Road mapping is effectively building social media and content campaigns for a long term strategy.
Lets take a look at road mapping a long term strategy:
- Who are you targeting? This can be a range of individual demographics, or lots grouped together. Examples are: age, gender, occupation, location, children, hobbies and the list goes on.
- What are your goals? Think about what your general goals are. Typical ones are brand awareness, generating leads, understanding buyer needs, increasing traffic, improve customer service. Then think about KPIs that relate to these goals, physical numbers that you can report and track. Such as number and type of interactions, conversions, % or value in sales, number of customer enquiries and success rate of solving customer issues.
- What is your platform and tactic? You can use any platform in any form you like. However, some are more suited to others. For example, Youtube is good for How To videos and video responses to FAQ’s, Twitter is great for customer research and using polls, LinkedIn is useful for B2B, and Facebook is perfect for B2C.
- How are you going to measure your success? Look back at your KPIs and goals, and think about what your success metrics are going to be.
- Who are your competitors and influencers? Do some competitor analysis and keyword research. This may be looking at their tactics and posts, seeing how their engagement is, or studying which keywords are most effective.
- How do you want to come across? Create an online persona. This needs to relate back to your business style, mission statement and core values. Examples of styles are: friendly, honest, professional, controversial, educational, informal.
- How do you stick to your persona? Create a social policy to ensure all employees are on the same wavelength. Most business will use things such as: no fake people or characters, being honest, bring confidential, not referencing other customers or employees, not discriminating or harassing.
- Who can help? Try and find some brand ambassadors. These will be people with a high social status within the online world that act as supporters of your business. For example, they will regularly re-tweet your posts.
Road mapping is a great way to keep you on track on social platforms and growing your business online in a logical, strategic manner.