16 Jan How to Develop a Social Media Strategy
So two girls, Johanna and Jackie, walk into a bar (bear with me here…).
Both of them are grabbing a drink after a long day of running their businesses. Both Johanna and Jackie own the same exact cupcake franchise. Both of them work hard. Both of them sell the exact same products, with the exact same recipes, the exact same branding, the exact same service, in the exact same neighborhood.
But if you ask ANYONE in their neighborhood where they should go for a great cupcake, they’ll say Johanna.
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So what was it that caused Johanna’s bakery to be the go to location, if both locations are the exact same? It’s simple.
Johanna’s location has social proof.
Johanna’s business is thriving online. She’s showing up in search, she’s getting reviews on her social media profiles, and her followers are engaged and excited about her company.
Jackie, on the other hand, is struggling to make social media a priority in her business. She doesn’t have a consistent posting schedule; she doesn’t have a strategy, and out of frustration, she believes that social media is a waste of time.
If you are reading this, you probably know a Johanna, but you feel like Jackie.
Guess what? You can be a Johanna too. All you need is two things, strategy and consistency.
80% of business success on social media is because of consistency, and to be honest, it’s impossible to be consistent without a strategy.
Lucky for you, it’s my job to help you create your own strategy. I’m going to make this as simple and fun as possible.
In this post, I’ll be going through the four steps I recommend you take to create an EPIC social media strategy for your business.
Step #1: Analyze your schedule and stop the lies
Us humans? We lie to ourselves a ton.
“I love wheat grass shots”… Yeah. Suuurrreee you do. I had one before, and I will NEVER put my body through that type of horror again. I don’t care how healthy it is… ?
Just like those wheatgrass shots, you are going to want to lie about how much time you have for social media marketing. But I want you to really and truthfully ask yourself:
How much time do I really have for this?
Will I have enough time to design custom images and quotes, or do I need to use stock photos and hire a designer?
Will I have enough time to write the copy for multiple social updates each week, or do I need to stick to a once per day posting schedule?
Will I have the time to engage with my customers, or will I need to hire a virtual assistant to respond quickly to comments?
Step #2: Determine Your Posting Strategy
Your posting strategy is the type of content you will be posting to your social media profiles on a daily basis. This is the good stuff that makes your followers stick around and come back to check your profile.
To get that sticky magic, you’ll need to develop themes and concepts for your updates. You shouldn’t wing it here. Your main themes and concepts should come from your market research, trend analysis, and keyword research.
Let’s use me as an example. My major platforms are Instagram and Pinterest. It’s where I put the most of my energy because that is where my customers are.
My targeted audience is women entrepreneurs between the ages of 25 and 45. Their major concerns are starting and growing their business, social media marketing, and blogging. They love office decor, productivity tips, and work-life balance advice. They also love coffee and Beyonce (I’m not kidding, I did the research)!
If you take a look at my Instagram, you’ll notice that my themes all fall around that research and my updates appeal to my targeted audience. And if you look at my Pinterest, you’ll notice that my board is full of topics that relate to my audience.
My favorite saying is “Data + Personality = A BOMB Strategy.” So before you start determining your posting strategy, make sure you understand who your customers are, what they like, and what they want to engage with.
Step #3: Determine Your Posting Frequency
Alright nah! We’ve made it through wheatgrass and Beyonce, now let’s talk about how to determine your posting frequency.
Some best practices to determine how much you post on each platform include:
Remember your schedule.
Remember in step one we talked about your schedule? You’ll need to take that into account here. You don’t want to build an aggressive strategy, and then get too overwhelmed to implement it. That’s no bueno. It’s also a complete waste of time and energy.
Reflect on your growth goals.
What goals have you set for social media? Are you looking to increase your followers, engagement or website traffic? Determine what is most important to you and decide how often to post on individual platforms from there.
For example, one of my goals on Instagram is to increase my engagement. To do that, because of the new IG algorithms, I want as many eyeballs on each piece of content as possible.
So, to not distract my followers, I post only once per day.
Know the best practices for each platform.
Every platform has it’s spam threshold. This is the number of times per day you can post without looking like spam. For example, 1 to 2 times per day is acceptable on Instagram, and on Twitter, you can send out up to 20 tweets per day.
Here’s a breakdown:
- Twitter: 15 to 20 tweets
- Facebook: 2 to 5 posts
- LinkedIn: 2 to 5 posts
- Pinterest: 10 – 12 pins
- Google+: 3 to 10 posts
- Instagram: 1 post
Step #4: Know your engagement plan
Unless you are Beyonce or a Kardashian, you probably shouldn’t ignore any comments from your audience. This is the most forgotten and ignored part of developing a social media strategy.
Once you start posting consistently and sticking to a strategy that attracts your audience, you will start to see people engage with your audience.
It’s your job to respond back to comments, comment on their posts, like their updates, follow back, etc.
This can be time-consuming, but it is the #1 way to grow and engage your followers.
You’ll need to put together a strategy that works for your schedule, but I typically take 15 to 20 minutes twice a day to respond to and engage with my followers.
Thanks for reading! I hope you find some strategies that your can incorporate.
Now… get to werk, werk, werk, werk. ?
If you read this far, comment below and tell me what you think about wheat grass shots. Gross right?