Have you ever wondered why some businesses succeed at social media while others fail? Or why one company seems to make interacting online look effortless?
The difference is a solid social media strategy.
Given the fact that 3 in 4 consumers make a buying decision based on online content, wouldn’t you agree that being consistent is critical? That’s where a strategy comes in!
A couple of weeks ago, I had the honor of speaking at the Fall Outreach Marketing Summit where I shared six tactics to create a strategic social media plan. (catch the replay here)
Whether you’re looking to reinvent your current strategy or just getting started, the ideas below will help you create massive results. Plus, don’t forget to grab the Slideshare!
Ready to get started? Lets dive in!
Instantly Improve Social Media Strategy
1. Define Goals
Your first order of business is defining your goals. Goals are the fuel that propel your online efforts forward. They give a reason and a purpose to what can otherwise be random, sporadic, one-off social media tactics.
However, the key to goal setting success is knowing what questions to ask and then writing your answers down. Why is this so important?
In a study by Dr. Gail Matthews, a psychology professor at Dominican University in California, she found that you are 42 percent more likely to achieve your goals just by writing them down.
So, grab your pen and paper and get writing!
Ask these key questions:
- Who are you looking to connect with?
- What type of content will you share?
- What are you trying to achieve? Additional exposure, connections with potential clients, more sales?
- How much time can you commit to managing your social media?
- What does success look like?
My motto has always been,
[clickToTweet tweet=”What you don’t write down, doesn’t get done. Capture your #socialmedia goals and review daily. ” quote=”What doesn’t get written down, doesn’t get done. Capture your social media goals and review daily. “]
2. Stand Out Online
In a social media world where a cookie-cutter approach is the norm, creating differentiation is a must.
In my book, “10 Ways to Use Social Media to Virtually Crush the Competition,” I share the key component that should always be at the top of your strategy, it’s sharing your “one thing.”
It’s that one thing that sets you apart from your competitors and leaves an indelible mark in the mind of your potential clients.
Focus on what your customer wants. Ask yourself everyday whether your message is beneficial and valuable or just contributing to the noise.
3. Know Your Audience
As you go about your day on social media, do you have a defined focus? Have you taken the time to truly understand the needs of your target market?
Now is the time to dig in and do some research. Do your homework and get to know who that potential client or consumer is, and be specific.
The better you can describe that person, the more likely it is that your message and vision will capture their attention.
Here’s a quick way to get inside the head of your target market.
YOUR THREE TARGET MARKETS MIGHT LOOK LIKE THIS:
- Parents of teens
- Parents of newborns
- Parents of college students
As you can imagine, the problems you solve for each one will be considerably different. Know exactly what those needs are and find ways to meet them in a very real and specific way.
4. Create a Cross-Platform Strategy
Companies succeeding at social media today know where their time is best spent. They also know that different demographic groups use social media in distinctive ways.
Take the time to research and understand exactly how, when and why your audience is using social media. Where are they spending their time and how can you best use that social network to support your goals?
Dependent on your target market, you might want to focus on Facebook or Twitter. However, you might find that expanding into Google+, Instagram, Pinterest, Tumblr, or LinkedIn is a better conversational tool.
The bottom line? It’s vital to identify your customers preferred social media platform so that your strategy is focused and direct.
5. Translate Your Established Brand
Your online presence is an extension of your offline brand. In order to translate that you need to focus on what you’re trying to convey.
Ask yourself a few questions:
- How does your brand make people feel and how will that be seen, heard and felt online?
- What is the purpose and what is the brand you are trying to build?
- How will your content extend the mission and vision of your brand?
When we look at brands like Starbucks, Apple and Harley Davidson, they all got out of the heads and into the hearts of their audience.
They transcended the typical brand stereotype by clearly translating the essence of their brand and creating differentiation within the marketplace.
6. Track, Measure and Adjust
Tracking and measuring your efforts should be the backbone of your social media strategy. But as a business owner or entrepreneur, you’re busy running a company. The idea is to make measurement and tracking as easy as possible.
While social media is useful in so many ways, it can also be an enormous time suck if we don’t pay close attention to where our time and efforts are best spent. That’s where analysis comes in.
Leverage information available to you in Google Analytics, Facebook Insights, your Google Plus dashboard and any third-party management tool you’re using to learn as much as possible about which content is making the biggest splash across your social channels.
Evaluate how and why some content works and some falls short.
Not everything will work. The key is to identify what is and do more of that.
Next Steps
Get clear on how you can tackle social media in a productive and meaningful way.
Your 6-Step Action Plan
- Define Your Goals
- Stand Out Online
- Research
- Create an Integrated Strategy
- Translate Your Established Brand
- Track and Measure Your Success
Your Assignment
- Get Clear – Define your mission, vision, and goals for your social media strategy.
- Research – Know where your clients spend their time and how they consume content on social media.
- Plan to Succeed – Determine how you will join the conversation and begin forging relationships in a consistent and strategic way.
As Benjamin Franklin said,
“By failing to prepare, you are preparing to fail.”
Rebekah, once again you nailed the heart of writers, bloggers and small business owners who had a website- getting viewed above the rest. I just have to share this article with the world.
Thank you! Job well done is much appreciated.
Malika
Hi Rebekah,
Thank you for another great article. I operate in a small niche and have many ideas but often struggle to organise my marketing activity. Working through your six point plan has helped me prioritise and realise what I need to focus on.
I love the blog and eagerly read all your posts. Keep them coming please.
Best Wishes
Eva
Great Stuff Rebekah, Enjoyed reading the article. Thank you for putting up the entire process of social media strategy. Learned something important here. Thanks 🙂
That’s great to hear Hemant! I’m glad it was helpful!
This is very useful, Rebekah.
Right now, it is very important for anyone to be on social media, especially executives because of what is happening in the economy.
Congratulations on your book and I will aim to buy it soon.
I absolutely agree Cheval! It’s so important to get execs onboard and embracing social media.
All of your SMM tips are useful and none more so than knowing your audience or how I frame it with my clients; Define your Ideal Customer? How old are they, where do they live, work and play? What’s their profession? and most importantly, what Questions are they asking Siri or Google Now that you can help them answer? Once you know that, the other tasks become a little easier to implement. Its still hard work and demands time & focus, but knowing your future customer wants and needs is the key, especially if you’re the person that can help them. Right?
I laugh a little Neil at “what Questions are they asking Siri or Google Now” only because that’s how we search these days. My how times have changed.
You’re absolutely right on how much easier clarity can make things. Knowing who you’re talking to takes all of the guesswork out of content creation.
Steps 1 and 6 are key. It’s a circle, a cycle… you plan the work, then work the plan. One mistake a lot of brands and DIY small businesses make is asking the wrong questions which leads to bad strategy, poor planning and a focus on tactics for the wrong reasons. It’s like going to FB b/c sales are down; sales aren’t down b/c you’re not selling on FB they’re down b/c people aren’t buying. Fix that first, then rethink SM. FWIW.
Absolutely Davina. I couldn’t agree more! Social media is never an answer. In fact, it only exacerbates a problem, as you’ve pointed out.
Hey Rebekah,
Solid 6 step plan. I’ve always been one who likes to meticulously plan and organise things, but I was recently introduced to a concept from a client that has altered my mindset.
It was as simple as 7/10 will do. If you launch at 7 out of 10, then it’s always going to be better in the long-run than waiting to hit the magic 10.
Interested to hear your thoughts on this.
Ciao for now!
Stuart =)
I really like that concept Stuart. It’s similar to the ready, fire, aim theory of taking action instead of over-deliberating.
I (and my biz coach) have to force me to do this. My perfectionist nature gets in the way and can be a hinderance. I suspect ti’s the same for you given the fact that you used the word meticulous. 🙂
Hi Rebakah
Epic post yet again. You have summarized and given clear action to us all to be successful on Social.
Many people just head out there and blast, without really having a plan, goals or even an idea of who they are trying to reach. So following those steps alone will make a huge difference!
have a great week
ashley
It’s difficult to succeed at anything if you haven’t clearly defined what success looks like, right Ashley?
Without a roadmap it’s also going to be tough to get to your destination. It’s not easy working through social media goals, but well worth it as I know you tout as well!
Defining goals are on top of my list. If you don’t have a clear foundation (goals) your social media marketing efforts will be all over the place. Great tips.
Absolutely Elizabeth! The foundation is everything.
Great article Rebekah with heaps of great advice that made me think of what I\’m doing and where im going and how I am getting there. Knowing your avatar is so important, and it\’s also great to show them you are a real person with a life that you don\’t mind sharing bits of in your blog. People buy from people and from someone they have got to know, like and trust.I love your website and all the information you give!!!!! 🙂
People do buy from people Evelyn and they love to learn more about you. The more you can share, the better connected your audience will be to you and your business!
Hi Rebekah,
I love 2 and 5. I intend to be me, to stand out from the crowd, as we work in such a crowded online market place. Fab tips here.
Speak your voice. I know nobody can write like me if I speak my voice, if I’m authentic, and if I’m true to me wherever I show up, spreading the Blogging from Paradise word. It’s so simple, when you become more comfortable in your own skin.
Nobody can write like you Rebekah, nor like Reginald up top, nor anybody, who simply decides to stand out on social by being genuine and authentic.
Yep, our brand inspires people to feel something. For me it’s living a life of freedom, of island hopping through pro blogging, of blogging from paradise. All travel pictures, all the time, though my blog posts, and through all that I do. That’s the secret, to let your brand bleed through everything you do, and folks will so vibe with your message on all social platforms.
Rebekah, excellent advice. I enjoy your practical, tangible social media tips, because many need direction in this area. And I love a good checkup here and there to gain a more clear vision of why I’m using social.
Fab tips as always on measuring too. It never hurts to see where you’re heading, and then, tweaking accordingly.
Thanks so much. Tweeting through Triberr.
Signing off from Savusavu, Fiji.
Ryan
Nobody does write like you and nobody could ever steal your voice Ryan. You are wonderfully and uniquely you and I love that you put yourself out there daily.
You’re an excellent example of what it means to be transparent with your audience and build meaningful connections!
Excellent article! Thank you. The key point for me to note here is “Track, Measure and Adjust”…I have been operating blindly all along. Thanks!
Glad to hear it was helpful James! Keep tracking and tweaking to find what’s working. 🙂
Hey Rebekah,
Awesome write as usual. For me, I think the most important part is about the define goals and target. Let’s face it, most of the time we see people going into social media marketing without a goal.
In return, time wasted. Not to forget, money too!
Having the right goals will help you go the right path and indirectly, giving you a visibility on the next steps etc.
All in all, lovely article and keep it up dear friend!
Have a great week ahead!
So true Reginald. It’s a hit or miss strategy that I see most of the time. That contributes to frustration and an eventual disinterest because, “social media isn’t working.”
Thanks as always for stopping by!