A guide to creating a social media strategy from zero
Starting a new brand or overhauling your social media strategy in the motorcycle industry can be challenging. Whether you're launching a new business, restructuring your social media presence, or entering a new role, this guide will help you create an effective social media strategy targeting riders.
We will cover the best ways to reach your audience, the basics of major platforms like YouTube, Facebook, Instagram, and TikTok, and how to create engaging content that drives growth and sales. Additionally, we'll look at the importance of analytics and KPIs, and how to use often overlooked platforms like Reddit, WhatsApp channels, and Discord.
Research and identify your target audience
The first step in creating a successful social media strategy is to understand who your target audience is. Consider factors such as:
- Age: The age of the rider will determine their interests and what social media platform they’re using.
- Experience Level: New riders have different needs and interests compared to experienced riders.
- Interests: Adventure riding, touring, off-road riding, racing, commuting, or custom bike building can all attract different demographics.
- Geography: Riders in cities will likely have different preferences compared to those in rural areas and audiences in specific countries should be addressed in a relevant way.
Conduct surveys, engage with online forums, and analyse your current customer data to get a clear picture of your target audience.
Define the best social media platforms to reach your audience
Once you have identified your target audience, the next step is to determine which social media platforms they are on:
- Facebook: What was once the holy grail of social media may seem to some like it’s falling by the side of the road, but Facebook is still great for reaching a broad audience, including older demographics. While people nowadays post less on their own profiles, they still consume enormous amounts of content on the platform and are very active in Facebook Groups.
- Instagram: Popular among younger adult audiences (70.4% of them being under 35 and almost 85% under 45) but most people are there these days. It’s perfect for visual content, such as photos and short videos of bike models, accessories, rides, and events. Reels have become a way of really boosting your reach and getting your content seen by new audiences.
- YouTube: Typically effective for long-form content but their Shorts feature has seen it competing against TikTok and Instagram and bringing content to new audiences. Use it for tutorials, bike/accessory reviews, and ride videos to engage both new and experienced riders.
- TikTok: Known for its popularity among younger audiences, TikTok is ideal for short, engaging videos. It’s a platform where creativity and trends dominate, so you have to spend time getting to know what works and what doesn’t, but the platform is perfect for showcasing the fun and exciting aspects of riding.
Content creation
Creating the right kind of content is essential for driving growth, engagement, and sales. Educational content, such as tutorials, how-to videos, and maintenance guides, can attract both new and experienced riders. This type of content establishes your brand as an authority and provides ongoing value to your audience.
Product reviews and demonstrations are also great content for engagement, as detailed reviews of motorcycles, gear, and accessories are sought out by potential buyers but don’t have the longer term benefits of the tutorials and how-tos.
Adventure and lifestyle content is particularly engaging for riders but typical ‘day-in-the-life’ of specific athletes, pro-riders, engineers, influencers & ambassadors content is favoured by the algorithms. Sharing stories and visuals of rides and the motorcycle lifestyle can inspire and engage your audience, especially on visual platforms like Instagram, TikTok and YouTube.
Tips for creating engaging and relevant content
Knowing your audience is key. Tailor your content to the interests and needs of your target demographic, using surveys, polls, and engagement metrics to understand what they care about. Consistency helps build a loyal following, keeps your brand top-of-mind and is rewarded by the algorithms, so regularly post content on a fixed schedule to keep engagement up and maintain visibility.
Engage with your audience by responding to comments, asking questions, and encouraging discussions. This fosters a sense of community and can provide valuable feedback for your content strategy.
Analytics and KPIs
To ensure your social media strategy is effective and has the desired outcomes, it is important to track key performance indicators (KPIs) and use analytics to refine your approach. There are a few key metrics you can focus on to get started.
Engagement rate reflects how actively your audience interacts with your content through likes, comments, shares, and saves. High engagement indicates that your content resonates well with your audience. Take a look at this Instagram account for example, that of a Motorcycle Marketing client, the Yamaha Ténéré Spirit Experience. The number of likes on the images and photos indicates a high engagement rate for the audience size, sometimes as high as 20%.
Reach and impressions help you understand the extent of your content’s visibility. Reach represents the total number of unique users who have seen your content, while impressions account for the total number of times your content is displayed, regardless of whether it was clicked or not.
Other metrics to keep in mind include the increase or decrease in your follower count. A steady growth pattern indicates successful strategies in attracting and retaining audience members. Click-through rate (CTR) measures the percentage of users who click on a link in your post compared to the number of impressions, providing insight into the effectiveness of your call-to-action (CTA).
Regularly reviewing your metrics is key to identifying trends and patterns in your social media performance. Determine which types of content generate the most engagement or which times of day your audience is most active. Use these insights to inform your content planning.
An easy start is optimsing your posting schedule by looking when your audience is most active and scheduling your posts accordingly. Platforms like Youtube, Instagram and Facebook provide insights on the best times to post based on your followers’ activity.
Additional platforms
In addition to mainstream social media platforms, Reddit, WhatsApp channels, and Discord offer unique opportunities to engage with the motorcycle community. Reddit is an online forum, ideal for engaging with niche communities through subreddits dedicated to motorcycles. It’s an excellent platform for in-depth discussions, sharing detailed content, and gathering feedback. The Ducati Reddit thread, for example, has a highly engaged community and the brand do well to monitor, engage and interact with its members.
WhatsApp Channels allow for direct, real-time communication with your audience. They are ideal for sharing updates, exclusive offers, and engaging in more personal interactions. The MotoGP WhatsApp channel launched in 2023 and now has over 6 million followers.
Discord is perfect for creating a community around your brand. It supports real-time chat, voice and video, making it ideal for hosting Q&A sessions, live discussions and building a sense of community among riders and potential customers.
Consistent engagement is the goal
As you embark on creating or revitalising a social media strategy in the motorcycle industry, remember that the digital marketing world is fast moving and ever-evolving. Embrace innovation, stay attuned to industry trends, and be adaptable in your approach. Consistent engagement, valuable content, and a clear understanding of your audience will pave the way to success.
If you need help creating an effective social media strategy tailored to motorcycle riders, contact the social media experts at Motorcycle Marketing for a free consultancy session. Let us help you drive growth, engagement and sales with targeted, effective content and platform strategies.
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