Have you ever planned a big trip? I’m talking about a longer-than-a-weekend vacation or a major relocation trip. It takes a good tactical plan to make the trip enjoyable and worry-free. Likewise, if you attempt to do your social media marketing without a tactical plan, you’ll waste time and money. Besides that, you won’t get the results you hoped for.
I made it to the Colosseum barely
Back in the mid-’80s, I had the opportunity to spend 21 days traveling by myself through Italy. I’d been working on an Italian cruise ship, met some great Italians, and learned the language — sort of. (Being fluent in Spanish, I picked up Italian fairly easily, but I ended up creating “Spantalian”! But I was understood, and that’s what matters.)
So, the strategy was to stay on a certain budget and research where I wanted to go in Italy and where I should stay.
What is a Good Strategy?
I turned the corner and the sight of the Cathedral of Milan took my breath away
Question — how do I get around? Rent a car or rail pass? I figured there was less chance, since I was traveling alone, to get lost if I took the train. I got an Ital-Rail Pass. I loved it! Just hop on a train anywhere at any time. I’d fly into Rome, then go north to Milan for the day, then take the train to Bologna and spend the first night there. Then it was Florence, Pisa, Rome for 3 days, then south to Naples. From Naples, I’d take day trips to the ruins of Pompeii and Herculaneum. Afterward, take the train back to Rome and fly home from there.
With my camera and guidebook in hand, I took off from Puerto Rico to New York to Rome. It was a red-eye. There was a storm in Rome, so the plane was diverted to Turin, but the airline arranged for a bus to the Rome airport. That was an extra, rather nice, unplanned tour. Things happen.
However, I didn’t have a Tactical Plan Regarding Hotel Reservations.
I loved the Ponte Vecchio Old Bridge in Florence
With my American Express Card, I could go to any AmEx kiosk in any train station and book a hotel. I took my chances. That worked well until I got to Florence. As it turned out, there was an art festival that weekend. The line at the AmEx booth was long! I wasted 2 hours there! I could have spent those 2 hours seeing the sights!
My next stop was Pisa. I had no problem there, but I was concerned about Rome. So I booked my Rome hotel before I left Pisa. That was a smart move.
Living Dangerously
In both Florence and Pisa, I was impressed by the people on scooters who zipped around the traffic. In Rome, I thought, “That’s a good way to get around!” So, I rented a moped — bad idea #1. The guy asked me if I wanted a helmet, and I declined — bad idea #2. Well, as you can imagine, I almost killed myself trying to get around like the locals — “when in Rome…”
Anyway, my trip was a great experience and an inspiration for my first novel.
What does this have to do with having a Social Media Marketing Tactical Plan?
When you try to do something on your own, make sure you’ve done your research and get good advice from the pros. I hate to say this, most of you small business owners don’t know what you don’t know! It’s like landing in a foreign country, not knowing the language, where to go, or what to do first.
Just because you know how to post on social media doesn’t mean you know how to effectively market on social media.
The first steps to effective and successful social media marketing campaigns are:
The Leaning Tower of Pisa is a great example of a plan gone wrong
What tools do I use to monitor responses, mentions, replies, comments, retweets, analytics, and insights?
Do I know the lingo? Hanging out on some of these networks is like traveling to a foreign country! You want to relate to the natives, not stand out as a newbie!
It’s OK if you’ve made some mistakes attempting social media marketing on your own. Hey, I lived to enjoy my trip to Italy! Furthermore, when I made the big relocation trek from Florida to Arizona 20 years ago, I planned every step and stay, and I made it without incident!
Don’t Travel into the Social Media & Digital Marketing World without a Guidebook!
Giselle Aguiar is a social media, inbound and content marketing strategist and trainer helping business owners learn how to leverage the power of social media marketing, increase traffic to their websites, generate leads, increase brand awareness and establish themselves as experts in their fields.
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