Social Media Marketing Plan

Social Media Marketing Plan

Planning to fail is failing to plan, especially
when it comes to the increasingly complex and confusing world of social media. Should you post, tweet, pin, or lay it all
out on the gram. And should you share original content, or
curate others content, and how much, and how often? Or is social media even the right choice for
your business at all given the fact that it is going to take some time, energy, and effort
to be heard in this increasingly crowded and noisy online world we all live in. If you’ve ever found yourself struggling
with these questions don’t worry, you’re not alone, which is why on this episode we’re
going over how to create a 9 part social media marketing plan so you can be sure you’re
setting yourself and your business up for success, right from the start. Hello and welcome, my name is Adam Erhart
and you are watching the Modern Marketing Show. Where we take different marketing tactics,
tools, tips and strategies and break them down into bite sized actionable clips that
you can use to immediately take your business to the next level. So you’ve made the commitment to really
start looking at social media as a genuine and valuable marketing tool and not just a
place to share funny cat pictures and Taylor Swift videos. Which means you know social media is where
your customers are, you’ve read the statistics and heard the case studies, and are ready
to dive in and start benefiting from this truly amazing marketing opportunity. Maybe you’ve signed up for a Facebook business
page and have posted a few times here or there, perhaps you’ve got a company Twitter account,
you’re on LinkedIn, and you’ve placed links to your new social media platforms on
your website so you can show your customers your business is relevant and applicable to
them and their needs. But what next? Well, as the saying goes, failing to plan
is planning to fail. So let’s make a plan. A social media marketing plan is like a mini-marketing
plan. Depending on whether or not you already have
in place a company wide marketing plan in place will dictate the level and detail of
your social media marketing plan. But even if you’re starting from scratch,
a social media marketing plan is a great place to start to ensure you’ve got your bases
covered and time spent on social won’t be time wasted. The first step is to identify what you’re
already doing, and what platforms you’re on. From here you can decide where you want to
go. Do you already have a few accounts set-up? Do they have customized headers and branding? Do you have any followers or “likes”? This is valuable to list out as it may cut
down on work later – both in initial setup, and in the possible decision to abandon a
platform or two as you really don’t need to be active on them all and the odds are
good that only 1 or 2 social media channels are going to provide the best returns and
biggest bang for your buck. While it’s often a good idea to lead rather
than follow, it’s still prudent to be aware of what the competition is doing. Making a list of competitors and their current
social media usage can indicate 1 of 2 things. First, if they’re doing it well, you can
prove that customers really are interested in these social media platforms. Or, if they’re not doing it well, it gives
you an opportunity to provide a service not currently offered. Having goals is important to prevent 3 hour
marathon Facebook sessions that provides little or no value. Is your goal to increase brand awareness? Drive traffic to your website? Build social authority? Each goal comes with it’s own set of specific
tactics and time requirements. It’s ok to play around on social media for
fun, but as the saying goes, “never confuse motion with progress.” Given the goals set in the previous step,
how are you going to achieve these? A few common social media strategies include:
1) Listening, using Google Alerts and a program called Mention to highlight when your brand
or name is used online 2) Engaging Will you respond to comments, because you should, and
seek to encourage participation? And will you comment on others sites and pages? 3) Influencing Does your brand have a position
in the market place, or something it stands for? Do you have a particular view of your industry
you could share? 4) Contributing. Contributing is content marketing at its finest. This is where social media marketing really
shines. When you think of social media as a communication
tool, and the means, rather than the end, it allows you to understand its true power
in sharing content and value to your customers. This is perhaps the single most important
part of any social media marketing plan, and quite frankly, any marketing strategy at all,
because not clearly identifying your ideal target market and potential customer means
that you’re likely to miss the mark, and maybe even miss the whole target. This is because when it comes to clearly identifying
your ideal customer many of your target market may not be on the social media platforms or
channels you think or that you want to use, which means investing time, money, or energy
there is pretty much a complete waste of resources. Knowing the details about your target market
and the key statistics around which social media platforms they tend to use can help
determine what to post, where to post, when, and how. When most people think social media, they
think Facebook, maybe Instagram or Twitter, and possibly Pinterest. The truth is there are a ton of other related
tools available under the header of social media that may, or may not, be suitable for
your needs These include, blogs, podcasts, webinars,
video, photo sharing, discussion boards and forums, Q&A sites like Quora, mobile apps,
and location marketing. But here’s the good news, you don’t need
to use them all! In fact, you’re probably best to select
only 1 or maybe 2 to start, and focus on doing them well. Determining which ones depend on your business,
goals, and of course, your target market. Also, will you create content, because you
really should, and if so, what are you going to create content about? Or are you simply planning to share content
on your social media platforms. So if that’s the plan, where will you get
it from, and what topics do you want to focus on? These are all things to consider when forming
your social media marketing plan. As Peter Drucker said, “what gets measured,
gets managed” so this is a good opportunity to look back at our goals, see how we’re
doing, and most importantly, see if we’re making any progress. Which is why a key part of having a social
media marketing plan is to measure your performance and see how things are actually working out. The best and easiest way to do this is with
something called a KPI, or key performance indicator. KPI’s are a marketing term that allow us
to really identify what’s important, and then measure that. They key with KPI’s however is not to get
overwhelmed by measuring everything under the sun, but instead to keep it simple and
focus on only the most important metrics, the ones that are relevant to your goals,
and the ones that actually show improvement. Having a social media marketing budget is
an important part of the social media marketing plan because contrary to popular belief, social
media in a business context isn’t free. There are costs involved with the time to
set everything up, plan, and implement, as well as advanced options like monitoring,
content creation, sharing, and increasingly important, promotion. Which is why every year more and more companies
move a greater amount of their budget into social media, and they’re doing this for
a reason. The sweet spot to start realizing returns
on social media marketing tends to occur for most smaller businesses around the 7-14 hour
per week range. Depending on what you’re doing now this
may sound like an awfully large number. After all, what small business owner has an
extra 7-14 hours a week to dedicate just to social media? Fortunately, there are a host of tools and
resources available to help make this number a little more attainable including scheduling
tools like hootsuite, sprout social, and edgar, as well as design tools like canva, and a
number of royalty free online photo sites to help you find just the right image for
the job. And of course you can always hire a contractor,
freelancer, or social media agency to help take some of the load off. But make no mistake, allocating a certain
part of your budget to social media marketing is money well spent provided that the plan
you’re following is well thought out, structured, and inline with your business goals and objectives. Calculating a quantitative return on investment
with social media can be a difficult task due to its largely qualitative results. It’s challenging after all to put an exact
dollar amount on improved brand perception, increased brand awareness, or the number of
customers reached or impressions gained through exposure from social media. That said, you can, and most definitely should
track it! A good place to start is tracking pre-social
media sales and post-social media sales. These are somewhat broad and general but still
a valid approach, especially if you haven’t made too many other changes in your business. Also keep in mind your cost of customer acquisition
and lifetime value of a customer. Is it becoming cheaper and easier to acquire
new customers? And are they staying longer, spending more,
and telling more of their friends and family about you? If so, you’re on the right track with your
social media marketing plan. At the end of the day a good social media
marketing plan is well worth the investment. Social media isn’t going away anytime soon,
and has delivered some pretty incredible results for companies ranging from solopreneurs and
small mom n’ pop shops all the way up to billion dollar enterprises. But like most things the key is to start where
you are and with what you have, but start today. You don’t need a multi-million dollar advertising
budget to take advantage of these tools. A well planned and thought out campaign can
deliver a significant return on investment to those businesses and entrepreneurs who
are willing, to just be a little social. So thanks so much for watching. If you enjoyed this episode be sure to subscribe
to the channel, give it a thumbs up, and if you have any questions, comments or suggestions
for a future video, be sure to leave them in the comments section below. If you’d like more content like this, then
head over to and sign up for the Modern Marketing Newsletter because this
is where I share my best tips, tricks, and strategies that I don’t share anywhere else. Take care for now, and I’ll catch you next
time on The Modern Marketing Show

Comments (24)

  1. Glad I found you and subbed. Very clear and informative. Thanks!

  2. OMG what did I just discovered….Awesome

  3. you are talking too fast – I already feel Dizzy!!! 🙁

  4. I'm a first time contractor looking to create a plan for a potential client. I'm still a little confused on budgeting. How much should I expect my client to spend on social media? Would the budget for social media marketing be universal across all industries or would it be specific to the nature of my client's business?

  5. Great content, a little fast paced but still good. When into social media marketing one could also utilize platforms such as phlanx to make things easier. It directs you to the right people you can work with.

  6. I hate that instagram has been taken over by marketing. When someone tried to market something to me when I'm trying to relax I got batshit crazy and vow to never buy that product.

  7. thank you for the advice

  8. I think I've re-watched this video two times now

  9. hey love the vid

  10. yet another awesome video, nice one

  11. YouTube is horizontal… IGTV is vertical… if you put them together, it makes a plus sign… what happens if you put the two algorithms together to form one universal social media algorithm? These are the things I think about late at night…

  12. this vid just got you another sub

  13. you can promote your own business in YouTube comments like this one automatically with the site Automarketer Pro

  14. Good content but the overuse of the whoosh SFX became too much and I had to bail.

  15. Great content! thanks Adam for the tips.

  16. Hello Adam,
    I went through your video. Thanks for sharing such valuable information with us. Being the representative of a digital marketing company, DigiLeap [], I reckon we will be applying one or two of these strategies for our campaigns.

    Thank you.

  17. A very good refresher video to help recalibrate! Thanks!

  18. please make a video for social media marketing plan for an NGO with no funding

  19. Thanks Adam, you really help me with your content , now that's value!

  20. Failing to plan is planning to fail remember that all the time.
    Also remember analyse your plan often to see if you going in the direction you planning to go.

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