Planning to fail is failing to plan, especially when it comes to the increasingly complex
Planning to fail is failing to plan, especially when it comes to the increasingly complex

and confusing world of social media.
and confusing world of social media.

Should you post, tweet, pin, or lay it all out on the gram.
Should you post, tweet, pin, or lay it all out on the gram.

And should you share original content, or curate others content, and how much, and how
And should you share original content, or curate others content, and how much, and how

often?
often?

Or is social media even the right choice for your business at all given the fact that it
Or is social media even the right choice for your business at all given the fact that it

is going to take some time, energy, and effort to be heard in this increasingly crowded and
is going to take some time, energy, and effort to be heard in this increasingly crowded and

noisy online world we all live in.
noisy online world we all live in.

If you’ve ever found yourself struggling with these questions don’t worry, you’re
If you’ve ever found yourself struggling with these questions don’t worry, you’re

not alone, which is why on this episode we’re going over how to create a 9 part social media
not alone, which is why on this episode we’re going over how to create a 9 part social media

marketing plan so you can be sure you’re setting yourself and your business up for
marketing plan so you can be sure you’re setting yourself and your business up for

success, right from the start.
success, right from the start.

Hello and welcome, my name is Adam Erhart and you are watching the Modern Marketing
Hello and welcome, my name is Adam Erhart and you are watching the Modern Marketing

Show.
Show.

Where we take different marketing tactics, tools, tips and strategies and break them
Where we take different marketing tactics, tools, tips and strategies and break them

down into bite sized actionable clips that you can use to immediately take your business
down into bite sized actionable clips that you can use to immediately take your business

to the next level.
to the next level.

So you’ve made the commitment to really start looking at social media as a genuine
So you’ve made the commitment to really start looking at social media as a genuine

and valuable marketing tool and not just a place to share funny cat pictures and Taylor
and valuable marketing tool and not just a place to share funny cat pictures and Taylor

Swift videos.
Swift videos.

Which means you know social media is where your customers are, you’ve read the statistics
Which means you know social media is where your customers are, you’ve read the statistics

and heard the case studies, and are ready to dive in and start benefiting from this
and heard the case studies, and are ready to dive in and start benefiting from this

truly amazing marketing opportunity.
truly amazing marketing opportunity.

Maybe you’ve signed up for a Facebook business page and have posted a few times here or there,
Maybe you’ve signed up for a Facebook business page and have posted a few times here or there,

perhaps you’ve got a company Twitter account, you’re on LinkedIn, and you’ve placed
perhaps you’ve got a company Twitter account, you’re on LinkedIn, and you’ve placed

links to your new social media platforms on your website so you can show your customers
links to your new social media platforms on your website so you can show your customers

your business is relevant and applicable to them and their needs.
your business is relevant and applicable to them and their needs.

But what next?
But what next?

Well, as the saying goes, failing to plan is planning to fail.
Well, as the saying goes, failing to plan is planning to fail.

So let’s make a plan.
So let’s make a plan.

A social media marketing plan is like a mini-marketing plan.
A social media marketing plan is like a mini-marketing plan.

Depending on whether or not you already have in place a company wide marketing plan in
Depending on whether or not you already have in place a company wide marketing plan in

place will dictate the level and detail of your social media marketing plan.
place will dictate the level and detail of your social media marketing plan.

But even if you’re starting from scratch, a social media marketing plan is a great place
But even if you’re starting from scratch, a social media marketing plan is a great place

to start to ensure you’ve got your bases covered and time spent on social won’t be
to start to ensure you’ve got your bases covered and time spent on social won’t be

time wasted.
time wasted.

The first step is to identify what you’re already doing, and what platforms you’re
The first step is to identify what you’re already doing, and what platforms you’re

on.
on.

From here you can decide where you want to go.
From here you can decide where you want to go.

Do you already have a few accounts set-up?
Do you already have a few accounts set-up?

Do they have customized headers and branding?
Do they have customized headers and branding?

Do you have any followers or “likes”?
Do you have any followers or “likes”?

This is valuable to list out as it may cut down on work later – both in initial setup,
This is valuable to list out as it may cut down on work later – both in initial setup,

and in the possible decision to abandon a platform or two as you really don’t need
and in the possible decision to abandon a platform or two as you really don’t need

to be active on them all and the odds are good that only 1 or 2 social media channels
to be active on them all and the odds are good that only 1 or 2 social media channels

are going to provide the best returns and biggest bang for your buck.
are going to provide the best returns and biggest bang for your buck.

While it’s often a good idea to lead rather than follow, it’s still prudent to be aware
While it’s often a good idea to lead rather than follow, it’s still prudent to be aware

of what the competition is doing.
of what the competition is doing.

Making a list of competitors and their current social media usage can indicate 1 of 2 things.
Making a list of competitors and their current social media usage can indicate 1 of 2 things.

First, if they’re doing it well, you can prove that customers really are interested
First, if they’re doing it well, you can prove that customers really are interested

in these social media platforms.
in these social media platforms.

Or, if they’re not doing it well, it gives you an opportunity to provide a service not
Or, if they’re not doing it well, it gives you an opportunity to provide a service not

currently offered.
currently offered.

Having goals is important to prevent 3 hour marathon Facebook sessions that provides little
Having goals is important to prevent 3 hour marathon Facebook sessions that provides little

or no value.
or no value.

Is your goal to increase brand awareness?
Is your goal to increase brand awareness?

Drive traffic to your website?
Drive traffic to your website?

Build social authority?
Build social authority?

Each goal comes with it’s own set of specific tactics and time requirements.
Each goal comes with it’s own set of specific tactics and time requirements.

It’s ok to play around on social media for fun, but as the saying goes, “never confuse
It’s ok to play around on social media for fun, but as the saying goes, “never confuse

motion with progress.”
motion with progress.”

Given the goals set in the previous step, how are you going to achieve these?
Given the goals set in the previous step, how are you going to achieve these?

A few common social media strategies include: 1) Listening, using Google Alerts and a program
A few common social media strategies include: 1) Listening, using Google Alerts and a program

called Mention to highlight when your brand or name is used online 2) Engaging Will you
called Mention to highlight when your brand or name is used online 2) Engaging Will you

respond to comments, because you should, and seek to encourage participation?
respond to comments, because you should, and seek to encourage participation?

And will you comment on others sites and pages?
And will you comment on others sites and pages?

3) Influencing Does your brand have a position in the market place, or something it stands
3) Influencing Does your brand have a position in the market place, or something it stands

for?
for?

Do you have a particular view of your industry you could share?
Do you have a particular view of your industry you could share?

4) Contributing.
4) Contributing.

Contributing is content marketing at its finest.
Contributing is content marketing at its finest.

This is where social media marketing really shines.
This is where social media marketing really shines.

When you think of social media as a communication tool, and the means, rather than the end,
When you think of social media as a communication tool, and the means, rather than the end,

it allows you to understand its true power in sharing content and value to your customers.
it allows you to understand its true power in sharing content and value to your customers.

This is perhaps the single most important part of any social media marketing plan, and
This is perhaps the single most important part of any social media marketing plan, and

quite frankly, any marketing strategy at all, because not clearly identifying your ideal
quite frankly, any marketing strategy at all, because not clearly identifying your ideal

target market and potential customer means that you’re likely to miss the mark, and
target market and potential customer means that you’re likely to miss the mark, and

maybe even miss the whole target.
maybe even miss the whole target.

This is because when it comes to clearly identifying your ideal customer many of your target market
This is because when it comes to clearly identifying your ideal customer many of your target market

may not be on the social media platforms or channels you think or that you want to use,
may not be on the social media platforms or channels you think or that you want to use,

which means investing time, money, or energy there is pretty much a complete waste of resources.
which means investing time, money, or energy there is pretty much a complete waste of resources.

Knowing the details about your target market and the key statistics around which social
Knowing the details about your target market and the key statistics around which social

media platforms they tend to use can help determine what to post, where to post, when,
media platforms they tend to use can help determine what to post, where to post, when,

and how.
and how.

When most people think social media, they think Facebook, maybe Instagram or Twitter,
When most people think social media, they think Facebook, maybe Instagram or Twitter,

and possibly Pinterest.
and possibly Pinterest.

The truth is there are a ton of other related tools available under the header of social
The truth is there are a ton of other related tools available under the header of social

media that may, or may not, be suitable for your needs
media that may, or may not, be suitable for your needs

These include, blogs, podcasts, webinars, video, photo sharing, discussion boards and
These include, blogs, podcasts, webinars, video, photo sharing, discussion boards and

forums, Q&A sites like Quora, mobile apps, and location marketing.
forums, Q&A sites like Quora, mobile apps, and location marketing.

But here’s the good news, you don’t need to use them all!
But here’s the good news, you don’t need to use them all!

In fact, you’re probably best to select only 1 or maybe 2 to start, and focus on doing
In fact, you’re probably best to select only 1 or maybe 2 to start, and focus on doing

them well.
them well.

Determining which ones depend on your business, goals, and of course, your target market.
Determining which ones depend on your business, goals, and of course, your target market.

Also, will you create content, because you really should, and if so, what are you going
Also, will you create content, because you really should, and if so, what are you going

to create content about?
to create content about?

Or are you simply planning to share content on your social media platforms.
Or are you simply planning to share content on your social media platforms.

So if that’s the plan, where will you get it from, and what topics do you want to focus
So if that’s the plan, where will you get it from, and what topics do you want to focus

on?
on?

These are all things to consider when forming your social media marketing plan.
These are all things to consider when forming your social media marketing plan.

As Peter Drucker said, “what gets measured, gets managed” so this is a good opportunity
As Peter Drucker said, “what gets measured, gets managed” so this is a good opportunity

to look back at our goals, see how we’re doing, and most importantly, see if we’re
to look back at our goals, see how we’re doing, and most importantly, see if we’re

making any progress.
making any progress.

Which is why a key part of having a social media marketing plan is to measure your performance
Which is why a key part of having a social media marketing plan is to measure your performance

and see how things are actually working out.
and see how things are actually working out.

The best and easiest way to do this is with something called a KPI, or key performance
The best and easiest way to do this is with something called a KPI, or key performance

indicator.
indicator.

KPI’s are a marketing term that allow us to really identify what’s important, and
KPI’s are a marketing term that allow us to really identify what’s important, and

then measure that.
then measure that.

They key with KPI’s however is not to get overwhelmed by measuring everything under
They key with KPI’s however is not to get overwhelmed by measuring everything under

the sun, but instead to keep it simple and focus on only the most important metrics,
the sun, but instead to keep it simple and focus on only the most important metrics,

the ones that are relevant to your goals, and the ones that actually show improvement.
the ones that are relevant to your goals, and the ones that actually show improvement.

Having a social media marketing budget is an important part of the social media marketing
Having a social media marketing budget is an important part of the social media marketing

plan because contrary to popular belief, social media in a business context isn’t free.
plan because contrary to popular belief, social media in a business context isn’t free.

There are costs involved with the time to set everything up, plan, and implement, as
There are costs involved with the time to set everything up, plan, and implement, as

well as advanced options like monitoring, content creation, sharing, and increasingly
well as advanced options like monitoring, content creation, sharing, and increasingly

important, promotion.
important, promotion.

Which is why every year more and more companies move a greater amount of their budget into
Which is why every year more and more companies move a greater amount of their budget into

social media, and they’re doing this for a reason.
social media, and they’re doing this for a reason.

The sweet spot to start realizing returns on social media marketing tends to occur for
The sweet spot to start realizing returns on social media marketing tends to occur for

most smaller businesses around the 7-14 hour per week range.
most smaller businesses around the 7-14 hour per week range.

Depending on what you’re doing now this may sound like an awfully large number.
Depending on what you’re doing now this may sound like an awfully large number.

After all, what small business owner has an extra 7-14 hours a week to dedicate just to
After all, what small business owner has an extra 7-14 hours a week to dedicate just to

social media?
social media?

Fortunately, there are a host of tools and resources available to help make this number
Fortunately, there are a host of tools and resources available to help make this number

a little more attainable including scheduling tools like hootsuite, sprout social, and edgar,
a little more attainable including scheduling tools like hootsuite, sprout social, and edgar,

as well as design tools like canva, and a number of royalty free online photo sites
as well as design tools like canva, and a number of royalty free online photo sites

to help you find just the right image for the job.
to help you find just the right image for the job.

And of course you can always hire a contractor, freelancer, or social media agency to help
And of course you can always hire a contractor, freelancer, or social media agency to help

take some of the load off.
take some of the load off.

But make no mistake, allocating a certain part of your budget to social media marketing
But make no mistake, allocating a certain part of your budget to social media marketing

is money well spent provided that the plan you’re following is well thought out, structured,
is money well spent provided that the plan you’re following is well thought out, structured,

and inline with your business goals and objectives.
and inline with your business goals and objectives.

Calculating a quantitative return on investment with social media can be a difficult task
Calculating a quantitative return on investment with social media can be a difficult task

due to its largely qualitative results.
due to its largely qualitative results.

It’s challenging after all to put an exact dollar amount on improved brand perception,
It’s challenging after all to put an exact dollar amount on improved brand perception,

increased brand awareness, or the number of customers reached or impressions gained through
increased brand awareness, or the number of customers reached or impressions gained through

exposure from social media.
exposure from social media.

That said, you can, and most definitely should track it!
That said, you can, and most definitely should track it!

A good place to start is tracking pre-social media sales and post-social media sales.
A good place to start is tracking pre-social media sales and post-social media sales.

These are somewhat broad and general but still a valid approach, especially if you haven’t
These are somewhat broad and general but still a valid approach, especially if you haven’t

made too many other changes in your business.
made too many other changes in your business.

Also keep in mind your cost of customer acquisition and lifetime value of a customer.
Also keep in mind your cost of customer acquisition and lifetime value of a customer.

Is it becoming cheaper and easier to acquire new customers?
Is it becoming cheaper and easier to acquire new customers?

And are they staying longer, spending more, and telling more of their friends and family
And are they staying longer, spending more, and telling more of their friends and family

about you?
about you?

If so, you’re on the right track with your social media marketing plan.
If so, you’re on the right track with your social media marketing plan.

At the end of the day a good social media marketing plan is well worth the investment.
At the end of the day a good social media marketing plan is well worth the investment.

Social media isn’t going away anytime soon, and has delivered some pretty incredible results
Social media isn’t going away anytime soon, and has delivered some pretty incredible results

for companies ranging from solopreneurs and small mom n’ pop shops all the way up to
for companies ranging from solopreneurs and small mom n’ pop shops all the way up to

billion dollar enterprises.
billion dollar enterprises.

But like most things the key is to start where you are and with what you have, but start
But like most things the key is to start where you are and with what you have, but start

today.
today.

You don’t need a multi-million dollar advertising budget to take advantage of these tools.
You don’t need a multi-million dollar advertising budget to take advantage of these tools.

A well planned and thought out campaign can deliver a significant return on investment
A well planned and thought out campaign can deliver a significant return on investment

to those businesses and entrepreneurs who are willing, to just be a little social.
to those businesses and entrepreneurs who are willing, to just be a little social.

So thanks so much for watching.
So thanks so much for watching.

If you enjoyed this episode be sure to subscribe to the channel, give it a thumbs up, and if
If you enjoyed this episode be sure to subscribe to the channel, give it a thumbs up, and if

you have any questions, comments or suggestions for a future video, be sure to leave them
you have any questions, comments or suggestions for a future video, be sure to leave them

in the comments section below.
in the comments section below.

If you’d like more content like this, then head over to AdamErhart.com and sign up for
If you’d like more content like this, then head over to AdamErhart.com and sign up for

the Modern Marketing Newsletter because this is where I share my best tips, tricks, and
the Modern Marketing Newsletter because this is where I share my best tips, tricks, and

strategies that I don’t share anywhere else.
strategies that I don’t share anywhere else.

Take care for now, and I’ll catch you next time on The Modern Marketing Show
Take care for now, and I’ll catch you next time on The Modern Marketing Show