Make A Plan

We can only have the leading edge in business with all the right resources and tools at our fingertips, a scheduled plan in place, and clearly established goals while managing any risk and uncertainty. So nowhere more than in Social Media is planning and the scheduling tool vital to progress.

In this final module, we see exactly how a grand plan with a few handy tips, tricks and tools drive us to Social Media Success.

FloSocial Target

How To Set A Budget For Social Media Ads

FloSocial Money Man

One of the toughest decisions for a small business is to decide how much should be spent on Social Media Advertising.

Generally, once you get started, you will need to spend a bit more to start, gain a following and get established.
After that, it can come down to maintaining a certain amount, to be increased only as required according to business.

Use the following as a guide

  • Start with an overall marketing budget for each month.

  • Divide these into the activities you need to run: Ad Words, printing costs, networking events etc.

  • Set aside an amount for Facebook/ Instagram Ads.

  • From this amount, set aside a small portion for Boosting Posts.

  • With the left over amount, decide which outcome you want your Ads to deliver: as examples, do you want clicks to your website or for app installs?

  • With this amount, decide how many campaigns you can run – whether 1, or more.

  • There isn’t a right or wrong to how much to spend per day or how many days to spend it over – this is an element to Split Test.

  • Overall, we are looking for a Total Result.

How To Measure Success

  • Your Bottom Line
    This is always your best guide, as we want Ads to drive more business and sales.
    The purpose for Social Media Ads are to see an uplift in sales and bookings – it’s that simple.

  • ROI
    Return On Investment is how much we need to spend, to make money. If you pay $100 for an Ad Campaign, and that campaign sees 4 new sales of $300 profit, then that’s a 3:1 return on investment. For every campaign we run, we want to see positive ROI.
    Some companies have seen a 20:1 return of investment on Social Media: that’s making $20 for every dollar spent.

  • CPC or CPM
    Your Cost Per Click or Cost Per Impression (M standing for ‘per thousand views’) is when you want the cost of getting a customer to Click, See or View your video (CPV for Cost Per View) to be as low as possible.
    Here is an example: if you sell a product online for $4,000 and it costs $7.50 a click to your website but takes 100 x clicks to your website before someone makes a purchase, then your ad spend would be $750 for 100 x clicks and 1 x sale. The end result would still by up by $3,250.
    As a very rough guide based on the retail sector: a CPC below $1, a CVP below $0.03 and a CPM below $0.50 can be considered a good result.
    Just remember no two businesses are the same and there is no exact science to this.

FloSocial Boss Success

Social Media Ad Tips

FloSocial Smartphone SocialMedia

Facebook & Instagram

  • Likes Don’t Mean Buyers
    Lots of Likes or Followers doesn’t translate into sales or that you will be successful. The aim is for people to buy our product or service – not just watch what we do (though that’s nice, just not as nice).

  • It All Needs To Work Together
    Ads can only drive traffic to your website and display your products, but they cant make a poorly performing website function better. If your website is hard to shop on, or your product is not the best, Facebook Ads can’t fix this. Facebook Ads are simply a way to direct traffic to your site or advertise and promote your business. The rest needs to be in your attentive hands.

  • Keep Your Fingers On The Pulse
    People change, Ads change and Social Media changes all the time. An ad that once worked really well, may stop performing. That is the nature of business and marketing. You need to stay on your toes and connected to your customers to stay on top.

The Plan

“Failing to plan is planning to fail…”

Could you prepare to run a marathon without a training plan? Could you cook a new dish without a recipe? Planning helps us reach the best outcomes, faster. And in Marketing, this is the same. You need to know what your biggest goals are before you can plan how to get there.

FloSocial Chatting Man

The main stumbling block for most businesses is their Social Media marketing is an afterthought and becomes too stressful as they randomly post on the run then not see results from their efforts.

Planning is essential to success and in 4 easy steps, we will show you where to start and what to do.

Social Starter: Make A Plan

Step 1: Map Out Your Year

We don’t mean to map out a full years’ worth of content. In fact we advise against this with the many frequent changes to Social Media platforms that could see your efforts wasted.

Rather, map out key dates, events, sales periods and anything else of significance to your business.

Do you always attend a particular event?
Are your clients busier in certain seasons?
When is your busy season?
When is your quiet season?

Taking time to map out your year ahead helps with making better decisions and taking the stress out of managing your Social Media channels.

Step 2: Map Out Key Sales Periods

Understand when your key sales periods are.
Perhaps you are busy after Christmas vacation, which means you may need to boost your sales around April.
Perhaps business needs 30 new leads a month.
Start placing time frames and key periods around when you need to be making the most sales.
Then consider the type of sales funnel to make these sales.

Social Starter: Map Out Key Sales Periods

Here is a sales funnel example identifying key dates for locking in a date to a members’ invite event.

  • Looking ahead to March, leads are slower and you need 20 x new clients to meet your KPI Key Performance Indicators.

  • February: open the top of your sales funnel to produce a series of video on the benefits of your product or service.
    These are then promoted across Facebook and Instagram Ads.

  • Mid-February: retarget the audience who have watched your videos and send them a Lead Ad offering a ‘Lead Magnet’.
    Collect emails from the Lead Ad.

  • Beginning of March: invite the new leads to a workshop, with a special offer for attendees the day they join up.

  • March: Watch the sales come in.

Without knowing when your key sales period fall, posting the videos in February would not extend to boosting your leads into a retargeted audience and drawing them into a lead.

Once key sales periods are identified, you can work backward with a plan for setting up your sales funnels.

Social Starter: Client Retention Ideas

Step 3: Add Client Retention Ideas

Having mapped out key events, sales periods and funnels, map out campaigns to post or promote on your Social Media channels to keep your current clients engaged.

Do you have an event you are planning on attending- could you involve your clients or form a team ?
Are you planning a customer awards night or a Xmas party?
Do you run retreats or holiday specials?
Could you add fun activities or events for your team and customers?

Step 4: Plan Your Next 3 Months

Now you can create your next 3 months plan in more detail and start working on an outline for your content with a schedule.

3 months is the most efficient timeframe because

  • It’s far more efficient to plan and prepare content in batches than it is to try and post each day

  • Your time is freed up when your content is ready and prescheduled

  • There is more time to make the most of sale opportunities and testing your funnels

  • It’s long enough to be organised but not so long you can’t be reactive or change tactic to see what’s working and what’s not

  • More time can be used to explore themes and ideas

Social Starter: Plan Next 3 Months

Social Media Planner 

Use this simple Social Media Planner to schedule your content and ads each month.
It’s an old skool Google-sheet made pretty just for you, so you can just make yourself a copy and make it work for you.

Access an editable Social Media Planner

Happy Planning!