How to transform random and inconsistent social posting into a cohesive strategy that’s designed to deliver results.
For many small business owners, social media is still something of a mystery. Somehow we’re compelled to sporadically invest our time and effort into creating and posting content, without any real idea why!
Without a clear strategy in place there’s no focus or purpose to posting and consequently you’re likely to be wasting your valuable time and energy being ‘active’ on social media whilst achieving very little in terms of tangible results.
So rather than continuing to post ineffective content, take a little time out first to set your strategy.
Social media is all about connection.
Your social media strategy is all about identifying and communicating what your purpose is, so you can attract the right audience to you and help them achieve the result or outcome they are seeking.
The idea being to have a clear purpose behind your content and messages, so you know What to Post, Who you’re looking to attract and connect with, and Why they’ll be interested.
This social media strategy framework is broken down into 3 components:
1. Your Big Purpose . What is your ‘thing’? What are you (or your brand) about?
2. Your Tribe. Who will you attract and Why will they follow you?
3. Their Transformation. What will your Tribe get from you?
Your Big Purpose and Your Tribe are totally interlinked, so it’s often easier to start with your Tribe as this will help you in creating your Big Purpose.
About your Tribe
Ask yourself the following questions about your target audience:
- What do my audience want?
- What keeps them up at night?
- What don’t they currently have?
- What are they feeling right now?
What’s Your Big Purpose?
This is my Big Purpose example for Bizmosis: (note this is for internal use and not marketing copy to be published anywhere)
I bring together local solopreneurs and startups to develop the essential skills and knowledge to confidently transform our passions into profitable businesses.
Together we’re building a friendly and welcoming community where we can be amongst like-minded people, openly sharing challenges, ideas and experiences.
A community that has the structure, strategies and support to give us the inspiration and confidence to grow our businesses.
A community where we can be ourselves and have some fun.
What will your Tribe get from your purpose/brand or community?
- What will they learn?
- What will they have?
- What will they feel?
- What will they experience?
What Is Your Social Media Strategy?
Your strategy is all about helping your Tribe experience a transformation towards a shared purpose or goal.
This is all about being clear on exactly where they are right now and where they want to get to.
What are my transformational themes?
- From Alone and Isolated…To Supported and Reassured
- From Confusion and Self doubt… To Structure and Certainty
- From Overwhelm and Procrastination… To Clarity and Action-Taking
So what can I create to help bridge the ‘from and to’ gap in the mind of my audience and support their transformation?
What tactics can I use the make these transformational messages become real and tangible to my audience?
- Case Studies
These are all possible however I can’t do them all, so it’s a case of prioritising and deciding what to test first.
From Strategy to Plan
I’m now clear on my Purpose, my Tribe and the Transformation they’re seeking. So the next step is plan and structure my social media output around my themes.
The above table contains the core transformation concepts I’ll be building on together with some potential outputs using existing assets and resources, as well as identifying new things I could create.
I’ll be using the various outputs to demonstrate how I and my community are experiencing these transformations.
From Plan to Implementation
If you follow this framework, you’ll have real clarity on the messages you need to communicate and some ideas of how to communicate these messages in a relevant and meaningful way.
The next step is to create a more detailed matrix of exactly what to Post, where and when.