Facebook. Instagram. LinkedIn. Twitter. YouTube. Pinterest. TikTok. Blogs. Email newsletters. It’s exhausting, trying to keep up, isn’t it? Day in and day out, we are working with clients on their social media strategy. And I can tell you from experience that the rule is “the simpler the better”. Unless you have a huge team and a lot of extra money, it is too difficult to keep up with a big and complicated social media strategy.
Recently, we kicked off a marketing relationship with a new client, a writing coach. She is on the cusp of breaking six figures in her business and is ready to increase her visibility with a solid social media strategy. With so much competing information flying around on the internet and so many ideas in her head, she needed help sorting through everything. And more importantly, she needed a simple and doable social media strategy that she and our team could successfully and consistently follow through on.
With so many choices, how do you implement a strategy that works? Let’s work through what you need to consider when designing your social media plan.
Set your Goals
What are your business goals and what are your specific social media goals that will support those goals? To keep it simple, set two business goals and three social media goals. Examples of social media goals might include:
- Grow YouTube subscribers from 100 to 500
- Double email list
- Increase website visitors from social media from 200 to 500
- Consistently post one blog per week
- Increase engagement rate on LinkedIn from 1% to 4%
These goals will guide your decisions and also help you to measure the effectiveness of your efforts.
Your Social Media Strategy Should Include Content Pillars
Content pillars are categories of content that you want to be known for. These pillars should be areas of expertise for you. Your content pillars guide your content creation and keep you focused.
Without content pillars, you will appear scattered and no one will understand exactly what you do. Imagine if one day you talked about leadership, then you wrote about parenting, and maybe on another day, you discussed mental health. You might be able to contribute thoughts on all these areas, but it will confuse your audience.
So pick four to five content pillars that are aligned with your business brand and stick to creating content within these parameters. For instance, at Amazing OBM, our content pillars are below. As you can see, all of these content pillars are related to our digital marketing services.
- Email and Social Media Marketing
- Websites and Landing Pages
- Launch Management
- Holistic Marketing
Pick Your Platforms
This decision will be one of the hardest ones you will make, due to the number of options that are available to you. There are thousands of experts that will guide you to their platform of choice, but here is what I have to say about that.
Don’t get distracted by what other business owners or business experts are doing. Turn inward and ask yourself these questions when making this decision:
❓Where is your audience hanging out the most?
❓What platform do you enjoy engaging on?
❓Which platform brings you the most traffic to your website? (this might need to be tested)
❓What type of content do you enjoy creating? (every platform is different)
And you might find that some of these answers will conflict with one another. For instance, my favorite platform to hang out on is Instagram. However, when I reviewed my analytics, I found that practically no one visited my website from Instagram. So I looked at which social platform was driving traffic to my website and I determined that Pinterest was leading the pack. So now I put the most amount of effort into building that social platform.
Always Include Email and Blogs in Your Social Media Strategy
Before you balk, let me explain why. You own your email list and blog. If all of the social platforms were to fall off the face of the Earth (not likely but they still have issues), you still have access to the email list you’ve built. And your blog, over time, is a great tool for SEO (search engine optimization). This is what ultimately drives traffic to your website organically.
The goal is for your social media content to bring in traffic to your website and build your email list. Of course, you can engage with followers, build relationships and even sell on social media channels. But the real intimacy begins when you are landing in their email inbox. And you can never rely solely on social media algorithms to display your content to your ideal audience.
Decide on the Frequency of your Posts
Once you’ve picked your platforms, make a realistic decision about how frequently you will post on these platforms. A lot of factors can influence this decision…
- Size of your team
- Comfort level with social media
One Instagram influencer I know posts 3-4 reels per day, multiple stories, and goes live twice a week. This is not who you would emulate on social media. This influencer works full time on Instagram and has a full team to support him. You have to decide for yourself what frequency works best for you and your business. If you are just starting out, start small, develop consistency, and build from there.
Develop an Editorial Calendar
It’s always easier if you plan your content in advance, rather than produce content on the fly. For instance, when I sat down to write this blog, I already knew what the topic was and which content pillar I was discussing today. All I had to do was dedicate the time to create the content.
Yesterday, we sat down with our client and planned content for October, November, and December. We didn’t necessarily plan every social media post but we know which content pillar we are working on, the holidays we want to celebrate, and what business events we need to plan for and promote.
In addition, we have a tab on our editorial calendar stocked with ideas that we can pull from if our creativity takes a nosedive. For the best effectiveness, you can plan content one month or one quarter at a time.
Block Your Calendar to Execute Your Content
Whether you use your calendar or a project management tool, make sure you block time for you or your team to create your social media content. If it’s not planned, it won’t happen. At Amazing OBM, every Thursday there is a task for either my content writer or me to write the weekly blog/email newsletter. It’s not an option to skip it, no matter what obstacles are thrown our way.
For your social media content, you can plan your content weekly or monthly, whichever works best for your style. Executing less than a week is more likely it won’t happen. And planning more than a month in advance leaves too much room for things to change. The sweet spot is between two and four weeks at a time. Put a process in place that streamlines all your content writing, graphic creation, and scheduling.
Measure Your Social Media Strategy
There is no way for you to know if your social media strategy is working unless you are measuring it. Depending on your overall strategy, you will want to choose metrics that help you know if you’re making forward progress. Here are just a few examples of monthly metrics you can track:
- Number of new email subscribers
- Email open rate
- Number of new followers on your chosen social media platform
- Engagement rate on your social media posts
- Website visitors from your social media efforts
Sometimes, business owners get caught up in wanting an immediate ROI on their social media efforts and all they are measuring is income. This is not a smart strategy because building your business via social media is a long game. It takes time and patience.
If you wanted to lose weight and you had 40 pounds to lose, you wouldn’t expect to lose all that weight in one month. That would be literally impossible. It takes a long time to gain 40 pounds and it takes time, consistency, and patience to lose it. It’s no different than growing your business.
So measure your social media strategy and use these metrics to help you make informed decisions about what is working and what is not. Tweak your strategy until you are seeing consistent growth and results.
Amazing OBM is a boutique digital marketing agency serving coaches and course creators. We specialize in social media and email marketing, websites and landing pages, and launch management services. To chat with us about implementing a social media strategy for your business, schedule a free consultation.
A Simple Social Media Strategy for Coaches
September 20, 2022
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