How to create a smarter social media strategy

Social media has become a massive part of how people engage with each other online. It makes sense that this naturally evolved to include businesses as well. Whether we like it or not, social media has become a vital component of any modern-day marketing plan. Any business owner would be naïve to ignore the power of a strong social media strategy.

According to a article in Entrepreneur Magazine®, 2021 saw an estimated 3.78 billion active social media users globally. The number of users has increased by 5% compared to 2020, meaning that the industry is seeing stable growth. According to statistics shared by website LocaliQ.com, the average social media user spends 2 hours and 25 minutes on social media daily. 80% of those users access social media through their mobile devices instead of the traditional desktop PC.

Given these impressive statistics, it’s easy to see why everyone wants a piece of the social media pie. Unfortunately, there’s only so much time and attention to go around. To stand out online, you need to create engaging content that will grab the attention of your ideal customer. Here are some basic tips on how to create a stronger and smarter social media strategy for your business.

Who’s your ideal customer and what do they want to see on social media?

You should know who your ideal customer is. If you don’t know, you may need to start there first. You really cannot create content, write copy or curate images for a client type that you know nothing about. Once you know who you’re speaking to, it’s time to step into their shoes. What would your ideal client like to see when they come across your social media page? Perhaps something entertaining or informative? Or perhaps something that makes them relate to your business? Make sure that the content you make speaks to the people who will be looking at your social media page.

Planning is part of the social media strategy process.

As the adage goes, failing to plan is planning to fail. It is important to plan your social media content beforehand. Planning your social media ahead of time can help in many ways. Some benefits include remaining consistent in posting and spacing out your content to get the most out of it.

Putting together social media content haphazardly might feel like the quick solution for right now. However, in the long term it doesn’t do your business any good and your public audience will see right through it. It doesn’t matter how you plan your social media posts: use a notebook, an Excel sheet, or a specialised program to help you. All that matters is that you start with a plan. SMART goal setting is an excellent way to approach social media planning.

Make sure to post consistently.

Whether you choose to post daily, weekly or monthly, make sure to remain consistent. Not only does this affect the way the algorithm sees your page, but also how your followers see your page. Don’t create an expectation of weekly or daily content without being able to deliver on that promise. People will follow your social media pages because of a certain expectation that they have of what they will find there. Avoid making major changes to your social media page such as how often you post or the type of content you share. Major changes like that can cause your original followers to unfollow because they aren’t seeing the content they expected.

Being consistent when posting to social media is made much easier when you’ve already planned your content. You can then space out your content as needed. Using social media scheduling tools can also help you to remain consistent in your posting. There are many such tools available online and they are changing daily. You won’t have to look very far to find one that suits the needs of your business as it currently is.

If you can’t afford any of those fancy tools, don’t worry – Facebook Business Suite is completely free when you setup a Facebook page for your business. The Facebook Business Suite can be linked to your Instagram page as well, making posting to both platforms very easy. This tool has undergone significant improvements recently and allows you to schedule your posts in advance; you can also monitor the progress of your various pieces of content. If you are only using Instagram and Facebook for one business, this tool is more than sufficient.   

Pay attention to what’s trending, but don’t be desperate to be relevant.

There are many trends happening constantly and it’s hard to pay attention to all of them. Some trends seem to hit us harder than others and are nearly unmissable even if you live under a rock. But just because some sort of trend is swooping the globe does not necessarily mean that said trend is relevant to your brand, product, or client. For instance, many influencers and brands take advantage of movements like BlackLivesMatter in order to be seen as remaining relevant when in fact it is actually just a PR stunt.

It’s great to be on top of what’s going on in society. However, by jumping on trends that are not relevant to your brand or to your client, you’ll likely come across as insincere. This may even appear to others as trying desperately to remain relevant. Stick to the trends that matter most to your business and ignore the rest – they will pass faster than you think.

Make sure it’s relevant.

Nothing is worse than looking at a business page only to find several posts that have nothing to do with that business, their client, their product or their industry. Select your content carefully. Finding social media content is a curation process; don’t just share for the sake of sharing as you could be doing yourself a disservice. You want your content to make sense in the eyes of your ideal client, making them understand something more about your business offering. Keep your content relevant and true to your brand, and keep personal content for your personal accounts

Ignore social media for business at your own peril.

With almost half of the world’s population using social media, it’s clear that social media must make up part of any comprehensive marketing strategy. Not taking part in this new age marketing strategy will likely cause your business to remain unseen by your ideal clients. And unless you have an otherwise comprehensive marketing plan, will eventually lead to the extinction of your company. Imagine not being listed in the Yellow Pages® 30 years ago, with no other public listings or advertisements where people who need your services are likely to look for them. Well, social media is more than the contemporary equivalent. If you want to build your public image, up your social media game and show the world what you have to offer.

For more interesting educational content on creating a great social media strategy, check out our blog post on social media copywriting or our blog post on social media design. If you would like to check out our social media pages for some inspiration you can follow us on Facebook & Instagram.