social media alone is not a strategy
Are you posting on Social Media and thinking that is your strategy?
If you are a one man band, a solo show, or a small and mighty team– you or someone in your small business is managing your Social Media account. By now we all know it takes more creativity, effort, and time than you think. On the days that you see positive results in your business it can be easy to say “it had to be the last post or story” but do you know that for sure? Another question is, was that your intention and strategy for investing time (and potentially money) into that post?
If you are not finite in your answer, it might be time to rethink your Social Media Marketing. Your small business needs a strategic plan that is the foundation for stability and growth. Once your business has a strategic plan, use social media as a tool to help you achieve your goals and gather data. Building your strategic plan before your social media plan might be a shift, especially if you know Social Media is selling your service or product successfully. If you are just not sure, a strategic plan will provide clarity.
Let’s break down a small business strategic plan and what that means. At Trestle & Co. a strategic plan begins with the end in mind. You have to have an idea of your ideal outcome but, if you don’t know where to start let’s meet for a 1:1 Consulting Session.
This is a step that a lot of entrepreneurs skip. It’s scary, complicated, or too time consuming to stop and think about the ideal or required outcome. Having an intentional strategy also means more work. That is just the truth.
A few examples of ideal or required outcomes could be monthly revenue, newsletter subscribers, or new client count. Using historical data from within your business or simply your business’ needs you get to decide– ah, entrepreneurial freedom baby! Now that you have that in mind (if you are anything like me it's written in sharpie on a sticky note taped to my computer screen), we have to get you there.
Let’s use new paying clients as our ideal outcome for this example.
In order to get you to your ideal outcome of 20 new paying clients this month, let’s determine if Social Media Marketing should be where you are spending your time.
A few questions you should ask yourself are:
Do my current paying clients tell me they view my social media?
How do new clients report they found my business?
Do I know where my new clients are spending their time online (which platforms)?
Why did my last 5 new clients purchase from me?
Conduct a survey
What free value does my Social Media provide my audience and potential new clients to showcase what I have to offer?
Does my content talk directly to new clients?
Knowing the answer to those questions will give you insight into the ripple effect of your Social Media across your business. Having the confidence in knowing what your business needs and wants will give you clarity on how much time and money you are willing to invest in Social Media Marketing. You will also gain clarity around the type of content you need to provide or the value that you need to showcase. I recommend testing different levels of Social Media investments and track the impact on your overall newfound ideal outcomes.
Social Media should not be your only place your strategy is put to work and put the test. You do not own your Social Media page or followers. Question what is working for you or what is just working you.
