The Social Media Manager will administer the company’s social media marketing and advertising. Administration includes but is not limited to:
The Social Media Manager is a highly motivated, creative individual with experience and a passion for connecting with current and future customers. That passion comes through as he/she engages with customers on a daily basis, with the ultimate goal of turning fans into customers.
Community leadership and participation (both online and offline) are integral to a Social Media Manager’s success. An essential component is communicating the company’s brand in a positive, authentic way what will attract today’s modern, hyper-connected buyers.
The Social Media Manager is instrumental in managing the company’s content-related assets. Google’s #1 search ranking factor is relevant content (content that serves the searchers needs the best). It’s clear then that managing content should be part of the Social Media Manager’s Job Description.
Content management duties include:
This position is full time salaried with benefits. Specific titles and/or duties for this position may also include:
The Social Media Manager should always be learning, as it’s a crucial component to their success. Social and digital marketing “Best Practices” shift constantly, so a budget should be allocated for training and/or attendance at applicable industry-specific conferences.
The first responsibility of a Social Media Manager is to develop and implement a social media marketing plan. The marketing plan will include the following components and should be reviewed no less than every 90 days.
1. Brand Development
“Why” is the reason customers buy. A great “why buy here” message is unique to your company, is backed up by facts (awards, numbers, in-store policies) and answers “What’s in it for me?” for the shopper.
2. Identify Target Customers
Your product cannot possibly be all things to all people. Until you accept the notion that you must keep your market focus tight, you’ll constrict your business’ ability to grow.
I’m sure you’ve said this once or twice in your years in business: “You know, if we had ten more customers just like them, life would be great!” Write down the circumstances and attributes of those types of customers.
Once you know more about who you want to reach, you can use data to laser target your message. Facebook is invaluable for exploring audiences that are interested in your product or service.
3. Set Clear Objectives
All marketing plans include defined, realistic goals. It isn’t enough to say you “see” results. Your results must tie back to your goals and objectives. You’ll never know ROI without goal setting and strategy.
In setting goals, it’s important to identify what challenges the business is experiencing. These 5 are the most common:
4. Visual Design and Web Development Strategy
Visual content has a lasting effect on the viewer. Your visual branding must be consistent. Whether it’s your status updates, your landing pages or your Facebook ads, what the audience sees is what they’ll remember. Make sure it’s compelling and gets the point across.
Savvy web development is crucial to your content marketing success. You must retain a hub for your content where customers and prospects can visit to learn more about your products and services, and where search engines can crawl to award more authority.
5. Solid Content Strategy
One of the most frequently asked questions I get is, “How do I know what to post on our page?” In order to know the answer to that question, you must have a solid idea of who you are as a brand and who your target customers are.
6. Promotion Strategy
It is essential to continually grow your fan base and promote your content. Social media is now pay to play.
Social advertising is a very valuable tool to get your message heard. However, social (Facebook) ads don’t look like the ads you’re familiar with. They differ in content, placement and targeting…and when done right, they are received much more cheerfully.
The best way to grow your Facebook page is to utilize Facebook Ads. A small budget with carefully selected images and ad copy (with a clear call-to-action) will increase likes, improve engagement and generate leads.
7. Engagement Strategy
Your Social Media manager should listen, respond, ask questions and engage your audience. There should be careful consideration on how he/she responds to organic (non-paid) leads that appear in the comment section of your posts.
People will ask questions and sometimes want to engage in a sale. The Social Media Manager should have knowledge and experience of your sales process to respond correctly.
If a lead asks a question, answer it and follow it up with a question back to engage them further, eventually guiding them to a product display page, signup form or appointment.
Leverage Facebook ads to promote your content and increase your audience reach. As your page grows and your content is seen more often in Newsfeeds, you’ll find it easier to engage fans and build those relationships.
8. Conversion Strategy
With growth and engagement strategies in place, the Social Media Manager’s job is to convert fans into customers and your marketing plan should outline the steps required.
The more advanced forms of Facebook marketing utilize Facebook ads, custom audiences and compelling landing pages. Be sure to include a call to action and a lead form on your landing page to ensure your lead has a path to purchase (and your Social Media Manager has a way to follow up).
I’ve found most companies need advice and support with conversion strategy. Kruse Control does advise clients on ways to get quicker results that are more cost-effective and more aligned with business goals. I’m happy to explore options if you need guidance.
9. Measure & Analyze to Establish ROI
You’ll need to determine the KPI’s (key performance indicators) that matter most to your business. Here are the top 8 KPI’s that we use at Kruse Control to determine ROI:
Measure results on a daily basis. Your results should tie back to your objectives and provide a clear understanding of the returns you’re getting.
The Social Media Manager is the voice of your company and should be included in all matters which are customer-facing. With most every business needing to develop their online presence in order to participate in today’s hyper-connected consumer buying process, it’s in your best interests to hire the best and track their progress. Your online reputation and future sales depend on it!