Planning and strategizing is the backbone of every business.
But so many small business owners neglect it because they just want to get out there and DO, which I get!
You’re eager to get started. But posting without planning is a recipe for disaster.
That’s why this Quick Tip Your Business Edge Show is all about the huge advantages of having a solid social media marketing plan in place before you create your first post.
Enjoy this latest episode of: Quick Tip Business Edge Show
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Planning for platforms like Facebook, Twitter, LinkedIn and Instagram has become a big part of an overall marketing strategy, so it should never be taken lightly.
As a small business owner, your time is valuable, your money is tight and your results are critical.
Here are three steps to creating a great plan:
1. Identify your target market.
You need to know who you’re marketing to before you can effectively sell. First, take a look at your ideal customers. Who are they and why would they buy from you? What are their pain points? You want to sell them a solution, not a product/service.
Whether they’re 30-something working moms or retirees, create an ideal customer profile based on your demographics. Your demographics are the stats that you see in the platforms themselves or in Google Analytics; they show you the location, age and behavioural habits of those who are following you/buying from you.
To make things easier, try creating audience personas. For example: Bob is a 55-year-old male who is knowledgeable about tech and makes $75,000+ a year. These help you think of your potential customers as real people, which allows you to better understand what to offer them.
And don’t forget to do a competitive analysis and see what everyone else is doing. Based on that, you can see if there’s an untapped niche market and also discover what you need to do to beat your competition.
Here are seven ways to attract your target market to your website.
2. Learn where your target market hangs out.
Different demographics prefer different online venues. For example, according to Sprout Social, 64% of people aged 18-29 use Instagram. Is that your target market? If so, you would want to focus some efforts on that platform, whether it’s IGTV videos or organic videos (or both).
Whether your audience prefers public Facebook Groups or is connecting in LinkedIn Groups, listen to what they’re talking about. If you can find where your target audience is sharing questions and answers, you can more easily engage with potential customers (naturally, of course).
3. Create the type of message your target audience needs to hear.
If you try and reach everyone, you’ll alienate your target market.
Yes, you want to appeal to as many people as possible, but you also want to tailor your messaging so it really resonates with your specific audience. Look back at your target market and buyer persona(s) to understand what your followers are expecting from you.
Now, how are you going to reach them?
Some target audiences prefer direct mail campaigns, while others will happily check into a Facebook event. Part of your social media marketing plan for should include your online and offline messaging strategies, ad budget and analytics.
This plan isn’t a three-step process. To have an effective strategy, you need to continuously be doing research, testing and trying again!
So define your goals and create a plan to help you achieve them, and you’re well on your way to success. Or, let us help you create one.
What’s worked for your small business? I’d love to hear from you in the comments.
To your business success,
Susan Friesen
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About the Author, Susan Friesen
Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.
With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.
Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.
Visit www.BrandIdentitySteps.com and download your FREE guide: "Unlocking Customer Trust and Business Growth: Your 7-Step Guide to Defining a Compelling Brand Identity that Appeals to Your Perfect Clients".
