Welcome to week one of our Social Media Bootcamp! Over the next six weeks, I’m going to introduce you to the basics of social media for business.
Before I get into the technical details, we need to cover three important steps. Before you even consider your content, your platforms, or your goals – there are a few things you need to know to build a solid foundation for an effective social media strategy.
Step 1 – Know Your Business
This seems like common sense, right? Regardless, I want you to spend some time this week on your business plan. I don’t care if you’ve been in business for two days or twenty years. It’s time to get back to the basics.
You’ll need to know:
What is your business mission?
What are your top three services or product categories? Note: Don’t worry about getting too granular here – just give me your top three high-level categories!
Are you locally oriented, or do you have national/international market dreams?
What is your voice? How do you want to be perceived by your customers, your referral partners, and your community?
What causes are important to your business?
All of these will help you define your story in a way that is relatable to your audience. In order to be consistent and authentic, you need to know the answers to these questions.
Step 2 – Know Your Audience
Who needs your product or service in their lives?
Before you say ‘everyone’, let me remind you that the more audience segments you have, the more you’ll be spending in marketing/promotion costs.
Ready to reconsider? Fantastic! Here’s where you start:
Who is my primary customer?
I want you to decide what your perfect customer looks like. Give me income level, lifestyle, and activities. Where are they making their purchasing decisions? What influences them?
The more you know, the more relatable you can be – and the more targeted you can be with your campaigns.
Effectively targeted campaigns get you more return for less money!
Who is your secondary audience?
These folks are just as important to your business – but maybe they don’t need your business as much as your primary market. Also, this may be a sub-niche market within your larger service selection.
Remember that research you just did for your primary market? Do it for this group too!
Not sure how to start the research process? Email me – I can help!
Step 3 – Know Your Platform
Your last bit of homework this week: I want you to take a look at your research notes about your audience.
What platforms are they on? Facebook? Twitter? Snapchat? Pinterest? Instagram?
Great! Now you have an idea of where you’re going to need to be!
You won’t be on every single one of these platforms; you’ll be narrowing this down a bit by looking at your business notes (see Step 1). Which of these audience favorites fits your brand?
Once you pick your platforms (2-3 to start if you’re a newbie!) – get familiar with the business help pages. Here you’ll find tips & tricks to get you started without extra fees.
Want to Leave this to the Professionals?
Heeren Content & Strategy offers social media services ranging from market research, campaign management, post development, and content calendars. We can take the guesswork out of social media promotion! Visit our services page or email me directly for a free consultation!
Keep it tuned to our blog for next week’s installment of social media bootcamp! We’ll be tackling how to harness the power of the hashtag!