6 Ways to Revamp Your Social Media Strategy

by | Dec 11, 2017 | Digital Marketing, Marketing Strategy, Social Media

With more and more of our personal and global ties fitting in our pockets, social media has become a powerful marketing tool. Today, Facebook and Twitter do more than simply connect you to that old friend from high school or that aunt you never see. Social media is a powerhouse for maintaining a network to all the information you could ever want such as recipe videos, job openings, headlines, company culture, educational material, weird celebrity gossip, and beyond.

But social media is good for more than just news. Businesses all over the world are realizing that their target audiences are spending five years of their lives on social media, which is more than the total time you’re likely to spend eating and drinking. During that time, you could fly to the moon and back 32 times or follow your favorite brands on social media like 86% of users do. In light of this, it’s time to increase your company’s exposure, by taking the social media bull by the horns. Here are six ways to present a focused social media strategy.

Adopt a Unique Voice

Know Your Audience

So let’s talk about content. Your social media campaign begins and ends with your audience, but before you even write a word, you should have a clear mental picture of who you’re talking to. Your target audience will tune into your message more if you speak their language. The style, voice, and tone you adopt should reflect that target group. Don’t be afraid to write content with a conversational tone for some occasions or a more formal one for others. Now picture your target audience again. What are they interested in? For example, 67% of Facebook users are 18-29 year-old women and nearly 18% of LinkedIn’s over 450 million users are from Europe. Are you trying to reach both groups? Would you address them both in the same way? Determining your social media target audience allows you to appropriately tailor your content in an engaging way and optimize your use of those platforms.

Image Source: https://sproutsocial.com/insights/new-social-media-demographics/#linkedin

Choose Your Outlet

Secondly, which social media outlets do you want to use? Each one is a little different. For example, Facebook and Twitter are more relaxed than LinkedIn. Twitter users expect brief, clever statements that catch their attention, while LinkedIn users expect clear, concise descriptions. The voice of your audience is as important as the voice of the social media platform.

Stick to Your Brand

Lastly, keep in mind your voice and the voice of your company. Your business model is unique to you, so the way you present yourself on social media should not only reflect the audience’s interests but yours as well. Your audience can tell when you aren’t being candid. The danger is that 41% of users unfollow brands that post irrelevant or boring information and 34.7% dislike companies without a strong or charismatic identity. Be original and transparent when addressing your audience, so that they can become familiar and comfortable with you, but most importantly write content that is meaningful to you and the service your company offers.

Post Often…But Not Too Often

Once you’ve decided which voice is most appropriate for the demographic and social media tool you’re going to use, you’re almost ready to go. Remember that the goal of using social media is to increase your company’s exposure. To do this, post to social media outlets often, but not too often. Excessive brand promotions irritate 57% of social media users, so how often is a choice you’ll have to tweak over time until you hit that sweet spot. If you’re not sure where to start, post at least once a week. This will help keep your clients updated with weekly sales or other relevant information that you wish to share.

Posting content every week to each outlet you intend to use may present a challenge. There are marketing automation tools, however, that help ease the burden of personally posting each time. Buffer, for example, is an excellent, stress-free scheduling resource. Once you’ve written your content, Buffer allows you to schedule each post individually on its website and release it at the time you selected, so that you don’t have to. That means you can write content months in advance without hassle or worry.

Keep It Interesting

Let’s write! Once you’ve determined how often you would like to post to social media, you can finally begin writing the content itself. Especially if you are posting once a week or more, you should ensure that you are including a variety of information. Post new and interesting content each time, so as not to bore or annoy your customers. Because nearly 60% of social media users are drowning in brand promotions, embrace other areas of interest as well. The 80/20 rule, which recommends that 80% of content be educational and only 20% promotional, seems to be the most effective solution. No matter what you post, ensure that it will engage your customers and draw them in to take advantage of your services.

Use Images

This may seem like a minor point, but the benefit of visuals cannot be overemphasized: 65% of the population are considered visual learners. Images are your opportunity to spread your message in a language that everyone can understand. A Facebook user, who is mindlessly scrolling along, may pass over a simple block of text. However, a colorful and engaging image may be just the thing to catch her attention and earn you her business.

Image Source: https://www.canva.com/create-a-design

There are countless tools today that help you create and edit pictures. I personally recommend Canva. Canva is a free tool, although you can pay for certain templates and extras, that allows you to create eye-catching and skillful visuals for social media and more. It’s easy and actually pretty fun to use, even for the least technologically savvy like myself. With its straightforward structure, Canva can help you integrate consistent color schemes, which will make your brand more appealing. However you choose to manage your images, be sure to incorporate them regularly.

Know When to Post

Although dedicated customers may follow your posts consistently, there’s a whole world of potential customers out there, who have not had a chance to meet you. Traffic varies on social media platforms throughout the day and even across a week. However, there are times of day when more people are plugged into social media platforms. Each outlet is a little different, but people are constantly checking their phones when they have free time: usually during lunch and in the evening. Below are the times when various social media platforms receive the most traffic:

  • Facebook: Thursdays and Fridays between 1-3pm
  • Twitter: Thursdays at 12pm
  • LinkedIn: Tuesdays through Thursdays at 12pm and 5pm
  • Instagram: Mondays through Fridays at 2am and 5pm

Image Source: https://sproutsocial.com/insights/best-times-to-post-on-social-media/

If you are interested in casting the widest net, watch closely to the times you are posting. Buffer, as mentioned before, not only schedules your social media content for you, but also collects general pieces of data like how many clicks or likes on Facebook you had for a particular post. Use this information to fine tune the days and times you post content.

Review Your Analytics

To properly use social media, your target audience isn’t the only aspect of your campaign that you should analyze. In addition to the kinds of data that a third party like Buffer can provide, most social media platforms have built-in analytical tools. Facebook, for example, has free diagnostic features that are accessible and simple to use for pages.

Image Source: https://analytics.facebook.com/

Analytical information that these tools can provide track data points that you use to improve your content by determining when to post and what kind of post is the most successful. Perhaps your brand’s customers prefer links to informative articles or photos and videos. Judge the success of a post based on your followers’ interactions with it. For Facebook, I monitor likes, comments, clicks, and shares. If users respond to a post, either by leaving a comment or liking it, and share it with their friends and family, you know they’re hooked. Although only mentioned briefly here, analytics is a vast and crucial topic for any social media strategy, and it is your beeline to ideal content, whichever tool you decide to use.

Social media strategy is not a one-size-fits-all for businesses. Discovering how best to communicate with your customers will require some adjustment over time. Nevertheless, social media is an opportunity to continue making an impression on new and current customers. To summarize, the secret to lucrative social media marketing is to be active, be clear, and be honest.

Discover more about our social media marketing strategy here.

By Meg Miller, Copywriting Assistant

Meg is currently studying chemistry at Mount St. Mary’s University in Maryland. With the ambition of using her knowledge of science and her passion for literature to become a technical writer, her time as an intern and employee at Lupeer is invaluably spent learning at the industry’s cleverest and friendliest digital marketing agency. Her formulaic mind enables her to analyze and strategically organize large amounts of data, but she is also learning that a little personality and a sense of humor can go a long way in writing. On the side, she plays the world’s safest sport, rugby, and runs long distance. Given the opportunity, she will read through most any novel and watch almost any movie.