When thinking about launching an engaging and “lead-generating” social media strategy, you have to carefully consider the wide variety of social media networks out there that your customers and potential customers are using or will be using at some point in the future. When creating your social media strategy, make sure to create buyer-persona profiles and include information about the days, or times of the days, when your target audience is most likely to frequent the respective social media networks of their choice.
1. Selecting the Social Media Networks That Are Right for Your Business
When deciding which social media networks to utilize for your business, it is important to carefully select those that will most benefit your business within the context and limitations of your particular business strategy. The size of your business, number of followers, target market of customers, and related industry for your business all play a role in deciding which social media sites will best suit your business:
- Facebook has certainly become one of the most widely used social media outlets, and provides opportunities for companies to connect with customers on a daily basis as they browse their friends and personal interests.
- My personal favorite is LinkedIn. In recent months, LinkedIn has made several major changes to it’s site and they continue to make improvement in order for users to reach their target audience through content marketing and other ways.
- Twitter is another major social media outlet that should also be considered by most businesses. Although Twitter has more limitations than Facebook, like a significantly reduced character limit for postings, this can be used for customers to easily scroll through their news feed to quickly find informational updates about your business.
- In addition to these “major” social media sites, are several other outlets such as Instagram, Pinterest, and Google Plus. These sites can either complement your vital social media outlets or possibly even act as another “major” site based on your individual company. Find ways to utilize these secondary social media sites and create a blend of each of these social media networks to maximize your company reputation among these essential marketing tools.
2. When Should You Post
Test, test, and test again: In order to reach your target audience on a regular basis, it may be beneficial to schedule your social media postings in groups of specified time periods. This allows you to monitor the engagement for each social network and you’ll be able to fine-tune your posting schedule. When adapting this process, make sure that the postings are not too similar or have any conflicting information. According to the below infographic (created by SurePayroll), the best times to post to Facebook is between 1pm – 4pm on daily basis, Monday through Thursday between 1pm – 3pm for Twitter, and anytime on Tuesday through Thursday for LinkedIn.
3. Planning Social Media Content
Be very careful while simultaneously posting content across several social media networks. It is very important to create a series of unique postings relevant to each particular site only. Loyal followers will be closely examining each of these sites, and it is crucial to provide a distinctive experience for each social media page to encourage ongoing participation. Lastly, commonly refer each site to one another in order to reach maximum follower potential. Linking each of your company social media sites will suggest increased customer involvement, promoting further exchanges between sites, and can be a guiding principle to success for a strong marketing campaign.
4. Use Your Target SEO Keywords in Your Postings
Google pays close attention to social media postings. The search giant indexes LinkedIn status updates, tweets, etc. and will serve social media posts in its search engine results pages if applicable. So don’t forget to include your target SEO keywords in your social media postings… but make sure that the posts are written for humans and not for search engines.
5. Managing Your Social Media Marketing Goals
Tracking each individual aspect of a social media campaign can provide valuable insight on new and effective approaches to a company’s marketing scheme. By analyzing weekly and monthly social media results, it is possible to evaluate the number of followers, new page likes, and total activity of follower engagement in postings within the page. Setting incremental goals to increase overall page followers and their interaction on the site will help to maintain an effective way of reaching these important goals. After properly identifying these customer trends, take action to improve your marketing strategy based on these results. Managing these processes effectively can lead to increasing activity and growth of your social media sites.
It’s a no-brainer: A well oiled social media marketing strategy is a must nowadays and if done right, usually leads to increased sales. I invite you to view the recording of a webinar I co-presented on this topic and to learn about upcoming digital marketing and SEO training opportunities.
About the Author
Chris Raulf is founder of Boulder SEO Marketing, a boutique SEO training and consulting agency located in beautiful Boulder, Colorado. Chris and his team assist local, national as well as international clients with all of their SEO, social media and content marketing needs.
Chris has 15+ years of digital marketing expertise under his belt and The Online Marketing Institute recently added him to their “Top 40+ Digital Strategists in Marketing for 2014” list.