This guide focuses on Social Media. For a complete overview of your entire online presence, we recommend our SME Online Guide.
1. Know Your Audience
Define who you want to reach. This is the key to relevant content.
Why is this important?
Only by understanding your audience can you create content that truly resonates and isn't ignored. It's the difference between shouting into an empty room and having a real conversation.
2. Find Your Brand Voice
Decide how you want to sound. Consistency creates recognition.
Why is this important?
A clear voice makes your brand human and recognizable. Customers build relationships with brands they trust and whose character they like.
3. Set SMART Goals
Make your success measurable with specific, time-bound goals.
Why is this important?
Without measurable goals, you're flying blind. Goals give you a clear direction and help prove the success of your social media investments (time and money).
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Your Channel Toolkit: Mastering Platforms
Google Business Profile
Your most important tool for local visibility. Prioritize interaction and up-to-dateness.
Why is this important?
For local businesses, this is the most important free channel to be found in searches like "craftsman near me". A well-maintained profile is often the first point of contact for new customers.
Instagram Content Mix
Visual storytelling is key here. Reels are your engine for new reach.
Why is this important?
Instagram is the perfect stage to showcase the visual quality and value of your work and to reach an engaged, often affluent target audience.
Facebook Strategy
Use Facebook for community management, events, and reaching a broader audience.
Why is this important?
Facebook is excellent for building a loyal customer base, providing updates, and achieving high word-of-mouth reach through shared posts.
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Content & Tools: Your Pillars of Success
A good mix of these four content types provides variety, builds trust, and keeps your community engaged. This prevents your channel from becoming a pure advertising platform.
Showcase Products
High-quality photos and videos are a must.
Behind the Scenes
Showcase your team and the quality of your work.
Customer Content (UGC)
Share the best photos from your customers (with permission!).
Promotions & Stories
Engage your community with contests and stories.
Need Post Ideas?
Generate creative post ideas, ad copy, and more with our AI-powered tools.
The interaction rate is the most important metric. A rising rate is the best sign of a healthy community.
Why is this important?
The interaction rate is the most honest currency in social media. It shows if your content truly resonates and is more valuable than a pure follower count, which often doesn't tell the whole story.
Act GDPR-Compliant
A clear process is particularly important when sharing photos from your customers (User-Generated Content).
Why is this important? A violation can lead to warnings and permanently damage your customers' trust. A clean process protects you legally and strengthens your professional image.
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AI Assistant for Social Media
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