What are your Social Media goals? Setting goals greatly increases the chance you’ll achieve them…but many businesses jump into Social Media without even the thought of what their goals are. Some bring their goals to the table with wide-eyed enthusiasm but get attached to problematic tactics they think will solve their challenges. When things don’t work, they give up.
With a solid plan and well-defined goals, a targeted Social Media strategy can be applied and all of a sudden, things start to fall into place.
Without an authoritative plan, valuable assets are wasted on things that will not solve challenges and then the things that do matter, get overlooked.
I had two such examples recently which illustrate this need for well-defined goals and the ideal Social Media strategy to solve challenges:
- The client’s challenge was declining traffic, leads and sales. Their plan was to attract buyers from a new market using social media. There was no data to back up this plan and no details on how they were going to get there.After further investigation, we helped them discover a deeper, broader strategy that included content creation and SEO, which solved their challenge much more effectively.
- The client’s challenge was entering a new market without any brand awareness. They had very little budget (a common misperception of social is that it’s free). The plan was to hire a part-time person to publish messages on Social Media to “Get the word out.”
After data gathering and further investigation, we proposed a more ideal strategy beginning with a solid marketing plan and website update. As budget allows, they would then roll out social media marketing to support their goals.
Let’s face it, Social Media and all online marketing and advertising is getting more complicated. Before you jump in, or if you’ve already jumped, outline the challenges you’re facing with your business, including your organizational structure.
If you don’t have the expertise in-house to determine your goals and/or design and execute Social Media strategy, contact a qualified expert to help you get going on the right course of action.
Social Media Strategy…For The Win!
The following 5 common business challenges can be solved with a precise Social Media strategy that’s designed to achieve the goal.
Challenge: Low Website Traffic
Nearly every buyer starts his or her purchase journey online. Your website is the virtual storefront of your business and low website traffic can mean fewer customers and decreased revenue.
Social Media strategy: With a goal of increasing traffic to your site, focus your strategy on publishing links that go directly to your website. Links to your helpful content will position your business as a trusted resource and, with a little savvy, increase leads and sales.
Challenge: Weak Brand Awareness
Social Media is ideal for reaching a broad audience, however, what you post creates an impression in users’ minds.
Social Media strategy: Identify what makes your business unique; what differentiates you from your competition. Create and publish content that illustrates your brand attributes.
Stay away from promotional messages at this stage. Pretend you’re meeting these people in person for the first time. You wouldn’t greet them with a sales pitch. Focus on meaningful content that personifies why customers choose you.
Challenge: Declining Customer Retention
Social Media is excellent for staying in touch with current customers. It costs 5 to 8 times more to acquire a new customer than it does to keep an existing one.
Social Media strategy: Treat your social channels as communities where like-minded people come to hang out. Appoint a “community manager” who engages and supports your community by listening and being responsive. A good social relationship with your customers improves perceptions and offline relationships.
Challenge: Poor Online Reputation
Don’t give online ratings sites the power to control your business. If what’s being said about you doesn’t mirror the true customer experience delivered, take action now to turn things around.
Social Media strategy: Implement an internal process to capture your happy, loyal customers’ opinions.
Create a Review Funnel. Focus on email surveys that ask a Net Promoter Score question: “On a scale of 1 to 10, how likely are you to recommend us to your friends and family?” If they answer 1-6, send them to a landing page asking to get in touch to resolve the issue. If they answer 7-10, ask for their feedback and send them to a landing page with links to your profiles.
Challenge: Slow Sales
Social advertising is one of the most under-utilized options out there right now. By publishing relevant, holistic content you lay the groundwork for further engagement. The next natural step is to target would-be buyers with offers.
Social Media strategy: Facebook ads are ideal for laser targeting your ideal customers. Create landing pages with lead forms and design ads that compel buyers to click.
ACTION TIME: Today’s challenges need to be met with today’s solutions. Give your business the fighting chance it deserves by setting strong foundational strategies in place. Outline your challenges, make your plan, define your goals and employ proven Social Media strategies to solve the puzzle.