The marketing mix for a small business often covers the essentials and things that are closer to the bottom line.
These are often identified as the website and campaigns that impact sales or lead generation closest to the last click or conversion. Those include things like email marketing, SEO, and paid search.
Often, social media is left out of that mix or is only done in a way that meets the bare minimum to show the business is real.
Social media doesn’t have to be a massive commitment or time investment. It also doesn’t have to be a big mystery about how it could impact the business and fit into the marketing mix.
By working smarter, not harder, you can use these tips to put together a social media strategy that makes sense for the resources you have, and ultimately, you can engage your audience and positively impact your business.
1. Identify People
There are a ton of resources out there that talk about the persona development process and diabetes mailing list how it can help you with content marketing and the overall marketing strategy for your business.
If you haven't defined who the target audience is for your products, services or offers, then you should start here.
You don't have to go through a massive branding or research project to get the information you need.
If you don't know where to start, we suggest jumping into your current Google Analytics account and turning on the interests section and seeing what affinity groups appear.
If you don't have the luxury of current data, you can dig into Google Ads Ad Planner and Facebook Ads planning tools to explore interest, demographic, and behavior options, and see how categories and targeting fit with your understanding of your customers or clients.
By using any functional or refined specific persona model, you can save time and fine-tune your social media messaging and segmentation to cast the right-sized net and be specific enough with your content.
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