How do you know when to include Social Media into your Marketing Strategy?
The best time to include Social Media, at least on one channel that best suits your buyer personas, is Now. The network does matter so put thought into which network will garner the most bang for your Ad Buck or Organic effort. However, before you post even one update, you’ll want to embark on some planning.
Planning the Strategy Team
Planning carries with it a few phases or milestones to define:
- What is the goal the team expects to accomplish?
- SMART – Simple, Measurable, Achievable, Repeatable, Time based.
- When does the campaign begin?
- When will the campaign end?
- What tools is the team going to use?
- Content Curation Tool
- Keyword tool
- What skill sets are needed from resource members?
- Copy writing
- Proof Reading
- Website Development
- Content Management
- Calendar Management
- Social Media Management
- What are the milestones and how is success measured?
- Milestone completion can be measured by activities completed.
- Where will activities take place and where?
- Will the activities take place in the office, off site, as a team, via e-mail, via phone and conference software, a collaboration tool like Google Docs?
Post Strategy Planning
After planning is for your strategy session is completed, it’s time to decide who you want to reach, these are your buyers, where will you find them, and how will you reach them? This portion of content planning is directed to those who want to market Organically. I’ll address Ads in a later post.
The HubSpot Inbound Certification curriculum offers in-depth instructions aboutbuyer personas and how to develop them. Here, I’ll give you just a little explanation:
Buyer Personas are a semi-fictional representation of the people your products and services are meant to attract. Buyers are the people looking for products and services to that enhance their lives, make their businesses more efficient, or offer a benefit in some other way. The team is responsible for defining the best models to use when deciding who the buyer actually represents. The team will build Buyer Personas to define, in real-time, what buyers best fit products and services offered by your organization.
The buyer persona can be 1 or 20 different profiles, the number of personas is up to the
team and goal. Each persona is built from interview with current and former customers, through surveys, and market research. Personas include subjects like line of work, years of experience, family, hobbies, education, income status, vacation, and future goals.
After developing the Buyer Persona you develop content to meet their needs during the Buyer’s Journey. What’s the Buyer’s Journey you ask?
The Buyer’s Journey defines where in the buying process the seeker is at that very moment. Your Seeker, as I call them, may be at the Awareness stage where they’ve discovered they have symptoms. They move into the Consideration stage where they do the research to figure out what the symptoms mean, Finally they enter the Decision Stage.
The marketing strategy developed by the team above needs to meet this person at every stage in the buyer’s journey in order to convert them into a delighted customer and loyal followers.
I’ll be back within the week to guide you through the next steps in helping your business enter the ranks of those using Social Media to improve sales, invest in their community of supporters, and delight their customers from the moment they laid eyes on your company.
For more information on HubSpot Inbound Certifications and more on delighting customers through every step of the buyers journey, stop in at HubSpot.com and click on Certifications.
Photo by –
Dwayne Blee – http://www.freeimages.com/photo/diary-page-1240501
Steven Goodwin – http://www.freeimages.com/photo/maze-1236395