Читать книгу Social Media Marketing All-in-One For Dummies - Michelle Krasniak - Страница 24

Surely you wrote an overall marketing plan when you last updated your business plan and an online-marketing plan when you first created your website. If not, it’s never too late! For business planning resources, see the Starting a Business page at www.sba.gov/category/navigation-structure/starting-managing-business/starting-business.

You can further refine a marketing plan for social media marketing. As with any other marketing plan, you start with strategy. A Social Media Marketing Goals statement (Figure 1-10 shows an example) would incorporate sections on strategic goals, objectives, target markets, methods, costs, and return on investment (ROI).

You can download the form on this book’s website (www.dummies.com/go/socialmediamarketingaio5e) and read more about ROI in Book 1, Chapter 2.

Here are some points to keep in mind when putting together your strategic marketing overview:

 The most important function of the form isn’t for you to follow it slavishly, but rather to force you to consider the various facets of social media marketing before you invest too much effort or money. Courtesy of Watermelon Mountain Web Marketing: www.watermelonweb.comFIGURE 1-10: Establish your social-marketing goals, objectives, and target market definition on this form.

 The form also helps you communicate decisions to your board of advisors or your boss, in case you need to make the business case for getting involved in social media.

 The form provides a coherent framework for explaining to everyone involved in your social media effort — employees, volunteers, or contractors — the task you’re trying to accomplish and why.

Book 1, Chapter 3 includes a Social Media Marketing Plan, which helps you develop a detailed tactical approach — including timelines — for specific social media services, sites, and tools.

In the following sections, we talk about the information you should include on this form.