Fairfax / Newcastle Herald column April, 2015
Most business owners these days understand the need for a social media plan, but not all owners know how to create a simple but successful social media plan.
Here are four questions to lay the foundation:
Who is your audience?
Review customer inquiries, customer sales, your service area and the profile of returning customers. What are the common factors? Write a customer profile, i.e. “Our customers are, on average, 18 to 45 years old, looking for (product / service) within 30 kilometres of our business location.
Where is your audience?
Determine which social networks your customers use. Even ask some existing customers. Match your customer base to the most compatible social media networks. Then research the networks and learn about the best times to post, the most popular posts, and the cost of ads on each network.
What do you want them to know?
Ask yourself what it is that you want them to know about your business? When you understand your audience, you will understand what matters to them. Is it price? Location? Service? Variety? Formulate your message to address the primary needs and interests of your audience.
What do you want them to do?
Now, what do you want your audience to do? Subscribe for updates? Contact you by phone? Buy online? Visit your store? The answer to the question “what do you want them to do?” defines your next step.
The goal of a social media plan should be to direct customers to your website as this is the property you actually own. Don’t invest too much in driving traffic to a location you don’t own. Pay attention to how you funnel social media outlets back to your website. Be sure that potential clients immediately find your call to action.