How to create a social media plan that can build your brand and visibility
of your divorce services business.
In our previous blog post “Divorce Services Business Social Media Best Practices”, we listed five keys to social media best practices for your small business. We talked about how social media is such a powerful tool for communicating your philosophy of peaceful divorce and educating your audience on why your divorce services business is the one to choose.
Now we’ll delve a little deeper into how to create a Social Media Plan for your divorce services business.
Step 1: Define your target market.
Who are you trying to reach? Paint a specific picture of your ideal clients, even going so far as giving them names and photos to help you relate to them. Then when you write your content, keep these specific “people” in mind to help you with crafting your message. Some of the details you’ll want to identify for your customer profile are…
- Demographics (age, gender, family size, social class, income)
- Geography (region, population)
- Psychology (activities, interests, opinions, attitudes)
- Social Media behavior (hours online each week, social media platforms used)
- Keywords (what words would they type into Google to find your services?)
Step 2: Find your social media voice & develop a messaging plan.
Once you have a clear picture of who your target audience is, create a “voice” that resonates with them and can communicate your message effectively. What benefits will they respond to? What can you and your business offer to these potential clients?
Your messaging plan will also be based on the specific goals or results you want from your social media efforts.
- Are you seeking brand awareness?
- Increased website traffic?
- Lead generation?
Knowing what results you want will help you hone your message.
Step 3: Set up your business page profiles on appropriate social media platforms.
Previously we talked about how to select which social media platforms are appropriate for your business, based on where your target audience “hangs out”, and what your goals are. When you have determined which social medial platform(s) would be best for reaching your audience and obtaining the results you want, set up a professional-looking business page that clearly communicates your “brand”. If you don’t feel confident that you can do this yourself, it would be money well-spent to hire someone to do it for you. Join the Divorce With Dignity Network and we will do it for you. Finally, be sure to have a consistent brand and message on each platform you select.
Step 4: Listen to conversations.
Find out where people are talking about your target audience’s keywords, and what they are saying. You can go on each platform and do a keyword search, or try using a social media research tool such as Social Mention where you can set up alerts to let you know when your keywords are mentioned on various sites. You can also search for keywords related to industry news or competitors.
Step 5: Join the conversations.
Start responding to relevant conversations you find in Step 4. When engaging in these conversations, remember that you are not focusing on advertising your business. Your goals here are to answer questions, earn a reputation as an expert in your field, and offer information and links to resources. This will go a long way in establishing your credibility and generating trust, which can lead to new clients down the road.
Step 6: Implement a posting calendar.
Now it’s time to prepare your message plan and begin your own social media postings.
Develop a list of ideas for posts – start by thinking about what people usually ask you about your business, or topics that come up often in your social media research and when talking with your clients. Then brainstorm from there, writing down every idea you can think of. Add to this list as new ideas pop into your head.
Now choose which day (or days) of the week you want to post content. Create a calendar, filling in a topic from your list for each “posting day” for at least a month or two. Don’t forget to also schedule a specific time to read and respond to any comments that your posts may generate. This system will help you stay on track and be consistent in your social media presence, plus it gives you a chance to organize your topics.
Step 7: Evaluate results.
On your calendar, make note of which dates important social media activities occurred, such as the dates you started your blog, established your Facebook page, started and ended an ad campaign, etc.
Schedule a regular time to evaluate your Social Media Plan. Look at your calendar to see if there are connections between various events/postings and getting new client inquiries. Check the goals you established in the beginning and evaluate if you are getting the results you want. If not, you can adjust your strategy.
The Divorce With Dignity Network Provider is a divorce services legal professional committed to peaceful divorce. We offer our Providers many benefits, including marketing support and ongoing training on topics such as this. If you would like to learn more, please visit us at PeacefulDivorceServices.Com.