Often times small business owners are left confused and overwhelmed with the endless possibilities of a social media marketing campaign. What’s working for someone else, may not necessarily be the right fit for you, your business, and your brand. It’s important to map out your own strategy geared towards your target audience and their specific search habits.
This 10 step social media marketing strategy can be applied to any business, large or small, in any market. If you’re not already getting social: You’re missing opportunities, you’re leaving potential customers and money on the table, and most importantly in my opinion, your search engine rankings are suffering.
1. Research Target Market Social Behaviors
You must identify and understand the online social behaviors of your target market.
2. Define Social Marketing Strategy
Determine the objectives you hope to achieve by participating in a social space online. Be strategic about your social behavior and create a plan to achieve your objectives by leveraging a carefully selected set of social avenues. The following list provides a few suggestions to get started.
Photo Sharing
Video Sharing
Shared Bookmarking
Podcasting
Videocasting
Video Conferencing
Content Communities
Forums
Social Shopping
Social Networking
Blogs & Microblogs
Virtual Worlds
Interest Groups
Wikis
Widgets
3. Create and Manage Social Brand Identity
For each social marketing avenue, you must determine whether to position yourself and/or your company as a trusted friend, or as an expert authority.
4. Establish Core Social Media Foundation
It’s easy to become overwhelmed by the large number of activities offered by social media. You can jump ahead of 95% of others simply by establishing and sticking with a sound foundation of core social media practices.
5. Engage In Social Conversations
Implement your social marketing strategy by submitting valuable content and offering useful participation in conversations taking place in your chosen social marketing avenues.
6. Utilize Video Based Engagement
Maximum social media effectiveness necessitates the intelligent use of video to engage your readers and followers. I can’t stress the importance of video marketing enough, not only to facilitate high search engine rankings, but simply because search engines/consumers/technology are trending towards video and rich, interactive media.
7. Monitor and Analyze Social Integration Points
An extremely important, yet often overlooked, process step requires the monitoring and analysis of your social conversations.
8. Implement Brand Reputation Monitoring
You must be aware of the potential negatives of social media involvement and monitor your brand reputation at all times. This can be as simple as setting up a Google Alert for you, your brand, even your competitors.
9. Measure Social Strategy Effectiveness
A social marketing strategy, like any other business process, must be measured against organizational objectives using a defined set of metrics.
10. Have You Met Your Social Marketing Objectives?
If the objectives of your social marketing efforts are not met, you must redesign your social marketing strategy.
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