Know your audience. EVERYONE is not your ideal client. Really dig into in your audience (look at your current clients—the ones you like working with) to define who they are. Then look at the demographics of your social media analytics and see if that data aligns with your thoughts. For instance, you might think your ideal client is younger than the following you have on social media. Once you know where "your people" hang out online, then get really good at engaging them on that platform. You do not have to be on every social media site!! Just be where your ideal customers are!
Make a plan for content. Content you share needs to do 4 things—educate, inform, inspire and entertain your audience. Notice I didn’t list “sell”. What content do you already have that can be used on social? Look at your website and pull messaging from there. Do you blog? Link to your blogs, use pull quotes or statistics as separate pieces of content for separate posts. Do a video expanding on a specific point on a blog. You don’t necessarily have to create new content all the time. Which leads me to my next point…..
Align yourself with the experts. Are you engaging with industry leaders, experts and influencers? You should be. Share their content. Think about the sources you go to for your own education and follow and share with your audience. Share and comment on articles and put YOUR spin/opinion on it. (Note: this does not mean to self-promote; be conversational and when you share, tell your audience why they should take time to read/watch the content.) Your content always needs to answer the question your reads ask: What’s in it for me?
Analytics. This may seem dry and boring, but looking at your data answers a lot of questions about when, where, and what you should be posting on social media. Your data, specific to your business, makes your strategy SO MUCH EASIER to implement. Look at when your audience is online and schedule your posts for then. Look at what posts have gotten the most engagement and do more of that. Review your website analytics… what is driving the most traffic to your site? How long are people spending on your website? How can you get them to stay longer or move to action? The data answers these questions.
Consistency. Is your brand imagery consistent across all platforms? Does your bio use the right keywords and say the same thing everywhere someone finds you? Are you following a consistent posting schedule? If you don’t have the time to do SMM right, then don’t do it at all! Nothing is worse than a potential client finding you online only to see you are outdated and haven’t posted in weeks or months. Whether its 1x a week or 15x a week—just be consistent.
Be social. Social media is a place to build relationships, have conversations and to be SOCIAL! You can’t just plaster your stuff up there and expect people to love you, hire you and buy from you. LISTEN. Ask questions. Like, Comment and Share on other people’s stuff. Offer some free advice (without self-promoting). Refer people to resources. Compliment them. Answer your direct messages or connection requests. Make this a regular task as part of your schedule of doing your business. Not scheduling means you will waste time on social. Schedule a few min a few times a day to do this. Oh—and be authentic when you do!
Review your words for SEO. Are you using the right keywords and keyword phrases in your content so Google is associating them with you? There are a few places on your social profiles that are indexed by Google and are key to FREE SEO. Make sure you are using the right words in those places. Are you adding geography to your text? Example: “Social Chicy is a marketing consultant based in Bucks County, PA, just outside Philadelphia.” Google will find me when someone searches for “marketing consultants in Bucks County (or Philadelphia).
Newsjack! This is fun—what is going on in the world that you can piggyback your business on? What “National Day” or “National Month” is it that you can use? June 30 is National Social Media Day—you bet I jump on that hashtag and conversation! Is something going on in the news that your company/product/service can offer an opinion or help with? Look ahead for these types of opportunities and incorporate them into your plan.
Tell people what you want them to do. Repeatedly. You can’t expect anyone to take action if you don’t give them an action to take. Make sure your social media includes CTA’s in your profile set up, in promotional posts (when you make them) and make it EASY AS POSSIBLE for people to take action. Don’t send people to 3 different places to contact you or to get a piece of information. Don’t assume people will know what to do to work with you. Tell them, tell them, tell the.
Plan. If you fail to plan; you plan to fail, right? Take all this insight you just gathered and create a plan. In whatever format you love the most, your plan needs to include: WHERE you are marketing; WHO you are marketing to; WHAT content you are sharing; WHEN you are sharing and engaging; WHY: what is your call to action; HOW: articles, images, videos, networking, events etc.
It is really not that difficult to come up with a social media strategy that is unique to your business, works within your schedule and meets your overall business goals. You simply have to commit to sit down and put some time and thought into it. A well-crafted strategy will make your social media marketing more efficient, effective and easy.
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