Having a strong social media presence is essential for sales and marketing success. Infrequently sharing a couple of memes or blog articles won’t get the job done. It requires planning and commitment. Quite often, when working with new clients, we find this is a gap in their marketing efforts. Unreasonable expectations in the speed at which new social media marketing methods show results are also typical. In this article, I will share the ingredients that guide our social media planning strategy.
The Components of a Robust Social Media Strategy
Curated content: Created by trustworthy outside sources about topics relevant to your audience’s pain points and interests. Enhances your overall strategy and builds trust.
Educational content: Blog articles, tips, and videos personally created from your expertise to help readers solve problems.
Promotional content: Whitepapers, eBooks, and infographics readers request through a form submission to drive leads.
A good process to properly supplement social media posts and foster relationships with customers and potential customers is the “rule of thirds.” One-third of your social content should:
- Promote your business, convert readers, and generate profit.
- Share ideas and stories from thought leaders in your industry or like-minded businesses.
- Involve personal interactions with your audience.
Time and Knowledge are Key Factors
The following is a list of basic things you should know or have the answers to before getting started. Begin with identifying at least five of each of these about your industry and your followers:
- Relevant topics of interest
- Pain points
- Questions about your services and products
- Relevant industry topics
- Sources for relevant news and advances in your sector
- Biggest competitors
- Organizations/businesses that serve the same audience you do
To be effective, a minimum commitment of Monday through Friday is critical, spending at least an hour a day managing social media. It won’t work if it’s sporadic. It’s essential to supplement your social media to connect with your audience personally by interacting with your followers. This activity builds trust, and when people trust a company or product, they’re more likely to tell others. Don’t just post it and forget it.
The only thing worse than no social media strategy is an ineffective one. If you don’t have the time to commit, you should consider outsourcing your efforts. To help you sort it all out, I’ve put together a list of our popular articles on social media marketing: