They Fail to Plan..
That’s what a friend of mine says and it applies to social media as well. I don’t mean your personal social media page, although you could apply some planning to that as well. I mean your business page.
Many businesses get a business page, fill out the information, upload their logo and a big cover graphic and forget about it. That’s what I’ve referred to before as “set it and forget it” strategy. It doesn’t work.
There is a second set of business owners who set it, and then log in daily and post on it. They are posting but they have not given focused thought to what they want to accomplish. You and I may not want to admit we are money grubbing capitalists but chances are you would not have a Facebook business page if you didn’t want something specific to happen.
Oh you do? You want more people to use your products? In that case go back and read your last three weeks of posts. How do your posts shape up in the light of “increased product market penetration?” Do your sales figures bear out the goal? Did sales go up and if so did they go up enough to justify the time you spent on the page?
You are going to hem and haw at this point and tell me you are not tracking sales and are not into aggressive marketing. I understand. I am not either. That is what makes Facebook such a good platform. It allows you to be low-key and still accomplish your goals.
For example, let’s say you are an accountant. Really, yes you are! What are you posting on Facebook? First of all let’s look at the goals of your business. Do you wish you had more 501c3 work because you love Fund Accounting? Do you prefer private individuals so you can work like a crazy person Jan – April and then take some vacations in other parts of the year? Do you want corporate clients and hope one will hire you as their inhouse comptroller? All of that matters. All of that is homework to do upfront.
Let’s say you have decided you want to work with non-profits. Set a Google alert for news involving non-profits. (news.google.com) and watch for federal and state laws that will impact your preferred potential clients. Post about them so you establish your expertise. Have your business Like charities you’d like to have as clients. Support them on Facebook and maybe even with a small donation or two. Watch for things they post that may indicate they need your assistance. Reach out on LinkedIn and get introductions to people on their board who are colleagues of people you know. Create a Pinterest board about “10 worthy causes.”
The key is, whatever your business goals are, that is what your social media campaign should be helping you achieve. If you are having trouble putting this plan into action, call me. I’m here to help you accomplish your goals as painlessly as possible! (904) 392-7691.