Today we are going to talk about the most important thing you have to have in place for social media success and business growth!
If you don’t want to use social media to grow your business, you can stop here. The rest of this will just be a big ol’ bore to you. But for those of you that DO – keep reading and reap the rewards!
Social media can be a massive business Rabbit Hole if you don’t have a clear and strategic plan.
I did not always follow this rule and I really didn’t agree with it in the beginning of my social media marketing journey way back in corporate because I felt it was too limited. I thought I would miss out on posting some really good, relevant and timely stuff if I had a plan I had to stick to. Where was the dang fun in that?
However, what ended up happening was that I wasted a lot of time looking for stuff to post and going down 1,678 different rabbit holes in the mean time. “OMG there’s Julie D.—I haven’t seen anything from her in forever—let me just check up on her page for a second.”
“Good to know Julie has started a holistic baking service but…Oh wait—I need to find something to post today! Okay back to work.”
So here’s the deal: Your social media doesn’t know what you want from it if you don’t tell it. Just like the Universe. 🙂
Defining clear and measurable goals, and reading them every day—yes, every day—is crucial to the success of your business aka you. Without clearly defined goals you will be all over the map, scattered, aimless and overwhelmed. If you feel this way—keep reading and/or book now.
You sat down and wrote out your goals for 2017, right? Business goals (quarterly preferably), personal and life goals, etc. but you may not have gotten around to what your goals were, in your business, for your social media efforts. Most of us just consider it a necessary evil and toss stuff out as we come across it with no real, specific clarity as to what we think we’ll get from doing this.
You have to sit down and write it down—in a clear and concise, easy-to-follow, achievable goal format. Yikes.
Really?? It has to meet all those requirements? Yes. And here’s how you do it.
Step one: Get Clear
First of all let’s get clear. What are you using social media for? To do that we can look at our general business goals as they relate to typical social media goals:
All of this right? If you’re not, you should be! All of these components are how you drive traffic to your website, create an email list, promote to your list and sell your products and/or services, using social media. You’re not trying to win a popularity contest. You are trying to sell your wares!
Okay, don’t panic. Just take it step by step. Do not give in to overwhelm! You can always hop in the Seed Healthy Marketing Support Group for help!
Step two: Audit your Social Media Landscape
Just take a quick look around. Note your numbers. How many people are seeing your posts? What content have they engaged with the so far? What content has gotten negative feedback – hide posts, hide all posts, report as spam or unlike page.
Keep an eye on all of these stats because if you get too much negative feedback (I seriously doubt that would be any of you) Facebook will take action against your page.
Step three: Research the Competition
Get to know your competition. It’s okay that you have competition and yes, you absolutely need to be familiar with what they are doing. We aren’t checking them out to copy them, we are simply having a look around. You can bet they are doing/have done the same.
What seems to be working for them? How often do they post? How many page likes or followers do they have?
Under the Insights tab on your Facebook business page you can add “Pages to Watch” at the very bottom. Add your competitors and see how their social efforts stack up against yours.
Step four: Use a Goal Setting Strategy
This step will make your life so much simpler. Here is an example of one pretty well-known strategy and one I created, which I use for all goal setting. It’s the best one, really. 😉
Example 1: SMART Goals
This goal setting technique gives you specific measurements for each goal. As in each goal has to meet each of these requirements. They are:
- Time Bound
Examples of goals:
Not SMART – I will use social media to increase brand awareness.
SMART – I will use Facebook to create a lead magnet ad to drive traffic to my website to grow my email list by 50 emails per week, for the first quarter the year.
Not SMART – I will use social media to answer customer service questions.
SMART – I will commit to answering all social media inquiries and comments within 24 hours each day (really it should be within the hour but you get it.)
Example 2: SSeeDS (the best one) 😉
Seed’s Method: Substantial, Specific, Detailed, Scheduled or SSeeDS
- Substantial Goals that are also
- Specific Goals
- Detailed Steps to achieve the goals
- Scheduled Actions aka deadlines
By substantial I mean make it big. Keep it realistic but make it challenging. Don’t just take my word for it, here’s proof from the experts.
Here are the highlights from a 2002 article published in American Psychologist, summarizing 35 years of research by two leading academic experts on goal-setting, Professors Edwin A. Locke and Gary P. Latham:
- Setting specific, difficult goals consistently leads to higher performance than just urging people to do their best.
- High goals generate greater effort than low goals, and the highest or most difficult goals produce the greatest levels of effort and performance.
- Tight deadlines lead to a more rapid work pace than loose deadlines.
- Making a public commitment to a goal enhances personal commitment.
Vague goals get vague results. The only thing they missed was the detailed steps to get to your goals. In my humble opinion, this is a must. Think this through, ask some questions, get some help but get your steps nailed down.
Words cannot tell you how much I love this system. It works with your overall business goals, with your life goals – it just works.
And there you have it. The beginning of your social media success!
My suggestion? Review your social media goals quarterly (and I would tell you to do this with all your goals for each aspect of your business), along with your content calendar (my what? – we’ll get to that) and adjust as needed for driving growth.