The three most common problems we see with people who complain that social media isn’t working for them is that they don’t understand why they’re using social media, they don’t have a social media marketing strategy and they don’t understand that it’s an evolving document that needs to be reviewed and updated over time. You can’t expect to get results if you post randomly and the content you share isn’t focused on driving outcomes for your business.
You must have a social media marketing strategy that’s directly linked to your business objectives. Think of it as your roadmap, your guide that will save you time, money and resources. It will keep you from ending up in a world of pain down the track.
This is your foundation for success. It doesn’t matter whether you’re using the latest apps, tools, and dashboards or whether you’re using video, audio, graphics or written content. If you don’t have a solid foundation for your social media activity, you won’t succeed online.
6 tips to help you create your social media marketing strategy
Know your why
Often small business owners say they’re on social media because they feel like they have to be, but if you clarify your WHY you will have a strong foundation for a social media marketing strategy and this will improve your chance of success.
Understand your audience
Once you have clarified why you’re using social media for business, it’s essential to create a profile of your target audience. Think about who they are as individuals, including their lifestyle and behaviours. Find out how they like using social media, where they are located on the sales journey and how they prefer to consume content. Some questions may require conversations with your customers; some may need some online research. It’s important to discover who you are targeting and understand how to connect with them on an emotional level.
Set clear objectives
Once you know who you’re targeting and why, the next step is to think about your social media objectives. Like any goals, they need to be smart, measureable, achievable, realistic and timely.
For your other social media objectives, try to go deeper than merely the number of people who share your posts or the number of connections you have. Think about engagement, sales leads, meeting requests and other business goals. By achieving your social media objectives, you’ll be supporting the growth and success of your business.
Share your brand story
The next step is to develop a brand story and think about how you can embed this story into every post on your social media channels. Your brand story is the core theme of your business, but it’s much more than a tagline. Finding your brand story is essential and will make sure your social media activity aligns to your business.
Create captivating content
Content is one of the most critical aspects of social media, because, without it, there isn’t any way to engage your community. Your social media marketing strategy should include a content plan, which is a calendar of activity for your social media channels over the next 6-12 months. It needs to be aligned to your overall marketing and business objectives and incorporate the key messages for your business.
Having a content plan means you’ll always know what you’ll be posting and when. Don’t forget, you don’t always have to create new content. You can curate other people’s content or repackage existing content, such as updating blog posts with the latest information.
Every piece of content you create or curate should start a conversation with your community and add value to their lives.
Measure your results
The beauty of social media is that you can test and measure everything quickly, then adjust your approach if required. There are some great tools to help you measure results and gauge your success. Look beyond the number of fans, followers and connections you have and instead look at essential metrics such as engagement, reach, impressions and sentiment. You may like to do this at the end of every week, with in-depth analysis at the end of the month.
Once you understand how your social media posts and pages are performing, you can improve your content, repackage it in a different way (an infographic rather than a blog post, for example) or post it at a different time. This will allow you to share content that resonates with your audience and continuously improve your results.
A robust social media marketing strategy is your foundation for social media success.
I’d love to hear your thoughts.
Want To Work With Debra?
I know I can make the most significant impact when I have the opportunity to help people have breakthroughs in their social media and communication through a 1:1 consultation. I have a few available opportunities coming up. If you are interested, please click the link below to book your consultation.
I recently had the pleasure of speaking at an event hosted by Servcorp. It was a panel discussion about the
Content marketing is powerful for attracting customers to your small business. Did you know 60 percent of people are inspired
Annette McDonald is a print, design, brand and advertising expert. She is an innovator who has changed the way the