Who doesn’t love social media? Hanging out on Facebook or Twitter? Social media rarely feels like work, even to me. It’s FUN and guess what? It should be! Social media should be fun even from a business perspective.
One of the biggest concerns I hear from my clients is that they are not sure how to use social media from a business standpoint. How do we get from fun or casual connections to a working and effective social media marketing plan?
After walking my clients individually through the planning process to expand their social media reach and results, I have found that a few basic foundation steps are very important. Work through these and you will be well on your way to an effective social media plan!
1. Define Your Brand
This isn’t such as strange a place to start as it might seem. If we don’t know what we want to share on social media we will do a terrible job at getting our message out there, right? Knowing what we bring to the table is the only place to start. Define what it is you have to offer that is unique and valuable and lead from that approach.
2. Who Are You Trying To Reach?
Be specific and keep this simple. This process does not need to be overwhelming. Again—if we don’t know WHO we are trying to reach we will likely make significant mistakes in our social media interactions. Everyone has very different niches and understanding WHO you wish to connect with and, more importantly, who wants what you are offering is HUGE!
3. Who is Reaching Your WHO’s already?
Now that you know WHO you want to reach and WHAT you have to offer them you need to look for those who are already reaching your audience. These effective communicators are referred to these days as ‘influencers’. Do a little research. Identify the messages and methods that your competitors are using.
For instance I am in social media marketing so I pay attention to the giants in my industry. This isn’t to copy or emulate them. Notice this step comes AFTER clearly knowing who I am in business and specifically who I am looking to reach. But I watch those successful influencers to know what is happening in my niche and how they are reaching their own audiences. This also helps me more clearly define how my approach is unique.
4. Now…Where Are Your WHOs Spending Time?
If you are trying to reach new moms you probably wouldn’t create a plan around home improvement and financial investment websites. Or if you are in investments and real estate you probably wouldn’t be pinning baby clothes on Pinterest. At least not as a part of your social media engagement plan! Find out where your WHO’S are and start connecting with them where they are!
5. What’s Your Plan For HOW You Will Engage Your WHOs With Your MESSAGE
You know WHO you want to reach and WHAT you have to offer them as well as what is working for successful influencers who are reaching similar audiences. Now lay out a simple social media engagement plan for your brand and your message.
After the previous steps this one won’t be nearly as overwhelming as it was when you started. You already know where your audience is spending time and who their listening to. Now you can add your voice, start reaching out to them in the appropriate places and watch what happens!
Don’t get intimidated by the reach of other’s you have identified in your niche. You aren’t trying to ‘take over’ Disney’s market share but you can certainly offer your handmade princess dresses to the kids and families talking about Disney Vacations, right?
YOU develop your own market share by identifying who you are trying to reach, see how they are interacting with others in your niche, and meet them where they are with VALUE and AUTHENTICY!
Creating a strong brand and then portraying this in social media marketing isn’t an overnight process. It takes on-purpose, concentrated and creative effort!
Who doesn’t love social media? Hanging out on Facebook or Twitter? Social media rarely feels like work, even to me. It’s FUN and guess what? It should be! Social media should be fun even from a business perspective.
One of the biggest concerns I hear from my clients is that they are not sure how to use social media from a business standpoint. How do we get from fun or casual connections to a working and effective social media marketing plan?
After walking my clients individually through the planning process to expand their social media reach and results, I have found that a few basic foundation steps are very important. Work through these and you will be well on your way to an effective social media plan!
1. Define Your Brand
This isn’t such as strange a place to start as it might seem. If we don’t know what we want to share on social media we will do a terrible job at getting our message out there, right? Knowing what we bring to the table is the only place to start. Define what it is you have to offer that is unique and valuable and lead from that approach.
2. Who Are You Trying To Reach?
Be specific and keep this simple. This process does not need to be overwhelming. Again—if we don’t know WHO we are trying to reach we will likely make significant mistakes in our social media interactions. Everyone has very different niches and understanding WHO you wish to connect with and, more importantly, who wants what you are offering is HUGE!
3. Who is Reaching Your WHO’s already?
Now that you know WHO you want to reach and WHAT you have to offer them you need to look for those who are already reaching your audience. These effective communicators are referred to these days as ‘influencers’. Do a little research. Identify the messages and methods that your competitors are using.
For instance I am in social media marketing so I pay attention to the giants in my industry. This isn’t to copy or emulate them. Notice this step comes AFTER clearly knowing who I am in business and specifically who I am looking to reach. But I watch those successful influencers to know what is happening in my niche and how they are reaching their own audiences. This also helps me more clearly define how my approach is unique.
4. Now…Where Are Your WHOs Spending Time?
If you are trying to reach new moms you probably wouldn’t create a plan around home improvement and financial investment websites. Or if you are in investments and real estate you probably wouldn’t be pinning baby clothes on Pinterest. At least not as a part of your social media engagement plan! Find out where your WHO’S are and start connecting with them where they are!
5. What’s Your Plan For HOW You Will Engage Your WHOs With Your MESSAGE
You know WHO you want to reach and WHAT you have to offer them as well as what is working for successful influencers who are reaching similar audiences. Now lay out a simple social media engagement plan for your brand and your message.
After the previous steps this one won’t be nearly as overwhelming as it was when you started. You already know where your audience is spending time and who their listening to. Now you can add your voice, start reaching out to them in the appropriate places and watch what happens!
Don’t get intimidated by the reach of other’s you have identified in your niche. You aren’t trying to ‘take over’ Disney’s market share but you can certainly offer your handmade princess dresses to the kids and families talking about Disney Vacations, right?
YOU develop your own market share by identifying who you are trying to reach, see how they are interacting with others in your niche, and meet them where they are with VALUE and AUTHENTICY!
Creating a strong brand and then portraying this in social media marketing isn’t an overnight process. It takes on-purpose, concentrated and creative effort!