At our latest 80/20 event marketing experts Fran Watson and Danni Johnson shared six steps to creating a successful social media strategy that'll help you achieve your business goals. They talked about: - The importance of understanding your social media goals. - Identifying the right platforms for your audience. - Reviewing and potentially refocusing any existing platforms. - Planning content consistently - so you never run out of ideas. - Social media tone of voice and how to use it to attract potential clients. - Measuring the success of your efforts. What is 80x20? As a business owner or marketing manager, your time is precious, we get it. That’s why we’ve combined networking and learning, all in the same calendar slot. Our 80x20 event is 40 minutes of networking, followed by a 20-minute learning session from one of our in-house marketing experts, followed by another 40 minutes of networking. A total of 80 minutes of networking and 20 minutes of learning. #socialmedia #digitalmarketing #socialmediamarketing #socialmediastrategy

1. 6 steps to a
successful social
media strategy

2. WHY?

4. What's the
point of social
media goals?

6. Increasing brand awareness
1
Driving website traffic
2
Boosting sales
4
Generating leads
3
Creating a community
5
Examples
of social
media
goals could
include:

7. BUT

8. Create a
Mission Statement
That's your first step folks

9. Example:
Company X will use
Instagram to support
the businesses
recruitment objectives

10. We can now
build our goals
& metrics based
on this mission
Company X will use
Instagram to support
the businesses
recruitment objectives
Improve community
engagement
Manage brand reputation
Increase traffic to careers page
on website
Reach, impressions, engagement rates
Brand mentions, followers, employee advocacy
Click Through Rate (CTR), GA4: visits,
engagement rate

11. Why do
mission
statements
matter?
Manage your budget
Structure & clarity
Prove ROI
Alignment
1.
2.
3.
4.

12. Identify the right
platforms for
your audience.
Here's the second step. This one's easy...

13. AGE
ROLE Business Owner
28
STATUS
LOCATION Leeds City Centre
Single
EDUCATION
FAMILY Lives with his friend - no time
for family
A couple of GCSEs
Chris - Business Owner
"I need someone to come and
fix this bloody mess, so I can
focus on doing what I do best -
selling the product"
"Why the hell can't I make this
work as well as the last
business"
Background
Chris is a bit of a self-proclaimed entrepreneur who is already on his second business within the tech industry. He set up his first business when
he was 16, and sold it in 2018 for a healthy profit. He then set up his newest business, focused on workforce management software in November
2019. Due to several reasons including the launch timing with a global pandemic, the business isn't proving as successful. It's hit a financial snag
due to unforeseen costs associated with the AI integration. If Chris is to get this business anywhere near as successful as the previous one he'll
need a cash miracle. To say Chris is frustrated is an understatement. He just needs someone to come and fix it so he can sleep soundly at night.
Goals:
Sell or exit the current business in the next 5 years
Retire before he turns 40
Be recognised within the industry
Sleep at night
To look after his employees, and be known for it
Drive more sales and revenue
Listed on the Forbes 30 under 30
Primary Challenges
Conflicted between accepting his work-life balance and letting
someone in to have control over the finances.
Admitting finance isn't his favourite thing
Learning to take a backseat in some cases
People management - lacking in life experience
Identifiers:
Protective over the business he's built but is risk-accepting if the
data backs up the conviction
Spends a great deal of his time out networking
Results orientated
Usually around a D or I on the DISC analysis tool
Sharpshooter
Fast-paced
Responds better to clear and objective but respectful interactions
Sociable, enjoys spending time with friends
Sources of Information
News
LinkedIn blogs/articles/ posts
Business insider
Forbes
Networking
Social Media
Twitter
LinkedIn
Groups include Small Business UK Network, Suits & Vinyl,
Yorkshire Business Group, Leeds, Harrogate & York Business
Networking & Support
BBC News App Alerts
Topics:
Industry-relevant topics
Business and consumer trends
New saas projects
Technology updates - Metaverse/AI
Small business
Business leadership
Company culture
Influencers:
Steven Bartlett, Social Chain (Dragon)
Brian Halligan, Hubspot
Jeff Bezos, Amazon
Larry Ellison, Oracle
Ben Francis, Gymshark
What does this tell us? What can Westerby Consultancy do to help Chris?
Chris is very protective over the company he has worked so hard to build, which is only natural. Westerby needs to reassure him that you want to
work with him to generate the results he desires. And demonstrate the positive impact this will have on his goal to sell/exit. You need to help him
understand the benefits of investing in an FD. Build his trust and confidence in Westerby quickly by providing examples of previous successes,
particularly those where you have assisted with an exit strategy or profit generation. Help them see both the big picture, the strategic value of your
services and the ROI of their investment. Help them weigh the risks by sharing objective proof points.

14. Review and
refocus existing
platforms
We're on the third step already...

16. 1.7 billion users
Platform is 7 years old
Ages 10-19 are 25% of users
"Our mission is to inspire creativity
and bring joy"
900 million users
21 years old
Millennials make up 60% of
LinkedIn's users
"Connect the world's
professionals to make them more
productive and successful"

17. Plan content
consistently –
so you never run
out of ideas.
That's the fourth step, if you're
keeping count?

19. Remember to...
Utilise scheduling
tools
Create engaging and
shareable content,
leveraging various
media formats such as
text, images, videos,
and infographics.
Use content curation
techniques:
RSS Feeds
Feedly
AI Tools
Empower your
employees

20. Give your social
media profiles a
voice
Here's the fifth step

21. Tone of voice (TOV) is how your brand ‘speaks’
when you are communicating with customers,
reflecting your personality and your values.
However, when it comes to social media, your TOV
can be slightly different, depending on the audience
you’re looking to communicate with.
Don’t just give your customers something to talk
about, give them somebody to talk about, (and to)

22. Picture the scene...
We're at a
networking event...

23. Is that you?
It’s critical to find that
unique voice that is evident
in all your social media
marketing, not just selling.

24. A social media tone of
voice allows for better
community interaction
What's more...

25. Measure your
success
Last one now guys, nearly there

27. Follow us
/XpandMarketing
@Xpand_Marketing
/company/xpand-marketing
@xpandmarketing
Let's connect
www.xpandmarketing.co.uk