetologist.
The team can be larger – it all depends on the tasks and budget. For example, large projects with many sites involved will not do without a moderator who will communicate with users, an influencer marketing specialist or a TikTok producer.
Analyze your competitors’ social media
This analysis will allow you to find out which formats your audience responds best to. Don’t copy ideas and designs cleanly.
After studying the market, use a different design, graphics and colors in the project. This will help you stand out from the competition.
Assemble a team for a brainstorm
It is important that participants prepare for it thoroughly: read the brand information, the client’s brief and the results of the meeting or call. Best of all, if everyone brings a couple of ready-made ideas to the brainstorm, there will be a ground for discussion.
Do not criticize, but complement each other’s ideas. Write down every thought – even the craziest. Often they are the ones that turn into striking concepts.
Form 2‒3 different concepts
Pass each concept through filters:
- Does the idea correspond to the goals, mission and positioning of the brand;
- are there any reputational risks;
- is it possible to implement a strategy for the budget that the client has laid down.
Based on the analysis of the concepts, select the one that best suits the project.
Visualize your content strategy with mindmap
This technique helps structure ideas.
Collect references
Unusual formats, audience engagement mechanics, collaboration with influencers – it’s not a shame to spy on them from foreign colleagues or brands from other spheres.
The main thing is to adapt ideas to your project. The uniqueness of the content makes it possible to tell about the product in its own way and increases the audience’s response.