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Chapter 3

Developing Your Social Media Strategy

Developing A Social Media Strategy


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

The Most Commonly Asked Questions

What social media platforms should I be on?

There are a lot of social media platforms out there and it seems like almost every day a new one pops up. One of the biggest questions, that you probably want answers to, is which of these platforms should you be on, and which ones are a waste of time.

Unfortunately, there is no easy answer to this question. Each social media platform has its own set of strengths and weaknesses that are important depending on all of the information we have already covered to this point.

Here is a rundown of the most common social media platforms out there today and what situations make them a good fit for you.

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 inducing video, images, links, etc. Despite the lack of organic reach for business pages, we typically recommend this channel to 99% of businesses because the majority of people are on it and it is extremely flexible when it comes to the type of content you can use. Not only that, but it is very easy to incorporate paid advertising into this strategy.

Instagram

Instagram has established itself as a firm dominant force in the social media space. If you are a bit more on the creative side, this platform can really help you get the reach you need, while still giving you a pretty high amount of flexibility in the types of content you post. The biggest downside here is that you still cannot put links into your organic posts. However, you can add clickable links to your stories. So if you plan to do a ton of linking, you have to either utilize the story link option or have a Linktree that is constantly updated. Another option is to create a reel, or short-form video, to engage your audience. Your audience can like, comment, and interact with your reels just like a post.

X (Formerly Known as Twitter)

X is always a big question mark for people as they are not exactly sure how to use it. The truth is that X is an ok place to share content, but its primary function is interaction with your audience. Use hashtags to join in on conversations that are relevant to your business and help them grow! If you want to be super interactive with your audience, or maybe grow a personal brand, this is the spot for you.

LinkedIn

In the B2B space, LinkedIn 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 and is one of the only platforms out there that still gets amazing organic reach. LinkedIn has recently added a lot of features including the use of polls to gather insights or feedback, a new video feed, newsletters to establish thought leadership, and more.

TikTok

If you love staying on-trend, creating videos, and having fun with your marketing, TikTok is your spot. While many see this as a place for “kids”, many adults are now joining the platform as well. We would love for everyone to be on this platform, but the truth is that it takes quite a bit of work and a desire to be a little silly on camera to have a successful strategy here. If you are able to stay on top of the latest trends and can create a steady flow of content to post daily, you can do amazing things here as it is one of the only places where “going viral” is really possible.

When and How Many Times Per Week Should I Be Posting?

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 to 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. There really is no one rule of thumb. I found four different sources recommending four completely different strategies for posting time and frequency. 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 responsibilities… 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 businesses 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 yield the same outcomes 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 days to post. This data can update daily so make sure you are looking at it often!

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: Supercharging Your Strategy With Paid Advertising.

Simplifying Social Media

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