Behind the Scenes of Our Social Media Marketing Strategy

The steps to building a social media marketing strategy are as follows:

  1. Know WHO your ideal client is
  2. Know HOW social media ties into the rest of your online marketing strategy
  3. Choose the social media platform(s) you’ll utilize based on your answers from 1 and 2
  4. Identify the topics/themes of content your ideal client wants to hear about from you
  5. Create a content calendar with guiding themes
  6. Fill in your content calendar each month, based on said themes
  7. Schedule the posts you’ve outlined in your content calendar monthly

Each linked phrase above links back to a preview blog post we’ve published, here on the JAM blog. So I think it’s safe to say we’ve covered this topic quite a bit.

But today, I’m bringing all of this under one roof

and showing you my very own online marketing strategy for JAM Marketing Group, how it has changed over the past few months, exactly how social media ties in, AND (BONUS) how I’ll be using social media in the upcoming launch of my newest business.

Let’s dive in.

Behind the Scenes of Our Social Media Marketing Strategy by Brit Kolo of JAM Marketing Group, online marketing strategy for creative entrepreneurs

The steps I’ve used to build JAM’s social media marketing strategy:

#1 Know WHO your ideal client is

When I launched JAM backed in 2016, my ideal client was more “corporate” than he/she is today. Back then, I was targeting businesses with a bigger team, higher annual revenue, and a larger operation altogether, with the end goal to land large, but short-term projects. I was utilizing LinkedIn heavily, posting 5x/week and my strategy certainly worked.

Over the past few months, though, the picture of my ideal client has shifted to a more creative end. Now, I am marketing to businesses with smaller teams, a lower annual revenue, a smaller operation. These businesses tend to be more agile and open to experiment the latest and most powerful online marketing strategies. My end goal now is to support these ideal clients with a longterm relationship, rather than with one-off projects.

Helpful Tool: Where Every Rock-Solid Marketing Strategy Starts Download

#2 Know HOW social media ties into the rest of your online marketing strategy

Today, my marketing strategy looks like this:

JAM Marketing Group, Behind the Scenes of Our Social Media Marketing Strategy
As you can see, my ideal client is first learning about me through Word of Mouth Referrals and/or Private Facebook Groups. They then check me out on Social Media to see if they like what I’m doing/offering. Finally, they click over to my website to make sure I’m the real deal, bringing in that ever-crucial trust factor.

In this regard, my traditional activity on social media (posting to my accounts) works to show my ideal client that I’m the kind of person they may be looking for. They’re not ready to pull the trigger and collaborate yet, but they’re eyeing JAM up at this point.

Helpful Tool: Ultimate Guide to Creating Your Marketing Strategy

#3 Choose the social media platform(s) you’ll utilize based on your answers from 1 and 2

While I do utilize four different social media platforms regularly, my main focus is on how I use and engage on Facebook and Instagram because that’s where my ideal client is most apt to engage with me. I continue to utilize Twitter and LinkedIn as auxiliary “backup” without putting much focus on them.

Please remember, this looks different for every single business. I’m certainly NOT prescribing you to also focus on Facebook and Instagram. This is strictly a case study for JAM.

Helpful Tool: Blog Post About Choosing

#4 Identify the topics/themes of content your ideal client wants to hear about from you

After getting to know my ideal client by working with him/her, engaging with them in Facebook Groups, and fielding inquiry calls, I’ve identified these five topics:

  • Small business management and mindset
  • Marketing advice/tips/tricks/hacks/tools
  • Original long-form content from my blog
  • Sharing of others’ businesses
  • Fun, creative posts about JAM and me

    Helpful Tool: Editorial Calendar Spreadsheet

#5 Create a content calendar with guiding themes

Using those themes, here’s a look at my blank content calendar:
Behind the Scenes of Our Social Media Marketing Strategy, JAM Marketing Group
I post to Instagram 1x/day, 7 days/week. I’ll then share my Instagram post to my Facebook Page every few days, when the content of the post is relevant. I also post directly to Facebook once per week, on Thursdays, with my latest original content from the JAM blog.

Helpful Tool: Editorial Calendar Spreadsheet

#6 Fill in your content calendar each month, based on said themes

Here’s a look at my content calendar filled in for the upcoming month of May:
Behind the Scenes of Our Social Media Marketing Strategy, JAM Marketing Group
You’ll notice I leave Mondays blank. I do this because I like to start the week with my “Word of the Week” and that I won’t know until that Monday morning, when I set my weekly intentions.

And let’s be honest – I stray from this schedule sometimes too. Every once in a while I’ll have a post scheduled for that day, but the post just doesn’t hit the mark with what I want to share that day. In this case, I’ll either post it but then add another post later on in the day that conveys what I’d like to share OR I scrap the scheduled post and post something else.

Helpful Tool: Editorial Calendar Spreadsheet

#7 Schedule the posts you’ve outlined in your content calendar monthly

I batch all of my social media scheduling for the last Tuesday of every month. I do this not only for my own social media accounts, but also for all of my clients’ accounts. I personally find it helpful to “get in the groove” of post creation and stay in it for most of the day, getting all posts scheduled in a span of a few hours, as opposed to trying to think of things to post all month long. That would never work for me and my schedule!

Helpful Tools: Buffer, Facebook Scheduler

That’s my social media marketing strategy from start to finish! I hope you found this detailed explanation helpful.

Next week, we’re switching gears and diving into EMAIL MARKETING. We’ll be chatting about this ever-popular topic the entire month of May, first tackling the question, “What the heck makes email so powerful and why is everyone STILL talking about it?”

And now for the sneak peak at my newest business, launching June 1!

Yes, it’s official – I’m launching a brand new business on June 1st, 2017! The name of this new venture is “Marketing in Yoga Pants” (fun, right?!) and it’ll consist of a weekly podcast and private Facebook Group!

You can learn all about it here, on it’s brand new website.

But here’s the skinny on how I’m using social media for this new brand:

The MIYP ideal client is the girl sitting on her couch, in her yoga pants, top-knot tight, hunched over her MacBook, trying her hardest to get the word out about her business.

The MIYP marketing strategy looks like this:

Behind the Scenes of Our Social Media Marketing Strategy, JAM Marketing Group, Marketing in Yoga Pants

Phew! Lots going on here, huh? This is why launches often require a marketing strategist. 😉

So as you can see, the goal with MIYP is not just to earn clients, but to build a COMMUNITY for those clients.

MIYP will utilize Facebook (because the private Group will be housed there) and Instagram (because it’s the ideal client’s favorite platform).

MIYP’s social media content will include:
Sharing of podcast interviews (original content)
Sharing of podcast guests’ successes and content
Sharing of other creative business owners’ successes and content
Marketing advice
Small business management and mindset

Now, I realize that MIYP may not be your cup of tea. After all, you’ve requested to receive emails from JAM Marketing Group, not MIYP. But in the days and weeks to come, I will be sharing more of the behind the scenes action of launching this new venture, in hopes that it will give you insight into how to create a success launch of your own.

Comments are closed.