Written by Taylor Stano
Social media marketing plays a crucial role in business. Social media has the power to drive sales and establish a brand's reputation. Strategic social media planning should align with business goals, such as generating leads, revenue and return on investment. In order to achieve overarching goals, marketers should begin by considering a few simple criteria before posting content.
1) Audience. There are over 7 billion people in the world. You won’t reach everyone with your content, so focus on who you’re really targeting. Ask yourself the following questions about your audience: Who do you really want to target? What age demographic do you want to reach? Where are they located? With whom are you actually sharing content? Marketers need to answer these questions before they even compose a draft for a post.
2) Platform. The amount of active social media users has increased by 21% since 2016, according to a global overview by We Are Social. That’s a lot of people viewing content.
But on which particular platform is your audience spending the most time? How do they consume it? Answering these questions will help you determine where you should ideally post. According to Social Media Today, the average person spends 40 minutes on YouTube, 35 minutes on Facebook, 25 minutes on Snapchat, 15 minutes on Instagram and 1 minute on Twitter each day and 80% of their time spent on social media is through some kind of mobile device.
Research your different demographics based on each platform. Marketers have options—blogs, Twitter, Facebook, Snapchat, Tumblr and Instagram to name a few. Consider which platform is going to be the most effective to reach your ideal target audience. For example, Facebook has a broader age demographic compared to Instagram which has a high percentage of concentrated users between the ages of 18-29. With your target audience in mind, decide which platform will reach them most effectively.
3) Content. Apply “quality over quantity” and “content is king” to every post you construct. Creating unique content leads to strong SEO performance. Search engines pick up keywords can result in your content ranking higher organically. Quality content also encourages engagement with your audience and establishes a reputation of trustworthiness and credibility.
(Check out where the future of content is headed).
4) Engagement. When posting content, understand that consumers want to interact. They don’t really appreciate self promotions because those types of posts tend to be 1-way conversations for the reader. This concept is similar to having a face-to-face conversation with someone who is bragging about him or herself and the other person doesn’t even get a chance to respond. Give your audience something that provokes engagement. Interact with your consumers and followers and you’ll be rewarded for it in the long run.
The next time you post, keep this ratio in mind:
- 50% - news to your audience
- 30%- engagement
- 20% - self-promotion
If you consider these 4 simple concepts every time before you post content, you’ll be well on your way to able to making sure your social media presence is strong and contributes to your business goals.