“Essential Tips On How to Create A Social Media Marketing Plan” written and video by Mike Marko.
I’m sure you have heard it before…
Social media is a vital marketing channel for businesses of all sizes. So you have to make sure you are using it.
Sure… that’s easy to say. But how do you actually do that?
Social media marketing is more than throwing favorite pictures up online. You need to have a plan.
That’s why today I want to share with you how to create a social media marketing plan.
Your Social Media Marketing Plan
Before we dive in, let’s start off with a video that I shot to give you an overview…
VIDEO: Social Media Marketing Plan
Key Takeaways from Social Media Marketing Plan Video
So let’s break down the points covered in the video.
Have Your Own Website
You need to have a website first.
You can’t rely on social media platforms. I’ve seen accounts shutdown, or suspended, and plus you can’t customize them to meet all your business needs.
Plus a website gives you credability.
Even a single page website, if done well, can give you a lot of credibility. Check out this blog post on how to make a good website.
Pick a Primary Social Media Platform
The next step to creating a social media marketing plan is to pick a primary social media platform. This is the one that you’ll be working on the most to connect with your audience.
There are a lot of social media channels to choose from so this really comes down to knowing your target audience and where they are likely to be. You should also consider what platform you prefer to work on, because as your business (and social media following) grows you’ll be spending more and more time on this platform connecting with you audience.
Don’t Pick Favorites From Your “Second Stringers”
The rest of your platforms go on the outside circle. This includes all your other social media channels, additional websites, Google business listing, etc.
Be mindful not to pick “favorites” from these other platforms.
The idea is that any of these other platforms will be driving traffic to the center of the circle; to your website and your primary social media. Otherwise, long term you’ll be having to spend more time on these other platforms than you would like.
Be Mindful Of Links and Messaging
Now that you have your plan, you can get to building content and messaging.
Make sure that when you post links that it’s to the content in the center of the circle. This helps you not only with connecting with your audience, but it also helps you with SEO because it creates backlinks. Plus having more traffic will help these primary platforms rank higher in Google.
Stick to this plan as best you can, and over the long haul you’ll benefit from it.
Now that we have a social media marketing plan let’s talk about implementation. That’s where the real work is.
Step 1: Audit Your Social Media Presence
Before you work on implementation, take a quick look at where you are today. A few areas to consider when auditing your business’s social media presence are:
- Which networks are you currently active on
- Are your networks optimized (photo and cover images, bio, URL, etc.)
- Which networks are currently bringing you the most value
- How do your profiles compare to your competitors’ profiles
Step 2: Take Another Look At Your Ideal Customer
It’s a good idea to take a look at who your target customer is to ensure that your messaging is on point.
You want to get as specific as you can because it will have a big influence on the type of content you post, as well as how you post it (including the language you use).
Even the best marketers will fail if they are marketing to the wrong audience. Answer the following questions to help you come up with a highly focused target audience:
- Job Title
- Pain Points (that your business can solve)
- Most Used Social Network
You can learn more about honing in on your target audience in the blog post, How to Define Your Target Customer To Grow Your Business.
Step 3: Create A Social Media Mission Statement
You need to stand out from the “noise” and that can be done by having a very clear message. After you have your target audience defined, now you need to determine your social media mission statement.
Your social media mission statement will drive your future actions, so make sure you put some thought into it.
This statement will make it clear exactly what you plan to use your social media presence. It therefore should reflect your brand identity. This statement needs to be created with your target audience in mind.
An example mission statement might be “to use social media to educate current and potential customers about how to get new consulting clients, with a focus on brand awareness and omnipresence.”
Once you have this statement documented, it will make it simple for you to decide what to share and create.
If the content doesn’t align with your mission statement, then don’t use it. Businesses that post randomly without a guiding mission will fail.
People follow experts, not generalists.
Show you know your stuff, and care about your audience.
Step 4: Create and Curate Engaging Content
It’s unfortunate, but most businesses jump straight to this step.
And they aren’t as effective in their marketing as they could be.
Hopefully, this post will help prevent you from making the same mistakes. That you have taken the important preparation stems needed before you start creating and curating engaging content to share on your social media channels.
Now let’s talk about the fun part: posting to your social media network.
Use knowing what you did in the previous steps to create content geared towards your target audience and messaging.
The types of content you can use are:
- Blog Posts
- Company News
- Text informational posts
As you see, there is a lot of choices for content… just make sure that your content aligns with your mission statement. Content is what fuels social media, so it is crucial that you consider creating high quality, engaging content as a top priority.
I strongly recommend that you create a content calendar (I use a spreadsheet) that outlines how often you will post to each network, which topics you will share, and when you will share them.
Step 5: Monitor the Results
This may be one of the, if not THE, most important steps when it comes to succeeding on social media.
Even the best social media marketers rely on trial and error. It might seem basic, but tracking your results, analyzing the data and then making tweaks to optimize them is crucial to your success.
Each previous step should be re-evaluated after you have had time to analyze the results of your marketing efforts.
Let the data drive you.
If the data is telling you Facebook or Twitter is your most effective channel, consider doubling down and post more content on that platform and see if you can scale the results.
A great social media strategy is never set in stone. It’s a constantly changing… a work in progress that changes when necessary.
Get started creating content, and monitoring the results so you can keep leveraging on your success. You may want to consider investing in social media management tools to help you measure and track the results better.
Final Thoughts About Creating A Social Media Marketing Plan
In this blog post we talked about how to create a social media marketing plan. Once you get going, your social media network can get complex and a bit confusing. That’s why it’s important to take the time to properly map out your plan before you get started… and to periodically evaluate to see if you need to make changes.
If you need help with your social media marketing plan, planning your services and/or products, running marketing campaigns like Facebook ads, or creating capture pages or lead magnets, then feel free to contact me and we can talk about the different consulting options we offer. Or use the link below to apply for your “results in advance” free consultation and let’s get started right away:
P.S. – If you like this post, feel free comment down below and/or share on Facebook.
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Article: Essential Tips On How to Create A Social Media Marketing Plan
Also published on Medium.