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July 9, 2018 By Raph DaCosta

The Secret to Social for the Savvy Solopreneur

July 9, 2018

By Raph DaCosta

Read More from Raph DaCosta

July 9, 2018

The Secret to Social for the Savvy Solopreneur

By Raph DaCosta
Social Media Specialist

Social media can open up the entire world to a solopreneur, but only one who knows how to target their strategy and laser focus their efforts. The secret to social media for the savvy solopreneur is taking massive platforms designed for everyone and shaping them so they’re perfect for your small business. Here are some of the best ways to do that on social media right now.

Set goals and track them

If you want to develop a social media marketing strategy, first establish your goals. Without them, there’s no reliable way to assess your progress or your return on investment (ROI). Be sure your goals are achievable, measurable, relevant, specific and time-bound. This ensures you connect your goals to actual business results, not just amorphous ideas.

It’s easy to get caught up in vanity metrics such as shares and likes, but aim for targets like brand awareness, conversion rate, web referrals, leads generated and engagement. If you’re just getting started, choose just a few social media goals to start with.

Use smart tools

Social is too huge to navigate without smart tools. As of June 2018, Facebook has more than 2.2 billion active users each month, Twitter has 336 million users, and more than one billion users are on Instagram. This means that it’s an impossible task to even sort through content that is limited to your niche (without help).

Tools like Spredfast allows you to create, measure and optimize all your social media initiatives in one single place and provides customized analytics and dashboards so you can keep track of metrics that matter the most to you. You can also use tools like DrumUp to curate for your industry and share through the same interface and discover brand-relevant content like posts from industry blogs and articles from trusted sources.

You can also use the DrumUp or Spreadfast scheduling tool and calendar to plan your posts and work out themes. For example, if you run a retail business and want to post things related to upcoming holidays, you’ll work them into your theme. Free scheduling tools like Hootsuite also offer analytics that help you plan smarter posting times and strategies.

Do your research

Social only works when you’re directing your efforts to the right people. Know the right platform for your niche, its purpose, and how much time to invest on it. Do this in several steps:

  • Create detailed audience personas: who do you want to reach, and what are their wants and needs? Stick to the channels that those personas use.
  • Operate based on data: find out who is using which platforms using analytics, not intuition.
  • Find out what competitors are doing: conduct competitive analyses, looking for opportunities being missed by competitors, and engage in social listening for good and bad examples to follow and avoid, respectively.

Focus your time and effort

Once you know where you’ll be in the social universe, you can plan themes and schedules.

Conduct a social media audit of what you’re already doing. Eliminate what isn’t working, shut down imposter accounts, get verified, and focus on what’s working well.

Optimize your efforts and your pages. Your overall social strategy should control each account. It’s better to kill it on three social platforms than to make no impression on eight, so eliminate platforms that aren’t working for you and focus on your hot social channels.

Stay visual

No matter what platforms you’re using, you need awesome visuals.

Images of your product or service should look professional. Invest in a photographer if you need to, and if you’re a DIYer, make sure photos are well-lit and beautifully staged. When you’re taking photos of your goods or service (or yourself), protect them with a logo or watermark.

If you’re looking for other kinds of images, there are lots of places to find them. Check out PexelsPixabayLife of PixFree Range Stock, and Public Domain Archive for free photos you can use.

Connect your store and your social platforms

Many social platforms allow for stores right on your page, and most can integrate with your site. Don’t skip this step; get totally integrated for the most seamless user experience.

Be creative about interactive content

Interactive content is more than just awesome viral videos. It’s also great customer service via social, and better videos with interactive features.

Start with a video about a product or service for your social channels. Add interactive hotspots to the video. These are motion tracking tags you can add to things or people in your videos. For example, you might have a candle in your video with a tag; by clicking on it, users can see information about that product, or get a link to products like it on your site.

You can also turn your marketing videos into “Choose Your Own Adventure” style experiences by asking watchers to click on images in the video. All you have to do is link each image to a “designed to play” interactive video—which is really just using a certain kind of HTML5 tag. For example, if you make tee shirts, you can ask users to click on one of the three shirts to find out the story of the design.

Try reveal-based marketing tools, such as discounts and promotions that require you to blink, build a puzzle, draw a picture, jump, move, play a flash game, scratch away, shake, solve a riddle, spin, or tilt to reveal the deal. Polling is another great interactive tactic; try using PolldaddyTwitter polls, or Facebook opinion polls.

Keep it branded and personal

Don’t allow the brand to get lost in the social universe. Keep your priorities and voice clear. Avoid sacrificing brand voice for clever social interaction; it may seem like a good idea in the moment, but brand voice should always prevail.

Tying it all together

The savvy solopreneur can crush it on social with some preparation and research. In fact, by front loading your social strategy and using the right tools, you can soon have a steady stream of social love flowing toward your solo business.

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