Webinar

Social media coach Joanna Michaels joined today’s webinar to share her five-step strategy for social media excellence.

<p>Kat is a writer for Enterprise Nation, <a href='https://thepitch.uk/' target='_self'>The Pitch</a> and <a href='https://sidehustleclub.uk/' target='_self'>Side Hustle Club</a>. She's worked with small businesses for the last four years, championing Britain's startup scene and anyone who has snacks.</p>

Content writer

 joined Enterprise Nation founder Emma Jones on today's webinar to talk about maximising your social media impact.

Joanna has spent the last seven years helping startups and small businesses build deeper connections with their social media followers and convert them into customers.

We've included some of Joanna's best advice below.

The five pillars of effective social media

Joanna breaks down social media into five key areas. Spending time on each will make sure your posts target the right audience and align with your business goals.

1. Understand the key challenges of the social media landscape

Incredibly, Facebook turns 16 this year. It's a good time to reflect on how much the platform has changed, particularly for businesses that want to advertise there. It's a crowded platform - Joanna explained that there were about 16 million business pages and six million active advertisers on Facebook in 2019.

"The algorithm wants us to serve content that creates meaningful conversations. If what we post doesn't create engagement, we're not visible. We want content that engages and connects people with each other," she said.

A strategy is essential to building a successful social media presence. Your strategy provides a foundation for your activity and should include:

The goals you set for your social media should be linked to your business objectives. Joanna recommends following the SMART methodology to make sure your goals are clear and measurable. Each goal should be:

Joanna gave the example of a business owner opening a restaurant. Rather than simply deciding you want to raise awareness about your business, you should outline your goals:

"To increase brand awareness, I'd start by setting a time scale - maybe a month or three months. Within a month, I want to increase the number of page followers by 20% and clicks by 15%. I'll do that by posting five times a week on Facebook or Instagram and engaging with competitors' most engaged followers. I'll also inject a £30 budget into advertising that will target customers in a five mile radius," she explained.

3. Recognise the differences between platforms

A lot of businesses will share the same update across all platforms, but Joanna warns that this is over automating your activity. If people know you're sharing the same message, they'll switch off when they see your posts.

It's important to understand the fundamental differences between the platforms. For example, a format that's perfectly suited to Instagram won't perform well on Twitter.

Facebook is still growing and Joanna explains that your customers are likely to be there, unless they're very young. The fastest growing age group on the platform is the 65+ demographic, also known as the "silver surfers".

"In terms of what Facebook offers, there's an incredible amount of business tools that will support growth for your brand. You can set up a shop, turn your online community into an offline community through events and build your online reputation through reviews," Joanna said.

Joanna describes Instagram as being focused around inspiration and aspiration, so businesses need to empower their audiences and make them feel good about themselves.

Instagram works particularly well for visual businesses like fashion, beauty and property.

"If someone Googles your name, your LinkedIn profile is likely to come up before your website. LinkedIn is good for building a strong professional brand for yourself and sets you up for professional networking," Joanna said.

The fast-paced nature of Twitter means you can post multiple times a day. According to Joanna, it's excellent for networking and tapping into PR opportunities because there are so many journalists on the platform.

4. Create messages that connect with customers

It's crucial to know your customer. Otherwise, it's hard to know what, when and where to post.

Basic demographics like gender, age and income level are important, but Joanna recommends looking at psychographics - in other words, your customers' psychological attributes. Here are some questions to get started with:

5. Build and maintain strong relationships

Social media changes quickly, but Joanna wants to remind people that it's a marathon, not a sprint. It's important to be consistent. Once people get used to hearing from you, don't let them down.

"People can easily move to another account to follow. Be generous when you're showing your expertise and be generous towards your community. That means being responsive and being approachable.

"Be strategic and clear about your social media goals. Understand where you should be investing time and money. Build trust and be approachable," she summarised.

Lunch and Learn: How to make an impact on social media

Lunch and Learn: How to maximise your social media impact

Social media coach Joanna Michaels joined a webinar to share her five-step strategy for social media excellence.

Social media coach Joanna Michaels joined today's webinar to share her five-step strategy for social media excellence.

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Multi-award-winning named as one of the top 40 Digital UK Women to watch 2020, Business Consultant Online Innovation /Technology Enabler, Digital Transformation and, Marketing Specialist. 

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Supporting Global Clients, Katrina Consult’s, Trains/Coaches Agencies, Corporations, and Business owners with her framework process. With features in Forbes, Psychologies Magazine, and The Times, Kat assists clients to build a plan, solution, and strategy, to increase digital business growth, sales and passive income. Supporting and educating you to choose the best technology, create conversion optimised products to and sell via automated sales systems that are the best fit for your Business, skillset, and lifestyle.

After a successful career in Project Management and Marketing, Katrina now Consult’s, Trains, and Coaches Agencies, Corporations, and Business owners with In-House CPD Accredited and certified solutions and strategy to audit and build Automated and active Sales Funnels, Lead Systems and Client Acquisition Funnels.

A certified and qualified Adult Trainer as well as being trained with industry experts such as Harvard Online and Silicon Valley Innovation Center. Blending Academia, Corporate, Business, Practice and Theory, a serial accomplished Entrepreneur and Consultant. With over 21 years of extensive experience as a Marketing Strategist, Project Programme/PMO Manager and a Digital Business Transformation Analyst.

I help entrepreneurs automate and organize their back office systems to maximize their time and money.

I help mid-level supervisors build their soft-skills so that they transform into high-level, organisational leaders.

I help scale-ready businesses to design the most profitable and sustainable digital tech solutions and systems.

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I've been living in a world of strategic creativity for over 23 years (so far) and have worked both client-side and agency-side, as well as operated a successful agency myself, which means over the last couple of decades, I have been at the table having strategic conversations with 1000's of businesses and leaders, helping them apply creativity so they might grow themselves and their organisations.

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Let me introduce myself.

I've been living in a world of strategic creativity for over 23 years (so far) and have worked both client-side and agency-side, as well as operated a successful agency myself, which means over the last couple of decades, I have been at the table having strategic conversations with 1000's of businesses and leaders, helping them apply creativity so they might grow themselves and their organisations.

Today the 'day job' is heading up th