Do you have a game plan for your social media marketing efforts? Have you considered enlisting the help of a Social Strategist?
Ok, so you read blog posts, or listen to podcasts, and they all tell you to determine a target market. Not only that, but to niche down to the point of having one “ideal” customer, or “Avatar”. Give that person a name. You want to know every possible detail about that person.
- What do they do for a living?
- Where they live?
- Are they married?
- Do they have kids?
- What are their hobbies or interests?
- What do they spend the bulk of their free time doing?
These are all great questions, and you should have answers for them. But, how many of you can take the time away from doing what you do best, running your business, to do all that market research? Then, once you know this person, you still have to figure out where they most frequent on Social Media. Facebook is not a sufficient answer either.
You need to know what pages they like, what interests they follow, and which groups they frequent (although be careful about being promotional in groups. Many groups do not allow this).
Is your Avatar a tech fan who frequents Google+ and follows Locker Gnome to a degree it borders on stalking? Maybe your Avatar is a fashionista in training and hangs on the word of fashion bloggers via Twitter.
The better question is, how can you figure all this out? Sure, you can speculate to a certain degree, but without solid research, you could easily be spinning your wheels, and even wasting a lot of money on advertising to the wrong people, or in the wrong places.
Establishing a Strategy
A Social Strategist is someone who will help you determine your ideal customer, and help to develop a plan to
reach them where they already are. it is a lot easier to engage with a person where they are than to try and divert them somewhere else. Sure, eventually you would hope they will come to your website, visit your store, or hire you to perform a service, but that should not be the primary focus when connecting via Social Media.
As you may know, I tend to focus on the “media” side of social media. A lot of people want to tell you it’s all about making “friends”, but I’ve got lots of friends, and none of them put money into my bank account regularly. If you use Social Media for business, then you need to start thinking of it more as a media channel, just one that works a little differently than previous channels. The days of blasting ads on TV and making sales may not be completely over, but almost. And, when you consider cost vs. return, TV is way too expensive for most brands.
I always like it anytime I can get free traffic. Getting eyes on your offers for free is always a plus. But, if you really want to take your business to the next level, you are going to have to put some money into advertising. Part of a solid Social Media Strategy is a balance of organic and paid promotion. This is why Social Media Marketing and Search Engine Marketing go hand in hand. Today, they are so entangled, you cannot have one without the other.
These are the sorts of things a Social Strategist can sort out, on a case by case basis, and tailor a strategy just for your business.
Do What You Do Best
For many business owners, establishing such a strategy takes time and expertise they do not have. You may be the best auto mechanic, dentist, lawyer, graphic artist or whatever, therefore your time is better spent on your core competencies. You may be good at writing copy, or engaging on social media, and you may still want to do some of both, but hiring a consultant to take some of that burden off you can help you spend more time on the tasks that are most profitable.
I hear people talking about working on your weaknesses all the time, and I can’t help but think how ignorant that is. Why focus on the negative? In most cases, your time would be better spent focusing on your strengths, sharpening those skills, and let others pick up the tasks in which you are not as proficient. Sure, you can do them, but someone else can likely do them better.
Hire People to Do the Rest
You do what you do best, and let others do what they do best, and everyone will win. A social media strategist is someone who stays on top of things. They follow the latest trends, are constantly learning new things, and working to apply them to their own business and that of their clients. We stay on the cutting edge of the Social Space. It’s what we do.
Your Social Strategist
We all wear many hats when first starting our business. Those who learn to do multiple things well achieve early success, but learning to delegate, outsource, and focus on your own strengths is the path to longevity. If you are ready to pass the duty of Social Media Marketing along to someone else, Visit our Services Page to see some of what we can offer you, and fill out the form at the bottom to Request a Quote.