How to create a social media marketing strategy for small businesses.
Putting together a social media marketing strategy can feel like a big job, especially when you've got a lot on your plate. But if you break it down into steps, it’s a lot more manageable (and maybe even a bit fun).
So, what are the steps? Keep on reading to find out.
1. Set Your Goals
Start with what you’re aiming for.
- Do you want more sales?
- Better brand awareness?
- Maybe just more interaction with your ideal clients?
Your goals should be specific, something you can actually measure, and realistic for your business. For example, boosting your sales by 10% in the next quarter or growing your followers by 20% over six months.
Being clear on what your goals are will guide your social media strategy and help you keep track of how things are going.
2. Know Your Brand
What makes your brand stand out? What’s the story behind what you do?
This is more than just what you sell; it’s about how your brand makes people feel, as well as conveying why you do what you do.
Warning: marketing jargon incoming!!
Your brand values and Unique Selling Proposition (USP) need to come through in everything you share.
Explaining the marketing jargon:
- Brand values: what your business stands for and believes in.
- Unique Selling Proposition: why people buy from you
So, your brand is what sticks in people’s minds, makes them feel all the warm and fuzzies about you and your business, and keeps them coming back.
3. Understand Your Ideal Clients
It’s not enough to just know how old your ideal clients are or where they live. What’s really important is understanding what makes them tick – their interests, their challenges (that you can help with), and what drives them and their decision making.
That’s what will shape your content and help you speak directly to the people who are most likely to connect with your brand. Remember, you’re not trying to reach everyone – just the people who will love what you do/offer, be easy to deal with, and who are loyal.
If you don’t know who your ideal clients are then check out this article, How do I know who my ideal clients are.
4. Know Your Social Media Channels
Not all social platforms are the same, and not all of them will suit your business.
This is where a social media audit comes in.
Don’t freak out – it’s not as complicated as it sounds.
A social media audit will show you what’s working and what’s not. You’ll also get a clearer picture of which platforms your ideal clients are most active on, which is key because you want to focus your social efforts where they hang out on the socials.
To get started with your own audit, check out this guide on how to conduct a social media audit. It’ll help you figure out which platforms deserve your attention and which ones might not be worth the time.
Once you’ve got that sorted, you’ll know exactly where to focus to get the best results when putting together a social media marketing strategy.
5. Get to Grips with Content Types
You’ve probably heard it before, but it bears repeating.
Content is everything when it comes to social media.
There are loads of different ways to communicate – from blog posts and videos to infographics and podcasts. Each type of content engages people differently.
For example, videos are great for storytelling and putting a face to your brand, while blog posts or articles can show your expertise. Mixing up your content keeps things interesting for your audience and keeps them coming back for more. Learn more about 7 types of social media posts that get results here.
And with Meta moving into the Search space (effectively going up against Google), your written content is going to be more important than ever. It’s all about being seen where your ideal clients are already looking. The better your content, the more chances you have to get in front of them. So, it's an important aspect of putting together a social media marketing strategy.
6. Track the Right Metrics
Sure, likes and shares are nice, but they don’t always tell the whole story.
The important thing to remember is that the metrics you track should match up with your goals.
Remember those goals mentioned above? Well here’s the metrics you might want to track for them.
- If you’re all about sales, track how many people are clicking through to your website and making purchases.
- If you’re looking to grow brand awareness, look at how many people your content is reaching and how many new followers you’re getting.
- If engagement is your focus, keep an eye on comments, shares, and the overall engagement rate.
These are the metrics that will show if your strategy for those goals is working.
7. Put Together a Content Plan
Now that you’ve got your goals, audience, and platforms sorted, it’s time to plan out your content.
A simple content calendar will help keep you organised. You don’t need anything fancy – even a spreadsheet will do.
Map out what you’ll post, when, and on which platform.
Factor in any key dates or events that might be relevant to your industry or audience.
Don’t forget to leave room for those spontaneous posts, too!
The key here is consistency – sharing posts and content that delivers value regularly – without overloading yourself.
Diversify your marketing eggs
While social media is a powerful tool, it’s important not to put all your marketing eggs in one basket.
Social media should be part of your overarching business and marketing strategy that includes other channels like email marketing, SEO, content marketing, and even good old-fashioned networking.
The goal is to create a well-rounded approach that reaches your ideal clients in different ways. That way, if one platform changes its algorithm (which happens a lot), you’re not left scrambling to keep your marketing going.
Keep it moving
Finally, your social media strategy isn’t something you do once and then forget about. It should evolve as your business does.
Regularly check in, see what’s working, and tweak things where needed. Try out new ideas, experiment with different content, and stay flexible.
At the end of the day, social media is about building connections with your ideal clients, and it’s a long-term game.
Building a social media marketing strategy doesn’t have to be overwhelming. It’s really about knowing your business, understanding your clients, and figuring out how to communicate with them in a way that resonates.
A bit of planning (and a dash of creativity) goes a long way.
And if it feels like too much, don’t be afraid to ask for help – this is the stuff I live, breathe, and love. So let’s talk.
