9-Ways to Create a Solid Social Media Marketing Strategy
For those of you who know me well…you know that my business is very systemized. It must be, or it would take ten of me to get everything done. I’ve built my business one brick at a time…sometimes a few bricks. What I noticed is that when I add bricks without creating the structure that the brick should sit on…my life gets very messy. There is stress, less revenue, and no plan.
The same is true for your social media marketing. When you don’t create the foundation for your marketing…every time you add a brick, things start to get messy and unorganized. The next thing you know, nothing is working the way it should.
Because our business has many moving parts, it is important for us to create a strong strategy around what we do each quarter. And nothing is more important than our marketing strategy. Online marketing is a huge part of that process.
This week I am sharing the ten key points I use when creating the PSSworks! marketing strategy each quarter. It all starts with revenue driven goals. Take a look…
Start with a Marketing Strategy
It’s hard to have clarity about what you’re sharing on social media when you don’t have a strategy in place. Unless you are a larger business, you don’t have to have a huge fancy strategy in place. But you do have to have the important focus parts in place.
My marketing strategy is divided into four parts: Revenue, Marketing, Content, and Leads. How am I going to generate revenue this quarter? How will I market it? What content will I create around it? How will I generate leads for it?
Know Your Audience
It’s hard to get new business when you’re talking to people who have no interest in what you’re selling. It’s like to selling steak to a vegetarian. You can talk all day long, but at no time will they ever be interested in buying from you.
This happens in social media as well. Take the time to learn who your audience is and where to talk to them. Testing Facebook marketing with different audience sets will tell you where you are getting the most traction.
Knowing What to Post
Another part of your social media marketing is knowing what type of posts to create and share. Your social media should be a good mix of different types of posts.
Create a list of the different types of posts, then monitor which types get the most engagement, shares, and most importantly, call to action. You can create text posts, photos, video, live video, inspiring quotes, new and old blog content, links to other resources and references, and posts about your services or products.
Don’t you love when you go to a business Facebook or Twitter page and you see posts that are 6-months to a year old? Consistency in sharing on your social media pages is so important. If you don’t post on your platforms in a consistent manner, you’re better off not having the platform at all.
Create a posting schedule, and stick to it. Remember, social media is not just about putting your content out there…it’s about engaging with others, as well. Create a good balance between the two.
Use your social media platforms to build relationships and generate leads. Use your LinkedIn platform to build business relationships. LinkedIn makes it really easy to search for the types of people you want to talk to, as well as connect with. Facebook and Twitter also make it easy to talk to people. Use your social media platforms to engage, build relationships, and build your leads funnel.
Stay True to Your Brand
Social media makes it easy to share, but be careful sharing information that could affect your brand and business. Remember to keep personal and business separate on your business page. Don’t get me wrong…I believe that you should share personal aspects of who you are on your business pages. However, be careful sharing things that could negatively affect your audience and community.
Politics, religion, and off color humor are three of the major things I stay away from on my business page. I also stay away from those things on my personal page, but that is my preference. I believe everything you post online in social media platforms reflects you personally.
Remember what hashtags are used for, and use them to your advantage. Using cute hashtags can be fun on Instagram or your personal Facebook Page. But, when creating hashtags for your business posts, think about the types of words or phrases that someone might search for when they are looking for information.
I use the hashtag #grandmalovesyou on my Instagram posts when I share my grandchildren’s pictures, but I wouldn’t use that as a searchable hashtag. Remember to use easy hashtags, keep them short, and use the city or state you want attention in. Do some research on hashtags to use for your business. If you keep them consistent, finding you will always be easier.
Many businesses are creating Facebook Groups, and for years we’ve been a part of LinkedIn Groups. Creating groups for a specialized niche or community is a great way to pull people together. If you create the group and set the rules, you can create a following of people and build a community who wants to hear what you have to say. It also gives you a platform to share your industry experience.
Use the group to help others, or create a platform where members can share problems and experiences.
Pay to Play
And finally, if you have a Facebook business page, you probably already know that you don’t get as much exposure as a personal page. That means that Facebook doesn’t show your business posts in timelines as they do personal posts.
Understand that Facebook and Twitter are free platforms. That means you get to use them for free…which you can do…but don’t expect your business posts to help you gain business, unless you’re willing to pay to play. Facebook is still the cheapest form of advertising out there. Learn how to use Pixels, boost your posts, and place ads. They are important to your online marketing plan.