Todd Martin

Todd Martin

Sales Strategy

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The 5 Basic Building Blocks Of Your Social Media Strategy

October 13, 2012

Whether you’re new to social selling or you’ve been at it for awhile, it’s critical that you create – or revisit – your social media strategy.

If journalism students remember one thing, it’s the five questions that every news story must answer: Who, what, when, where and why.

The five Ws can also serve as the backbone of your social media strategy, which is the first thing you should develop when you decide to use social media as one of your company’s messaging and selling vehicles.

You won’t necessarily approach these elements in this exact order. But do give all of them a great deal of consideration, since your social selling plan of attack will grow out of your strategy.

Who?

What group(s) of people will you target? Existing customers? Prospects? Business associates? Complementary businesses and industry thought leaders?

What?

Using broad strokes, describe what you’re trying to accomplish through social media. Some possibilities:

  • You want to build public awareness.
  • You’re trying to distinguish yourself from the competition.
  • You want input on possible new products or services.
  • You’d like to increase sales.

When?

Think about frequency and timing in general terms. You’ll eventually be developing very specific goals like, Tweet company and product news as it occurs or, Create photo albums around themes like Company Events.  But for now, find out when your target audience tends to show up on different sites.

Where?

This element of your strategy will take even more research. Wheredo your prospects and customers interact online? Which of the social networks would be most beneficial? Do your products lend themselves best to words? Photos? Videos? How-to’s? Q & A’s? Match your needs to the appropriate social media sites, and don’t feel like you have to be active everywhere.

Why? 

Do you simply feel like you’re supposed to be active online? Are you driven primarily by the possibility of increased revenues? Or do you truly like to help people solve problems? Are you trying to economize?

Social Selling: Planning and Spontaneity

The sixth question will be How? How do you translate your strategy into specific, attainable, measurable goals? You’ll be assembling a plan that ensures an ongoing, vibrant presence online, but which also leaves room for the unexpected, since the social media landscape changes daily.

So be honest and flexible when you design this branch of your overall sales and marketing strategy. Clarity and comprehensiveness at this stage will make the next steps – action plans and implementation – easier and more effective.

Stock images courtesy of Free DigitalPhotos.net

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