As we progress through 2017 a lot of small business owners will be reflecting on the past year and the impact that social media had, or didn’t have on their business. Too often the people running the social media accounts for small businesses think they are doing a great job simply because they are uploading frequently. Whilst this is undoubtedly very important, if there is no detailed social media strategy and brand direction then you might as well not bother.
But what does a social media strategy consist of? It is important, before you create a social media strategy, to set goals (you’ve heard this a million times but it’s time to actually do it!). However, setting goals that sound something like ‘I really want to grow my audience and reach new customers’ is not good enough, if you want to see results that it. Most large businesses like to use the SMART technique, which means your goals will be:
The reason goals are so important is because they provide you with direction, if you don’t have them you can find yourself in a position where your business is not growing, it’s just in maintenance mode.
Now that you have created your goals, it’s time to finally create you social media strategy and below you will find a step-by-step guide on
how to do this:
- Create your buyer personas
- Conduct a competitor analysis (find out what is already working)
- Determine which social platforms you will use
- Create a content calendar (Blogs, images, infographics, gifs, videos etc)
- Create a schedule (how often will you post?)
- Set aside time every week to create conversations with your audience
- Determine you metrics for analysis (followers, engagement, impressions)
- Set a budget for promoting your content to new audiences
The most important step in this process is without doubt the first one, creating your buyer personas. These are profiles of your dream customers, and the more in depth you make them, the better. Here are the questions you should ask when creating your buyer personas-
1) What is your job role? Your title?
2) How is your job measured?
3) What does a typical day look like?
4) What skills are required to do your job?
5) What knowledge and tools do you use in your job?
6) Who do you report to? Who reports to you?
7) In which industry or industries does your company work?
8) What is the size of your company (revenue, employees)?
11) What are your biggest challenges?
12) How do you learn about new information for your job?
13) What publications or blogs do you read?
14) What associations and social networks do you participate in?
15) Describe your personal demographics (if appropriate, ask their age, whether they're married, if they have children).
16) Describe your educational background. What level of education did you complete, which schools did you attend, and what did you study?
17) Describe your career path. How did you end up where you are today?
18) How do you prefer to interact with vendors (e.g. email, phone, in person)?
19) Do you use the internet to research vendors or products? If yes, how do you search for information?
20) Describe a recent purchase. Why did you consider a purchase, what was the evaluation process?
Creating a social media strategy and following these steps can grow your business because it will allow you to better target your ‘dream customers’, instead of just churning out content that is vague and uninteresting to everyone.
Published by - https://smarcomms.com/how-the-right-social-media-strategy