Hitting business goals with social media is like planning a family vacation: You don’t start with planning potty-stops (well unless you travel with someone who has an extremely small bladder, then you just might).
Yesterday a new client asked how many posts per day we will be sharing on Facebook and how many on Twitter. I asked her if she has ever taken a road trip. She replied, “Yes. Why?” I told her when you plan a road trip you don’t start by deciding how many gas stations and potty-stops you’ll take. You decide where you are going and make the necessary stops to get there.
Many people are concerned about whether they should be posting 4 times a day or 20 times a day on their social media channels. There are people who worry about whether posts go out at 5am or 5pm. The key is, the algorithms have gotten so good it doesn’t matter what time of day you post. If your followers are typically interested in your content, it will be waiting for them when they log in.
We are looking at social media marketing all wrong if we are asking how many posts do we need to load each day. We need to take each goal and ask, “How do we get there?” Will we need to take a plane? A train? A car? All the above? And if you have ever followed a paper map instead of your GPS, which basically tells you what to do and which route to take, you know there are often several routes you could take to reach the same destination.
You may have to identify multiple goals along the way before you arrive at your final destination. Perhaps your final destination is halfway around the world. Your first goal is getting your family from your home to the airport. Then the next goal is to get from that destination to a train station and then a rental car location in the next destination. Achieving a business goal is a lot like this family vacation. There’s a lot of planning that has to go into getting to that final and ideal destination.
Let’s be sure the main goal you have in mind is the real business goal. If your goal is to have 1,000 fans on your Facebook Page, I would ask you WHY. Why do you want 1,000 fans on your Facebook Page? Do you want 1,000 fans so you can get 500 of them in a coaching program you run? Then getting 500 coaching clients is your goal. Having 1,000 fans on Facebook might be one of the vehicles you take. Adding fans, and followers to your social channel that then come into your email list to attend a free webinar to then sign up as a coaching client might be a better route to take.
So let’s take our road trip analogy and help you create a plan.
The Strategic Goal: Where are you wanting to go?
Identify the goals you have, big and small. These are the destinations you want to get to. Many times, it is not a single goal, but each one will have its own roadmap and plan.
The Plan: What mode of transportation will you need to take to get there?
Let’s identify some of the different vehicles you could take to get you to your goal:
- Social Media Posts
- Video – Live streaming or pre-recorded
- Blog Posts
- Podcast shows (yours or someone else’s)
- Whitepaper or research paper
- Tip sheets
- Facebook Ads
Now let’s work backward. We’ll use the coaching program as our example and work backward to identify the specific activities that need to take place to help us get there. You will simply tweak this to layout your own trip and plan.
GOAL – Final Destination → Getting 500 people in a coaching program
PLAN→ Host a webinar to teach the top 2 things people do to sabotage their own success and 3 steps to put a stop to that. If you can convert 20% of webinar attendees to sign up for your coaching program, you will need to have 2,500 on your webinar, or you need to host a few webinars with an average of 500 on each.
GOAL –Destination #3 → Getting 500 people on a webinar 5+ times
PLAN→ Email campaign. Send a series of 5 emails – 4 with short video tips to make changes in your life and the last email inviting people to a free webinar. Assuming you will get a 50% conversion of people who watch your videos to those who sign up for the webinar, you are going to need 5,000 people getting these email sequences.
GOAL – Destination #2→ Getting 5,000 in your email sequence
PLAN→ Lead Magnets (Freebie) with a downloadable resource guide or tip sheet for people struggling with self-sabotage. They get added to your email list when they download.
PLAN → Blog post about the destructive powers of self-sabotage with a tip sheet at the end for people to download and get added to your email list.
PLAN→ Weekly Facebook Live events to discuss one problem and one tip each week and end with a freebie off to download your research paper or tip sheet to gather email addresses.
PLAN→ Social media posts driving traffic to blog content mentioned above.
PLAN→ Social media posts offering freebie download
PLAN→ Social media posts inviting people to webinar
PLAN→ Facebook Ads using FB Live event that has an offer at the end.
PLAN → Facebook remarketing ads to those who watched the Facebook Live videos above but didn’t end on your freebie offered at the end. This ad could offer the free download
GOAL- Destination #1→ Grow your social media audience continually to keep new people seeing your content above.
PLAN→ Add specific hashtags to draw in your strategic audience
PLAN → Follow or connect with people who are interested in other coaching books, seminars, speakers, etc.
PLAN→ Create posts on Facebook that get people to identify self-sabotaging behavior they have experienced or seen in their life. Share a downloadable tip sheet after and ask people to share with others who might find it helpful
As you can see, this list can not only continue to grow but can be as exhausting as a family road trip. The key I want you to take away is this:
Stop focusing on the number of gas and potty-stops that you will make each day. Spend a little more time on the strategy and daily plan and you will get to your final destination much faster and have a much better time once you are there.
Be sure to download our cheat sheet that will help you create your own Strategic Plan!