If you run a business, you presumably have a business plan that sets out your aims and objectives for the next six to twelve months. But do you have a marketing plan?
If you want to attract more business, you need to plan what you’re going to say to your target customers, when you’re going to say it, and how you’re going to say it. And it’s the “how” that I’m going to talk about. You can get your message across through your website, your pay per click campaign, your emails, and even through SEO. But social media has become such a major force for attracting new business, it needs a plan all of its own.
Firstly you need to decide which platform you’re going to use. If for example you’re selling a consumer product, Facebook might be better, but if your campaign is targeting chief executives, LinkedIn might be more suitable. As well as the messages, you need to think about the media. Remember, you can post videos / photos on Facebook and visuals have far more impact than words. So plan what media you’re going to use. If you want to keep your audience engaged, you could do a series of videos about a particular topic where you touch on a different area each week. This is a great way of building up a loyal audience who will tune in to hear your next broadcast.
Think about the themes you want to share with your audience. You are more likely to attract an audience if you have a consistent message. E.g. If you’re a dentist, you might spend Autumn talking about how to preserve your natural teeth, Winter focusing on dental implants, and Spring centred around teeth whitening. Create a timetable where you schedule time in advance to write about a particular topic. I recommend a weekly plan where you work out in advance what you are going to say on each social media platform e.g. What tips are you going to give each day? This enables you to carry through a consistent message that will attract your audience. It will also help you develop the self discipline to ensure you carry your plan through! You should include in your plan the audience you are going to target and engage with. E.g. If you are dietician, you might target your message at healthcare professionals who may refer work to you.
If you carry through your plan, have a consistent (and original) message, and engage with the right audience, you will soon have followers, and before too long customers.
