4 Easy Steps to Social Media Content Planning
When it comes to marketing efforts, having sufficient resources is often a struggle for lots of local business owners. They know that social media is a cost-effective way of getting out in front of thousands of their communities but planning a focused content strategy can be overwhelming.
Most small, local restaurant owners and retailers don’t have the resources to hire a full-time social media manager to take care of managing their social media accounts, so you’re either left with the choice of doing it yourself or hiring a freelance social media manager. Either way is fine as long as you have the right tools and focused strategy to get optimum benefits and success from your efforts.
Here are four essential elements to help you get started:
1. Establish Your Goals
First and foremost, you need to determine what you want to accomplish with social media. You must decide whether you want to drive more traffic to your blog or website, to create brand awareness, or increase your lead generation efforts.
After you have set your goals, you can then go ahead to determining your audience, which is crucial to selecting what social media platform is going to give the biggest ROI.
2. Determine Your Audience
Your audience needs to be at the forefront of every social media plan. After all, it’s called “social” media which means that content must be created to benefit the end user. It shouldn’t be completely self-congratulatory.
As a result, you must specify who your ideal audience is, and what suits them best. If your clients are older adults within walking distance, then don’t target millennials 15 miles away. If you sell to mostly to the 18-25 crowd, you’re going to use a completely different approach than if you were marketing your restaurant to couples with children.
At first instinct, “niching down” may seem limiting in our goal to appeal to as many potential clients as possible. But in doing so, you are most likely to achieve your goals quicker and with more focus than if you were flip-flopping around with content for everyone.
3. Identify Your Social Media Platform
At this point, you’ve already set your goals and have identified your target audience.
Next, it’s critical to develop and share content on a platform that best fits your business. Your audience should be the main factor for choosing your platform because they are the main stakeholders.
For branding and targeted lead generation, Facebook offers the most advanced targeting to get you out in front of potential clients.
As a rule of thumb, only take on what you can manage. This usually means picking two, no more than three, social media platforms and doing them well, rather than trying to tackle them all.
For instance, if you create social profiles on several platforms, ensure you post content in all of them at regular intervals. If you have lots of profiles that you only post to a few times a year they look like “ghost profiles” which can end up having negative implications for your brand.
4. Engage Your Audience
Don’t just share content – engage as well. In doing so, you create substantial client following and gain authority to control their behaviors. There are various ways you can do so including prompting your target audience to like, comment, and share content. And keep track of what and when your best performing content is, so you can replicate and improve your social engagement.
Social media is the most critical aspect for the growth of any business in 2019 and there are more businesses than ever online, all competing for a share of the audience. This is why anyone who manages social media profiles for small businesses needs to have the essential tools, and skills, to make their profiles stand out from the rest.
Overwhelmed by the endless demands of your social media content? We can help! Contact us today and let’s chat about how a consistent social media presence can attract new clients and remind your current ones to return.