Many small businesses have got a Facebook page, or a Twitter account, maybe even a Pinterest account or a blog or perhaps tried a promotion on Foursquare or dabbled in making a couple videos for YouTube. Most businesses are aware of the need for social media in there marketing toolbox, but I see a lot of local small businesses in my home of Las Vegas who simply have not formulated a strategy for their social media.
As part of my social media consultancy, when I sit down with a business owner, we go through their strategy, if they have one, and if they don’t, we make begin one together. I tend to help order their thoughts with three headings:
Who do you want to reach?
Who are your clients and customers
What do they like to do, eat, buy, make?
What are they interested in?
Whether you already have existing customers, or if it’s a brand-new business, you need to consider who will be out there, who will you be communicating with. You need to have an idea of why they are following your posts and what sort of thing they want to hear.
What are we selling? products / services / brands / charities
What message do you want to communicate?
What’s your “voice”?
People need to have a clear message from you. Decide what brand image you are putting out to the world, and how you want to appear. Plan which subjects you will post about and comment on, and which you won’t. We will help you to work all this out, and how to keep your social media on-brand with your plan.
What’s the best way to reach these people?
What platform do they use?
Where do they live and when are they online?
Different types of people will choose different social media platforms, and you need to decide which your market uses and how you will use it to communicate with them. This communication flow should be two-way in order for this strategy to be forever developing.