“If you build it, they will come.” A variation of this line may have worked for Kevin Costner in Field of Dreams, but it certainly isn’t true when it comes to social media.
Effective social media starts with a strategy. It’s much more than posting random thoughts. Social media posting for your business begins with a plan and a well-thought scheme to increase engagement.
One of the hardest things about social media is knowing what to publish, when to publish it and on what platform. Your goal is to interact with your followers while increasing the reach and visibility of your posts.
In this article, you’ll learn about 10 things you need to consider in your social media posting strategy.
#1: Set Goals
Your social media posting strategy should fit in with your overall business goals. You’ll want to set goals for your social media platforms – each should have its own goal.
As always, goals should be SMART: specific, measurable, achievable, relevant and time based.
What kinds of goals can you set? With social media, you have several options:
- Increase followers
- Increase engagement
- Increase clicks
- Boost sales
#2: Listen So You Know Your Audience
As we mentioned earlier, social media is about engagement, and you can’t engage if you don’t know who you are talking to.
One of the best ways to get-to-know your followers is by listening to their conversations.
Knowing your audience not only helps with your posting strategy, but it helps you market to them as well. Knowing their demographics, shopping trends, interests and the brands they like can help you meet them where they are and provide valuable content.
#3: Pick Your Platforms
Some businesses choose to start small, while others dive in across the board. Whichever way you choose, consider your time allotment and your budget. Remember that the audiences for social media platforms are unique.
People expect different things on different networks. Make sure you’re talking to the right people at the right time.
#4: Create a Calendar
Once you’ve decided on a social media posting strategy when it comes to content, you want to decide how often you’ll post.
For example, if you write a blog per week, when will you share it? How many times will you share it? Will you throw ad dollars at promoting it?
Posting frequency is a big part of your social media strategy. Watch what works and refine what doesn’t.
#5: Study Your Competition
If you want to be top of the heap, you’ve got to know your competitors. Dive into their social media networks and see what they’re doing. You can see what makes their followers tick. These might overlap, so it’s a good place to learn more about your potential and current customers.
Once you know your competitor, you can create content that makes you stand out.
#6: Organize Your Team
If you aren’t the only person posting content, you’ll want to set some brand standards. Come up with do’s and don’ts, decide on a voice, what your images should look like, etc.
Work together and manage interactions so you make sure you put forth one voice – many may provide that voice, but your customers need to hear just one.
#7: Plan Your Content
Your content creation for your website and blog are part of your overall marketing strategy. Your social media postings should fit in with this overall content strategy.
Your created and curated content is a good place to start when making your posting calendar.
#9: Study Your Analytics
Measuring your results helps you know what works and what doesn’t. Earlier we talked about setting measurable goals. If you’ve set SMART goals, measuring them should be relatively straightforward.
In addition to measuring reach, engagement, etc., you’ll also want to look at your posting frequency and times. Decide if those are working for you or need adjusting.
Set a time each month to see if you’ve reached these goals.
#10: Revise and Set New Goals
Once you’ve looked at your analytics, you can see what works and what doesn’t. You can revise as necessary and get moving on the next time frame.
So, everyone is on social media, which is most likely why you are using it as part of your business’ marketing strategy.
As you consider your social media posting strategy, we want to leave you with one more tip. Social media is about being social and sharing and interacting with your audience. Put your attention on being social.
Give your followers what they want, not what you think they want, and you’ll have an engaged, motivated fan base that shares your posts and interacts with you.
If you’d like some creating engaging social media posts that work within your overall social media posting strategy, we can help. We are here for you when it comes to your social media posting. We’ll study your brand, and create posts that work with your overall social media posting strategy. Learn more about our services and how we can create engaging content that your customers will enjoy and appreciate.