As anyone who has done my coaching knows, I hate teaching social media in a vacuum.
I spend a lot of time preaching about a holistic approach to marketing that goes beyond social media, because I am a firm believer that unless you know what your brand is about and who you’re trying to communicate with, even the best social media strategy in the world isn’t going to work.
I sometimes use the analogy that social media is the jam in your business birthday cake; it’s a key ingredient but jam alone doesn’t make a party!
However, that’s not to say that I don’t think social media plays a hugely important role in your business, and I’m going to give you my top three tips here for ensuring your jam is the best jam.
My Top 3 Social Media Tips AKA The Jam…
Tip 1: Plan
My first tip is to plan your content. Spontaneous, reactionary and behind-the-scenes content should be your bread and butter, shaping your average day with the people in your pocket.
But if you’re looking to really grow your platform you will need to produce some more involved content, ideally in a video format as that outperforms all other formats in terms of engagement.
I recommend that you choose some content themes, two or three areas that are related to your business and of genuine interest to your customers.
You don’t need to stick to only talking about your business – it’s actually a lot better if you don’t. If you are a personal trainer you might post work out videos and healthy recipes; if you have a kids’ clothing brand you might cover family lifestyle content like easy Halloween costumes or activities for summer holidays.
So decide on those content themes, and then about a month in advance you want to be scheduling some cool, interesting, educational, entertaining content, especially when you know that there are big industry events or national awareness days or seasonal holidays coming up that are important to you or your customers, that way you can really make use of those high traffic hashtags and the conversation around that topic.
Tip 2: Plan
Just posting on your own page is a very slow way to grow your social media platforms.
Obviously engage with comments and discussion around your own content, but other people’s as well.
Follow hashtags that are relevant to your business and your customers so that yo can comment on them, share them if appropriate.
Check out posts that are tagged in a particular location that might be relevant to you. If there’s an industry event on, even if you can’t be there, jump on the hashtag and be part of the conversation.
Follow influencers and accounts that your target audience also follow, and regularly engage with the chat there, make yourself visible, useful, informative, entertaining, make yourself part of the community.
It’s really important that this engagement comes from a genuine place. Muscling your way into conversations just to promote your business is a real vibe killer and I do not recommend it.
Tip 3: Analyse
It is a waste of your time to keep plugging away at your social media without checking which content has done well and which died a death.
Use your Social Media insights to do monthly or quarterly audits and look at your highest performing content in terms of reach ad engagement, and also the lowest.
Look for similarities in the theme, in appearance, in time of day they were posted, the hashtags that were used etc, and you will be really able to find the type of content that you’re producing to make sure it’s always going to be working hard for you.
There are also other insights that might be useful depending on your Marketing Objectives, such as website clicks or email inquiries, and also you can use your Google Analytics to look at how people who came via social media move around your website.
Because maybe a particular piece of content got you loads of new followers but no website clicks, or loads of website clicks but no sales.
Which might be OK if your Marketing Objective is to grow your followers, but if it was to increase inquiries or sales then it’s not so much.
Good analysis is all about playing detective, and honing that content so you’re not wasting that precious limited time on stuff that just doesn’t work for you.