Social media strategy unpacked…
Developing a social media strategy to promote your business can seem daunting…
In reality, it’s not that difficult, although to do it right, it is a little time consuming.
We developed our first social media strategy to promote our new electric vehicle charge point installation business.
Before you even start deciding on which platforms to use, it’s important to decide on the goals you want to achieve with your social media strategy.
Ultimately for us, it’s about being recognised as the trusted experts in providing and installing electric vehicle chargers for the home and workplace.
Everything has this main goal in mind, and our trusted expert messages subconsciously lead to people thinking of Evolution Solutions when they need an EV charger at home or at the workplace.
Once you’ve set your goals you can then decide on which platforms to use, and there are a number to choose from, such as:
We also include our Google My Business profile as a social media platform, as you can add stories and videos, as you would with the other social media platforms.
Now, to choose the right social media platforms you must first define your target market.
Evolution Solutions target market is homes and businesses, both male and female, and aged between 25 and 70.
The platforms that form our social media strategy are LinkedIn, Facebook, Twitter, Instagram, YouTube (used for storing video to share) and our Google My Business page.
But this might not be the same for you…
Say you had an oven cleaning business, we’d suggest your main target market would be homes, although we’re sure some males clean their own ovens, we’d suggest a higher percentage of people are females, and likely aged between 25 and 70.
As LinkedIn is more of a business-to-business platform and Snapchat is for a younger demographic, it would make sense to discount these platforms.
So that leaves Facebook, Instagram, Twitter, YouTube (to store and share your videos) and your Google My Business page as platforms to use.
Before you start posting anything, you must make sure your social media profile for each platform look professional, has the same look and feel, and is consistent with your website.
Consistency of branding is as important in the online world as it is in offline marketing.
People are likely to come across your profile and your posts, videos, and articles across multiple platforms, and you want them to immediately be able to recognise that it’s the same business.
What to post and in what format?
People consume information in different ways. Some prefer reading, others prefer watching or listening. Some prefer short posts, but others prefer long articles with in-depth detail.
Which means, it’s important to mix it up and offer something for everyone on a regular basis. So, get used to shooting video, drafting short posts, and writing interesting long form articles.
For us (as we mentioned earlier) it’s about being recognised as the trusted experts for EV chargers.
Everything we post is towards this goal, and we’ll include things like case studies, customer showcase videos, product demos and industry information.
But we’ll also provide valuable business ideas in the form of stories, which people find interesting and can use in their own situation, which also link back to our own companies.
Using the oven cleaning business as an example again…
You could create a step-by-step oven cleaning video series, and release an episode a week, finally locating the full series on your website and email a link out to prospects.
Film a full oven clean on time lapse and post it on your website, whilst also posting it on all your social media platforms, showing how you take a dirty own to gleaming in a matter of minutes.
Write reviews on the best cleaning products to get your oven gleaming.
Tell stories about your travels and the amusing things that happen, and the interesting people you meet, whilst cleaning people’s ovens. Could be a series called ‘Carry on Cleaning Ovens’.
Prime location, sharing and consistency:
Our website is the main lead funnel and everything we do is designed to push any interested parties to either fill in one of enquiry forms or to call us directly.
We also receive enquiries directly from our social media platforms, which also act as lead funnels, the more communication methods available to potential customers, the more leads you’ll receive.
Most of our posts start as a blog on our website, each one is then reworked to suite each of our social media platforms, which provides a very consistent uniformed approach.
As an example, we’ll write an article (with or without video) and release it as a blog on our website, we’ll then re-work it for LinkedIn, Facebook, Instagram and our Google My Business page.
Usually, we’ll link the Instagram and Google my Business post back to the blog on our website.
But we use LinkedIn and Facebook differently. We treat them as their own entity. Posting each article on either our company page or a personal profile page (depending on the content). Which is then shared to all the LinkedIn and Facebook groups we’re members, reaching thousands of people.
When to post?
It’s about consistency…
If you post regularly (once a day or 4 times a week) people will get to know your routine, and if it’s interesting stuff, they’ll lookout for your posts and comment on them to help their own visibility.
Our strategy is to post something different and interesting 4 times a week, and every Friday we consistently put out a business book review video.
Two years ago, we took on the challenge of reading a different business book each week, and then video reviewing it for our connections, so they could decide it they could learn some things from it.
As we began, developing a social media strategy doesn’t have to be daunting, it can be as simple or as complicated as you want to make it.
But for it to work you need to be creative, put in the time and effort, and apply it with consistency.
We’re sure our social media strategy is not perfect, but its working for us, and we’d be delighted if you decide to adapt it to suit your own situation.
…and if you do, please let us know the results.