How to Create a Social Media Strategy

What’s the strategy behind your social media presence? Are you posting online with a purpose? Chances are, if you are posting without a clear strategy, your business will struggle to get customer engagement, acquire the right customers, and increase sales. Without a clear plan of what you want to accomplish online, you are unlikely to reach your business goals, including financial goals. Also, different social media goals require different sets of action. When planning social media content, you need to ask yourself – is your goal to convert a certain percentage of prospects to sales or is it to build your prospect list? Your social media plan should vary for both purposes. The key is to set realistic expectations, both in timeframe and results, so you are not left frustrated and disappointed by the results.

 

When done correctly, a social media strategy can build brand awareness, grow a mailing list, acquire prospects, retain customers, as well as increase sales.

 

To get the most out of your social media efforts, you need to develop a strategy that answers the following questions:

 

  1. What are your social media goals?

Increasing your followers or likes are not tactical social media goals. These should be considered reach-building efforts, and are important, but should not be the main focus of your social media. Your higher-level goals, such as converting prospects into customers and increasing sales, should be supported by smaller, measurable goals.

Firstly, describe your objectives specific to the results you want. The more specific you are with your goals, the better chance that you will achieve them. For example, instead of writing down, “increase brand awareness,” write down “increase website visitors by 30% in the next two months via a targeted Facebook ad campaign.”

By setting a specific number as an objective, you can then use this number to see if the Facebook ad campaign was successful or if it needs to be tweaked.

When setting an objective, make sure it is realistic. For example, increasing your traffic by 100% may not be realistic and will set you up for disappointment, however growing your website traffic by 30% may be more achievable.

Get specific with your objectives and incorporate a time frame. This makes your goals real and tangible. For example, when running a Facebook ad campaign, you may want to run it for two weeks, measure the results and see if your objectives are closer to (or further from) being reached.

Ensure you have the resources to meet your objectives or you’ll frustrate yourself. This could mean outsourcing someone to monitor your social media campaign. This person would be the one to manage and report on whether or not your social media efforts are meeting the objective.

It is vital to make your goals measurable so that you can track your business’ progress towards each goal. To test how measurable your goal is, ask yourself what it will look like when partially or entirely achieved.

 

  1. What is your content strategy?

Creating quality content to be used across various social media channels is the most important aspect of online marketing success. This may seem like a daunting task, but if you break it down, a blog post can be used as multiple pieces of content across various social media channels. It also helps to increase your website’s search engine optimization (SEO). For example, if you are a brick and mortar store that sells shoes, you can write a blog post on that season’s trends, then promote that post and content across various social media platforms through visual images, videos, links, etc.

When developing a content strategy, think about your brand’s story. There is usually a lot of content available in the story of why we started our businesses, why we are passionate about what we do, the history of our businesses as well as who we are as well as who our employees are.

Content should always be quality and on-brand. Your marketing messages should always be top of mind when posting to your social media channels – that means you should think twice about posting that funny cat video (unless you are a pet store and sell cat-related products).

To keep track of your social media content, create an editorial calendar. An editorial calendar lists the dates you intend to publish a blog post, Facebook posts as well as dates you intend to go Live on Instagram, as well as any other social media content you plan to publish.

 

  1. How do you plan on measuring your results?

It is important to regularly check your analytics to see how your social media campaign is performing. Many social networks have their own analytics tools, including, Facebook Insights that lets you dig more into your audience demographics as well as how many people are seeing your posts, as well actions taken on your posts. Instagram Insights, available for business accounts, let’s you find out when your fans are online, how many are seeing your posts, and post reach. Google Analytics can show you who’s viewing and engaging with your web pages and how they got to your website. 

When looking at the analytics, think about whether or not your posts are reaching the intended audience? If not, it may mean your messaging needs to be changed. Once you’ve analyzed your current campaign, plan to do more of what is working and change what is not working. Remember to make time regularly to measure and analyze your social media efforts.

 

A social media strategy will simplify your online social media presence with a clear and outlined plan. The key to an effective social media presence is creating a community and conversations within the community using on-brand content that is both relevant and interesting. Use social media effectively, and you’ll dramatically ramp up your online audience and with it your prospects and sales! For more information on how Crummy Media Solutions can help your business develop and implement an effective social media strategy, contact us!

 

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Why Everyone Needs a Social Media Coach

Social media marketing can be overwhelming!

You’re busy enough as a small business owner without having to worry about keeping up with your social media marketing. It gets frustrating to try to keep up with all the latest changes to the social media tools. It takes a lot of time that you don’t have and you are not even sure it is working or worth the effort.

Can you relate? 

If you are a business owner, you are very good at what you do, for example, if you are a carpenter, you are great at building things. However, as a business owner, you must wear many hats, or get the support you need for accounting, project management, HR, business management and marketing(including social media). In general, these are very difficult for one person to do well. Therefore businesses have employees for the day to day operations and hire specialists or consultants to help them along the way to their business goals.

Social Media Marketing is consistently changing and becoming more technical and businesses need to change with the tools if they are going to be successful and alleviate the frustration to create awareness, build relationships and drive sales.

 

What is a Social Media Coach?

A social media coach will provide you with the clarity and strategy to know that you’re taking action with the right tactics to get you the results you’re looking for, support you with the technical parts (or refer you to people who can!) and make sure that the time that’s being spent on marketing is the RIGHT stuff, saving you time and making you more money (which made the time well worth it!).

The coach is someone who already has a lot of experience and expertise to help others that need the support. Any business owner who feels like they have put a lot of energy and funds into marketing efforts and are not seeing the results they had hoped for should consider hiring a coach to provide the guidance they need because they could be making unintentional and costly mistakes.

The coach’s first task is establishing your business objectives and the goals you want to achieve. A coach will meet with you to develop a clear direction so that your marketing including your social media activities are in line with your goals and objectives and they can be measured for effectiveness.  

Measuring the effectiveness is calculating your return on marketing investment (ROI). It is the only way to know if your efforts and the costs associated with the marketing are worth it.  Your social media coach will help you understand what your goal is and whether activities such as increasing engagement, growing your target audience or increasing web traffic are working by looking at your results and measurables.

An effective social media coach will show you how quality over quantity always wins. Tuning into your target audience and producing meaningful and mindful posts.

A social media coach can help you break down your strategy into steps, small chunks or pieces that are easier for you or your team to implement. The step by step approach keeps you moving forward and on track to your goals.

Your coach will help you streamline and make your social media efficient. Create a content plan with you that will produce engaging material while also emphasising your objectives. Your social media coach will work with you and your staff to make sure the plan is understood and efficient to implement. Streamlining and making your social media publishing on multiple platforms efficient and cost-effective. There are tools and services online which you can use, and a coach will help you understand which ones may work for your business. Secondly, making sure that you are utilizing the correct social media platforms for your audience. You need to be where your target audience is, and a coach will help you figure that out.

Your social media coach will provide regular training on utilizing your social media accounts. Social media changes constantly and quickly. Your social media coach is your teacher that will be up to date with the latest industry knowledge, tools and statistics. A coach will meet with you on a regular basis to make sure that the plans are still in line with the goals and objectives or make needed adjustments. Using social media in your marketing mix means things must be constantly tested, measured and adapted for your plans.

Remember it is SOCIAL media, be sociable. Many businesses miss this mark. Listen to what your customers and potential customers are saying and join in the conversation.

Social media marketing is a TWO-WAY conversation.

The important thing to note is to be professional, authentic and consistent. If you are not true to yourself, then people will notice it. Be consistent with the way you brand yourself and your business to build trust and loyalty.

Your social media coach should be your navigator. Helping a business owner take his or her business even further online by providing all kinds of helpful tips and suggestions that will work. The coach discovers and explores what the business offers to ensure that the right marketing strategy is put in place.

For more information on how I can help you to my services page.

Book a Call or email me to find out more!

 

 

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How A Summer Slowdown Can Advance Your Social Media Strategy

Summer Marketing Plans

If the summer months are slow for your business, it doesn’t mean you should shut down your computer and walk away until fall. In fact, summer slowdown is the perfect opportunity for business owners to re-examine their social media strategy and see what is working, what isn’t working, what can be changed, where there is room for improvement, and decide what the coming months will look like for their social media marketing strategy and overall marketing plans.

Where to start?

  • Update your social media profiles: When was the last time you updated your Facebook profile picture or your Facebook Page’s cover image? If it has been a while since they were last updated ask yourself: do you still look like your profile photo? Is the messaging on your cover image still current and applicable? Some businesses change the cover image on their Facebook Page or Twitter profile seasonally, which is great; so long as you remember to change it again after the season has ended (this is especially true if the image relates to Christmas or other holiday seasons). Regardless of the social media network, make sure your messaging is up to date, consistent and current. This may not seem like a big deal, but there is nothing worse than meeting with someone in person after they researched you online, only to have them mistaken the work you do simply because the messaging on your online channels were not in line with who you are or what your business does, sells or offers.
  • Fine-tune your marketing message: With the first point in mind, summer slowdown is the perfect opportunity to fine-tune your marketing message. Does what you are broadcasting online about your business still apply? Are you still offering all the products and services that the “About” section of your Facebook Page states you are? And what about your LinkedIn profile? Do you have any skills, services or other information that should be removed, updated or added? Now is the time to go through all of this information and edit as needed.
  • Refresh your opt-ins: If you have been relying on the same opt-ins to build your e-marketing list for more than a year, summer slowdown is the perfect time to think about creating new opt-ins that will attract a new audience, or if your opt-ins are doing well, slow periods are a great chance to take a look at the information you are providing in the opt-ins to see if it is still correct and relevant.
  • Connect in person: If the summer months mean more free time, then take advantage of it and invite some of your online connections to meet in person. Meeting people in person is a great way to build a relationship with someone who may eventually become a client – or may know someone who would be interested in your services or products. Networking and meeting people in-person compliments and builds online relationships. Speaking with people in person after knowing them online will also give you a feel for what people think or know of you from your online presence. This may help you strategize, change and plan future online content.
  • Plan: Plan for tomorrow today! What are your social media goals for the fall and winter months? What is it you hope to achieve using social media? Instead of scrambling to find quality social media content during your busy periods, plan out what you want to say now using content that is already available to you, such as old (but still relevant) blog posts, third-party articles and images that are appealing and of interest to your online audience.

These are just a few things that you should work on during your slow periods so that when business does get busy again you are not overwhelmed by your social media strategies, plans and content creation. By taking the time to strategize and plan your social media during slower periods means you will have more time, later on, to increase your online marketing even more!

If you need help with your digital marketing strategy to get further reach with your marketing efforts, send Sherry an email or call 613-880-1806.

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