Information in this blog post was obtained from Sprout Social, Social Media Examiner, and the Content Marketing Institute.
Have you ever wondered what it takes to have a thriving and successful business in this age of ever-growing social media presence? Look no further! This blog will go through all kinds of tips and ideas you need to do just that. In the past few years, especially since the start of the pandemic, social media has played a huge role in consumers' purchasing decisions. People have also been able to do more research into what a business stands for and have a more solid idea of what they do and don't want in a company they are purchasing from. However, now that the country is getting back to a sense of normalcy, "we are in a transition period and people are spending more time with others in person" (Stelzner, M. 2021).
Because of this, creating a social media marketing strategy is crucial to the success of your business and can be the determining factor in whether a customer chooses your product or someone else's. On social media, you are competing against every other company that is also advertising and utilizing their online presence. This is where a strategy becomes necessary, because opposed to traditional marketing, your competitors are not only the companies offering the same products as you. Newsfeeds become overwhelmed with all of the differing products and services available and you need to do something to help your business stand out among the crowd. Having a solid plan in place will be imperative to getting your business seen and help you stand out among the hundreds of other pieces of content that are posted every day.
One of the first things you want to consider when creating you social strategy is figuring out who you are trying to reach. It may seem like a good idea to just post as much as possible on every social platform, but this is how your content can become overlooked and may not be seen by the people who you should be targeting. Once you find out who your ideal customer is, this will be "vital to defining and reaching your target audience" (Smith, A. 2023). Each platform has a different purpose and type of audience, so you will need to come up with a target audience for each platform because it is likely to be very different going from TikTok to Facebook or Instagram. Lots of brands believe that posting the same content across all forms of social media to reach more people, but plastering your content "across every social network, trendy news site, and video platform" is not a good marketing plan (Harris, J. 2021). Social media is not a one-size-fits-all, so posting the same content from platform to platform is not necessarily the best idea when it comes to reaching more people and growing your brand.
Once you have determined who you are trying to reach, figuring out which platforms perform the best with your target audience and which ones to prioritize should be at the top of your list. Finding out what type of content works best and investing more time and resources into those platforms is a great way to increase your reach and get more customer engagement. You can create "a group of themes centered around what makes your business unique" or stand out from your competitors (Stelzner, M. 2021). For each social media site their is a specific list of best practices that can be utilized to make your content more engaging and fit the metrics for that channel. For more information on creating a strategy specific to Facebook, go check out my colleague Kaitlyn's post here. One of the common themes among all social media channels when it comes to best practice is authenticity. Consumers prefer to follow and buy from brands that seem more authentic and personable. In fact, a Sprout survey "found that 77% of consumers are more likely to to increase their spending with brands they feel connected to" so making sure to add some personality to your content can benefit your brand in the long run (Smith, A. 2023).
When and how often you post is another very important aspect of a marketing strategy. As mentioned previously the type of content you create won't necessarily work for every single platform, and the same can be said about posting frequency. You don't want to post on every channel at the same time every day because the chances of your content not being seen by your intended audience increases. Make sure to do your research to find out optimal posting times and frequencies for each social network so that you are reaching the people you want to see your content. When it comes to posting and creating content, consistency is key. With that being said, there is a fine line "between reaching and overwhelming your audience" so you need to find that perfect balance (Smith, A. 2023). 11 posts per day across all social media channels is typically pretty average, however because each platform has a different algorithm, here is a list of what is the recommended amount for each platform in order to get your content seen more often:
TikTok: 1-4 times per day
Instagram: 1-2 times per day
Facebook: 4-5 posts per day
LinkedIn: no more than 1 per day
Twitter: 3-4 times per day
Pinterest: no more than 1 per day
Creating a content calendar to keep track of when you are posting on your social media networks is very beneficial because you can have it all in one place and you ensure you stick to a somewhat consistent schedule. Posting at similar times each day is great, but don't be so strict with it that you are posting at the exact same time every day.
Another good idea is working with influencers and other content creators to promote your brand. This trend has been growing in popularity in recent years and probably will not be slowing down anytime soon. Working with both micro and macro influencers that align with your brand values will help increase your following and probably even get your content seen by consumers who might not have noticed you before. This can also help with the authenticity aspect, as seeing an influencer that people like and feel that they know will make your brand as a whole feel more relatable.
Measuring your success and how well your content is performing is extremely critical to your company's social performance. Making sure you are reaching the people you want to reach and making sure people are liking and sharing your content is an important aspect of social media. If something is not performing how you think it should be, change it up. Look at what other brands and your competitors are doing and how successful it is. If you need to, then "try something new and see if it performs better" (Stelzner, M. 2021).
"Now that you have the information to determine where, when, and how to distribute your social content, building the plan is simple. Create a matrix of the channels that make the most sense for your brand and note engagement specifics for each one" (Harris, J. 2021). Social media is ever-changing and constantly growing, so it is crucial to ensure you are first coming up with a plan rather than just posting whatever, whenever. With changing technology and trends that come and go, making sure you stay on top of what is in can make or break your company. Whether you are a small business just starting out, or you have already built a name for yourself, a social media marketing plan is always important to ensure your continued success. By following the ideas provided in this blog, you should have your social media presence growing and thriving in no time.
Resources
By. (n.d.). Social media marketing strategy: How to thrive in a Changing World. Social Media Examiner. Retrieved April 16, 2023, from https://www.socialmediaexaminer.com/social-media-marketing-strategy-how-to-thrive-in-changing-world/
Smith, A. (2023, January 23). 5 social media best practices every marketer must follow. Sprout Social. Retrieved April 16, 2023, from https://sproutsocial.com/insights/social-media-best-practices/
Social Media Content Plan: Strategy tips and template. Content Marketing Institute. (n.d.). Retrieved April 16, 2023, from https://contentmarketinginstitute.com/articles/control-social-media-success-plan/
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