In the Internet age, many entrepreneurs have emerged, and new concepts such as socialmarketing and O2O have emerged one after another. Everyone wants to succeed, and everyone does not want to miss this opportunity. Many small and micro enterprises have also been born in this way. For many of these companies, products are not a problem, channels are not a problem, and how to do a good job in marketing has become their headache. Because I am in the socialmarketing circle, I have a lot of excellent cases of small and micro enterprises using socialmarketing for promotion.

Social is nothing new, and the mobile Internet is also unstoppable. In fact, it is very suitable for small and micro enterprises to leverage on Social. To sum up, to lay out a social strategy for small and micro enterprises, it is divided into the following steps.

The first step is to fully understand and learn from competitors of socialmarketing.

Only by knowing yourself and the enemy can you be victorious in every battle. See what platforms your competitors are on? What have you done? Evaluate how well they are doing? What are the places worth learning and drawing lessons from?

What else do you need to avoid? Competitors should not be limited, and can be classified from multiple dimensions. For example, a brand engaged in early childhood education should not only look at the early childhood education market, but also look at educational brands, maternal and child brands, and so on. In addition, you should also pay attention to the better brands of Social, learn from them, and read more classic cases.

The second step is to fully understand your users.

The user is God, and you must know your God very well. You can get to know them through surveys, interviews, or reports. Who are they? What kind of people are they? How old are they? What industry are they in? What kind of content do they like? What don’t you like? What platforms are they doing? What are their different lifestyles and psychology? …Those who have the conditions can use big data to analyze, draw user portraits, and find out their tags.

All of this can guide your social strategy, which platforms to choose? How to allocate? What is the gameplay like on different platforms? What content do you use to communicate with users?

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The third step is to clarify your goals and positioning.

Running a brand is actually like a person. A brand must have its own differences, selling points, distinctive image, and personality. If a person has a distinctive personality and is different, he must be impressive, and he can respond to everyone. Brand communication is easier, the effect is better, and the cost is lower. Here it is necessary to understand the entire industry and make multi-dimensional comparisons with competing products in order to find a unique position for the brand in the market.

Once the brand positioning is found, problems such as brand image, information that needs to be communicated with users, product selling points, communication themes, content activities, etc. will be solved naturally.

Don’t be greedy for everything. If you want to occupy everything, you will not be able to do anything well. You must maintain a single voice in external communication and do not disperse resources and content. Only in this way can the effect be maximized and the user’s impression can be the deepest.

The fourth step is to formulate targeted socialmarketing strategies.

For the same reason, your resources are limited, users’ attention is also limited, and the external environment will have many restrictions. How to do big things with little money and maximize the communication effect under limited budget and conditions, this is the key problem to be solved in formulating strategies. In terms of the system, it is channel strategy, content strategy, activity strategy, KOL strategy and other operational strategies.

Whether your brand has an official Weibo or WeChat official account, whether it is doing SEO or buying Baidu keywords, this is a channel. Different socialmarketing channels have different functions. Some are for interaction, some are for sales, and some are for brand building.

Media attributes and characteristics to formulate strategies and tactics. What topics does your content spread? What is the main theme around the year? Why? What activities do you plan to do around the communication thread? How often? What is the timing like? How are resources allocated? Who do you want to help you spread the word? How to effectively use the 28th principle to influence more people? How do you communicate and interact with them to achieve your goals?

If you want to have a correct strategy and get twice the result with half the effort, the preliminary research and analysis work is indispensable, and the more detailed the better, the journey of a thousand miles begins with a single step, and only when you think about all the problems can you take action and ensure efficiency.

The final step is to formulate an assessment and optimization mechanism.

In order to achieve your goals, you have developed detailed strategies, but whether these strategies are correct and effective can only be tested by practice. Practice is the sole criterion for testing truth.

You must develop an effective assessment system, from which aspects you should consider your achievements, which indicators to set up, such as the number of fans, subscriptions, interaction rate, reading volume, etc., and establish a real-time monitoring system to observe According to the changes of itself and competitors, the strategy and tactics are continuously optimized based on these data. Your goals should not be too ambitious, you must make a reasonable estimate based on the actual situation, and you can refer to the situation of the industry and competitors.