How to build a simple scalable social media marketing strategy

Step 9 of the “12 Steps to Begin Developing and Executing a Basic Digital Marketing Strategy

Social media marketing is important to your inbound marketing strategy

Maybe you’re a small business, solopreneur, or startup. Traditional marketing and advertising can be costly. Social media marketing is important to your inbound marketing strategy. Plus, can do social media marketing for free. Now, we all know there’s no free lunch in life. What you’ll save in money, you’ll have to pay in time and sweat equity.

If you don’t have social media profiles for your business, it’s time to build them. You’ll need to spend some time to build out your social media profiles on a few sites. Your audience preferences are diverse. Where they consume content online will be different as well. Some will prefer to receive content on LinkedIn, while others on Facebook. Depending on your audience, it might be Twitter or Pinterest. You’ll need to determine the best place to provide your valuable content.

Build your relevant social media business profiles

First, I have a recommendation. Instead of building profiles on every single social media site, start with 3-4. Luckily, you’ll be using marketing automation tools to help. Buffer and Hootsuite automate distribution across different social media sites. 

You can use KnowEm as a tool to search for your business name across multiple social media sites. There might be other businesses using the same name. If this is the case, you need to find a simple, but related alternative.

Ensure your social media profiles are completely filled out

Only create profiles that you will keep up to date. If you don’t keep your profiles active, then your audience won’t follow you. Think about it this way, would you bring a client into a messy, outdated, and unorganized office? It’s the same concept.

Your social media presence is an external office that prospects and customers are visiting. These profiles help them determine if they should conduct business with you.

Your contact information is one of most important parts of your social media profile. Ensure it is complete, accurate, and visible. The goal is to convert your audience into customers. It's simple; they need your contact information. Use the exact same contact info for each profile. There are a lot of businesses that list different addresses or phone numbers on each profile. It’s easy to forget an area code or suite number. This can screw up your SEO or worse, confuse your potential clients.

Create two primary objectives and two secondary objectives for your social media profiles

You’ll need to determine your social media goals & objectives (G&Os). Keep these simple. Limit yourself to the 3 or 4 G&Os. Maybe have two primary objectives and two secondary objectives. Examples few would be:

  • Brand Awareness

  • Thought Leadership

  • Generate Leads

  • Customer Retention

  • Generate Traffic

  • Answer Questions

  • Competitive Positioning

  • Build Trust

Use owned and curated content to share value with your social media audience

Let the audience know your plan to provide them value on social media. Clearly communicate the plan and give them a reason to follow you. Adding photos or gifs to your content increases interaction such as sharing, liking, commenting, and purchasing.

It is vital that you share content on social media on a consistent schedule. If you plan to share your blog post on Mondays, share it every Monday! Automated scheduling tools allow sharing even when you’re on vacation, traveling, or in meetings. This is hard. I struggle with it too! When lots of work and priorities pop up, you have to schedule a time to get it done.

Ensure you can engage with your audience through comments, social sharing buttons, and connections

Make it easy for your audience to add comments, share your content, and connect with you. If someone leaves a positive comment, give thanks. See if you can get them to write a full customer review. Share the review with the rest of your social media following. If it’s a negative comment, respond appropriately and take action.

Be human, not robotic, and develop social media relationships. Don’t be afraid to ask for social proof or reviews. Social proof and product reviews are a powerful marketing tool!

Schedule time to interact with your audience

You have limited time and resources. Schedule 15-30 minutes a day to respond to comments, answer questions, and give thanks. We’ve also only established 3-4 social media profiles. You should be able to engage on all sites if you keep up with it daily.

Once you scale and grow, you can hire people to manage your social communities. Until then, start small, remain focused on a few objectives, and have fun!

Next week we’ll discuss Email Marketing. Feel free to sign up for my newsletter to receive these posts in your email.

I hope this post helped. As always, I welcome feedback and comments. If relevant, please share it with your friends and network. Looking forward to hearing from you.


Stewart Swayze