As Happy Creative celebrates 8 years of bringing happiness to the world of marketing, it’s interesting to think that when we started 8 years ago Facebook was still called “TheFacebook” and was still in its early stages of development, whilst Twitter was still a spark in Jack Dorsey’s mind.
The massive growth in Social Media and particularly its evolution into a marketing tool for businesses has been one of the key developments of recent years.
Therefore it isn’t a surprise that the biggest question we get from businesses is “how do I use social media for my business?”. It’s a simple question, and one that can be defined in so many ways particularly when you factor in the business and the industry they operate in.
It’s why we developed a “1-page Social Media Strategy” to help any business organise their social media activity in a structured way. It’s always a natural thought for most businesses and business owners to create plans and strategies for each key function of their business. Production has a strategy, sales have a strategy, and marketing has a strategy. Yet, often when it comes to social media, a medium so many of us are used to using in our everyday lives, the leap from personal to business use is fraught with challenges.
The “1-page Social Media Strategy” helps in many ways, but not least creating the conditions, objectives and measures around social media that ensure this marketing/sales/customer service tool is used effectively within an organisation in whichever way suits them best.
Within the strategy are two key elements which will help any business understand how best they can use social media, and I’d like to share those with you:
1. Your Audience
2. Your Content (for each audience)
Simple. Yet it is amazing how many businesses do not conduct these simple exercises before leaping into social media activity.
Let me give you an example looking first at Your Audience:
Let’s take a business centre in Blackpool. This business lets office space to several businesses of different sizes, industries and styles. Who are their audience?
I’d suggest just a few would include:
• Small businesses in Blackpool who may be looking for office space at some time
• Business Support/Enterprise agencies in the area
• Local Residents
• Anyone looking for meeting room space
• Anyone looking for secretarial services
• Large businesses in the area
As just a few of the list there is already a focus in terms of who and where this business centre should be tailoring their social media activity to. It even potentially shows when activity would be best scheduled. These 3 factors go a long way to helping define the content that it would be useful and advisable for the centre to “talk” about.
That leads us nicely into the 2nd factor…Your Content.
Content is the real key to any social media activity and it is fair to say that social media campaigns stand or fall on their content. So how do we define the best content.
To continue the example above we’ve already defined a few sections of the audience it would be useful for the business centre to engage with. Let’s look at what kind of content each audience would find useful or engaging (just a sample)…
• Small businesses – News on vacancies, services, stories from current residents, legislation
• Business Support/Enterprise agencies – Stories from current residents, vacancies, services
• Local Residents – Development news, who’s in the building
• Anyone looking for meeting room space – Meeting room services, rates
As just a few key pieces of content the business centre can already begin to define the types of subject areas they can expand on to create good quality, useful content that doesn’t always have to contain a blatant sales message. It would be a great idea for the business centre to look at utilising the business residents they have to create blogs promoting the great work they are doing, thanks to having such a super landlord.
There you have it, two key factors that any business can use to bring a focus to their social media activity. Of course, you will only truly get benefit out of these by using them within a social media strategy, but they truly are remarkable and stunningly simple tools to get you moving in the right direction.
Simon Brooke and Happy Creative run bespoke workshops to help you create your “1 page Social Media Strategy”. For more details contact www.happy-creative.co.uk
Simon Brooke is a Director and creative thinker at Happy Creative, a strategic marketing and creative branding agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk or @Happy_Creative
Please enter your email to subscribe to the Happy blog
Paid social media can be a brilliantly effective yet low cost form of lead generation, and it’s a great way to extend your reach, drive website traffic and generate likes and shares.
We’ll take care of setting up and managing your paid social media accounts, ensuring your spend is carefully targeted. Then we’ll provide clear, transparent reporting so you can keep refining the strategy to make your ad spend even more effective.More about Paid Social Campaigns
All the tweets and posts in the world won’t help generate leads unless there’s some strategic thinking behind what you’re doing.
We’ll help define the right social media strategy for you, so that you’re on the right platforms, saying the right things to the right people at the right time to generate the right leads.More about Social Media
Marketing is bit like those huge, swirling flocks of starlings you see from time to time. Individually your brochure, email, ad, meme or gif may not change the world.
But when you join them together and ensure they’re all heading in the same direction, you have the power to stop people in their tracks.
We design communications that help build a consistent brand and convert more leads to sales.More about Design & Brand Building
Your website can generate leads in so many ways. Informed content. Strong calls to action. A simple, natural journey from ‘Hi there!’ to ‘Buy now’.
Yet websites are never ‘done’. They need to keep evolving to keep pace with your customers’ expectations, so we’ll be with you for the long haul to keep tweaking, refining and growing your site – and to deliver the PPC campaigns that help drive traffic towards it.
Because when your website keeps working to understand and speak to your audience, you’ve got more chance of converting.More about Websites
There’s a knack to ensuring your business is seen in the right places at the right time. We’ll build your PR profile across the mix of channels that’s right for you (from press to social media to events) and use our contacts to spread the word.
So when your customers are ready to buy, it’ll be your brand they think of first.More about PR & Content