To facilitate social media marketing, fill in the blank.


Leslie McLellan and Sheila Scarborough of Tourism Currents present at the Main Street Now 2019 conference. Photo by Becky McCray.

Sheila Scarborough and Leslie McLellan from Tourism Currents provided a simple starting point for all your social media efforts. Good news: it's as simple as filling the void.

Fill in the holes

  • (Our company) is where
  • (our clients)
  • find (the thing we offer)
  • with (this advantage)

So all you have to do is fill in the blanks.

  • Small business survival is where
  • rural business owners
  • find useful information
  • this helps their businesses prosper

Run it all together, and it looks like this:

  • Small Biz Survival is the place where rural business owners find practical information that helps them thrive.

I'm sure you can see how it contributes to all your marketing, not just social media. Each marketing element must match what you have just written.

Social media application

Because I understand very well what is survival in small business, my social media strategy is simple. With every message posted on social media, I can address one of the following four things to rural business owners:

  • by increasing their knowledge of Small Biz Surivival and our articles,
  • by offering our free e-newsletter so that they can register,
  • share a link to an article we have on sale that helps them,
  • or to share a link or useful or practical information from another site.

And those, it turns out, are the four types of social messages Sheila and Leslie identified:

  • Consciousness
  • Lead Generation
  • Sales
  • Feed

Answer the blank questions and then brainstorm examples of the four types of messages. I can think of a dozen different ways to remind people that we have an information newsletter. It's the generation of leads that gave me his e-mail address to register.

That might be enough for you. This may be all you need to think clearly about your social media marketing. It's great. But if you want to do more, stay with me.

Secret tool: your calendar

Now that you know what you want in the complete answers and you know some things that you could publish online, you are ready to turn on your calendar. And the best way to do that is to turn to Tourism Currents to talk about creating your social content calendar: a planning process.

They will guide you through an extremely simple filling approach in white management that suits everyone.

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About Becky McCray

Becky launched Small Biz Survival in 2006 to share stories and ideas of building businesses and rural communities with other small businessmen. She and her husband own an Alva, Oklahoma liquor store and a small ranch nearby. Becky is an international speaker on small business.

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