Are you looking to develop a simple social media strategy for your business?
The truth is that it doesn’t have to be hard.
Simple Social Media Strategy
Step 1: Acquire Access
The first step is to build a targeted audience around your business using social media.
You do this by making people aware that you have a presence on social media and then attracting their attention sufficiently that they will choose to become a social media follower by Liking, Following or Subscribing to your business on their social media platform of choice.
You can build your audience using a variety of methods that won’t cost your business a cent, such as inviting people to follow you, installing social following plugins and buttons on your website and offline promotions. However, you can speed up this process significantly by incorporating social media advertising within this aspect of your social media strategy.
By building an audience on social media, you have effectively acquired access into their newsfeed.
This means that you have permission to communicate with them from that point forward via the platform in which you have connected with your business.
Whilst this step is necessary and extremely important, it is meaningless in itself unless you have focused your efforts on acquiring a targeted audience and then you perform the next two steps effectively.
But that’s not all…
Acquiring access into the social media newsfeed(s) of your audience members is only one step in the process. You also want to acquire access into their inboxes as an email subscriber.
Converting your social media following into email subscribers may not occur until they have been following you for some time, but in some instances it is possible to gain both a social media follower and an email subscriber at the same time. You may also gain an email subscriber first and then later try to convert them to become a social media follower so that you can communicate with them on a more frequent basis, using a cross-channel approach, and therefore be more likely to stay front-of-mind.
Step 2: Add Value
Once you have acquired access into the newsfeed of your target audience, it becomes your job to add value on a regular and consistent basis through the content that you share.
This will ensure that you retain your permission to communicate with them via this method for the long-term.
However, it’s not just a case of broadcasting one-way messages. You also need to engage conversations with your audience so that you can develop relationships with your audience on an individual basis.
Adding value assists in positioning your business as the authority in your niche and speeding up the “know, like and trust” process.
It is important that you share a mix of both content you create and content you curate (other people’s content). Sharing other people’s content has many benefits, including:
- Being a relatively easy and low cost method of increasing the quantity of content you will be able to share
- Gaining recognition as an authority in a niche through the quality of the content that you share
- Developing relationships with the people who’s content you regularly share
When adding value you also need to look at the other aspects of your marketing mix that can assist you in achieving this objective. They may include, but are not limited to:
- Email Marketing
- Opt-in Resources
Social media advertising (e.g. Facebook Ads) can be used to further increase the reach of the content you share on social media, drive traffic to your website and/or increase conversions.
Whilst you can promote content to people who are not already following your business on social media, conversions are likely to be lower and costs are likely to be higher. That is why it is better to convert your target audiences into social media followers first and then promote your content to them second.
Step 3: Assist Action
Once members of your audience get to know your business, like what you have on offer and trust that you are the type of businesses that they would like to do business with, it then becomes your roll to assist your audience into action that aligns with your overall business goals.
This is where you aim to move your audience members further along your sales funnel and ultimately convert them into becoming customers, repeat customers and/or advocates for your business.
The different call-to-actions you can use may include (but are not limited to):
- Visit your website or blog
- Subscribe to your enews
- Opt-in for a FREE resource
- Watch a video
- Purchase a product or service
- Write a review
- Share with your friends
NOTE: Whilst these are the main desired outcomes for the above call-to-actions, the wording should vary as appropriate between posts, whilst still aiming to achieve the same outcome.
It is important that a social media advertising budget be allocated (where possible) for posts that are promotional in nature as it will provide you with a much greater return on investment than if you were to rely on organic reach alone.
Example Of This Simple Social Media Strategy In Action!
To see the benefits of allocating advertising budget in action, I give you the above post.
This post was performing well organically on Facebook and driving significant traffic to my website. A day or so later once the organic reach from this post started to decrease to pretty much nothing I decided to spend $7 in one day to further boost this post to my fans and their friends.
I should mention that this is what I consider to be the worst possible type of Facebook Ad you can do, but I was keen to use the most basic method to prove a point.
For that measly sum I received an additional 33 link clicks, 15 likes and 5 shares. That’s 21 cents per website visitors. This is not particularly fantastic in terms of click through rate due to my targeting, but I was happy with that result, especially seeing that social sharing of the post in general (not only Facebook) started to pick up again after I boosted the post.
No doubt many people than the 5 shares that Facebook’s metrics advised me of were social sharing the blog post on their social media platform of choice after seeing it as a result of this ad.
In addition to this, I also had a spike in email subscribers that same day.
But that’s not all.
It’s what happened next as a result of this spend that is more important…
That same day that I boosted the post I received a website enquiry about my one-on-one social media coaching from someone who Likes my Page, but was not already an email subscriber.
I gave them a call and chatted through how the coaching works and then sent them some more information so they could sign up if they wished to. As part of the conversation I asked them what prompted them to contact me today and the answer was “I saw a post from you today about Facebook’s latest changes on Facebook”.
I was intrigued, so I dug a little deeper and it turns out that they think they Liked my Page a while back (they couldn’t quite remember how long ago). They remember seeing my content a fair bit at first (enough to know who I was and that I know my stuff), but acknowledged that they hadn’t been seeing much of it lately.
It was after reading the article that they realised they needed help in getting back up-to-speed on how to use Facebook for business and that is why they reached out.
Based our our discussions and the timing of when they saw the add, I am confident in the following assumption:
Boosting that post landed me a new client.
In other words, that $7 non-targeted investment banked me $660 in sales. Not a bad return on investment I think!
Now I should acknowledge that I only converted one fan. I did not convert any of the “friends of fans” that were also (poorly) targeted.
Whilst you can promote conversion opportunities (e.g. sales) to people who are not already following your business on social media, conversions are likely to be lower and costs are likely to be higher (I think that is why I paid more than I normally would for website clicks).
This is why it is better to convert your target audiences into social media followers first and then promote content to them that assists them into action that second.
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Social Media Strategy
This simple social media strategy can provide a starting point for the development of a social media strategy for your business.
If you would like further assistance in developing a social media strategy for your business, download this FREE Quick Start Social Media Strategy and answer 16 simple questions to put your business on the path to social media success.
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