10 Steps To Create Your Social Media Marketing Strategy
A social media plan to illuminate your brand using Facebook, Youtube, LinkedIn and Twitter
Why You Need To Be On Social Media
1. Dedicate One Person to Manage Social
Choose an Articulate and Tech-savvy Person Who Knows Your Company Well
2. Set Up Your Accounts and Profiles
3. Create a Content Calendar
Example Posts From Three Industries
- The Medical Professional
Strategy: Question and answer series
- The Construction Company Owner
- The Business Consultant
4. Construct Your Post Outline
1. type Topic
2. select questions you like
3. order your topics
4. customise outline
5. note word & header count
6. add to outline & finalise
7. move to your next outline
5. Write Candidly
6. Start Your Email Newsletter or Campaign
There are two main ways to market your company using email:
Send a monthly email newsletter with a summary of your articles/videos
Start a campaign to build a journey for your customers
With email campaigns, customers may receive more emails, but that depends on their behaviour.
Purpose of An Email Campaign
Email campaigns have specific purposes:
download an ebook or guide
register for a webinar
Sending Your First Email
You will need an email marketing service. Mailchimp is a popular one.
Sign up for Mailchimp.com
Read The Importance of Permission to ensure your email marketing is permission-based and not regarded as spam
Compile an email list of verified contacts who are happy to receive your email. Add them to your Mailchimp contact list.
Using Mailchimp, send an email now to those on your list with your first newsletter. Ensure there is a clear unsubscribe option.
7. Develop a Youtube Platform Strategy
YouTube marketing is often a missed opportunity for companies.
Many see YouTube purely as an online video platform.
The striking reality however is that Youtube has an edge on all other platforms:
Youtube's audience is across the full spectrum from 15-56+ years with a consistently high level of engagement (Hootsuite)
YouTube is the most popular online platform in America, even beating Facebook
Create a Captivating Youtube Channel
Just as you optimise websites and build campaigns from your written content, you need to do the same with your videos.
Bear in mind though, video search engine optimisation is different from the regular kind.
Follow these steps:
Use concise, descriptive titles with select keywords - see this article from Hootsuite
Create your video to specifically address your audiences need
Film or animate the video with high production values
Upload to Youtube and provide a Video Transcript
Choose an engaging thumbnail for your video
Embed your video on your website and make sure it's at the centre of the page
Make sure the written content on that page is relevant and supportive of the video
Categorise your videos into themes, topics, styles. The best youtube channels are like TV channels
For example, Gordon Ramsay's Youtube Channel has clear branding, titles and engaging thumbnails.
What Videos are Relevant on Youtube?
Observe the channels of your colleagues and competitors to see what is successful.
Google search your industry for ideas. For example "best medical channels on Youtube".
Impactplus.com has a great article called The 16 most popular types of YouTube videos. Among them:
Tutorial or How-to
Start with a completed profile and your first video from which to build your channel. Then create a community around your YouTube channel, inviting staff, friends and colleagues.
8. Develop a Facebook Platform Strategy
Facebook is the new Yellow Pages. See it as an interactive business directory.
Sprout Social tells us that:
Facebook users can be found across the age spectrum however 72.8% are within the 18–44 years old range
Almost all use mobile phones to access Facebook
The highest engagement days for Facebook are Tuesday, Wednesday, and Friday
Create a Captivating Facebook Page
Not only does your company page need to look attractive, but it must be backed up by excellent service. This attitude must come from the top and be a part of the company ethos.
Clothing retailer Zappos, shows their level of commitment to customers, even if it means directing them to the competition:
What Posts are Relevant on Facebook?
Avoid over-promoting your products. Stick to the 80/20 Marketing Principle - share 80% of content that adds value to your customers and only 20% of promotional.
Sproutsocial outline the best performing content for Facebook:
Product or services photos
This free barometer examines your Facebook page so you can see how it compares with the average.
It covers analysis for page engagement, negative feedback and more.
So start listing your company on Facebook. Ensure your profile is up-to-date. Start your first post. Welcome people to your channel and find creative ways to tell your brand's story.
9. Develop a LinkedIn Platform Strategy
Study Your Competitors' LinkedIn Page
Do a LinkedIn search of your service and look at your colleagues and competitors. Look for their company pages and find out what information they're posting.
Then, go to the "People" section of their company page. You can see what information people are posting on their LinkedIn profiles.
What Posts are Relevant on LinkedIn?
The ideal content for LinkedIn is
Question and Answers
With a focus on more serious content, this is your chance to show your authority in your field of expertise. Be sure to add a LinkedIn Follow button to your website and a link to your email signature.
10. Develop a Twitter Platform Strategy
Twitter is a microblogging service. It's great for sharing your thoughts, research or news with your community.
Twitter claims that their audience is:
Passionate with a variety of interests
Create a Captivating Twitter Page
Here's Twitter's official advice for building an eye-catching page.
Harvard Health's Twitter page has a vibrant image with a play on words to engage the audience.
Study Your Competitors Twitter Page
Analysing other company's social media pages should provide you with fresh inspiration. The process will save you plenty of time and effort by minimising the trial and error process.
What Posts are Relevant on Twitter?
The Economic and Social Research Council gives examples of things you can tweet:
Details of new publications or resources you've produced
News items that feature your research
Links to any blog posts you've written
Thoughts on conferences you attend
Questions to invite feedback
Interesting news items you’ve found
Quicksprout advises that text performs better than images. It's one of the few social media platforms!
Also, avoid burst-posting. Don't post multiple times while you're on your computer or phone, then keep silent for a week or two. Instead, arrange your posts evenly to have a better chance of reaching more audiences.