Love it or hate it social media is an undeniable force in how we exchange information.
Even just five posts a week can be a lot for a business owner.
The problem is that unlike an ad or article in a print publication, a social media post is unapologetically fleeting. Sure, people can always look back through your feed to see past posts, but once you leave the newsfeed, you leave the party. The solution is, of course, to post often and to post regularly. But even just five posts a week can be a lot for a business owner to fit into their schedule. Here are some tricks the experts use to keep your post presence flowing.
1. Create A Calendar
It always helps to schedule out your plan of action. Get a monthly calendar for each of your social media platforms and fill in topics you plan to post. A great tip is to have a repeating post each week like, Question of the Week or Word of the Day. For example, if you are a yoga instructor you could define a yoga term once a week. Or if you’re a contractor your Question of the Week could be “What color are the cabinets in your dream kitchen?”
Here are three common types of content calendar:
- Printed calendars. This is the old printed paper solution.
- Spreadsheets. Excel and Google Sheets are cost-effective tools for creating your own marketing calendars.
- Apps. There are scores of premium apps like Hootsuite and Buffer to assist with scheduling.
2. Work Ahead
Social media platforms like Facebook offer publishing tools that let you write up your posts and schedule them to go live at another time. You can also use a social media platform such as Hootsuite to plan, organize, and execute your schedule. One word of caution, though, it is very tempting to pulse out the same post to all of your social media platforms (and Hootsuite makes this very easy!); don’t do it. Each social media platform has its own flavor and user interface. Twitter is not Instagram and Instagram is not LinkedIn. Make sure you take the time to tailor the proper post to the proper venue.
3. Be Organic
One way to save time and to create an authentic social media news feed is to create posts in the moment. This is especially effective on image-driven sites like Instagram. For example, did you just complete a gorgeous wedding cake at your bakery? Snap a shot of it and send best wishes to the bride and groom. Did a huge jar of pickles smash in your deli? Document it and let your customers share in the misery of a bad day. Give your followers a sneak peek into daily work life and they will feel invested in your business. One thing to look out for with this strategy—don’t flood your feed one day and neglect it for the rest of the week. Adjust your calendar when you send out organic moments so that you spread the content out.
4. Curate
When you spend time on social media or reading news outlets online, think about your customer base. Is that article on how the pandemic has affected auto parts manufacturing interesting enough to be shared? Is that great Q&A on why pasture raised chicken is healthier something that your followers would like to read? Share these articles on your business page. Make sure the technical terms are at a minimum and the content is suitable to a wide audience.
5. Gather an army
Coming up with regular content is exhausting, so ask your colleagues, co-workers, and customers for help. If your HVAC installer is out on a job and sees a unit infested with mice, tell him to take a picture and send it to you—this image could provide a great cautionary tale for a post. If a customer tells you they love their new stair railings, ask them to take a picture so you can post it. Also, reach out to community organizations and local charities and tell them you would be happy to share any fundraiser information on your newsfeed. This is a great way for you to use your social media for a good cause and your followers will really appreciate the information.
These tips can really help you get a handle on your social media game plan, but even the most organized business owners may fall behind with the endless hunger of the newsfeed. If so, look into hiring a social media manager to help you develop a calendar or to take over your posting entirely. Given how important this part of your marketing strategy is, it may be worth the investment.
Contact Fairview Media for help with your Social Media planning