Social Media Strategy

E&S Solutions has vast experience deconstructing the overwhelming field of social media and evaluation for its effective use in a business environment.

E&S Solutions has years of practical experience already invested in understanding the role of social media and digital marketing for the purposes of developing relevant web traffic and lead generation. Content driven strategies combined with direct email marketing have proven results in terms of relevant traffic, lead capturing and conversion.

Social Media and Business

For an inbound digital marketing strategy carrying a primary goal of developing organic website traffic the use of various social media platforms are vital in order to deliver content to a wider audience.  The wider the audience the more potential to build qualified traffic back to the targeted website.

To ensure a business survives and prospers in the 21st century a website that has achieved, or is on the path to achieving, organic site traffic is paramount. To develop organic website traffic the owner has to publish content – content that establishes the author as an authority in its field, while also being interesting, relevant and valuable to the target audience.  Then, in order to deliver the content to the widest possible audience, expertise in the use of social media platforms must be developed.  An effective social media strategy for a business is critical and needs to be carefully planned.

Social media has become another overwhelming business discipline and, because of its wide scope and relative young “age”, is not likely to be an area of expertise for most small business operators. It may be tempting for a small business operator to jump-in and engage without a plan but great care needs to be taken. Not only can a poorly planned strategy become a sink-hole for human resources and expense but also, if it’s not professionally prepared and executed, it can quickly damage the brand and identity of the business it was intended to develop.  Like it or not, small businesses need to develop the expertise to leverage social media platforms in order to deliver their content to as wide-an-audience as possible.

Where does a small business start?

Everybody has heard of the multitude of popular social media platforms such as Facebook, LinkedIn, Twitter, Pinterest, Tumblr, Instagram, Google+, etc.  But, for a small business, the biggest question faced as strategy is contemplated is where to start.  What’s the most important platform for a business and what strategy should be developed for that platform?  Each of the platforms has different users in terms of demographics.  A business operator has to choose where to focus its efforts and that depends to a large extent on the nature of its business.

The Concept of Social Media

Again, most businesses interested in developing a social media strategy probably get the basic concept that the idea is to establish, and then continue to build, networks of high quality contacts on each of the social media platforms they plan to utilize.  The network of contacts then becomes the audience for the content that is to be published.  The more contacts the  wider the audience.  The wider the audience then the more likely the network will continue to expand.  It becomes a virtuous cycle – so long as the content is valuable, relevant and interesting.

Why can social media strategy be difficult for small businesses?

There is nothing easy about an effective social media strategy.  The three key requirements are content, staying power and learning effective techniques for delivering the content to the chosen media platforms.

  • If a business cannot generate content in which the target audience has an interest then the strategy fails.
  • If it’s not prepared to consistently deliver a high quality message over a sustained period of time then the strategy fails.
  • If the techniques for how, when and how frequently to deliver content are not learned then the strategy fails.

In the early stages it’s likely to be difficult to see sufficient indicators of progress so it becomes tempting to slow down or spend less time preparing high quality content.  Both scenarios lead to failure.  Unfortunately, there are no silver bullets – it’s hard work preparing useful content and then continuing to deliver over a long period until it has become an ongoing part of day-to-day business operations.

The price of failure

A presence on the Internet in terms of developing a website with an increasing volume of organic traffic is imperative for business survival and, in order to successfully operate a business with favorable future prospects, it’s necessary to deploy efficient tactics for accomplishing this goal.  Use of social media as a part of an inbound digital marketing strategy is really just a modernization of old-school traditional marketing efforts that used print and broadcast media platforms. However, the old-school traditional methods are less efficient and therefore more expensive. For businesses that persist with outdated marketing strategies their costs are higher and therefore they are less efficient. Ultimately, less efficient businesses do not survive.

Small and Medium Business Enterprises

Social Media is not optional for businesses that have an interest in a long-term future or that may be contemplating a sale in the near future and want to extract the best possible value for their business. Social media is everywhere and it can be difficult for a traditional business operator to figure out a sensible strategy. The worst course of action is to ignore the various platforms and continue as before. Like it or not – social media is here to stay and a massive diversion of marketing funds has already occurred.