How To Create A Social Media Marketing Strategy To Grow Your Business
In order to grow your business, you need people to know who you are and what you have to offer. Since everybody and their mom is on social media these days, it’s important for your business to have a well-known presence.
It’s not enough to just have a presence, however. If you want your efforts to produce results, you need to have a strategy. Posting to social media without a strategy is like getting dressed up in your best outfit and then sitting on the couch. By yourself. With the lights off.
Who’s going to see you?!
Creating a social media marketing strategy doesn’t mean forking over tons of cash on ads. There are ways to grow your audience organically. Developing a strategy for your social media takes some planning and a mixture of paid and organic strategies.
How to create a social media marketing strategy
The first step to creating your social media marketing strategy is to have a plan. In order to create your plan, you need to ask yourself some questions:
Who is your target audience?
Where will you share on social media (what platforms)?
What are your goals?
Why should someone buy from your business?
When, or how often, will you post on social media?
Here is a handy social media marketing template to help you.
Let’s break these down, shall we?
Who is your target audience?
First, let’s figure out who your target audience is. Understanding who your target audience is will help you develop your strategy around them and their behaviors.
Who are they? (Age, gender, job title, interests, etc.)
Where do they hang out online? (Facebook, Instagram, Twitter, TikTok?)
When are they online? (In the morning before work, on the weekends, etc.)
Why do they need the content that you provide? (To get healthy, because they are new parents, first-time home buyers, etc.)
How do they like to consume content? (Do they prefer videos, blog posts, webinars?)
If your business is new and you aren’t sure what the answers are to some of these questions, you can try doing some research online or try different strategies on your social media and pay attention and take notes on what is working and what isn’t.
2. Where are you going to share on social media?
Look back at your answer to the second question in part one, “Where do they hang out online?”
Understanding your audience and where they like to consume content online will help you to focus your efforts strategically. Your business does not need to be present on all social media platforms, pick 1-3 of them to focus on and be consistent.
Once you have chosen which platforms your business will be posting to, make sure that your accounts are optimized for search engines. You want people to be able to find your business. This is also where paid advertising will come into play (more on that at a later time).
3. What are your goals?
Before you decide what you will be posting, you need to define your goals. Here are some ideas to get you started:
Drive traffic to your website
Increase (or create, if your business is brand new) brand awareness
Generate leads
Increase sales
Grow brand loyalty
Engage with your customers
You will likely have more than one goal and your goals might differ for each social media platform.
(Don’t forget to use the social media marketing template to help you!)
4. Why should someone buy from your business?
This is also known as the “How do you help?” question. People want to support businesses that they know and trust. You want your business to provide a solution to their problem in a way that is honest, helpful, and positive. You’re creating/building your reputation. Make sure you are providing value that keeps them coming back for more.
Once you’ve figured out who your audience is, where they hang out, and you know what your goal is - you need to settle on what kind of content to share. Now that you know your audience a little better, what is it that they need from you? Here are some ideas to get you rolling:
Sharing photos from your customers on Instagram may help boost engagement and help build your reputation while also increasing customer loyalty. People like knowing that real people honestly like a product or company.
Share photos of your products in use, or if you are a service-based business, show yourself in your work setting. Be vulnerable and open.
Engage with your audience using quotes or memes that get them talking.
Videos can provide a behind the scenes glimpse into your business. You can also offer short, quick videos with valuable tips and suggestions to encourage your audience.
5. When, or how often, will you post on social media?
Don’t let this overwhelm you! Once you know who, what, and where - you need to make a schedule and stay consistent. It doesn’t have to be daily. It does have to be consistent. You will want to provide value and expectation as you grow. This also works in your favor with the ever-changing social media algorithms.
Utilize the research you completed above about your audience and their behaviors on social media. When are they typically consuming the type of content you provide?
Here are a few general audience considerations:
Stay at home moms may be online during nap times or after bedtime routines
Side hustlers may spend more time online at night, once their 9-5 duties are done
Frequent travelers often spend time online during the weekends
Freelancers, writers, and other creatives often look for inspiration when they hit a mental wall - this could be early morning, during the afternoon slump, or late at night
This may not seem to answer the question of when, but it does give you a place to start. If you are having a hard time figuring out what times to post, go back and answer a few more questions about who your audience is. It will also take some trial and error on your part. Keep notes as you try different tactics. Notice the intersections of posting times and engagement and there is your sweet spot. Keep in mind, this should be fluid. Social media is ever-evolving, and you may need to change your posting times to keep engagement up.
Keep looking forward
Don’t let the daunting task of creating a strategy overwhelm you. Remember, a strategy is meant to maximize your efforts and produce results. It also takes time. Be consistent and remember that you are building your reputation, creating social proof, and providing value. You’ve got this!
