Social Media: do you have a Strategy?

In my last blog post, I discussed the indisputable value of Digital Marketing for any business in the modern competitive market (if you missed it, it’s linked here!). 

There’s simply no doubt about the importance of Digital Marketing. Now that you’ve set up a website for your business, announced your presence on Facebook and Instagram, you can put your feet up and allow your customers to find you, right? But there’s a crucial element missing. 

I’m talking about Social Media Strategy. 

Let’s define it first: a Social Media Strategy is an outline of your online marketing goals. How many likes, follows and interactions is your business receiving? From what demographics? Do you know how many of these are translating to physical, tangible sales?

A Social Media Strategy will allow you to answer all these questions and more.

You thoroughly monitor and track every other aspect of your business. Why wouldn’t you do the same for your Social Media? Being a business-owner, you already know the value of organisation. Goals, targets and objectives are the basis of every successful business. In the online world, deciding on metrics of success for your marketing allows you to analyse important aspects of your overall businesses success. With a clear Social Media Strategy, you will be able to distinguish what is effective marketing for your audience and what isn’t. 

Simultaneously, a Social Media Strategy will allow you to analyse traffic demographics. The age, sex, and location of your audience will gradually be revealed the longer you utilise your strategy. Armed with this information, you can craft your content accordingly to target these customers, leading to a more precise, effective approach. 

Simply existing online is not the same as building a community online. Your business’ presence online will have minimal impact without effective, dynamic content and receptivity. A dormant website or infrequent, aimless Facebook posts just won't excite or retain customer interest. 

Social Media is a rapidly growing and evolving space. More of your competitors are moving online too but by employing your strategy, you can craft an online presence as bespoke as your business, propelling you ahead of your competitors immeasurably. Social Media allows you to communicate directly to your audience. Your business is right in their hand (physically!), so crafting a presence online that is both professional and sociable will build a meaningful and unique connection with customers. 

Furthermore, your Social Media Strategy evolves with your business. Small attainable goals become bigger over time. Adjust your expectations, always remain ambitious. The traffic your online presence receives should translate into sales. If not, what is attracting the eyes of your customers but not their investment? By monitoring traffic and sales, adjusting content and strategy, you will gradually build a deeper understanding of customer interest, and create more receptive content. 

Digital marketing without a strategy is like owning a car without fuel. You can sit in it - but you won’t be going anywhere. You can’t expect your digital marketing to push your business to new and exciting places without the vital energy of an effective strategy. 

Ready to build your strategy? Let’s get to work. 

Emily
Founder @ Evolve Chelsea