This article is the first in a series of posts intended for small businesses (or their employees) who are thinking about using social media as part of their marketing activities. The posts assume a certain amount of basic knowledge of Twitter/Facebook/blogging etc. but you certainly won’t need to be a social media nerd like me to get the most out of it! Please do share these posts with anyone who might find it useful!
As some of you may know, I work for a small software company (LexAble) based in Cardiff as a ‘Marketing and Business Executive’. As the company’s first employee whose primary focus is Marketing, it’s been a fantastic opportunity to really hit the ground running, putting into practice my existing skills and learning new techniques along the way. As part of this I’ve written the company’s first social media strategy, outlining how (and, perhaps more importantly, why), we will use social media. So I thought I’d share a few tips based on my experiences. I’m also grateful to Rhys Gregory for his contributions to this post.
Before you begin
It’s very tempting to dive straight in, outlining in explicit detail the things that you’ll be tweeting about or how to present yourself on Facebook, but before you do it’s a good idea to consider the following:
- What do you want to achieve?
First thing’s first: social media is not a direct sales tool, and anyone who tries to use it for this purpose is doomed to fail. Furthermore, it’s often difficult to quantify in simple terms the benefits (financial or otherwise) that it will bring to your business. Therefore, in your social media policy you should outline how you want social media to benefit your business. Example aims could include:
- Increasing awareness of your business and its activities.
- Positioning your business as an authority or knowledge-holder in its field.
- Connecting with new and existing customers.
- Reducing the time or money that you spend on support and customer service.
- Organically improving your search engine rankings.
- Is social media right for your business?
Unfortunately, not every business will be able to properly benefit from social media. Some factors to consider:
- Do your customers use social media? If, as a general rule, they don’t, consider why that might be (e.g. age, income, social class, lifestyle). (But you should never just make assumptions – ask them instead!)
- How about the potential customers that you haven’t reached yet? Think about the markets that you’ve yet to tap into and whether social media would be a good way to break into them.
- Is social media an appropriate forum to talk about your product? Is there a way that you can create relevant and interesting content that other people will want to share or view?
- How much time do you want to spend?
Social media is often thought of as free, but remember that time spent using it is time that you’re not spending on other things. It’s therefore very important to clearly define how much time you and your colleagues will dedicate to it. Another issue with social media is that it’s not always possible to predict when you’ll be using it – you can check for replies and new followers (and respond to them) once a day, once an hour or once every 5 minutes. Pick a schedule that works best for you, and stick with it as much as possible.
To conclude this post, here’s some salient advice from Rhys:
It’s really important to set out objectives before doing anything, that way you can measure its success. You’ll need to consider how much time is involved, the cost, and who’s responsible for what. Do you have the necessary expertise, or do you need to bring in an external training or digital agency to help get you started? Your overall goal might be to increase brand awareness or even increase leads, but you’ll need to know exactly how you want to measure this.
- Make everything trackable – You want to be able to measure the effectiveness of everything that you do. Use a service like Bit.ly to track the number of clicks on the links that you post. What type of content is most popular? Is there a best time to post? Example – http://bit.ly/linkedin-me+
- Define a lead-process – For those businesses that want to generate leads from social media, and trust me that’s probably all of you, you’ll need to define a nurture-path. When someone clicks on your blog post link, what do they see on that page? Make sure you have clear call-to-actions (CTAs) that take the user to the next step. Whether that be signing up for your newsletter to continue the path, or hitting the contact us button.
This is the first part in a series of posts about developing a Social Media Strategy. If you’d like to be notified when the next post arrives, you can subscribe to my blog, follow me on Twitter, or leave a comment below so I can notify you manually!