With any social media strategy, there’s some foundation work that needs to be done first: you need to start out by getting clarity on who you are and what makes you unique. Second, you need to understand who your ideal clients and online connections are and where they hang out online so you can go where they already are. Third, you need to know why you’re on social media in the first place. What do you want to get out of it?
If you don’t start with the end in mind, then you probably won’t end up where you want to go. This is something I discuss all the time on social media, whether it’s in blog posts, or on webinars, or in my online course. You must get clear on your goals and objectives and your reasons for using social media so that you can ensure that you’re on the path to achieve those objectives.
A lot of people get start using social media for business because they’ve been told that they need to be there, and they think that they “should” be there, but they often never actually stop and get clarity around exactly why they are using social media for business. Do you know why you’re using social media for business?
Here are some possible objectives:
- Brand awareness. Let people know that your business exists.
- Web traffic. Social media can be an excellent source of traffic to your website, where people can learn more about you and your business.
- Generate interest. Pique their interest by expressing to your ideal clients how you might help them with their challenges.
- Get signups to your list. Stay in touch with people by getting them on your list so you can send them regular, useful updates that will help them to get to know you better.
- Build your network. Use social media for online networking; it’s great for building that know, like, and trust that’s so important.
- Word of mouth. Social media makes it easy for people to tell others about you.
- Be seen as an expert. It’s a fantastic way of putting your content online, and helping people out by sharing your knowledge so you can be seen as an expert in your field.
- Convert leads to clients. Once you’ve built up know, like, and trust, people are more likely to become paying clients.
- Launch new products/services. You can use social media to generate interest in and to spread the word about both existing products and services and also new ones.
- Get signups for events/workshops. If you run events, social media is an excellent way of letting people know about the event so they can sign up…and also share it with friends.
Prioritize your objectives
Now, I’m sure that everything on the above list sounds like exactly what you want for your business, and I imagine that you’d like all of that to happen. However, those are ten different objectives, and if you focus on them all, it might be a bit overwhelming to achieve.
Your objectives may be different for each social media site, so you might do this exercise once for each social network that you belong to. For example, Pinterest is particularly good at driving traffic to websites, so perhaps your top three objectives for Pinterest (if you decide that this is a good social network to be focusing on for your business) are: brand awareness, website traffic, and being seen as an expert. Pinterest can be used to collect and share useful links and information, which could make you the go-to person within your niche or area of expertise.
Knowing your objectives gets results
Hopefully the above example made this clear for you. Unless you’re absolutely sure what you’re doing on social media in the first place, you probably won’t get the results you want…which most likely involves getting more paying clients and more signups to your programs.
Once you know your exact reasons for being on a particular social network, you’ll feel more connected to it. You won’t be distracted by all the noise because you’ll have a clear objective and a reason for being there. You’ll be able to focus on what you’re doing, rather than simply wandering around online and posting random things.
You will, however, need to keep these objectives in mind as you’re using social media. You’ll also need to track the results. Keep a file on your computer or a notebook with your social media objectives for each particular site, and check in on a monthly basis: are you actually getting results? If not, evaluate what needs to be changed.
Your business changes and evolves, and so do social networks. Your tribe or online community will also change over time, and what this all means is that you’ll need to re-evaluate your objectives for each social site on a regular basis. So if you’re checking in on a monthly basis to stay on track with your results, plan to re-evaluate your objectives for each social network on a quarterly basis.
Take action today
Either print off the above list of objectives, or make note of them on a piece of paper. There may be others, depending on your particular coaching business. If, while reading through the list, anything else came to mind, make note of it.
Rank them in order of importance to you: which ones are most important for you to focus on? Select the top three high priority objectives, and plan to focus on those when you’re setting up your social media strategy.
Good luck! I hope this perspective helps you get results on social media for your business from now on.
Holly Worton helps coaches, holistic practitioners, and women in heart-centered businesses go from confusion to confidence with social media, so they can use it to build relationships online and get more clients. As a heart-centered business owner, you do amazing work, and Holly wants to help you help more people. The way to do that is through Connection, and social media is one of the best ways to connect with others and build your tribe. Sign up for her free 90-minute social media training at SociallyHolistic to start building connections online. Connect with her on Facebook, Twitter, Pinterest, Google+, or Instagram.