Social Media Marketing Proposal
Ever heard the saying "Failing to plan is planning to fail?" That old but wise adage often rings true when it comes to social-media marketing. Creating a detailed, goal-oriented social-media strategy is just as important as having a rock solid business plan.
"If your social-media plan is to just wing it, your fans and potential customers are going to know, " says Amy Porterfield, social media strategist and co-author of Facebook Marketing All-In-One for Dummies (Wiley, 2013). Worse, it could turn them off of your brand and on to your competitors.
To attract and engage social-media fans and followers - and ideally convert them into customers - you'll need to carefully map out a clear, effective social-media strategy. Here are some questions you should ask when building your company's social-marketing plan:
1. What should my company aim to achieve with social media?
That depends on the type of business you're in. You may want to use social media to gain exposure for your brand, to directly interact with your customers or to promote specific products and services.
"The first and most important step in creating your plan is to clearly identify your goals, " says Lee Odden, chief executive of TopRank Online Marketing, a Minnesota-based, a digital marketing agency, and author of Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing (Wiley, 2012). "Next, understand your customers' goals, and then figure out how your social-media strategy will connect both."
Odden suggests that you first define how your social-media outreach marketing will provide value to your customers. Specifically, think about how you can use social media to solve your customers' problems.
2. Who should set up and maintain my company's social media accounts?
If you're a small company with few employees, consider delegating the task to a staff member who has a good track record of implementing effective social-media campaigns. If you have a larger company, a qualified employee in the marketing department might be a good fit for the task. Businesses with larger budgets but not enough experience with social-media marketing could benefit from hiring a social-media marketing consultant or firm, says Odden.
3. Should my company have a presence on all of the popular social-media networks?
As a starting point, Odden advises that small businesses begin with a blog and a presence on just one social network, at least for the first few months. Which network? Find out what by surveying your customers about which platforms they use the most.
The more your company grows - as well as your digital marketing budget - the more social networks you can experiment with.
4. What are the best social networks for small businesses?
Whether your company is large or small, you can't go wrong with a Twitter account, Odden says. It's a platform that is easy to learn and use, and you can't beat the 140-character limit.
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