Before Posting Develop a Social Media Marketing Strategy

These days social media is everywhere: Facebook comments, live twitter feeds on TV, blog advice, LinkedIn recommendations & lots more.  But where do you start as a business when you want to reach out via these online channels?

First of all, determine your goals.  Why do you want to be online? Are you just doing it since your competitors are, or do you want to interact with your customers on a regular basis?  Are you looking to drive online traffic or generate more sales? Or are you looking to help brand your business?

You also want to determine where your target audience is: are they on Facebook, Twitter, Myspace, LinkedIn or a combination of many?  Determining that will help you decide where you should be posting.

Next up is to develop your strategy.  How often are you going to post?  What topics are you going to discuss?  How often are you going to send a strong marketing message? One of my biggest mantras to online marketing is that if you don’t have something to say, don’t post anything!

So be sure you develop a full-fledged marketing strategy for your online communications before you start posting.


Layer Cake Creative is a strategic marketing agency specializing in communications, design, publicity and online marketing that enrich your brand and support your strategic and sales goals.  This Denver marketing firm specializes in promoting professional services such as architecture, construction, engineering, law, finance, and real estate.

Kevin Kowalczyk is Layer Cake Creative’s online marketing and event specialist.  He started his career in the event industry more than a decade ago, which was a jumping-off point for his expertise in promotion through online marketing tools such as website development, social media, pay-per-click and SEO / SEM.

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