Creating content and distributing it on social media can be challenging if you are a micro or small enterprise without access to a dedicated marketing management team. The good news is that social is not inherently time or resource-intensive. Here are a few tips for getting a strategy together so that you can finally engage with new customers and clients.
Define your audience
Start by rummaging through a few metrics from your Google Analytics account to come up with a target audience for your products or offerings. Activating the interests section here will give you a quick and simple overview of potential end users. You can also use advertising tools to tease out key demographics, interests and behaviours.
Consider customer journey
Knowing the steps that your customers take during the buying cycle can really help with driving engagement and leads. It can be difficult to get a complete picture of respective journeys, but you should have some sort of idea of what customers are doing as they research before completing a purchase. This knowledge will enable you to use social to serve up content at the right moment.
Perform a few tests
Now you can move on to deciding what content formats are best and how often you should post. The previous research should inform your decision-making here. When you finally have a strategy in place, move on to conducting frequent sample tests to see if it is suitable – as a small business, seeing what works and what does not is important before you increase investment.
Recycle and repurpose
You may already be publishing content via a blog or on your corporate site. Social media is a great outlet for putting a new spin on these existing materials, and the recycling and repurposing mindset is perfect for those with limited budgets as it delivers better ROI. If you know that content is working in one channel, bring it over to social and give it a new lease of life.
Stick to a plan
There will be times when you won’t be able to give social media your full focus, but that should not pose a problem if you have a documented content framework and schedule in place. Concise, smart strategies are sustainable and will allow you to maintain your presence across various platforms.