According to Social Media Examiner’s 2019 Social Media Marketing Industry Report, 85% of those surveyed said, they wanted to know which social media tactics were most effective in driving engagement to their brand or business. This question was so popular at the mid-way point in 2019 that it is now the #2 most asked question by online marketers.
Reaching your audience and building a community across all social platforms doesn’t have to be hard. Consumers today are savvy and cautious; most are just looking to do business with a company or brand that they feel safe with. In the age of scams, identity theft and sensory overload, it’s your job to deliver real value and build trust with your consumers. Having a strong social media strategy will allow you to engage more, build rapport and develop trust.
Truth is, there is no magic “tactic” or silver bullet to building an effective social media content strategy, but if you follow these five tips, you’ll be on your way to building a successful and sustainable social community.
#1. Develop Content Aligned with your Marketing Objectives.
As you develop your online presence your goals will shape the type of content you create. Get clear and map them out. Do you want to drive traffic, gain more likes? Gain more audience interaction? Revenue? Make a list of what you want to achieve and then create content around that objective.
Keep your content in-line with your niche or market, veering off course will only cause confusion and leave your audience scratching their heads as they try to figure out what it is you do.
#2 Observe and Learn from Big Brands
You aren’t re-inventing the wheel. Chances are that no matter what niche or market you are in, there are those who have come before you and acquired a huge amount of success. Check out your competition and see what’s working for them. Tap the most happening channels, listen closely to their customers and create content that answers their questions and provides value.
#3 Post Frequently
Consistency is a huge factor in determining the success of your social media strategies. You don’t need to post every day, but you need to schedule your content and stick with it. Think of your business or brand as a TV show on a major network. If you continually post every Monday, Wednesday and Friday, over time, your audience and community is going to expect that from you. If you slack off, your audience’s trust will be shaken, and you’ll come across as not being as dependable as they thought you were.
#4 Get Analytical
Get into the habit of checking the performance of your content at least once a week. You don’t have to drown yourself in data but dig into the numbers so that you can identify what is working for you and what isn’t. Once you have clarity, create more content that reflects your most successful posts. The great thing about social media is that it allows you to keep a pulse on how your content strategy is performing. Create more of what works, stay away from what doesn’t.
#5 Interact in Real-Time
Even if you use auto-posting software to manage your social media profiles you need to engage in real conversations with your audience. It’s called “Social Media” for a reason. Respond to every message, response, question… everything. You want your target audience to feel like you care and that they are important. Nobody likes to be ignored, everyone wants to feel like they are being heard, so prepare to work the channel often and actively.
Social media is now an essential part of doing business. It’s where you connect with customers and build relationships with every kind of constituent. Whether you’re just starting our or a seasoned professional, following these five simple tips will allow you to design tactics that are effective in building your business.
Charles Watson, M.B.A., T.M.
Digital Content Strategist / Founder
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