So I’ve just been working on the marketing strategy for a brand-new tech start-up that I’m bringing to life called Secret Think Tank and thought I’d share with you, some of the factors we’ve taken into consideration before taking the leap into social media with the new business. Let’s dive straight in.
What’s your goal?
It’s a simple question which for many people, proves difficult to answer. Many organisations we speak to have a social media presence because they think they should, but they don’t really know what they’re trying to achieve from it or what they should expect from it – and that’s a problem. If you don’t know why you’re doing social media, how do you know if what you are posting is helping or hindering your objectives. For our new start-up, Secret Think Tank, our goals are to increase brand awareness and generate registrations for the platform before the launch. With that in mind, we can now tailor our posts accordingly and build a strategy to maximise the reach of our posts to improve brand awareness.
Who is your target audience?
The chances are that you’ll want to target your ideal customer or at least, the person with the decision-making ability with regards to purchases. The last thing you’ll want to do is publish a stack of posts giving them the hard sell so you’ll need to think about the interests, the values and the challenges that they have and how that coincides with your products or services. Think about how you can relate to your target audience and most importantly, how you can add value to your target audience. It’s important at this stage to also figure out where they hang out. There’s little point having a LinkedIn strategy if for example, you’re trying to sell to teenagers. But don’t be presumptuous about this. Go and do your research. Hang out on a range of platforms and find which ones work best for your brand.
What is your brand persona?
Now you might think we’re starting to get all “agency” on you, but this is a very important point. Your company will be defined to the online world by how you come across on social media. If your business is always posting negative things, you’ll come across as a negative company. If your posts are short and devoid of personality, that’s how your company will come across on social media. Think about your brand values and how you want to be perceived by your followers and make a sustained effort to adhere to that in every post you deliver.
How can you integrate your social media into the wider marketing strategy?
If you’ve got hundreds of thousands of followers, you’ll probably find that social media is a strong sales tool in its own right. But if you’re not that lucky, then you’ll need to think about how your social media fits into the bigger picture. How can social media be used to complement your sales and other marketing activities? Where does it sit in the process? How can you maximise the value of social media to your business, day in day out?
What’s your growth strategy?
Starting off with zero followers and no social media posts on your wall can be pretty daunting, so how are you going to get through the first few months and build a sizeable following that starts to deliver value to your business? There’s no doubt that in the beginning at least, you’ll need to allocate a decent amount of money to run social media advertising campaigns. If you’re a social media newcomer, that might come as a surprise. After all, social media is free… right? Sorry to burst your bubble, but that’s a bit of a myth. Sure you can post for free, but if you want to reach anyone outside of your friends, family and work colleagues, you’ll need to pay.
There’s typically three types of campaign you might want to run – (i) increase the number of followers (ii) drive traffic to your website or (iii) maximise engagement with your audience. Whether you choose one, two or all three of those options and how you split your social media budget between them will all depend on the answer to the first question – “what’s your goal?”
So there’s 5 things to consider before you even tap a hashtag into your keyboard. I’m sure there’s more. Can you think of any? If so, let us know and we’ll publish the best ones on a second blog and give you credit for them.
Thanks for reading and if you’ve find this article useful, don’t forget to share.
CEO of businesshands
Founder of Secret Think Tank