SERIES 2/3: How To Effectively Market Your Small Business on Social Media – Creating Your Social Media Plan

Welcome to the second installment of our Social Media strategy series. In our last article, we discussed the importance of using social media for your business and understanding it within the broader context of your operations. In this article, we will delve into how to create a social media plan. Your social media marketing plan serves as a roadmap for your strategy, providing a structure that enables you to effectively implement your efforts while focusing on your business objectives. Here’s how to create a framework for your social media marketing plan.

1. Select Your Platform
   Choose the social media platform that best fits your target audience, industry popularity, and your team's capacity. Whether it's Facebook, Instagram, TikTok, or LinkedIn, pick platforms that you can actively manage. It’s often better to start with a few platforms and expand as you grow more comfortable.
2. Set Your Objectives and Goals
   Begin with simple, task-oriented objectives, such as posting once a day for a month, setting up your accounts, and conducting a competitor analysis. Once you establish a rhythm, you can set more specific goals based on audience responses, like the type of content to publish. Ensure the metrics you track are meaningful; focus on engagement and click-through rates rather than just follower counts. You may choose to segment objectives by platform, such as driving click-throughs on LinkedIn, advertising on Facebook, and generating brand awareness on Instagram, aligning these with your broader marketing plan.
3. Create a Calendar of Events and Tasks
   Develop a calendar that outlines tasks for each channel, including dates, timelines, content themes, formats, and whether special design work is needed. Allow for spontaneous engagement opportunities as well.
4. Check Reports and Update Often
   Regularly review analytics on each platform to assess your reach and engagement. This helps you understand the effectiveness of your efforts and ensure you’re connecting with the right demographic. Identify what works and scale those areas.
5. Get to Know Your Audience
   Understand what your audience wants to see, what they’re likely to comment on, and what they might share. Research your engaged followers to build an “audience persona”—a detailed description of your ideal customer, including their personality, likes, dislikes, needs, and values. This will help you create content that resonates.
6. Get a Grasp of Good Content
   Ensure all your content aligns with the purpose of each platform. Avoid creating or sharing content just for the sake of it; each message should support your brand’s objectives and provide real value to your followers.

The Bottom Line
Your social media strategy is invaluable to your brand. Remember that you may not get it right on your first attempt, so implement, track, and adjust as needed. Engage with your followers and use their feedback to refine your approach. While managing this can be time-consuming, consider outsourcing the task, consulting professional marketers, or hiring in-house staff. Investing in this area can significantly grow your business and connect you with your ideal customers meaningfully.

To fund your next social media marketing strategy, contact Merchant Capital and secure funding for your business within 48 hours.

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