When it comes to creating content for your social channels, creating structured output can help to:
- set a familiar and dependable tone for your brand's posts
- increase post engagement and develop a sense of community
- benefit from high-traffic hashtags or trend-worthy content
- support you in content planning, which can feel otherwise overwhelming
How do you decide what's right for your brand?
It is important to figure out what time you have available for social media and what you want your posts to achieve for your business, otherwise, your posts probably won't work for you.
When and how often should I post?
The frequency is up to you, to begin with (once you have analytics data on when your audience is online or when they are the most responsive to you, this can influence your decision) - do you want to actively engage with the post (using it as an opportunity for you to build relationships when you are available to do so) or will you schedule it to happen whilst you are working on something else in the background? (letting your followers carry the weight of it and allowing you to concentrate)
What type of posts should I choose?
The 80/20 rule of marketing applies to social media.
- 20% selling - creating posts that promote your products and services, share testimonials, offer discounts etc.
- 80% building relationships - sharing great content that your audience responds to but that reflects your brand. If you are clever, you can subtly incorporate your products into this or support your overall message.
Think about the type of engagement you are looking for. Do you want the post to be shared? Do you want people to tag other people in the comments? Do you want people to give you information by way of response such as (depending on the platform) sharing a gif, a link, a photo, video, answering a question...?
#MondayMotivation #MusicMonday #MindfulMonday #MondayMorning #MemeDropMonday
#GoodNewsTues #TransformationTuesday #TuesdayTreat
#WellnessWednesday #WednesdayWisdom #WinItWednesday #WackyWednesday
#ThursdayThoughts #ThrowbackThursday (#TBT)
#FridayReads #FollowFriday (#FF) #FridayFun
#SundayFunday #SelfieSunday #SundayMorning
You don't have to post every day, but if any of these hashtags resonate with you then it might be the beginning of some structure. Can you think of some posts that you can tie your business activities in with? Can you suggest a #StopDropSelfie on #SelfieSunday or a #MemeDropMonday to increase your basic engagement and give your audience a fun moment?
Can you give a sense of who you/your employees are or what your business vibe is by sharing what you are reading, listening to, wearing, eating? Can you give a shout out to a supplier or customer or another business you admire? Can you show how your products and services benefit your customers by showing them in use in a creative way?
How do I make one idea work across multiple platforms?
People may be following you on Twitter, Instagram, Facebook, Pinterest etc. You can make one idea work for multiple platforms but with some adjustments. Twitter and Facebook will allow people to share and respond with multimedia of their own - Instagram engagement is comment based. But you can start a hashtag on Instagram that's specific to you and encourage others to post to it. For example - photo prompts such as #MarchMeetTheMaker.