Are you the owner of a small business? Who has by default also had to grab the social media by the reigns? Or perhaps you were hired for one thing but have now been asked to work on social media. Either way, social media is a lot of work. It takes a strategy and consistency to do it well.
We get it – you want to get down to business and start promoting your products or services and grow a solid audience base online. You are also facing challenges that a bigger business may not such as a smaller marketing budget or a lack of marketing training. With proper planning and strategizing these are hurdles any small business can overcome with the right content strategy.
Here are four steps to keep in mind as you plan your content and organize your time.
First Step: Lay Out Your Content.
This step needs to outline the key elements you need in your content plan. For our clients we like to create an excel sheet that goes month by month. We call this an editorial calendar. In this calendar we have our client’s goals for the month, social media copy, creatives, creative, hashtags, and notes. This might also include specials, events, and other services that your audience might be interested in. This gives a clear direction for short term and long term efforts for the year. Follow your editorial calendar and update it when needed.
Many small business owners graze over this step because they want to start on the implementing stage. Planning is arguably the most important thing you can do for marketing your business. This allows you to develop a strategy that embodies your overall vision and the clarity to execute campaigns.
Step 2: Know your Audience
Where is your audience spending their time on social media? Once you know that, you can spend time on that platform and really tailor your message for that particular audience. You do not have to be on every channel. Baby steps are ok. Consistency is key.
Step 3: Establish a Content Schedule
Don’t flood your timeline with content all at once. Establish a posting cadence so your audience knows what days and times they can hear from you. We suggest posting 3-4 times a week on most platforms to optimize reach. For platforms such as Twitter and Pinterest you may want to post content almost daily.
We can plan months in advance or weeks but we do suggest planning ahead of time instead of taking it day to day. There are plenty of social media software tools that can assist with this process. Buffer is a free tool and a great place to start. On a previous blog we tested out and compared several different social media management tools.
Step 4: Track Results
As mentioned previously, you need to define your KPIs and goals prior to help define your content strategy. It is also wise to track these metrics month to month, quarter or quarter, and year to year.
Reviewing your content will inform you of what types of content and platforms are performing best, where there is room for improvement, and ultimately what marketing efforts are worth it and what are not. Your content strategy will only support your business growth if it is created with your businesses goals in mind.
Key Takeaways:
- Plan in Advance. Consider planning content a month ahead. It saves time in the end.
- Research your target audience. Take notes of what is resonating and what is not. What questions do you get asked time and time again? Start there. Answer that question.
- Establish a posting schedule: Be consistent but vary content.
- Track KPIs and goals.
Are you a business in need of marketing assistance during the time of COVID? Read our previous blogs on marketing and messaging during a pandemic and during phase one. If you are interested in our services book a consultation with Heather at heather@arlingtonstratgy.com.
