Social media marketing — if you do it properly — can improve brand loyalty, increase your web traffic and SEO rankings, and position you as an authority in your area of expertise. Plus, it’s not expensive to do, so there’s no reason not to start today. In this series, we’ll cover how to do social media marketing for your small business, starting from square one.
Setting your social media strategy means you figure out your goals and how to measure your progress. You’ll know what you need to do, and how to achieve it, from the get-go.
1. Set goals that are S.M.A.R.T.
We love a good acronym. Pick goals that are Specific, Measurable, Attainable, Relevant, and Time-bound (so that you have a way to measure your social media ROI over time.)
Not sure how to narrow down your goals? Set ones that address your biggest challenge. For example, if not enough people know who you are, focus on increasing brand awareness over a specific period of time. Which leads us to the next step...
2. Decide how you’ll measure your goals.
Pick your metric. If you’re trying to increase brand awareness, use follower count. Or likes and shares for increased engagement. Or if you’re trying to increase sales, it would be leads generated and conversion rates.
3. Identify your target audience — and decide which platforms you’ll use.
Figure out what kind of person you’re trying to reach, where they spend their time online, and how they engage on social media. This will give you a direction for your own content. Targeting millennial brides? Most of them are on Pinterest and Instagram for wedding planning, so your content should be more visual and inspirational rather than funny text.
Don’t stretch yourself thin by having a profile on every single social media platform, especially since you’ve already identified where your audience is. Now figure out how they’re using the platform and if your presence there will help you achieve your goals. That should help you narrow it down to two or three networks.
4. Assess the competition.
Whether your strategy is to do something similar or different to your competition, you should know what they’re doing. Research what they’re doing well (and not well) to come up with a plan that makes sense for you.
5. Create your profiles.
Be thoughtful when you make your profiles. Pick a username that’s easy to find — save your creativity for the hashtags. Use a logo for your profile pic if you have one, and a great headshot if you don’t. Find a cover image that represents your brand’s identity. Fill out all of the information in the “about” sections and add your website wherever possible.