Social media sites may come and go, but your digital marketing strategy can remain consistent if you keep these 6 things in mind.
Whether it’s Facebook, Instagram, TikTok, or Twitter, social media platforms are in a constant state of change which may make your efforts feel out-of-control. What you can control, as a business owner or a freelancer is the strategy you apply when using social media platforms.
So how can you create a digital marketing strategy that keeps you in control? Check out 6 things you need, and then get our free checklist to put a plan in place for your small business.
6 Things your Digital Marketing Strategy needs today:
1: Owned Space
Facebook and any other social media platform should NOT be the main online “space” you use for business.
The space you own is your website where you have the most control. Social media sites can change overnight, your account could be shut down, and then how would your online community find you?
Make social media sites the channels you use to build your brand and connect with your target audience. But your unique content, brand messages, and resources should be found on your website first.
So if you haven’t already, invest some time and resources into getting your domain name and website up and running. Use tools like WordPress, Wix, or SquareSpace to set up your website (or outsource this step.)
Learn more about (or outsource) SEO: Search Engine Optimization and Google website tools to help your website show up in online searches (based on keywords and questions).
2: Unique Content
Create content that is unique to your business – whether it’s your story of how the business got started, the causes that align with your brand, or the stories from your employees/clients/brand ambassadors. What will make you stand out from others online?
Take some time to map out your stories and brand messages in different formats like blog posts, videos, podcasts, etc., and then set up a system to share them on your website and social media sites.
3: Internal Systems
You need systems that keep you on track, including:
- content creation
- content curation
- content calendars (blogs, videos, free/paid resources)
- promotional calendars
- software/dashboards to monitor accounts
- spreadsheets or tools to track and measure the success of your online strategies
- customer service/communication tools and guidelines for anyone with access to your social accounts
Determine what systems you need to put in place for your business to effectively use online platforms.
4: A Communication Plan
Consumers have a very limited attention span and want a quick turnaround to any questions or messages they send your way. Document your communication plan and related goals to better serve your online audience.
Decide who will handle the “social” part of social media, and how can you build better relationships with your customers.
Some components of your communication plan can include:
- email marketing
- lead generation / CRM system
- general customer service vs online customer service
- a chatbot for Messenger or a chat tool for your website
- resources to monitor and respond to comments/questions/replies on all of your social accounts
5: A Consistent Posting Schedule
No matter what posting frequency you decide upon, just showing up on a consistent basis will help you stand out from other small businesses.
This is why it’s important to NOT jump on every social network or implement ALL the newest strategies mentioned by social media “experts”, unless you have in-house staff to help, or plan to outsource some of the social media management tasks.
6: An Advertising Budget
Ads on individual social media platforms are more of a necessity now than they were three or four years ago. Organic reach has dropped for Facebook business pages in general, and the number of business accounts on all platforms continues to grow.
While you should continue to optimize the free features on social media platforms, be realistic in your expectations for reaching a bigger audience with things that are “free”.
Social media advertising should just be another part of your overall marketing budget.
Free Resource:
Use our free Digital Marketing Checklist to put a plan in place. Click on the button below to get your copy:
Let us know if you have any questions about creating or updating a digital marketing strategy for your business! We offer a Free Consultation.
About Terry League