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Maybe you are about to get going with a start-up or small business and are just about to get ready for the huge and overwhelming sector that it is and the social media environment that comes with it?


It can be incredibly challenging to know where to start and also how to set your priorities.


You want to benefit from your social media marketing activities and to get those much needed positive results. It’s essential not to just play around with it, but to implement a proper social media marketing strategy.



Build your Social Media Marketing Strategy

1) Allocate resources


The most important question you should ask yourself is “Which role does social media marketing play for my company?”

As you are obviously trying to work on your social media marketing strategy the next thing to think about is “How much is this worth to me?”


Usually, start-ups or small businesses face very limited resources. It’s common practice that the social media is generally done by the team members along with their other daily tasks. Not forgetting that the social media or community manager has the role entirely to themselves.


If you do not have the resources to hire someone, or are responsible for building your social media marketing strategy, at least make a clear plan of how much time, money or personnel you want to spend on those activities and try to stick with it also during busy times.



2) Define your buyer persona



However, there is no way of using those targeting possibilities effectively without knowing exactly who our customers are.


Do not just use basic demographic information (e.g. gender, age, occupation etc.) and define this as your target audience. Create your ideal customer describing his or her goals, frustrations, needs and also his habits! This will not just help you enormously with your social media marketing, but also with your entire content marketing strategy.



3) Choose the right social media platforms


Less is definitely more!


This can also be applied to selecting the platforms for your social media marketing strategy. Often companies make the mistake of wanting to be present on every platform. However, especially when you are a small business with limited resources, how should this be helpful to you?


Unless your days are 48 hours long, you might want to use your buyer persona and think about where you can reach your audience best! Concentrate on the most relevant platforms and give your best to build a presence on those. Also keep in mind that there a lots of new trending social media platforms out there. Depending on your audience they might be worth exploring.



4) Define clear goals for your social media marketing


What do you want to achieve with your social media marketing?



Try to avoid any vague formulations such as “I want to increase conversions” or “I want to gain brand awareness”.


Check if your goals are SMART:



  • Why do I want to achieve this goal?
  • Who is involved?
  • What needs to be accomplished?
  • What is required to reach my goal?



  • How much or how many?
  • How will I know when it is accomplished?



  • How do I achieve my goal?
  • Do I have a step by step plan?



  • How high do I want to set my goal?
  • Can I progress steadily?



  • When do I want my goal to be accomplished?



5) Choose your content wisely


Whatever you want to achieve with your social media marketing – content is the key.

Be careful not to use social media just for self-promoting purposes, this can easily turn your customers away. Again, use your ideal customer and really think about their needs and how you can meet them halfway.


Also make sure to provide qualitative, relevant and useful information to your audience and stay away from anything that does not fulfil those requirements. Keep in mind that visual content is the way to go at the moment.




6) Watch and Learn


You cannot call it a social media marketing strategy without analysing the feedback you got! To measure and also reach your goals you have to monitor, analyse and adapt your social media marketing activities.


Social media management tools such as Onlim can help you keep an overview of your statistics and provide you collective feedback of all your platforms.

Rather than letting the overload of possibilities on social media frighten you, enhance them!



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