As a brand we hope that you are using social media in some form or another, for those that are still to discover a social media presence – we need to talk!
But for many brands, social media is the best form of marketing and advertising that their company can use in order to gain the attention of their audience.
Building a social media presence will not create a magical income stream straight away and as with anything it needs to be built upon and content carefully crafted and planned out. Businesses that hope for miracles when they post sporadically often give up at the first hurdle when they don’t see results straight away. However, building a marketing strategy that can be followed in order to achieve certain goals and increase sales, raise brand awareness and build a solid foundation for customers to get engaged with WILL get a business noticed.
As a business, you need structure and a plan – you need a marketing strategy.
Start with a SMART marketing goal
Decide what’s important to you, what goals you want to achieve and then how you’re going to achieve them.
An example of a good SMART goal for social media marketing would be something like “Increase our Pinterest response rate by 50% by the end of the first quarter.”
Specific: “We’ve specifically identified the social channel (Pinterest) and a metric (response rate).”
Measurable: “The response rate can be measured from Pinterest for Business analytics dashboard.”
Achievable: “It’s a realistic goal that with focus and creativity, can be achieved.”
Relevant: “Our goal will have an impact on our overall social media presence, making it very relevant.”
Time-bound: “The goal has to be met by the end of the first quarter.”
Now, Pinterest as an example is a very positive social channel that when used correctly can drive traffic to a website in the hundreds! We love Pinterest but choosing a platform that works in line with your business is essential for the strategy to work and be productive.
By making SMART goals for each step will give it purpose and a relevancy, aligning it with your overall core values. Does your goal fit with your business plan? Does it reach out to the audiences that you want to speak to?
Grow your audience
Now you’ve got the strategy and plan on what you want to achieve, it’s time to put that into practice and grow your audience using social media.
We may have chosen Pinterest as our example, but many brands will start off in Facebook as their chosen platform of choice, so thinking about using Facebook, what can you do to see results? The main point if anything to take away today, is that you need to ‘show up’ every single day and you need to show your audience that you actually care about them. Use your business page, create a members groups, reach out to individuals through your personal profile – as long as it’s in line with your SMART goals, go for it!
By using great content, experience, expert knowledge and advice all coupled together, it will help to build your audience. And you want to be right in front of them, to be there when they need you and ready to answer and engage at the most crucial times.
Strategy comes from vision
The idea behind putting a marketing strategy in place is so that you can achieve the goals that you set out to achieve when you started your business, these goals come from visions and dreams that you may have had for many years. Lay out all your visions, decipher your dreams into segments and create a brainstorm of everything that is important to you. You’ll be surprised at everything that comes out from a simple exercise like this! Start with one point, one idea and the rest will flow.
What lifestyle do you want to be living? Will the achievement of your dreams have an impact on your lifestyle? What financial goals do you want to achieve? Be clear on all that you dream of – it will make it so much easier to create a plan if you know what you want from it.
Ensure that all your plans align with your core values and your personal vision.
Some people lack the confidence that they are worth what they want to charge in their business. They see the experts charging high ticket prices but when it comes to their own self-belief, can often hit barriers that do not allow them to charge their worth.
Remember that you are an expert in your niche – that’s why you’re doing what you’re doing.
From your goals you will already be aware of what you need to achieve financially throughout the year. This figure then needs to be broken down in segments of the services that you offer.
How many XX services do you need to sell to achieve £XX’s? You can have different levels of pricing / packages depending on who you work with and the level of service or support you offer but create a pricing structure that works with your goals.
You may not think that this will directly grow your business, but by knowing what you need to charge and sticking to those prices, you will gain confidence and assurance in what you are doing. When someone asks you “How much do you charge for XX?”, you will be able to answer straight back with a price, rather than lacking in confidence to quote the price you know it should be. Confidence shines through in all areas of your business and being clear on pricing is a great place to start.
Speak directly to your audience
Do you know that what you’re offering is hitting the pain points of your audience? Is it actually going to serve a purpose and create solutions? That needs to be a deciding factor on how you market your business and which direction you take it.
Everyone needs something, and researching your product or services will determine the people that are looking for you – the people that you need to reach.
Using a simple keyword tool will help you determine what your audience is searching for. When you understand specifics, then you speak directly to them and relieve their pain.
Gain customer feedback – are you approaching your idea from the right angle? Are you dealing with a problem that is real?
Even tapping into your competitors social feeds can give you insight into what works and what people are seeking.
For example, someone may be searching the internet for ways to keep up to date with social media planning. Now for us here we could dive straight into connecting with the people who are looking for this, build a relationship with them and then offer our social media planner as a solution.
People won’t buy from the first introduction but by creating a relationship with them and giving them a reason to trust you and your brand, it becomes a whole different story. Recommendations and word of mouth advertising is valuable and still extremely powerful. Learn to love and nurture your audience and provide value in every conversation and people will learn to love you back, and in turn recommend your services.
One of the most important aspects of your marketing is the positioning of your brand in the market. It needs to be built into the marketing strategy not used as an add on at the end. So how do you position yourself in a busy and competitive online society?
Focus on one or two things – not multiples. It’s better to do one thing well and be successful than try to do everything and do them badly.
We’ve all heard this before but it’s true in marketing also. It’s true when it comes to your social media marketing, it’s true in your services, it’s true for everything that your business offers. Focus on what you can do well and then position yourself in the market as an expert in that niche.
Be more user friendly. A customer wants a good journey when they interact with your brand and for everything to be one click away. Searching for a button to be able to contact you, or not knowing how to find your social channels, or when they do, not gaining a response… it’s all comes down to a customer’s experience and how easy it is to do business with you. Make this a pleasant experience and one that’s easy to travel down and you’ll find more people will engage. Make everything clear and transparent, even if it looks over simplified to you. Not everyone knows the business as well as you and it’s better to spell everything out in plain sight and with clickable actions for each part of the journey.
At the end of the day, you have to love what you’re doing. You have to be able to inspire yourself to do well and to succeed. When you have a passion inside of you that just wants to see results, all the above will fall into place.
If you’re new to business and have not put a marketing strategy together before, we’re here to help and your success is our success! We want to see you grow your small business online, we want to help you implement strategies and tactics to see results.
Use our contact form to get in touch and let’s see your business booming this year!
You can also connect with us on our Facebook Page and get to know us a little better too – we hope that your customer experience with KJP Creative is a good one!
Look forward to hearing from you.
Grab your copy of our 2020 social media awareness days calendar – and get organised with your social media marketing…