There’s more to your social marketing strategy than posting content

Social marketing strategy.jpg

There’s more to your social marketing strategy than posting content

In an age of social media and instant connectivity, the internet can feel like a cacophony of noise that is hard to cut through. In an effort to attract attention you might think quantity over quality is the way to go. But we all know that’s not how the saying goes.

Posting content on your site and social media isn’t enough. You need to have something worth saying. It won’t inherently be engaging and effective unless you take the necessary steps to ensure it is achieving something.

Don’t waste words

When you invest in content and social media marketing, you aren’t just paying for the words on the page. You’re paying for the way they can influence your audience to engage with your business. On average, conversion rates are six times higher for brands using content marketing than those who aren’t.

Whether you invest time or money, if what you’re saying doesn’t have the power to do this, it’s money down the drain. What is going to make a difference is your plan of action. You need to nail down precisely what you are posting and when. And why. This is what we call ‘proactive social marketing’.

Proactive social marketing

Proactive means you are planning weeks or months in advance. You are anticipating what your customer will need in the future and tailoring your content to hit those points before they arise. At this time of year, for example, it might mean moulding your content to the holidays. Retail stores could prepare to advertise Boxing Day sales.

Instead of waiting to react to customer concerns you can use data to predict your customers’ needs, use emotional analytics to see how people feel about your brand, use bots to triage chats, and invest in the best people to interact with your customers.

49% of businesses carrying out digital marketing don’t have a defined strategy. You should have a clear strategy detailing what you want to achieve with each post. Each one is crucial to helping you reach your long-term business goals, and as such, it is targeted to a specific audience, discussing a topic relevant to them and your business.

Reactive social marketing

This one is self-explanatory - it is about reacting to the world around. On a public scale, this could mean responding to current events. Your Twitter posts could quip on whatever new trend is taking hold. By engaging in events as they happen, you can capitalise on the buzz and funnel new business to your company. But it can also include being reactive with your peers.

LinkedIn as a social platform is a perfect example of reactive marketing. A popular hub to post and share interesting articles, it presents an excellent opportunity to engage with your peers. Respond to what they’re saying; engage in discussion; expand on your network.

The perfect match

A great marketing strategy will marry together proactive and reactive marketing. You need to create a plan that will chart your posts for the near future. Consider weekly or daily themes to keep your content fresh. For example, Monday you could post a thought-provoking question, Tuesday a behind the scenes look at your business, and so on. There are ways to organise your proactive approach - Buffer lets you schedule your social media posts so you can alleviate the daily pressure.

Combine that with a reactive presence; if a customer asks something on Facebook, then respond. If people engage in discussion on your LinkedIn blog, then join in and keep it going. At the end of the day, social media is precisely what it says on the tin: social. It requires due diligence and time, but planning ahead will help you create content that says something.

At Coster Content, we use the power of the written word to add value to your customers’ lives. For more information about our content writing services, get in touch on 07462 455 894.

Alia Coster