In part one of this two-part blog, we went over the top factor in your social media advertising schedule: Which social networks you’re on to begin with. This is just one important segment of this theme, however.
At SEO Werkz, our social media marketing experts can help you with everything from these basic decisions to much more detailed areas of social posting schedules. In today’s blog, we’ll go over some of the important factors once you’ve chosen your social networks and established a presence on them.
As we went over in part one here, not every social network requires you to post several times a day to be successful. This is an area that’s all about quality over quantity, and furthermore, it’s about assessing your individual business and what will work for you. The frequencies we suggested in part one are just general guidelines – some businesses find major success posting heavily or lightly in certain areas.
If you’re a brand based prominently around service and answering questions, for instance, you might look to post on Twitter far more often than usual because of how it serves these kinds of areas. If you’re looking to build a stronger presence among insiders in the industry, on the other hand, you might lean on LinkedIn for a significant number of posts.
The goal of social media is to grow your relationships and help build your audience, not necessarily to convert every single viewer into a paying customer. For this reason, we generally recommend devoting at least three quarters of your posts and content to engaging and informing the audience, and only the remaining quarter (or less) for promotional content.
Look for ways to create content that stays “evergreen” – that is, that can be re-used on various platforms throughout the year. Pay attention to the kinds of posts that get the most traffic and draw conversions to your site, whether that’s photos and videos or question-and-answer posts – there are numerous tools available here for testing your engagement rates. In addition, share curated content from other credible sources to keep your audience engaged.
If you’re a relatively new business or just getting onto social media for the first time, we might recommend starting with your top couple networks first and working down from there. As you see which kinds of posts work and don’t work, you can formulate a schedule based on this data. Make sure your schedule here is in coordination with your overall marketing strategies – email marketing, on-site content and in-person events should all be part of the same coordinated efforts. Again, you should always be tracking and grading your posts based on the results they achieve, and using this information to guide your future efforts.
For more on scheduling your social media posts, or to learn about any of our social media or SEO services, speak to the pros at SEO Werkz today.