Following on from my last blog – now that you’ve decided what your objective for using social media is, who your target audience are and what your tone of voice is then its time to build out the rest of your strategy – just as you would for any other marketing efforts
1. Choose your platforms
Key to your social media strategy is deciding which platforms you are going to focus your efforts on. This should be determined where your audience is spending their time online. Instead of spreading yourself thin, try focusing on the two platforms which are most popular with the people you are trying to reach – and doing them well. Just remember that each platform requires a different approach. You can and should repurpose your content – but tweak it to suit the platform which you are posting it to.
2. Make your brand stand out
Your bio, profile picture and (where relevant) header image are prime internet real estate – your virtual shop front. Incomplete descriptions and poor or inconsistent branding could cause visitors to leave your page straight away, before they even see your brilliant content. A great bio will include keywords relevant to your business, explain what you offer and include a call-to-action with a clickable link – to your website, landing page or Facebook group perhaps. Make sure your profile picture and header image are on brand and work for the relevant platform. Your header can be updated regularly to include details of awards, events or promotions.
3. Be sociable
Engaging with other people’s content – liking, commenting and sharing – is just as important as sharing your own. Respond to all your notifications. Answer people’s questions. Show that you are interested in what your customers have to say and that you value the conversation with them.
4. Add value
People come to social media to be entertained, inspired, and educated, as well as to connect. So when you start planning your content, consider whether you are meeting these needs. Don’t forget that people love to feel they are getting a deal, so discounts, special offers and competitions are also a key part of a good social content strategy. For a well-rounded feed that keeps people interested and coming back for more, try to mix it up ,with different types of post (how-tos, inspirational quotes, behind-the-scenes posts, customer stories) as well as different formats (blogs, photos, infographics, videos). Or you might create added value and a community for your customers through a Facebook Group.
5. Consistency is key
A consistent posting schedule, to ensure there is at least some activity on your platforms daily, will get better results over time than the occasional flurry of activity followed by radio silence. Of course, there will be days and times when you are not around to be posting, and this is where a scheduling tool comes into its own. Scheduling a few pieces of content to go out can take the pressure off and save time – although always remember that this doesn’t take the place of actually showing up on the platforms and engaging with your followers. If people comment on your scheduled posts, you need to make sure you acknowledge and reply to them, if not immediately, then within a few hours.
Remember, it is supposed to be fun…
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