Content Calendar Part 4: Strategy

Creating AContent Calendar

Our Content Calendar series is finally drawing to an end, and we appreciate how you all have responded to the insights we have provided here…

In Part 1, we discussed the importance of creating a framework for your content.

In Part 2, we highlighted the significance of measuring your efforts on social platforms.

And last week in Part 3, we walked you through the development of your content calendar and what it should look like.

Today we’re going to discuss with you creating strategies for implementation that get results.

Let’s begin with a fresh take on things. Social Media Marketing is still immature in the world of business and many small business owners still just don’t get it or know how to effectively use social media for their business. Don’t be stubborn with your marketing and lack the flexibility that social media marketing calls for. Classic marketing attempts to segment “consumers” into demographics. We all are familiar with the concept and most likely do the exact same thing with our own customers. However, defining a customer or followers by a demographic is a little out dated. Demographics are generally used in polls of public opinion and marketing to group individuals based on a variety of socioeconomic points. Until recently, we could all easily be grouped into our appropriate demographic and marketers enjoyed creating messages tailored to appeal to these different demographics.

Thanks to industrialization and globalization it’s becoming harder and harder to define these demographics. The best example of this shift is in luxury brands that have seen their customer pools widen as consumers with lower incomes began to desire and buy luxury goods.

So what does this mean for you as a business owner looking to use social media to grow your bottom line? Well, for one it means your segmenting your customers based on the wrong factors. Grouping people together based on their zip code, annual income or level of education simply doesn’t work…. Why? Probably because people are INDIVIDUALS, who deserve and desire to be treated with a level of respect. Grouping individuals based on “social market” factors turns a person into a number. Today’s consumer is not a number, they’re individuals who make informed purchases that they believe align with who they are on a fundamental level. What you should be looking at instead is your audience’s online intended actions. What will someone do with the information, services and products you provide?

It never ceases to amaze us just how many businesses overlook the treasure trove of information they could simply obtain by surveying their customers. Stop trying to figure out what works and start asking your customers what they like, want and need. A simple survey can help you determine what new products and services to offer, identify trends and highlight customer intentions! There are tons of online survey tools out there such as SurveyMonkey, KwikSurveys and SoGoSurvey, etc. Take the time to learn about your customers and how they feel about your brand. You want to develop a mindset for your organization that is focused on the wants and needs of the customer, to avoid doing damage control as a result of customer dissatisfaction.  Another great tool that can help you determine the intentions of your online audience is the Intent Index. The truth of the matter is that much of the information you seek is actually available within your organization in sales and service reports as well as in client records and inquires. Your online analytics can help as well, telling you what key words people are using to find you and where they are coming from.

Social

Image via iStockphoto

The goal behind focusing on your audiences’ intention is about obtaining more insights with less advertising, it’s about stepping into the customer’s shoes and out of your business bubble. Create a culture in your organization that encourages your team to create content based on the insights and information they have available to them. When creating campaigns for our clients we like to work backwards, in the sense that we like to always have a clear understanding of what their end goal for that particle campaign will be. Ask yourself what actions do you want your customer and followers to take after seeing your campaign, is it clicking a link, opting in, sharing, commenting or maybe you want to inspire them to create their own content around your brand. Whatever it is, you have to have a clear understanding and create a campaign that drives your desired actions.

Your social media strategy is simply a road map or guide lines for your desired intention. Take the time to analyze the appropriate social platforms for your business, as previously mentioned don’t be afraid to grow one platform at a time as you navigate your social media marketing. Determine how you  want to engage and with whom, develop your social voice and create a culture in your organization that empowers your team to be your loudest advocates. Creating a strategy that works should not scare you, in fact this entire content calendar series was roots in helping you to develop a successful strategy.

Take the time to write out your social media strategy, begin by determining what your main objective for using social media will be. Maybe your looking to easily facilitate a conversation between you and your customers, or you wish to support your vendors who have a smaller online presence. You can choose to educate or learn from others, whatever your objective is clearly state it for all in your team to know. Next, define how you intend to utilize each platform and how each platform with support the other’s. You may choose to use each platform to support a different area of your business. We’re firm believes that content and messaging should be tweaked to be unique to any particular platform. Give your audience a reason to follow you on multiple outlets to get a complete story or only on a few to get the information they desire. Either way but measurements in place to assess your efforts and be prepared to make changes when necessary. Most of all have fun!

We appreciate that you’ve taken the time to read this article. Be sure to leave an comments or questions you have below!

One thought on “Content Calendar Part 4: Strategy

  1. Pingback: Purely Social™ | How to Measure Your Social Media Efforts

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