Setting Up Your Social Media Plan for Success
By now you should be getting familiar with social media and recognising the strength it plays in marketing your business and connecting with clients and potential clients. When you recognise the aim and your objectives for being on social media, not just “everybody is doing it” but truly understand the purpose, then you can start measuring and evaluating it’s true value.
Step 1: Audit Your Current Social Presence. And understand which networks are currently bringing you the most value. I recommend you limit your social media to just 3 channels for B2B; Facebook, LinkedIn and Google My Business. This audit should be carried out every few months as part of your analysing KPI’s and success.
Step 2: Search for who your ideal customer Is. What do they request from you the most? What’s the common demographic? What is their buying behaviour? Get to know your customer and understand them so well the product or service sells itself. Be their problem solver and you’ll be on a winning formula.
Step 3: Create a Social Media Mission Statement. Set yourself up as a specialist not a generalist. Be the one they turn to for informative and educational information.
Step 4: Identify Key Success Metrics. You can’t improve on anything if you can’t measure it.
Step 5: Create and Curate Engaging Content. This does not mean hit them with your sales pitch. NO! You know who your ideal customer is and you used that information to create your social media mission statement. Armed with this information it should be easy for you to begin creating and curating content. So, what exactly is considered content? Here are a few examples of content you could create:
- Blog Posts
- Company or industry News
- Live Interviews
And the list could go on. But you can make all of these examples as part of your educational and informative content.
Step 6: Invest in a Social Media Management Tool. One of the main benefits of a social media management tool is the ability to schedule posts ahead of time over multiple platforms (if appropriate). However, I find if you are only posting on Facebook, you get a better performance by using their own tools to post and schedule.
Step 7: Be prepared to invest in advertising on your social media especially Facebook. With new algorithms introduced earlier this year, the free reach to your potential audience is compromised unless you are advertising as a business. I have found lead generation adverts working well with a contact form attached for potential clients to make enquiries.
Step 8: Track, Analyse, Optimize. Even the best marketing companies make mistakes but you learn from that mistake and correct, adjust and test it again; Rely on trial and error. It might seem basic, but tracking your results, analysing the data and then making tweaks to optimize them is crucial. What may work today, won’t work tomorrow. Different audience and different times. A great social media strategy is never set in stone. It is a constant work in progress that changes when necessary.
If this sounds like your social media is getting too technical and time consuming for your business, then consider outsourcing it and leave it to the professionals. Perhaps we need to talk about your plan.
If there is just one final word of advice I could say, remember that it is social media and don’t try to overkill the sales pitch or your audience will run away faster than a dog that slipped off the lead.