“Running a business without advertising is like winking at a girl in the dark. You know what you’re doing, but no one else does.” –Stuart Henderson
I’d like to build on this idea with my own quote. “Running a business without a social media strategy is like throwing your time and money down the drain. You don’t know what you’re doing and neither does anyone else. And that’s precisely why, nothing is happening.” Harsh? Maybe a little. Sorry! But the truth of the matter is, without a strategy, you are shooting an arrow at a target that doesn’t exist. Here’s how to change that and create a strategy that, when implemented, will generate results in the social sphere.
1) Write your ideal client description. Example: You might say your ideal clients are married women ages 25-49, living in North San Diego. They are primarily stay at home moms with 1+ children under the age of 5. Their household income is generated by their spouse and hovers between $100,000-$150,000 per year. They have a common and rational fear that if they do not begin an exercise regimen they may very well fail to lose the weight they gained while pregnant. They are social and can often be found attending moms night out events as well as mommy and me play and learning activities during the day with their child(ren). They care about their appearance and invest regularly in high-end skincare and makeup as well as fashionable clothing and shoes. They enjoy socializing digitally on Facebook and do so on a daily basis.
2) Determine who your audience consists of. Here’s an example: My audience consists of small business owners, corporate employees of direct sales companies, and direct selling company affiliates/independent support staff members.
3) Determine your social media objectives:
- increase exposure
- increase traffic
- gain marketplace intelligence
- generate leads
- develop loyal fans
- raise brand awareness
- build your email list
- find and engage your target market
- promote new products/services
- improve customer satisfaction
- differentiate yourself from your competition
- find out what people are saying about you and your competition.”
4) Create S.M.A.R.T. social media goals based on your objectives (Specific, Reliable, Attainable, Realistic, Time-Sensitive). Here is an example of how someone with 3 objectives might complete this exercise:
- I will have 1,000 people “like” my facebook page and follow me on Twitter by August 31st.
- I will secure 500 new opt-in email list subscribers by June 1st.
- By December 15th, my posts on Facebook will regularly generate 2+ ‘likes’ and 4+ comments. I will get re-tweeted at least 2x/week.
5) Determine how you will integrate your social media strategy with your existing marketing strategy. Example: I will integrate my social media strategy with my existing marketing strategy by ensuring that all of my marketing materials include links to my social media platforms.”
6) Determine who will be responsible for implementation. Example: I will implement my social media strategy for the first two quarters of the year. At the beginning of quarter 3 I will hire a social media manager. While I am implementing, I will spend 30-60 minutes every day, 5 days a week working the strategy.
7) Identify your tools and tactics. Example: I will update Facebook daily with insights, sneak peeks, discounts and support. I will add an email sign up box to my Facebook page. I will pay for promoted posts monthly. I will update my blog 2x/week.
8) Determine how you will measure your success:
Example: I will create an Excel spreadsheet identifying the number of subscribers I have on my e-mail list and identify where new subscribers come from on a weekly basis. I will track Facebook insights daily measuring engagement and virility.
Now that you have your strategy in place, it’s time to implement. Plans will only make you successful in theory. They won’t generate cash until they are acted upon.
Are you feeling overwhelmed with your marketing strategy? Do you feel as though you have no idea where to even start? We’ve all been there! That’s why we developed this quiz that helps you identify the smartest steps you can take right now to get your company to the next level. Take our quiz, now!