Social media is one of the fastest industries you can ever get into. Since it heavily relies on new technologies to reach and communicate with people, the playground changes every day, heck, every minute!
Running an up-to-date social media marketing program is no easy task. In order for you to do that, you need to make sure that the strategy and the individual tactics you’re implementing in your business are in-line with the latest trends and technologies. What worked on Facebook several months ago doesn’t necessarily work today. The foundations of course remain the same, but the changes of the technology as well as the customer behavior requires a change in strategic and tactical thinking as well.
That being said, how do you ensure that you create and maintain a profitable social media marketing program?
1- Make Sure You Create a Solid Strategy First
There is no way anything will work without a strategy based on data. The small business owner can’t really afford to waste resources on non profitable activities. To make sure that what you’re doing is going to justify your investment, you’ll need a social media marketing strategy.
I have a free ebook that outlines my process of creating a profitable social media marketing strategy for your business. If you didn’t download it yet, make sure you do so.
By creating a strategy, you’ll make sure that nothing goes to waste. Every tactic will be tied directly or indirectly to your business objectives whether it’s increasing awareness or generating more leads and sales.
2- Get the Right Coaching
Once you create a strategy, you need to assign roles for your team and make sure everyone knows what they should be doing. If you already have a knowledgeable team, then you don’t have to worry, but if your team doesn’t know exactly how each tactic is implemented effectively, then they might need a coaching program or a social media marketing coach that will help them throughout the process. The strategist who created the strategy for you should get with every team member and explain what needs to be done in details. This small investment will save you tons of resources that you can invest in implementing your actual strategy.
Social is becoming more of a skill than a job, so everyone should participate. However, you should also keep in mind that playing to everybody’s strengths will benefit your business in the long run.
After making sure that everyone is aware of their roles, here comes execution!
A strategy on your white board is no good for your business. The execution process requires a huge focus on details since the strategy’s job is to form the big picture. What I like to do with my clients is send them weekly tasks of what needs to be done. You should also assign tasks according to the team member responsible for them. This will keep everyone on track and make sure that the execution process runs smoothly. The easier you make it for the team to execute, the more efficient they’ll be in implementing your strategy!
4- Continuous Improvement
A social media marketing strategy is not written in stone!
No matter how effective you are when gathering data for the creation of your social media marketing strategy, there will always be some misinterpretations. A main component of a successful social program is meaningful tracking/reporting.
The reason I said meaningful is because I see businesses track meaningless metrics that has no indication whether your strategy is contributing to your business objectives or not.
You should select your KPIs carefully depending on the objective you want to reach of course. If you see that certain tactics are bringing a positive ROI, then keep investing. If it’s the other way around, then stop, assess and make necessary changes.
An example for this would be when you start executing your social media marketing strategy and realize that you have inaccurate information about your buyer personas. Continuing down that path will only drain your resources, so you need to be quick in assessing the situation and introducing those new updates to the strategy.
That was an overview of how successful social media marketing programs look like. If you need assistance with each step of the process, please let me know.
Also, if you have any question, make sure you put it in your comment below!
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