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Mar 11

How To Strategize Your Social Media Marketing

It’s easy to sign up and create a social media account for your business. You only need a username, password, and a profile picture, then your business is on the web. Many organizations believe that having these accounts is enough to generate web traffic; and that posting a few times a week about their products will have a dramatic impact on their business volume. Unfortunately, it’s not that simple. To make the most of social media, your company needs careful planning and strategy.



The first thing you should do is audit your business and where it stands with social media and other competitors around you. Say you own a pizza restaurant and you’re in an area that has two other similar restaurants nearby. You’ll want to do some research and see what the other businesses are doing so your social media can stand out from the crowd. Also, taking a look at other successful social media accounts that are relevant to your industry can help guide you in the right direction of how you might want to build your own platform.



Setting up specific goals and tactics and having a mission statement for your business are some other important items. Mission statements help tell what your brand is all about, why your brand exists and the values it runs on that make your business so successful. Once you have a solid statement, thinking about specific goals will help organize and prioritize your business needs and push it in the right direction. Ask yourself, “What am I using social media for?” What do you want to gain from using social media for your business? Maybe it’s to gain more awareness for your company, or maybe it’s to increase your following and post interactions to gain credibility. Whatever it is, setting specific goals and then setting strategies and tactics on how to achieve those goals will help set a clear picture/timeline and make things run more smoothly. This cannot be overstated. Throwing random posts onto your feeds may generate some attention for your business, but they are no substitute for a carefully planned social media calendar.



Another important part of social media marketing is to know and understand your specific target audience. Figure out who your market is. Their age, gender, income, where they live and what VALS group they belong to. All of these things can help refine the content of your posts, so you can get the most out of the time you invest in these platforms. The VALS framework highlights eight specific types or mindsets of consumers, exploring psychological traits and demographics, and seeing how those traits drive consumer behavior. Knowing your audience is incredibly important when trying to market your business: understanding their social media patterns, why they shop, how they shop and everything in between can help your business thrive.

Having a good online presence is becoming increasingly important in today’s digital age. The easy solution would be to hire an extra employee (or a marketing firm) to handle it. But for many small businesses, this simply isn’t an option. Writing up a social media strategy document (even if it’s just for you!) and adhering to a consistent social media calendar are good habits to maintain, and they can help give you an edge over your competition.

So remember: audit, write up a strategy, and know your audience.