Social Media For Small Business

CHAPTER 5BUILDING YOUR MARKETING MACHINE

As we have seen, many business owners tap in the dark when it comes to marketing their businesses, without having any structure, which makes their approach very scattered and ineffective. In this chapter we'll get working on building your entire marketing system, a cohesive plan taking into account all the elements needed to grow your business.

Understanding your audience

Before you build out your entire marketing system, let's deep‐dive into understanding your audience first. Without this knowledge, your marketing funnels won't be as effective.

Truly understanding your audiences is one of the most important elements of your social media strategy.

The best marketing communication is when your words equal your ideal customers’ thoughts. Truly understanding your audiences is one of the most important elements of your social media strategy.

Rather than tapping in the dark when publishing content, hoping that something will stick, you must know who your people are, what they are interested in and what makes them tick.

The Desires vs Frustrations Matrix

A brilliant way to research your customers is to use the Desires vs Frustrations Matrix (see figure 5.1). The goal of this framework is for you to understand your target markets at a deeper level so your content connects with them. This research may take some time but it's absolutely worth the effort, so please don't skip this section. Start by filling in the matrix and then keep adding ...