Without a little thought and planning, social media can really suck the life out of you and your business. So many people quit before they reach success because they are aimlessly navigating the social waters, and aren’t really sure why they aren’t getting the results they wanted or expected. In this post, I’m going to help you set a strategy for your social media outreach. A “strategy” can be complicated, but here I’m just talking about a simple plan. Before you go create your Facebook page, or sign up for Instagram, grab a piece of paper and consider these four things:
Step 1: Define Your Audience
Who is your ideal customer? I know your customers aren’t carbon copies of each other, but they’ve got to have SOME similarities… that’s what draws them to you in the first place! Take a minute to think about characteristics that describe these people. Marketers break these characteristics into two groups: Demographics (gender, age, income range, education, etc.) and psychographics (interests, fears, attitudes, etc.). Write down as many things as you know about your customer, or can reasonably assume. It’s ok to make it up a little bit here. If you sell fitness programs, you may think that one of your ideal customers is a woman that just had a baby. Get creative!
2. Select a Channel
Different people spend time on different social media channels. For example, did you know that 80% of Pinterest users are female? If you are an auto parts store, and 80% of the people that walk in your door are male… maybe Pinterest doesn’t make sense for you. Each social media channel has specific demographics that typically frequent that site. That doesn’t mean you can’t be successful on a certain platform, but you may have an uphill battle. Social media is about meeting your customer where they already are. So figure out where that is, and hang out there.
3. Relevant & Consistent Posting
This is one of the most challenging parts of social media management for most people. Posting helpful, interesting, unique content is how you attract your potential customer. Staying on topic and posting at similar times at a particular frequency (once a day, three times per week?) is how you keep them and continue to grow. When you disrupt the flow with something random, people will wonder why they let you in their feed. Stay relevant!
4. Analyze & Optimize
Finally, you must always be evaluating what works and what doesn’t. At a basic level, you can look at stats such as the number of likes or comments. Start small, but pay attention to what makes people take action. As you get more immersed in social media, you can start to take advantage of other reporting tools, such as Facebook Insights (but seriously, forget I even just said that… start basic!)
If you want to go deeper in learning how to create a customized social media strategy for your business that gets results, consider my Social Media Strategies Workshop! The workshop is 90 minutes of instruction, followed by 30 minutes of valuable Q&A (pre-recorded). Learn more and register by clicking here.
Molly Marshall teaches small business owners and online entrepreneurs how to systematically and simply grow a profitable online presence through social media. Get your FREE Instagram Strategy Guide now!