So you have a framework and a clear idea of what you want to achieve so planning your marketing strategy is actually fairly easy, but putting it into action – that’s another matter!
In the world of marketing, and especially social media and content marketing, you HAVE to be consistent but doing that is sometimes the hardest thing you can do.
As a small business owner or venue manager you’ve got a to-do list longer than Donald Trump’s list of Twitter faux pas, so your marketing plan often comes last.
It shouldn’t, you know it’s important, but everything is a priority, right?
“When everything is a priority, nothing is a priority” – Karen Martin, The Outstanding Organization: Generate business results by eliminating chaos and building the foundation for everyday excellence. [sic – excuse the American spelling of organisation]
So, when everything is a priority how do you see the wood through the trees and stay on track?
Here’s our five top tips:
1. Create a plan
Yes, alright it’s an obvious one but vital nonetheless.
The first step in staying on track with your marketing plan is to actually have one! Too often we talk to small businesses who are lost in the world of social media because they simply haven’t taken it seriously despite knowing it really could positively affect their brand identity, customer loyalty and ultimately their bottom line.
So decide what you need to achieve for your business, set marketing objectives and start measuring social media metrics, every mainstream platform (Facebook, Instagram, Twitter) has analytics – find out more about them and stuck in.
2. Stop trying to do everything
You DON’T need to be using every single social media platform and marketing tactic out there, you really don’t!
Research your audience, talk to current customers and find out what platforms they use, what resonates with them and what they want from you. If you’re led by them you are much more likely to succeed. Once you understand them and know where they spend their time you can put your energy into developing your presence in the platforms they use.
If you’re a local café Instagram is probably a great place for you. A hotel wanting to reach families? Then Facebook ads are essential.
3. Set yourself little daily tasks
As part of your wider marketing plan you should have an idea of the little things you could be doing each day or week to build relationships and create loyalty with your customers.
These tasks don’t take a lot of planning apart from putting a reminder in your calendar to do it! But for very little time and energy these small things can reap great results.
Here’s some examples:
- Its Monday so time to network on #BrightonHour in Twitter
- It’s 11am and you own a café, it’s time to post a beautiful photo to Instagram and Twitter for #ElevensesHour
- Search for your venue in Instagram, find out who’s been tagging themselves there, go like their photos and comment thanking them or starting a conversation
4. React to what’s working
There’s no point in using the same marketing tactics over and over again without measuring if they are actually working, after all…
“Insanity is doing the same thing over and over again and expecting different results.” – Albert Einstein
Keep a watchful eye on your analytics and insights across all of your channels to see how well your posts are doing and if they’re contributing to your business objectives. Use a tool like Buffer to schedule your social posts means you can easily re-post those that are working best for you.
5. Pat yourself on the back
This is my favourite tip!
Celebrating your successes is too easy to forget. Instead you move on to the next project, the next campaign, the next sales drive, always wanting to improve, to do better.
But you should stop every now and then to really consider how far you’ve come, the successes you’ve had. It won’t only help feed into tip 4 above but it’ll motivate you to stay on track and do what you’ve planned.
You’re now ready to build on your 2017 successes and smash 2018. Go get ’em!
If you need a hand planning for 2018 we’d love to help. Get in touch.