I just like saying that because my husband’s name is Stan! But seriously, if you have a company Facebook page or Twitter profile or Pinterest page or (fill in the blank with the latest and greatest social media channel) without asking yourself why you set it up in the first place, you are most likely just winging it, hoping that customers come flocking your way.
Step 1: Identify your core customer base and focus your energies on the channel that is most reflective of them.
If you are an accounting firm that wants to attract professionals, perhaps LinkedIn is the best channel for you. If you are selling t-shirts and your demographic is 15-24 year olds, then Twitter and Instagram are probably where you would want to be. You need to go where your customers go and where they are most likely to “see” you. (Of course, this assumes that you already know who your target market is. If not, we need to chat!)
Step 2: Be consistent.
Much like going to the gym, you need to be consistent to see results. Consistency is key when building your brand, particularly online. Think about how much you are exposed to every day online. The posts that stand out are the ones that you see on a regular basis and are memorable.But….
Step 3: Be choosy about your content.
You don’t want to post every hour with a salesy pitch about how awesome your company is. That will quickly turn people off from viewing your posts and they won’t care about what you have to say. Develop content that your customer base wants to read. Engage them. Motivate them. Get them to interact with you.
Step 4: Be yourself.
Your brand is a reflection of you and your personality. One powerful thing that social media can do that other media outlets can’t do as effectively is showcase who you are as a person and as a brand. People relate to real people. Social media marketing could be renamed Relationship Marketing for precisely this reason.
Step 5: Analyze your results.
A plan is just a plan is just a plan unless you are able to execute it, review it, analyze it, and change it if necessary. Most social media platforms have analytics built right in that are powerful tools that can help you determine what works and what doesn’t.
Above all else, remember to have fun with your business. Life is too short to worry about how many “likes” and “retweets” you get!