In Need of a Social Media Strategy?

Social media is a critical component in any modern marketer’s playbook. Taking advantage of this critical marketing tool, though, requires more than simply setting up a bare bones account and making the occasional status updates. Instead, you must take the time to create and execute your social media strategy to cater to your target audience’s specific needs. Not sure where to begin? These four simple tips will get you well on your way to social marketing success.

1. Select Your Network(s)

It’s a jungle out there! With so many different social media networks available, it’s important that you choose the right platform(s) to reach your customers. Facebook, Twitter, LinkedIn, Instagram, and Pinterest are just the tip of the iceberg, and each is directed at a unique audience. You’ve got to know where your consumer market is located in order to reach them. Another thing to consider when choosing a network is the types of resources you wish to leverage. If your business’ marketing centers around images, you’ll definitely want to establish a presence on Instagram and Pinterest, whereas those looking to generate rich and sophisticated content might benefit from LinkedIn and Facebook. 

2. Optimize Your Profiles

After determining which networks you plan to use, you’ll need to take the time to optimize each of your individual profiles. If you’re using multiple platforms, it’s wise to create a consistent look and feel for your brand across the board. People should be able to take one look at your profile and connect it to your brand. Make sure that you complete your bio pages using tailored keywords and short, sweet descriptions. 

3. Create a Schedule

Once your profiles have been set up to your satisfaction, you’re ready to start engaging with your audience by creating informative, relevant posts. We strongly urge you to avoid “winging it” here. The best social marketers make thoughtful decisions about the type(s) of content they will be promoting through their various social media networks. Will you be using your accounts to plug blog posts, eBooks, white papers, presentations, case studies, or events? And how frequently will you post them? It’s wise to create a schedule or calendar to remind yourself when specific items need to be posted. This will save you from the last-minute scramble to come up with something useful to share with your readers. A regular schedule also helps your audience know what to expect and will encourage them to stop back for updates.

Remember to keep your content fresh, too. While it may be tempting to share every cool article or posting that you stumble on, this doesn’t actually say anything about you as a brand or allow you to establish your own voice. Your primary goal should be to provide a good mix of relevant content concerning your industry, along with personal content that you create and can really wow them with.

4. Analyze Your Results

What’s the point in putting so much effort into your social media marketing campaign if you don’t know how successful your attempts actually are? Analytics tools are invaluable in taking an objective look at the types of content you’re sharing, what’s popular, and whether or not your timing is any good. Understanding what’s working and what areas could be tweaked will make a huge difference in how efficiently you’re able to handle your social campaign. 

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Looking forward to 2021, how should you continue to ride the sudden uptick in the effectiveness of social media and leverage the new optimism of a post-COVID world? Harvard Business Review has some suggestions.

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