Social Media Marketing Strategy: Big Questions, Simple Answers

How to decide what you want, what to track, and which tools to use

When it comes to social media marketing, individuals and small businesses have an advantage over the mega-corporations. Sure, big companies have departments and marketing specialists who’ve been in the game since AOL was sending disks all over the country. But they also have their hands tied by corporate red tape and approval processes that are designed to make things more “efficient.”

An SAT Analogy

Corporate social media marketing strategy is to turning a cruise ship into heavy winds
as
small business social media marketing strategy is to zipping along the coastline on a waverunner.

Social Media Marketing Strategy: What do you care about?

As the leader of your business, you get to decide which direction to go based on your tracking feedback or the advice of your social media marketing expert. But first you have to decide on the goal of your social media marketing strategy.

The Big Question: How do you decide what to track?
The Simple Answer: Track the metrics that are meaningful to your social media marketing goals.

Maybe you want more unique visitors or increased sales or repeat visitors to build a following and a reputation. Your tracking decisions should be put in place to support your movement toward those goals.

Social Media Marketing Strategy: What to Track?

Corporations have to prove performance, so they have someone whose job it is to analyze data and ensure a high ROI. If you run a small business, this may seem overwhelming to add what can be a full-time job to your list of things to do. Make your job easier by pinpointing the kind of data you need.

The Big Question: When it comes to content marketing, what do you care about?
The Simple Answer: Most small businesses want one or more of these: leads, attention, sharing, and sales.

If you really know…what you want and how to get there, then everything else really falls into place. ~Marlen Esparza

Social Media Marketing Strategy: What Tools to Use

Now that you know what stats are meaningful to you and you know what you want to achieve with your social media marketing strategy, it’s time to put some tools into place. There are so many content marketing tools out there that are both cost-effective and easy to use, well, it might be a little daunting. But, really all you have to do is install Google analytics. Okay, maybe that’s not all you have to do.

The Big Question: Besides Google Analytics, what other tools are good?
The Simple Answer: Buffer for all social media, SocialBro for Twitter, and LikeAlyzer for Facebook

There are hundreds more, but you’ve got to start somewhere. Nothing is ever going to get measured if you don’t pull out the yardstick. So, try a few tools and if you find that you don’t use them, try others.

Social Media Marketing Strategy: The Simple Answer

At its best, social media marketing requires a swift hand, the ability to shift gears quickly, and an entrepreneurial spirit, which is why it’s perfect for the small business owner. You wouldn’t be a small business owner if you didn’t have all of these qualities. So, embrace your true nature and boldly go and get leads and followers. And if you find you don’t enjoy the work, hire a social media marketing expert to be part of your marketing team. It’s worth it.

Social Media Marketing Strategy quote

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Jon Whitbeck
As a web designer and developer, I have managed, built, launched, and maintained websites that meet my clients' objectives. I develop dynamic websites with content management systems based on the latest design trends. My background as an educator and instructor helps me create user-friendly interfaces and teach my clients how to update their own sites.

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