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Sometimes people put off their social media marketing because it’s too overwhelming.

They feel like there’s loads to do and they don’t know where to start. Is this you?

If it is then don’t panic because I’m going to focus a little bit on the basics.

Which platform should I use?

When they first start out some people feel like they should be on every single social media platform available. And do you know what that leads to? Burnout. Unless you have teams of people then it’s not going to be easy to create content strategically and specifically for each platform. There’s a reason I decided to remove Twitter from my social media strategy. 

So you need to figure out who your audience is and where they live online.

Speaking of your audience…

It’s really important that you know who you are talking to so that you can get the tone of voice and content right. Is your audience 20-somethings? Then you want to be where they are (TikTok / Instagram) and you want to be using the kind of language that they use. 

If your audience is a bit older and more ‘professional’, then maybe consider LinkedIn and be aware of your language and tone of voice on that platform.

You can also create user personas to really help you figure your audience out in more detail.

What should I post about?

The main thing here is to keep your content varied and hold back on the sales posts, because no-one wants to be sold to constantly. 

Top tip: decide on 3-5 content pillars, eg. service/products, behind the scenes, you/personal, inspirational/storytelling, a campaign (podcast / course / launch etc). Think of 4-5 areas for each content pillar that you can create content around. Allocate these to dates over the course of the week/month and you’ll have varied content going out.

When should I post?

This can differ for each platform and for different audiences so it’s really important it is to do your research. Websites such as Sprout Social will publish statistics that you can use to help with this. And this doesn’t mean that you have to be online when you post…once you have this information then you can start to make plans for 

Scheduling in advance

Scheduling social media is a game changer. There are loads of scheduling tools available now and a lot of them are free to use. If you’re scheduling to Facebook and Instagram only then you can do it through Facebook itself. Other tools include Hootsuite, Buffer, Loomly, Smarterqueue, Social Champ, Later, Social Bee, honestly the list goes on! 

Be engaging

Whilst you can schedule your content in advance, it’s always advisable to add a few posts natively to the platforms you are using and (and I can’t stress this enough) you must engage with your audience. Put aside some time each day (10-15 minutes will do) to check your socials, reply to any comments, engage with other peoples’ posts. This is how you build your network, and the network is what it’s all about. Posting and running ain’t gonna do much.

Metrics tell all

And at the end of it all, how do you know how successful your posts have been? Each platform, and some schedulers, have insights so you can see what types of posts are getting the most engagement, which platforms are driving traffic to your website, what time of the day is working best for you.

If something is working well, then yay, keep it up. If something isn’t then tweak what you are doing and try something new. 

Hey, there’s no link here. Clearly I need to write about social media metrics!

Any more…

Here’s an honourable mention for hashtags, post formats and branding, which are all so flippin’ important I’ve written blogs for each. And will probably write some more.

I hope this helps you, leave a comment to let me know if there’s anything else you would like me to cover 🙂