The Customer Decision Journey: Unifying Social Media and Business Goals
This is the second post from our ongoing blog series about the customer decision journey in bridal. This particular post will serve as a template for you to begin thinking about how you can unify your business and social media goals. Click here to read the first post.
I think we can all agree having a plan is always better than having no plan. This applies to social media, too. But in this digitally crowded world, it’s even more important to have a plan in order to figure out how to stand out, create awareness, and achieve your business goals.
Now this is not an easy task. It takes time and effort to come up with the ideal mix for your particular brand. However, I’ve put together a list of steps, or actions, that are ideal for bridal brands that are just starting out or that don’t’ quite know how to go about creating a social media plan that connects to their overall business goals. But before moving on, I want to mention there’s no magic formula for gaining a loyal following these days. The best we can do is to have that plan and iterate as many times as necessary. On that note, don’t be afraid to experiment to find what works for you!
Take time to think about your long term goals
By long term I mean no more than one year. Ask yourself: what do I want to accomplish in a year? Make sure these are realistic business goals, like acquiring 5-10 new retailers, for example. Then, start thinking about how social media can help you get there. Based on previous experience, do you find that organic posts help, or should you consider investing in targeted ads? Should you increase the frequency of your posts? How many bridal buyers do you need to acquire as followers in order to move to closer to acquiring some clients?
Make a plan
Once you answer the above questions, break down the one-year plan into monthly tasks. What type of content will you need to create on a monthly basis to support that overarching goal? Always include calls-to-action (CTAs) such as “Click on the link to view our latest collection” or “Schedule a call” or “Request a line sheet.” Then, break down that monthly plan into weekly social media objectives, and daily objectives--that means planning your daily content, captions, and calls to action that support your weekly and monthly goals. Use a calendar to schedule your posts with their captions and hashtags at least 2 weeks in advance.
Tip: Be consistent with your content: the overall aesthetic, voice, theme, etc.
Make use of data
Know your numbers! If your goal is to open 5 stores, and based on your website traffic data you know that it takes you 20 interested stores to open 1 store, then you know you’ll need at least 100 interested stores (that is, stores that responded to your calls to action and visited your website or called you for more information) to close 5. This, in turn, means that you’ll need 8-9 interested stores to reach out to you every month.
Check your metrics
Metrics in social media are Likes, Shares, Comments, and Conversion Rates. Evaluate these metrics weekly to see how your content is performing. If you’re getting the engagement that leads to conversions (interested stores requesting information) then keep doing what you’re doing. However, if your posts are not moving the needle, you may need to revise your plan. Make sure you’ve given the previous plan enough time to show results though.
Tip: Create a weekly report where you’ll record your metrics and analyze weekly and monthly.
Evaluate on a monthly basis
Take a close look at your metrics report and ask yourself the following:
What are the metrics that are relevant to my business goals?
What was my goal for this metric?
Did I reach my goals? If not, how did I fall short and how can I improve?
What do my goals need to be next month to reach my overall goals?
What is working, not working, what should I change?
There’s no doubt social media can help bridal brands reach their sales goals. The process is longer and more complex than selling directly to brides, but if you take the time to develop and implement a strategy, you’ll see results. Remember, a plan is much better than having no plan at all.