1. Select the right networks for your business
Not all social networks will be right for your brand. If you sell to consumers, you’ll want to consider Facebook, Instagram, YouTube and Snapchat. If you provide solutions to other businesses, LinkedIn has to be your number one choice, followed closely by Twitter. Ask your customers which social networks they use most – and know where your competition is posting – to determine your priority networks.
2. Only publish content your followers want
This may be the most important concept to absorb: If you post content on social, you are more like a publisher than a marketer. And you must consider your readership. What do they want to engage with? If they dislike what you post, they will unfollow you in a heartbeat (and you will be going backwards).
Let’s say you own a restaurant. What will your followers want? Recipes? Information on key sourced ingredients and new vendors? Videos of your chef creating her next masterpiece? Photos of your specialty cocktails? My guess is all of the above and then some. Try different things and look at your analytics week-to-week. You will soon see the types of content your audience prefers. Once you know what that is, repeat, repeat, repeat.
3. Post consistently no matter what
Perhaps the most common area businesses fail in when it comes to social occurs when their pages do not have current content on them. Think of it: You land on a business’ Instagram page and see the last post was nine months prior. What is your impression of that brand? Are you still likely to do business with them? That’s what I thought. Best practices are to plan out your content in advance. So you must create an editorial calendar (just like a magazine) and posting schedule. (I use Excel spreadsheets.) You can post daily, every other day, or once a week. Whatever you decide, stick to it for at least three months. Then measure your results and make changes from there. Oh, and, yes, you do need a calendar for each network you post to. (You’re welcome.)
We’ve only scratched the surface of smart social media marketing, but if you adopt the three simple tips outlined above, you will be on your way to not just seeing improved engagement from your followers – you’ll likely remove much of the unwanted pressure many marketers feel when it comes to do social media right.