T.R.A.P. & Social Media Flowchart
Four easy ways to break free of social media monotony
In my last Online Presence post, we taught how social media is for relationships. Period. If you are using it for anything else, you are doing it wrong and your business is suffering because of it. And now we are going to walk you through our social media flowchart.
But, using social media to build relationships with your customers and potential customers can being a difficult system to figure out. You aren’t on social media just to make friends, you are social media to increase your sales. You want your business to thrive. You want to increase your sales. You do not want to waste your time.
In our Thrive Cycle Program, we walk our small, rural business owners through 7 Social Media Hacks.
T.R.A.P. is one of them. It helps you ask yourself a few questions before you post anything. It helps you make sure you are thinking about each post. Is each post something that will help you build your business or just waste your time?
Before you post anything ask yourself the following questions:
- Does this speak to my target market?
- Is this relevant to my business?
- Have I included an action?
- Does this post work with my social media plan?
Let’s dig into a few more details. ANd check out the social media flowchart below for a little visual help moving through the questions.
T is for Target Market
If you are working through our membership program you should already know who your target market is. If you do not know who your market is, or you make it up each day, get very clear on who you are selling to and why. If you need more help, contact us.
Your Target Market is the people that buy your products or services (hint: this is not everyone. If you answered everyone please see the red text above). To put it very simply these are the people who care about what you sell and want to buy it.
So, before you post anything you are going to ask yourself, “Does this post speak to my target market?”
Does your potential post resonate with the people that you are trying to reach? Do they care?
EXAMPLE 1: You are a dog walking company for fun loving pet owners who like to laugh. You want to post about treating your dog for fleas and tics. Does that speak to dog owners? Sure! But, if you wanted to post about how to clean a bird’s feathers… not so much.
EXAMPLE 2: You are a car dealership specializing in souped-up, all-terrain vehicles for college kids and you want to post a meme of a mom covered in kids at the grocery store. That doesn’t really translate to your target market.
Make sure each post makes sense to share with your target market.
R is for Relevant
The next question is: Is this relevant to my business?
I see this all the time. We all do it, all the time. We are posting just to have content, even if it has nothing to do with our business. We just want to make sure we put something up today.
I cannot say this enough – STOP ADVERTISING FOR OTHER BUSINESSES.
Sometimes, you think that a post is relevant to your business. Perhaps you are a Princess Party type company and you want to share a post about princess items you can get for your kids. That is great, but you are using your audience to sell other people’s stuff.
So, if you have a post like this, one that CAN work for your business but isn’t actually helpful to you, change it. Get affiliate links, create your own post, and send people to your page to buy through you instead of sending them somewhere else to spend their money.
In addition to that, the human brain is programmed to recognize patterns. Every time that you post something that isn’t relevant to what your business does, your clients’ brains lose the pattern and have a harder time remembering your business.
EXAMPLE 1: Your flea and tic post has made it through the first question. It DOES speak to your target market. But, is it relevant to your business? Well, that depends. Does your business offer flea and tic services? Do you make a commission on selling flea and tic collars? Do you require dogs to be treated before you can work with them? Does your brand promote all-around dog health, or do you just tell funny dog jokes and walk puppies?
Knowing your brand helps you more accurately answer this question.
But, if you aren’t sure, you can answer it like this, if someone asked you for more information would you know the answer? Would you be irritated that they think you should know the answer? If you wouldn’t know the answer or how to direct people, it is NOT relevant to your business.
EXAMPLE 2: You are the car dealership again and since your mom-in-the-grocery-store post failed the target market question, you don’t have to ask it again here. But, you can start over with a post about a local ATV trail. That speaks to your market and it is relevant to your business.
A is for Action
The third question you should be asking yourself is, “Have I included an action?”
Typically, when we speak about actions or call-to-actions people assume we are pushing for the sale. “Hurry down right now,” “Get yours before it is gone!” “Click the link below and claim your coupon today” are examples of sales-type call-to-actions.
However, we are building relationships, not constantly pushing sales. So, most of your actions are going to be different. Here are some examples:
- Ask a question
- What is your favorite trail to ride?
- Isn’t he adorable?
- What do you think?
- Create a poll
- Which is better? Dogs or cats
- Who can eat dog food the fastest? Our CEO or our CEO’s puppy?
- Give a job
- Get out and find a new trail this weekend
- Send us a photo of your dog’s bored-at-home destruction
- Link to more info
- How full do you really fill tires before off-road adventures? Click here to find out.
- 5 ways to treat your dog, click here to learn more.
The list goes on and on. Typically, people do not follow businesses just because they want to “see behind the curtain”. You are not a celebrity so a random photo of your ankle with #adorbs isn’t going to matter to anyone. You need to give them a way to interact.
Every action should be easy and something that your target market is already likely to do.
EXAMPLE 1: Your flea and tic post made it through relevant because you do require pet owners to treat their animals before you work with them. Now, you need an action. This one is easy because it essentially already has an action: treat your dogs for fleas and tics.
You can also add an affiliate link for easy shopping. Or you can create a poll asking how many people are ahead of the game the right. Or you can send your clients to your own link that gives them five flea and tic options. etc.
EXAMPLE 2: You are working on the post for your local ATV trail. You just have a few photos of the trail. Currently, you do not have an action. You can simply create a poll to see who has been the trail already. Or maybe ask for customer photos to share. Or you can even challenge them to ride a new trail.
P is for Plan
And the final question. Does your post fit into your social media plan?
If you do not have a social media plan, this is where I recommend that you get one. If you are one of our Thrive Cycle members, you can find a template in your Online Presence training.
A plan is more than scheduling posts, it is knowing and planning why you post at the times that you do, what you are getting out of each post, and when you are asking for a sale. Most of us live in one of two worlds, we either post asking for the sale all the time. “Buy from me! Buy it, this is awesome. Buy it!!!”
Or we are afraid of being irritating and don’t ask for anything we just constantly post and post and pray and cross our fingers.
We don’t want to be either of these extremes. We want to post with intention and purpose.
EXAMPLE 1: Flea and tics. We just finished up a huge photo contest and Facebook thinks that we are crazy relevant. We posted the next day to book up dog walking and now we would like to add a little bonus with selling some flea and tic collars through our affiliate link.
Most of our best traffic went to booking within our own business, now we will take the rest to update our clients and add a little extra to the monthly numbers.
EXAMPLE 2: The ATV dealership. Your interaction has been down for a bit and you need to do something to get people involved. Photos are a great way to do that and customer photos are so much better than your own. So, you are posting asking for photos of the new trail so that you can share those throughout the next month and show clients and potential clients the fun that they could be having.
You need a social media plan. If you do not have one, get one.
Social Media Flowchart