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Social Media Strategy Template
In this blog post I want to show you how to design a social media strategy that will enable you to be able to generate a ROI which will then allow you to scale. The idea is so that at the end of this you will be able to invest £1 and get £4 back (or whatever your local currency may be $, € etc).
What I am going to do first off is show you why most marketing fails. It fails for primarily 2 reasons.
- The marketing message doesn’t connect with the end user.
- The engagement period and sale close are set up incorrectly.
I have been designing marketing strategies for some of the fastest-growing companies in the world over the past 20 years and whenever I am brought it to analyse why a company is not generating a high ROI it is always due to those two factors.
So where are people going wrong? The main problem is that people don’t research their market properly before creating their marketing strategy. They just smash straight in and design a creative-based campaign that they like believing that if they like it then their target audience will like it and subsequently buy. This is one of the most failed approaches ever in marketing. This only ever works if the company make products that they use and they effectively sell to themselves.
Marketing Personas:
Personas are fictional characters which represent segments of an audience for a brand. Personas help marketers to better understand and empathize with their target audience, allowing them to create content, messaging, and campaigns that are relevant and appealing. By using personas, marketers can personalize their approach and effectively communicate with their target audience, resulting in more effective and efficient marketing efforts.
To create accurate and effective personas, it’s essential to gather both quantitative and qualitative data. You need to send out a survey which is split into two sections. The first section is used to gather the ‘quantitative’ data which is the demographics and behaviours of your target audience. The second part is ‘qualitative’ research which is looking at the problems your product or service solves for them, their motivations, pain points, and goals. You will also ask them what objections they had to the purchase and why they brought from you over your competitors.
In gathering this information you will discover exactly who is buying your product, what problem you solve for them and their objections during the sale process. You can now use this information to create your advertising message and targeting.
Sell The Problem Not The Solution
To attract a potential customer you need to create a message that they will identify with. They won’t relate to whatever solution you are selling so you need to push the problem that your product or service solves. This means highlighting the pain points and challenges that they are facing, and how your product or service can address those issues. By focusing on the problem, you create a clear and compelling reason for the customer to choose your solution over competitors.
So if we look at ‘Figure 2’ we can see a diagram showing the benefits of doing a spin class. Spin is a high-intensity exercise class on a stationary bike. If you were to walk down a road with a megaphone blaring out ‘Who wants to do a spin class?’ I would guess very few people would reply positively. However spin has numerous benefits and each benefit solves a different problem for a different demographic. So what you do is ask the question to each demographic ‘Do you have this problem?’, they will get identification and say ‘yes’ and then the sales process can begin.
How To Create Social Media Adverts:
Let us look at the information we have now acquired through persona creation.
We know the following:
- Who is buying and what problems you are solving.
- What objections they had to the sale.
- Question: Do you have this problem?
- Positioning of authority statement.
- Handle the objections.
- Call To Action
‘Are you having problems achieving your weight loss goals? We are experts in the field of weight loss having over 100 plus members working with us each month who we have massively reduced their weight to a healthy level. Don’t worry spin classes are beginner friendly. Please enter your details and someone will call you back for a free consultation.’
Using this structure you show that you can solve the leads problems and that you have been successful multiple times before. The objection, in this case, is dealt with by saying the classes are beginner friendly and then we move on to the CTA which is to get them into the studio for a free consultation.
Sales Engagement
To start with ask yourself this question: ‘Is this an instant sell or will we have to engage for a period of time?’ Think about the way you buy a car in comparison to the way you buy a coffee. One is instant delivery and the other takes a number of months. The length of the engagement is dependent on multiple factors :
- Price
- Social Verification
- Responsibility
- Trust Creation
- Research Required
You need to start understanding that people don’t just buy products they go through a period of research where you as the salesperson have to feed them with information until they are ready to buy. Directly after you have first contact with the potential customer where they either opted into your email list or booked a free consultation etc you then need to start feeding them sales collateral material. This is usually in the form of email and re-targeting. Basically what you are doing is answering people’s questions regarding your products in an automated way so that you can preferably close them online or via a consultation.
So what you need to do is set up a series of email autoresponders that show how you have solved the problem that they have for other people. Then you re-target them the same material on social media.
You continue this until you believe they are ready to buy. You can then either email them your offer or get them to jump on a call for a free consultation. Free consultations are an amazing way to sell high-ticket products.
I hope this has helped you and that you can deploy the concepts I have just laid out in your social media marketing strategy.
FREE 6 DAY SOCIAL MEDIA SALES COURSE!
Would you like to do a FREE 6 Day course on how to generate leads and convert them into sales on social media?
The course consists of :
- The structure of a sale – It is really important that you understand how a sale is constructed and the components required to convert a lead into a buyer.
- Setting up a lead generation machine – Leads are the petrol in the engine of a sales system.Time to get your lead generation booming!
- Closing sales – If you can’t close you won’t get anywhere. Here I show you how to become a God at closing!
- Social Media Strategy – Most people fail on social media as they don’t have strategy that works. Lets get you capable of creating amazing social media sales strategies for your business!
