1: Social Media Audit
Take a quick look at your social media presence. Consider the following: Which networks are you currently active on, are your networks optimized (images, URL, etc.), which networks bring you the most value, etc.
2: Establish Buyer’s Persona
Ask yourself who is not only most likely to buy, but who is likely to serve as your brand ambassador as your presence on social media grows. Answer the following questions to help you come up with a highly focused buyer persona: age, location, job title, income, most used social network, etc.
3: Social Media Mission Statement
Your mission statement will drive your future decisions with your company. This statement will make it clear exactly what you plan to use your social media presence for and should reflect your brand voice. Keep in mind your ideal customer when trying to create this statement. People want to hear from you the expert. Demonstrate that you are the go-to professional in your local area.
4: Identify Key Performance Indicators!
How will you determine if your social media marketing efforts are successful? A few of the many indicators to consider are the following: conversion rate, time spent on website, reach, brand mentions, total shares, etc.
5: Content Creation & Engagement!
You know who your ideal customer is and you used that information to create your social media mission statement. First comes the mission statement, then it’s time to generate content that will hold the buyer’s attention. Be sure to create an editorial calendar to monitor your metrics throughout the social media marketing process. Here are a few examples of content you could create: Images, Videos, blog posts, company news, infographics, ebooks, etc.
6: Social Media Management!
One of the main benefits of a social media management tool is the ability to schedule posts ahead of time. As mentioned in step 5, without an editorial calendar, you will not have the ability to track your company progress. Make sure your scheduled posts in your social media management tool align with your content calendar.
7: Analysis & Optimization!
Each previous step should be re-evaluated after you have had time to analyze the results of your marketing efforts. Let the data drive you. If it is telling you Facebook or Twitter is your most effective channel, consider doubling down. The name of the game is trial and error. When something fails, then tweak your schedule or the piece of content to determine where your audience lost their engagement with your brand. This may be time consuming, but in the end, you’ll have results to improve how you reach your audience and generate leads and sales from it all.