5 Questions to Shape Your Social Media Marketing Strategy

5 Questions to Shape Your Social Media Marketing Strategy

2016-12-29 13:00:00 | radiantmarketing | social media marketing

Most businesses have a social media presence, but almost no one is using their social media content effectively. There’s a lot more to social media than sharing a photo album on your business’s page.

If you’re not sure where to get started, ask yourself these 5 questions to help shape your social media marketing strategy.  

What is the bigger picture?

As much as we love social media, we know that it is just one piece of your puzzle. When you are rethinking your business’s social media content strategy, start by asking yourself about the bigger picture. What are your business goals? Do you have a timeframe to achieve these goals? What steps are you going to take to ensure that targets are met in a timely manner?

How can a social media marketing strategy help me achieve my goals?

Once you’ve outlined your goals, it’s time to consider the role that social media content will play in your overarching business strategy. One of the biggest mistakes we see from small business owners is that they don’t make their social media presence work for them. Every piece of content that you post should be crafted with a message in mind. Don’t get us wrong – we believe that social media should be social, and the best social media should be delightful and entertaining. If you’re not sure where to start, we recommend reading this book by Lee Odden.

Which social media networks should I utilize?

Many business owners feel compelled to create accounts on all of the most popular social media platforms, but the reality is that your company may not need to have a presence on Instagram or Twitter. Deciding which platforms to use may require careful consideration. To start, figure out which platforms are most popular with your audience. If they are not using Twitter, there’s probably no reason for you to manage a Twitter account.

How often should I post on social media?

We often see small businesses that go to extremes when it comes to social media content – either they are posting too much, or they aren’t posting at all. Like all things in life, we think that striking a balance is the key to success. We recommend at least one post per weekday on every platform that your business uses. Depending on the variety of your audience, they may be using social media at different points throughout the day, and 2-3 posts may be appropriate. More than that is usually too much.

What types of content should I post?

Certain platforms are built to share certain social media content more successfully thank others. For example, Facebook, Pinterest, and Instagram are very visual platforms. They should be used to share branded, striking images of your product or service. Text-only posts can work on Facebook as well, though usually only if they are enticing your audience to interact with your business.  As a general rule of thumb, make sure to mix up content across your active social media platforms: we like to think of your online presence as a living museum, so be sure to curate a diverse presence. Regardless of platform, all of your social media content should be meaningful and contribute to your brand’s story.