Goshen News, Goshen, IN


May 4, 2014

TECH TALK: Save time and improve success with social media


A digital marketing strategy encompasses ways your business uses your website, blog, email marketing and social media in a cohesive way to then reach this ideal audience. As I outline in my “3 Key Elements of a Digital Marketing Strategy” (http://mikegingerich.com/3keys/), the focus is on a multi-step process to attract and engage the ideal customer, then move them from fan and follower to a lead that is nurtured via email marketing. This is where further trust is built and education to help them be ready to purchase occurs. Finally, specific sales offers are given. By being intentional in this process, a business can organize the process, break it into helpful steps and remove the overwhelm on how to start and what to do.

Create a content marketing and social media editorial calendar

This is your master blueprint that takes the strategy you develop for your social marketing and breaks it down into tangible blog posts and social media posts. Plan these out so you can see the strategy ahead of time. With the editorial endar you’re creating specific posts that you’ll use on your website or your blog and then specific social posts related to those that drive the social interactions to these pages and posts on your site.

I recommend that you map out a month in advance for your plan. Use a spreadsheet to outline dates, topics and the specifics of the social posts. This helps you plan ahead and also leaves room for on-the-go adjustments and adding in additional time specific posts. So now, with your digital plan and your editorial calendar you’re creating the bulk of the framework for your strategy and taking the pressure off of the day-to-day.


Using a tool or a few tools to help you pre-schedule the date and time when blog posts and social posts go live is a key way to save time and get on with running your business. If you use WordPress for your blog, you can write a blog post ahead of time and then automate the time when that post goes live on your website. For your social media, I recommend scheduling in a tool that allows you to do multiple social networks. I use Buffer and Hootsuite. I craft different posts for Facebook, Twitter, LinkedIn and Google+ within these tools but save time by having the core post and then adapting and scheduling for the key deployment times on each social network.

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Last weekend (July 12) the Goshen Parks Department held its Kid’s Try-athlon to promote childhood fitness and this week (July 18) the new bicycle trail is open to the fairgrounds in Goshen, offering residents a healthy way to get to the annual agriculture exposition. Have you joined the local fitness movement?

Yes, I work at eating healthy and exercising
No, I am happy with my fitness level
Changing my diet and exercise frequency is a work in progress
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