Marketing across Social media channels has exploded the last few years. And let’s face it, in today’s digital age, your business needs a social media presence.
Let us look at Facebook, for instance. There were 2,905,000 Facebook users in New Zealand in March 2019, which accounted for 59.3% of our entire population. The largest user group are people aged between 25-34 according to Napoleon Cat.
Social platforms help you connect with your customers, increase awareness about your brand, and boost your leads and sales. With over three billion people around the world using social media every month, the users and engagement on major platforms just keep increasing.
Social Media Content Strategy
Turning your brand into a household name and turning your followers into fans, relies on the content you post on social media. This kind of impact only comes from having a solid social media content strategy.
You need to identify specific goals, create valuable posts that align with those goals, and distribute content on the right platforms, in order to stand out on social media. You need to measure your results, and fine-tune your strategy over time.
There isn’t one cookie-cutter social media strategy that will guarantee success. Your strategy will differ depending on your industry and audience.
One of the simplest ways to create your social media marketing strategy is to ask yourself the 5Ws:
- Why do you want to be on social media?
- Who is your target audience?
- What are you going to share?
- Where are you going to share?
- When are you going to share?
Identify goals for your social media. Why are you here? Are you on social media to promote your products? To drive traffic to your website? Or to serve your customers?
- Brand Awareness – Increase people’s awareness of your business, brand, or service.
- Reach – Show your content to as many people as possible in your target audience.
- Traffic – Drive people from Facebook to any URL you choose such as your website’s landing page, a blog post, app.
- Engagement – Reach people more likely to engage with your content. Engagement includes likes, comments and shares but can also include offers claimed from your Page.
- Leads – Collect leads for your business. Create content that collects info from people interested in your product, such as sign-ups for newsletters.
- Sales – Encourage people to take a specific action on your business’s site, such as having them to add items to a cart, download your app, register for your site, or make a purchase.
Once you have figured out your why, the next thing to consider is your target audience.
Understanding your target audience will help you more easily answer the following questions on what, where, and when you are going to share. That way you can create content that they will like, comment on, and share. It is also critical if you want to turn social media followers into customers for your business.
For your target customer, you should know things like:
- Average income
- Typical job title or industry
- Interests, etc.
The next step will be to define the types of content that best capture your audience’s attention and needs. This may require some experimentation and social performance monitoring for accuracy on how your audience best engages with your content. Also, for inspiration, look at your competitors and companies that have similar audiences to yours. What are they posting on social that’s meaningful to their followers?
- Company Culture
- Case Studies
- Q&A, Advice & Tips
This is just a small selection of ideas and all might be useful, but it depends on your industry and trialing different content types to see what works with your audiences.
While Facebook and Twitter social networks are the most popular, and are very viable options for many businesses, they’re not the only choices out there—and may not be the best ones for you. For instance, brands whose products have the potential to create visually interesting and appealing content may want to include Pinterest or Instagram in their social media marketing efforts. A company with a B2B focus and whose target audience is business professionals or executives may prefer to make LinkedIn the focus of their efforts.
Knowing when to post your content when your audience is online is very useful data. If you are already using social media channels with a small user fan base, you can use the insights or analytics feature of the channels. Facebook provides great analytics as to when your fans are online, and you can use this data to schedule your content—so it has maximum reach and engagement. If your audience is most active on social media during early evening hours, great content posted in the morning may never even be viewed at all by your audience.
Besides timing, you also need to determine the frequency of your posts. Will you post once per week? Once per day? Five times per day? Finding the right frequency can be a delicate balance; post too often and you’re likely to annoy your followers, while posting too infrequently can make them forget about you.
Don’t worry if all this seems very overwhelming, Pulse Media is here to help small businesses with their content strategy. Call us today for a chat.