Social Media has become an integral piece of marketing strategies industry-wide. Whether you are looking to set up a business page for organic social posting to engage with your clients or build credibility, to running high-quality and effective social media advertising campaigns we have the guide for you!
Social Media Strategy:
Developing a social media strategy is essential for any business looking to engage with their audience, build brand awareness, and drive traffic and leads to your business.
Set goals:
The first step in a social media strategy is to determine your goals. Your goal can be to increase brand visibility, engage with customers and build loyalty, increase online presence, and website traffic, and generate leads, or RSVPs to an event. To determine your goal use Spark’s SMART Goals Worksheet.
Identity your Target Audience
Identifying your target audience is one of the most important factors of posting on social media. To grow your business you need to resonate and successfully speak to your clientele.
Primary Target Audience
The main segment of your audience you will invest the most time and resources to target. The primary target audience is the most likely to have a genuine need for the company's offerings and possesses the highest potential for generating sales and profitability. Example: all individuals aging into Medicare in your local market.
Think of your target audiences:
Demographics:
- Where do they live?
- What is their age?
- What language do they speak?
Psychographics
- What is their behavior? What do they like to do?
- What do they do professionally?
Secondary Target Audience
An additional segment that you have a potential interest in its products or services, although not being the primary focus of its marketing strategies. An example of this could be targeting both Spanish and English Medicare beneficiaries one is your primary and one is secondary so your budgets for marketing should look differently.
In order to see results for any marketing tool especially when thinking about social media posting and advertising you must understand your target audience. You must invest significant resources in understanding the primary target market's characteristics, demographics, behaviors, preferences, and needs in order to tailor your services and offering. By concentrating on the primary target market, you can optimize their marketing efforts and allocate resources efficiently to maximize customer acquisition and retention.
Then think of how your service and business can help your primary target market. In Medicare your primary target marketing could be individuals aging into Medicare in your local market that you can help them understand their coverage options. Do you have a niche market? Are you targeting mainly Spanish speaking medicare beneficiaries or those with a specific plan needs? Are you focusing on recruiting agents or working with providers?
Social Media Platforms for your target audiences
Primary:
The United States of America has at least 243.58 million active Facebook users
11.1% users aged 65 and above in 2023 *statista
27 million users 65+ that you can target with your marketing
A Facebook business page is a free and simple way to start promoting your business. Keep your clients up to date with relevant information, promote content, engage with your network, and expand to your target audience.
Use of Facebook Business Page Guide: Facebook Buisness Page Guide
Secondary
Millennials make up 60% of LinkedIn's users. In addition, about 20% of users are between 18 and 24, and almost 18% are between 35 and 54. Only 2% are 55 and older. *social shepard
Linkedin is most effective for two main categories: agent recruiting and gaining partnerships that will expand your client base (financial advisors, employers / HR contacts / providers that can expand your client base).
By creating a Linkedin Business page you can provide accurate and up-to-date information about your business and increase your online presence. This helps potential clients make informed decisions about following and engaging with your page. It is also a great way to encourage your personal network and their networks to follow your page and learn more about your business.
Use our Linkedin Business Page Guide: Linkedin Business Page Guide
Content Strategy
Consider a variety of the following content ideas and start to hone in on a niche. Example: you start posting personal content, educational vidoes, blog posts however you find that the highest engagement with your content is on the Medicare 101 videos you post therefore you focus your posting to videos and educational content only.
Best Practices with social media posting
- Create engaging content:
- Create the most engaging content and think quality over quantity, find the balance (try 1-2 posts a week, with no more than 10 posts a month)
- Content overload will lead to your audience being overwhelmed and unengaged. When you post less frequently but relevant content your audience is more likely to to engage with your posts.
- Content Ideas:
- Medicare Mondays, Event, community involvement (silver sneakers, AARP, zumba, any type of senior based community posting will connect), Holidays, Motivational Monday, Blog posts of health tips, Doctor tips, educational videos on Medicare 101, Organic posting of you and your team (retreat, team outings, team in the office or in the field with clients), testimonials from clients.
- Check social media frequently to engage with current and potential clients:
- Ensure you are always interacting with your aidencde and ative on social media to engage wit any relevant information for them or events or community groups they are involved in’s information
- Make them feel seen and heard. Relate to your audience. Use images that resemble your target audience or what your target audience aspires to be like (health, active). As well as involved in activities and events your target audience would be or aspire to be involved in.
Content calendar:
When posting on social media it is important to set goals, decide your strategy, and schedule your social media posting. Consistent publishing helps build trust and keeps your audience engaged. Balance quality and quantity to maintain a regular content flow.
Use this content calendar template:
Content Calander Template [COPY ME]
Vendors for social media outsourcing and analytics:
Hootsuite https://www.hootsuite.com/
Freebird https://www.feedbird.co/get-started
Go Guru https://goguru.pro/