Whether you’re running social media campaigns for a small business or a multinational firm, it’s important that every person on your team is on the same page. You’ve probably seen strategy experts enunciating the significance of a unified social media strategy, but many fail to highlight that managing social media is now far beyond scheduling tweets and Facebook posts for a single day – it’s a full-time job.
With so many marketing efforts being done simultaneously, social media posts must be aligned with other marketing prongs like video, website development, and email campaigns to drive the interest of your followers/consumers and increase your ROI. A major key to making this happen is having a place where all of your different efforts can be stored and viewed by others working in the organization. What is this magical “place” you ask? A content calendar!
Your content calendar will allow you to schedule posts for all your different social media platforms and makes it easy for other teams to align their marketing efforts with the social media campaign.
When setting up a content calendar, ask yourself what your specific goals are and what you’ll be doing to achieve these goals. How many posts will you be sharing each day? What type of content will you be posting to attract your audience? Once you can answer these questions, the task of setting up a content calendar becomes much easier.
In order to capture your specific audiences’ attention, the content that you share on your social channels must be relevant and extremely tailored. Some of the most common and appealing content for social is as follows:
In terms of ROI, there’s no better strategy than writing and publishing blogs. Sharing your own blog posts will help lead a steady stream of visitors to your business’ website.
Additionally, focus on sharing other relevant and interesting content on your social media channels. If users find your content interesting, they’ll press that share button and your post will reach their friends, meaning more and more people will become familiar with your business; this will increase your ROI.
Videos generate 1200% more shares than images and text combined. When you share a video that has a good story, informs people about something important or captures their interest, they’ll tell others about your post. Short videos are more impactful, so be sure to keep your videos short and your messaging strong!
Having relevant photos on your social feed will help you build loyalty, gain attention, increase engagement and communicate vital information. If you wish to stand out in the crowded space of social media, photos must be included with posts to create a better impression on your audience.
One of the main reasons people scroll their social media channels so frequently is for entertainment. You can create entertaining and humorous posts around your business to not just entertain the audience, but to also attract them towards your brand.
Now that you know WHAT to post on your social media platforms, you need to figure out how MUCH to post. How should the scheduling work for your content calendar? How often should you update the content on your social media platforms? The answer to these questions varies depending on the individual needs of your business; you may choose to post new content every day or update your social media accounts every week. Study your audience and use the strategy that’s best in capturing their unique attention!
Lindsay has been with Agency Access for four years. After a transition from Campaign Manager where she managed multiple client campaigns, she found her home as Marketing Manager. She enjoys working in the creative world and bringing her Public Relations background to the forefront.
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