While many business owners feel the urge to post to their social media accounts, many fail to do the groundwork and build out a successful, measurable strategy before executing.
Simplified Social has narrowed down three very specific and important things all business owners should look at before jumping the gun and posting to their social media (or any other marketing platform for that matter).
1. Define Your Brand
A solid brand identity is critical groundwork for developing customer loyalty, customer retention, and a competitive advantage. Before communicating your brand to anyone, ask yourself the following questions:
Defining the above isn't a "nice to do" activity, it's an essential activity as it not only shapes your social media presence, but your entire company. Branding is bigger than any marketing campaign. It's what remains when the campaign is over.
For social media, we would like to highlight the importance and value of the second bullet listed above. Defining your brand voice is a critical element, especially as you begin to communicate your brand on social media.
We see this all the time, a business owner has outsourced or allowed their entire team to post to social on their behalf. With a great social strategy and brand voice defined, you wouldn't be able to tell which person was posting. Without defining the brand voice, you can usually tell which person posted for the company as each person tends to add their own unique flare. Your brand voice should be consistent so that regardless of who posted, each post speaks to the company and to it's voice versus individual personalities.
2. Narrow Your Target Audience
Your business is not for everyone and anyone. If this is your approach, you are setting yourself up for failure. While it's perfectly fine to have more than one target audience, keep your target to one to three profiles.
When narrowing in on your target market, consider the following:
We find it helpful to define our target audience by creating a brand persona. Our brand persona isn't a list of demographic or psychographic information, it's defined specifically to who our buyer would be if they were a real person. For example:
3. Define Your Content Strategy
In our latest workshop, we discussed content strategy heavily. Content is not just what you post to social media, but it should have a holistic and integrated approach for your business. Content for your business includes:
Determine what content you'll create and curate and from there determine this for your social media:
Remember the cheesy, yet true quote: "Fail to plan, plan to fail." This is true not only for life, but for your marketing efforts. Take the time to define your brand, narrow in on your target audience and set your strategy before you rush to post to social media. The end result will be more impactful to your bottom line.
Alex is the Founder and Lead Consultant of Simplified Social. Simplified Social is an Alberta-based digital communications agency focused on social media management, content creation and workshops and training programs. To learn more about the company or how Simplified Social can support you in your digital marketing, click here.