Developing Your Social Media Strategy

Simplifying Social Media

Chapter 3

Developing Your Social Media Strategy

Let the fun begin!

This is probably the part you actually care about. When people think about developing a social media strategy, these are the things they think of the most. Any workshop we do or meeting we have centers around the questions you are going to get answers to below. While the answers to these questions are very important, do not just skip to this step. So, if I caught you skipping, back to the front of the guide with you!

The first part of the strategy is deciding which platforms you should be using for your business. We typically recommend that most businesses start with 2 platforms and learn to be extra effective with those platforms. Many businesses will try to do too much too quickly, spreading them thin and making them ineffective.

So, which do you choose? The answer to this question is easier than you might think it is. Utilizing a mix between the content that you chose to create and the audience you will be targeting you can identify the most effective platforms for you.

Which Platforms Should I Be On?

18-55 years old

Men 48% Women 52%

Best Content:
Photos, Video, Blogs, Live Video

13-29 years old

Men 42% Women 58%

Best Content:
Images and Short Video

13-29 years old

Men 53% Women 47%

Best Content:
One-to-One Conversations

19-49 years old

Men 54% Women 46%

Best Content:
Images, Video, Blogs

13-29 years old

Men 30% Women 70%

Best Content:
Video and Photo (Documenting)

Facebook

Facebook is truly the “catch-all” of social media marketing. There is a lot of content that works really well on this platform that you can use to your advantage. Despite the lack of organic reach for business pages, we typically recommend this channel to 99% of businesses because there are just so many people on it and it is the most flexible.

Instagram

Instagram is the big up and comer in the social media space and needs to start being respected as the second biggest platform for consumers. Instagram is known as the photo platform, but the video also has a big play both in the newsfeed and in stories. Speaking of stories, they are Instagram’s biggest advantage so make sure you are using them! Even better, with the introduction of IGTV into the newsfeed, long-form video now has a play that is making things even better!

Twitter

Twitter is always a big question mark for people as they are not exactly sure how to use it. The truth is that Twitter is an ok place to share content, but its primary function is interaction with your audience and the marketplace. Use hashtags to join in on conversations that are relevant to your business and help them grow!

LinkedIn

In the B2B space, this is a no brainer. But if you are in B2C, there can definitely be a good strategy for you as well. Are a lot of your customers also business people? Then think about developing content that relates your business to their daily lives and struggles. LinkedIn is pretty flexible as well and has excellent organic reach.

Snapchat

Snapchat is still a little new to the space and the user base is still so young that they might not be your primary customer, but if you are going to use Snapchat, the word I want you to remember is document! This is supposed to be a place of organic and spontaneous content so don’t plan too much stuff and just let your brand shine through!

How Much Should I Post And When Should I Post It?

Secondly, let’s talk about the posts themselves.

This is where people typically have the most questions. They want to know what time of day to post, how many times per week they should post, and how to best structure a post to have the most success.

Unfortunately, the answer for a lot of this is “it depends”. There are tons of benchmarks out there that try to generalize the answers to these questions, and we want you to ignore all of them. You have access to more data than you think to make those decisions on your own.

Let’s start with how many days per week you should post. Of course, we would love for you to post as many days as humanly possible, but we also understand that you are likely a small business owner or have a lot of responsibility… and s*** happens. So, what should you aim for? One word CONSISTENCY.

CON•SIST•EN•CY

Marketed by harmony, regularity, or steady continuity: free from variation or contradiction

Being inconsistent is the number one reason why people fail at social media. Businesses will post one week and take the rest of the month off and wonder why their social media strategy didn’t go as planned. So, in the beginning, focus more on consistency and less on a specific number of posts per week.

Once you have outgrown the “just be consistent” phase, it is time to move into it and really strategize the best times and days to post for your audience.

As you can see below, both Facebook and Instagram have free analytics to show you exactly when your followers and people who would be interested in your business are online. In these examples, you see that this page’s Facebook followers are typically online around 9 AM and 7 PM and on Instagram between 12 PM and 6 PM. Facebook even shows that Sunday, Monday, and Friday might be the best day. These are the times and days of the week that you should post. This data can update daily so make sure you are looking at it often!

When to post on Facebook
When to post on Instagram

This is going to look a little different for every business depending on what your market is which is why it is so important to base your decisions on YOUR data and not someone else’s.

So what’s next? Yes, there is more, and it’s an important one… Paid Ads! Let’s move along to the final chapter, Chapter 4: Paid Advertising.

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