I’m sure by now you’ve heard of many people talking about a ‘Social Media Strategy.’ Does it freak you out as you’re not sure what it is or how to create one for your business? I’m going to break it down for you into what, why & how.
Do you know the meaning of strategy?
“A plan of action or policy designed to achieve a major or overall aim”
Your social media strategy is the actions you take & put in place to achieve the goals & objectives you’ve set out for your business.
Your audience is on social media. Getting to know where they hang out & what they engage with is key to attracting them to your channels. Your competitors are also on social media, by not having a strategy gives them the advantage. And if they are not on social media? That gives you a great advantage (if you do it right!).
Having a social media strategy helps to builds a like, know, trust factor that leads to sales & word of mouth recommendations that in turn, lead to more sales.
It gives you clarity & a plan to follow so that you know what you are posting, when you should be posting & why. Each platform works very differently so it’s extremely important to know how each one works.
It gives you accountability & a benchmark to compare results against, to see what worked, what didn’t & what needs to be changed. Try not to focus too much on the number of likes & followers you have, instead focus on traffic to your website, blog or increase in sales that match back to your business goals & objectives.
Start with a social media audit. If you already have active channels, now is the perfect time to do a quick audit! Then review each channel & take note of the following:
- How many followers do you have?
- When is the last time you posted?
- How often do you post?
- What type of content do you post?
- How much engagement & reach do you get?
- How much website traffic did you get from each channel?
After conducting an audit, you can better determine what channels are right for your business. It’s much better to be active & engaged on one or two channels than trying spread present on all channels. Take some time to review the demographics of each platform & the results from your audit, that will help you choose what makes most sense for you & your business.
Now you can create an ideal client avatar! Put simply, an ideal client avatar is a pin point of your ideal client. Start with narrowing your ideal target market, then create a fake bio of the following so you know exactly who they are and who you are talking to:
- Marital Status
- Salary Range
- Interests – sports, fitness, reading (what do they read)
- Where do they like to travel?
- What their ideal day looks like etc.
What is their problem or need that your business can help them with
Create objectives & goals. Your goals can be anything. Here are some examples: Increase traffic to website by 20%, increase sign up to newsletter by 20%, increase sales by 15%.
Then, take it one step further by creating SMART goals! Take your goals and go through the acronym below with each one.
- Time Bound
Lastly, create a content plan & calendar. Figure out how many times you are going to post & at what time. Determine what type of content is going to be posted on each channel. Keep track of your links, images, videos, new blog posts to make posting easier. If you have a team, determine ahead of time who is responsible for each action/channel. Consider using a scheduling tool like Meet Edgar, Coschedule, Hootsuite, Buffer etc. Are you going to boost or advertise posts? Keep note of all holidays & special calendar days that you can incorporate some type of contest, offer, awareness for your brand.
Always remember that even having some sort of strategy is better than none & keep it as simple as possible that helps you achieve your goals!
ABOUT THE AUTHOR
Amanda Hann, The Social Salt
Amanda is a social media manager, coach & consultant. She loves working with small businesses sharing her knowledge & helping them get set up for success with social media.