August 2011

Stop Random Acts of Marketing with a Simple Content Calendar

You’ve launched your company, written the business plan, set up an accounting system, have acquired some great clients, but want more. First idea that comes to mind…get on board with social media!

Great idea, but if you are going to launch your business into social media, please do so with as much thought as your business plan or accounting system. STOP RANDOM ACTS OF SOCIAL MEDIA before you start and be 10 steps ahead of the competition!

First, decide where you should have social media presence. And know why you should be there. Sure, everyone has a Facebook page, but why should you? What will you do for your customers and potential customers to make it worthwhile? Seriously, do you wake up each day wondering, “Gee, what is iDiazMarketing up to today? I’ve GOT to visit their Facebook page!” I thought so. Hopefully, my business page was the last thing on your mind when you woke up today. Life is too short. :-)

So, what are you going to do to make each effort worthwhile?

This is where a calendar comes in really handy!

1) Why do you have this Facebook, LinkedIn, blog site, video channel, white paper, or any other strategy? Make your answer “customer” focused, not “your business” focused. Your answer should look something like, “I want a Youtube Channel to help customers understand new ideas in my industry or from my company that will enhance their lives by… fill in the blank”. And video will convey this information clearly.” An answer set for failure is, “I want to promote my new products and tell everyone to buy them by using video. I hear that video is a great new tool to reach people.” See the difference? One answer is about helping others, the other is about helping yourself.

2) Decide how often you can realistically develop content for posts. Be realistic. Create a calendar for each media platform and map out the dates you will post. Make the calendar 2-6 months out depending on your frequency.3) Define a topic for each post. Don’t worry, you can deviate if something super hot comes up to defer a planned post. Or you can add a special announcement for a group of subscribers that bet fit that hot new news. Great ideas for topics can include, informational, reposts with credit and permission of other experts’ posts, interviews with experts, how to tips, top 10 are always helpful, an occasional personal post that might be funny or entertaining and conveys your human side. After all, people are hearing from you, a real person.

4) Determine a call to action. This does not have to be a sales push. Follow the 70/30 rule. at least 70% of your posts are giving and no more than 30% are asking for something. Examples of good calls to action can include: asking readers for their opinion, entering a contest, sharing a post, linking to a white paper with more information, visiting your site to register for an event, or even, buy now.

5) Define a timeframe for checking your progress and benchmarking success. What works and what doesn’t is key to driving what to include in your calendar in the future. It is a great learning experience, but it takes time to get good data. One week with two posts on a new blog will not tell you if that content was a success or not. Give it a few months of that frequency.

Be patient and tenacious! Social media is a great opportunity to create lasting relationships if you care, are consistent, and patient.

By the way, in this post, have I helped you get ideas to write an effective calendar? That was my objective!

No comments | Trackback