If the definition of luck is preparation meeting opportunity, give yourself the ability to succeed in social media marketing by organizing your strategy and messaging.
There are two things that must be done for digital marketing: prepare a plan at the outset and then periodically review how the plan is working (or not) in practice. Adjust and add elements when necessary.
Start with your brand’s voice. What is the culture of your company and to whom are you seeking to convey that. Here’s a useful exercise: think about what adjectives you would like your customers or clients to use for you? Reliable, quirky, funky, conservative, resourceful, creative, etc.? What are you bringing to the marketplace? Decide how to define yourself and that will inform what tone the content writing should take.
Next, let’s fill out a content calendar. What objectives do you have this quarter and the next? What seasonal offerings require advanced planning for marketing? What message and offers need to be delivered and what is their schedule?
Critical Response Plan
A question I frequently here is what do we do about bad reviews? This is certainly the ugly side of social media and platforms such as Yelp and Facebook are notorious for making it very difficult to get rid of a fake review by a disgruntled former employee or a crazy customer. If you really want to be scared, read this thread with Facebook business page owners complaining – to no avail – about horrific fake reviews by people overseas who have never purchased anything from their stores.
What to do? You need a answer at the ready in your back pocket, so the moment some social media crank comes after you, lay out the prepared remarks. For Critical Response Planning, pre-detemine who needs to be notified of a problem and the decision-making hierarchy. If the No. 1 person isn’t immediately available, who is the backstop for approving how to handle it. Your social media manager will need to be in touch with these principals. At the very least, the social media manager should work with you to craft pre-approved messaging they can issue in an immediate response.
The term Key Performance Indicators (KPIs) is bandied about and you should review which are most appropriate in measuring how well your social media and website marketing are performing. How many people do you reach? How many respond or engage with you. Are you tracking in your client management or customer acquisition system how many were referred by the content marketing or social media advertising? Are you reviewing the Google Analytics data for your business website to see where the website traffic is coming from? Did you know it specifies which social media channels are bringing you website visitors? Are you reviewing Google Adwords metrics and weighing that against the efficacy of other digital marketing spends?
Overall, to optimize your social media and content management, prepare your strategy, be ready to respond to critics and gauge your digital traffic.
For more information about Adroit Narratives, check out the services menu.