Tag: Editorial Calendar

#Develop Strategy – Why Strategy in Your Marketing is Important

When you are running a small business it can be difficult to maintain all the different facets of running a successful company. Owners need to manage the work, the clients, the numbers, the team, and the marketing. It can be both daunting and overwhelming. Many entrepreneurs and business owners simply overlook marketing due to a lack of time, energy or experience. However, business growth is dependent on your marketing strategy. 
Business Plan
First, you need to have a plan. The more detailed your plan the easier it will be to set measurable and achievable goals. Your plan should incorporate what you intend to do during the year – the amount of work, the level of profit, staffing, expenses, purpose and messaging. Leave no rock uncovered when you sit down and develop your plan. This will include your marketing strategy for the year. 
Branding & Storytelling
What a lot of business owners don’t understand about their brand is that it exists whether you develop it or not. How the public views you, and your company, makes up the elements of your branding. Owners that ignore this fact will find that the public has 100% control over how their work is perceived. Smart companies understand the power of creating a business message – a method of storytelling for work – that projects the image that business owners want their staff, clients, competition and the general public to associate with their work. Understanding your own brand and company story is the first step in developing a marketing strategy.
Target Audience
We no longer live in an age where we market our services to everyone. Traditional advertising is slowly becoming a marketing tool of the past. Why? Because it is ineffective to sell to a wide group of people without narrowing down the demographics. Want an effective marketing strategy? You need to hone down exactly the type of people that make your ideal client. The time and effort involved in sales and marketing should be utilized only in areas where your target audience works, plays and relaxes. If you don’t have a picture of your ideal client, then you need one right away.
Types of Marketing
Now that you know your message and where your clients hang out, you need to determine the types of marketing that will be most effective for what you do. This will be different for every business. The variety of marketing options feels endless. This list alone will have your head swimming. 
In 2016, online marketing is the place to be. This means social media marketing and content marketing are huge right now. Building a mailing list (or funnel) is another area that many marketing experts say is essential for your business. Developing content and booking stages is a type of marketing as well, called influencer marketing, and can be quite effective for establishing expertise and presence. Relationship marketing is a great way to build a village of partners that are invested in you and what you do. 
This article showcases a study that proves the younger generation does utilize social media when it’s time to make purchasing decisions. Another reason that demonstrates how knowing your audience is vital. 
Marketing Plan
Having an editorial schedule with goals and focus for your content, messaging and social media is practically essential.  If you are not certain which direction to take, do some initial experimentation. For instance, you can concentrate on one type of content or platform each month, while maintaining your other marketing channels.  If you switch it up and continue focusing on different platforms over a 3-6 month period, you can see which platforms are doing the best for you and get a better understanding of each option. 

If you know one choice will work well for your business, focus your energies on developing that area first and then slowly begin incorporating other channels. Often it’s better to do one thing well than to do a variety of marketing tactics on a sub-par level.
Networking
Networking is another way to grow your circle of connections.  You can do this both on- and offline.  Recommendations back and forth are extremely beneficial.  You can also reach out to your network if you have questions about how to get the most out of your marketing, social media platforms, content and emails.  You might have a connection who is masterful in a certain aspect of marketing you are you’re interested in.  You and your connection might work in the same industry, but have different niches.  If you both have blogs, you can refer to each other in your content. This is a great way to develop both referral and power partners for your business, not just new clients!
The best advice is to have fun!  Think of your marketing strategy as an adventure.  You will learn so much about how you want your business to look, feel and present itself to the world. 

Having trouble creating your company’s story? Don’t have a clue how to put together an editorial calendar? Just don’t have time to deal with all the little tasks involved with staying on top of your marketing strategy? Give the team at The Social Media Advisor a call – we specialize in small business marketing strategy development!

~ Social Media is changing the way people do business.  Don’t get left behind ~ 


Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+,YouTubePinterestInstagram and the tools to manage them.

New Year, New Habits – Building an Editorial Calendar

Are you new and just getting started with social media? Have you been using social platforms but feel like your engagement is suffering because you don’t have a solid strategy in place? Social media, like any other aspect of marketing, is more effective when a plan is established and followed. Success can be found by winging it but it’s not as likely, and not nearly as sustainable.
Building an editorial calendar is the essential first step when it comes to strategizing your social media efforts. A calendar is a tool that allows business owners to create and curate consistent content in a time efficient way. It breaks down content into platforms, number of posts per day/week, and scheduling for peak times.
Pick Your Platforms
Spend some time examining the diversity of the social media platforms to determine which sites will have the best impact for your business. Each of the platforms has different strengths and weaknesses and one-size fits all plans will fail in impact and efficiency. 
Then it’s time to figure out how often to post and that is also unique to the platform. Facebook posts should be no more than 3 – 10 each week, while Twitter needs at least 5 posts every day. On top of that, an examination of peak times of the day is necessary as well to ensure that posts are hitting at the most effective time.
Posting Times
If you have already been posting to social, the next step is to evaluate what you’ve been posting based on its rate of engagement. Certain posts will attract more attention than others. Start by scheduling and incorporating those types of content into your calendar and build from there.  Most of the social platforms offer some sort of analytics tool if it is not immediately obvious what is working and what is falling flat.
If social media is a new tool at your disposal, start thinking about what posts resonate with you the most when you are using various social media platforms. Check out some competition to see what type of engagement success they are having. Make some notes and use that as a starting point in developing your first editorial calendar.
Curating Content
Once you know where to post, when to post, and what types of content to post – it’s time to start curating content. The first priority should be original content. There should be some original content being created every week. The rest of it should be curated, which means finding content online that can be shared with your audience. When curating, it’s important to stay true to your targeted audience and your brand. Stay focused and on topic. Share information that would be interesting or beneficial to your readers.
To make this more streamlined, start compiling a list of resources. This would be websites, hashtags and other social media tools. There are many social tools available that will automatically offer suggestions based on recent content or a set of keywords.
January is the perfect time of year to begin implementing some #NewHabits, including developing an editorial calendar that can be used to make social media more impactful. If creation of the calendar is out of your wheelhouse or too time consuming, contact our Social Media Team for assistance. We’d love to help you #BeAwesome this year and really ROCK your social content!
~ Social Media is changing the way people do business.  Don’t get left behind ~ 


Be sure to Follow us and Let’s Engage!

Hollie Clere, of The Social Media Advisor is a “#BeAwesome” Developer, Social Media Brand Builder, Content Manager, Trainer and Author in LinkedIn,FacebookTwitterBlogGoogle+ , YouTube,Pinterest, Instagram  and the tools to manage them. 

Click here for her 
Social Media Workshops, Classes and Seminars.

Social Seven: Tools of the Trade – Editorial Calendars and Trello

If you don’t have a routine or a schedule, you aren’t going to be consistent with your social media. So, it makes sense to build an editorial calendar. What do you use to build a calendar for your content? This can depend on the client. Everyone has thrie own themes and weekly schedule. Each one is so drastically different, as are their posting options. A social media manager could use tools like Microsoft Word, Microsoft Excel, Google Drive and Dropbox for different purposes. However, that means pulling from a variety of different places. Therefore, it makes sense to have everything in one spot instead of duplicating efforts.
Trello is an online tool for scheduling. There are so many things you can do with it. Trello can be set up for one clientor many. There are various boards, lists and cards for each client. You can be very narrow with what you are doing. Typically, with an editorial calendar for a client is there is a social media strategy. In Trello, you create cards. These cards include brief descriptions on what to post, hashtags, timing and anything else pertinent to that schedule.
One major perk to Trello is that images that have been created to share can be placed onto these cards as well. Text can also be added so that everything for the post is in one place. Also, the client can be added in order to review the cards before they are posted. Due dates can be added and reminders via email will be sent to remind team members or clients to approve or review the posts.
Trello also allows users to label the cards with custom labels to help with organization. Then it can be copied into Hootsuite or whatever other scheduling tool is being used to post the content.  For Twitter, it may be better to use something different such as a Google spreadsheet or an Excel file. This is mainly due to the bulk uploading nature of that platform.
There are other tools available such as Base Camp, One Note and Evernote that could be used as well. Base Camp and Trello are very similar. Unfortunately, Base Camp gives you only a specific amount of time to make changes or edit a post, which could cause some issues in the long term. The idea is to keep you organized. Don’t let yourself run dry. Try out some new tools and see if you can make them work for you!
Think these might help you with scheduling content and staying on top of your social media? Follow us on social media to find out when our Social Seven podcast is streaming live!

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Learn how to use social media to grow your business online with our video series!

  • Learn the fundamentals of social media
  • Learn how to build better brand engagement
  • Learn how to enhance your visitors' experience
  • Learn how to grow your business using social media strategies.

If you want someone to break down aspects of social media to get more clients and build your business using social media, this is the program for you.


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