Creating A Social Media Strategy For Your Small Business

If you are not getting results from your social media, chances are you have been following what everyone else is doing and not focused on meaningfully communicating with your community. Perhaps you are posting randomly without a social media strategy and feeling frustrated and overwhelmed because nothing is working.

According to The Global State Of Digital 2022 (October Update) 4.74 billion people globally are using social media. With this in mind, it’s safe to say social media is essential for your small business and to create success you must have a social media strategy in place that is directly linked to your business objectives. Think of your social media strategy as a plan that will take you to your goals. It will save you time, energy, money and resources.

Six essentials for your social media strategy

Understand your audience

Understanding your audience and knowing how they use social media is critical. Who is your ideal client? Where are they on the sales journey? How do they prefer to consume content? Get curious, ask questions and learn as much as you can about your audience. Some questions may require conversations with your customers; others online research. Know who you are targeting and understand how to connect with them on an emotional level. 

Specific Objectives 

When creating your social media objectives, go deeper than merely the number of people who share your posts or the number of connections you make. Work backwards and choose clear and specific objectives that are directly linked to your business goals. 

Compelling Content 

Focus on creating emotional connections with compelling and meaningful content that will resonate with your audience. Remember all content must add value and start or continue a conversation. Develop a content marketing plan and integrate it into your social media strategy.

Relationship Building

Relationships are the difference between being invisible and making your mark. Focus on engaging with your audience by starting conversations and building relationships. 

Be Open and Flexible

Social media and technology move fast. Algorithms change, new social platforms come into play, along with new technologies, AI and the list goes on. Be open and flexible when it comes to your social media strategy and your communications strategy. Life and business are constantly changing. Don’t create a set-and-forget social media strategy. Be open and flexible in your approach.

Monitor and Measure Results 

Look beyond the number of fans, followers and connections you have and instead review metrics such as engagement, reach, impressions, conversations and sentiment. Review your data at the end of each week and do an in-depth analysis at the end of the month. When you have the numbers, you can adjust your approach, tactics and strategy accordingly.

A social media strategy is your foundation for connection, communication, engagement and success on social media. 

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