Today’s guest post is by Lynda Goldman. Lynda is the author of 31 books, and helps natural health companies create online and social media marketing strategies and content. She is one of the only natural health copywriters certified in Search Engine Optimization Copywriting (SEO) and social media marketing (CSMA –Certified Social Media Marketing). From blogs to web copy to video, Lynda creates compelling educational and marketing materials to attract visitors and convert them into loyal customers. Follow her on Twitter @LyndaInk.

It’s 2012. Do you know where your social media strategy is?

Maybe you’ve set up profiles on LinkedIn, Twitter or Facebook, only to find that your profiles are gathering cobwebs since the last time you actually posted to them.

Social media is like a stream that feeds into a roaring river. It’s easy to get swept up into the frenzy only to lose steam as other priorities take hold. Before jumping into the current, take some time to establish concrete goals and a strategy, so your time and money won’t be swept downstream.

Here are 5 simple steps to defining your goals and creating a social media strategy.

1. Define your audience.

Who are your customers? Paint a picture of your ideal buyers.

  • Are you selling to businesses (B2B) or consumers (B2C)?
  • Are you selling locally or internationally?
  • What are your customers’ age groups, job titles, demographics, needs, wants, and pain points?
  • What problems are keeping them up at night that you can solve?

2. Define your goals.

What do you want to accomplish with social media? These goals might include:

  • Increase brand awareness
  • Educate readers about your products
  • Create a lead generation sales funnel
  • Reach a larger audience of potential customers
  • Drive readers to your website to sell your products
  • Drive people to events
  • Engage readers to build relationships
  • Increase customer loyalty
  • Engage influencers and connectors to write about your products

Click here to take a Free Social Media Assessment

3. Choose the best platform.

Choose one goal at a time and select the best platform.

For example, if your clients are mainly business executives who have Linkedin profiles, concentrate on LinkedIn as phase one of your social media strategy.

If you sell consumer products, Facebook is a great place to build brand awareness and nurture relationships.  Once you’ve established a system for that channel, consider adding another platform.

4. Create content, interact and sell.

Fresh content engages your audience and attracts the search engines. Assess your content needs.

  • Do you have a bank of articles, reports, case studies or videos that can be repurposed?
  • Do you have someone internally or externally who can create fresh content, or can curate it?

Your content is the face of your company, but you don’t have to write or produce it all yourself. You can curate content and be the source of great information for your industry. You can also work with professional writers in your industry to create original content – not just articles and blog posts, but videos, PowerPoint, infographics, and more. Make sure it is fresh, and relevant to your readers.

One you have the content, it’s important to interact and build relationships that lead to sales. This means having an ongoing strategy, so you don’t peter out. Ask yourself these questions:

  • Who will lead my social media strategy?
  • Who will create and develop the content on an ongoing basis?
  • Who will implement the social media plan and interact with customers day to day?
  • Who will track, monitor and report on social media activities to measure ROI?

Don’t make the mistake of assigning these important tasks to someone in your company who is overloaded, or doesn’t understand your overall marketing strategy. If you don’t have the resources to carry through with your strategy, get outside help so you avoid creating a ghost town at your social media sites.

5. Track and measure progress.

Before you begin your social media campaign, it’s important to define success for your organization. Do you know how much it’s costing you to acquire a new customer through traditional marketing and from social media?

Set up guideposts to measure and track your progress, and adjust as needed.  This can range from getting a specific number of “Likes” on Facebook or newsletters signups, to tracking Twitter followers, or to acquiring new customers. By defining your goals, you can measure the success of your social media strategy.

Free report: 5-Step System to Generate Fresh Customers Daily at

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