As a small business, social media is a huge asset. It’s free (unless you do ads) and has the ability to get your business seen by thousands every day – if used correctly. However, what if you’re lacking engagement? What happens when your social posts just aren’t driving any traffic?
Below I’ll be highlighting some key areas that your business should focus on when it comes to social media. Long story short, just putting content out into the world without an actual plan won’t get your anywhere.
We’ll be covering:
Focus on Imagery
I’ve said this before, the visuals you choose can make or break or content. Likewise, they can be the deciding factor in whether or not people stop and pay attention to your social media posts. Think of something that is eye catching and fun to look at. What will draw in the attention of the reader? Now, this doesn’t mean you need to go overboard. Stick with your branding and ensure that the images you choose aren’t over-the-top or inconsistent with the rest of your posts.
Be sure to also remember that each social platform has their own parameters. Are you following these guidelines?
- Profile Image: 180×180
- Cover Photo: 820×312
- Shared Images: 1200×630
- Event Image: 1920×1080
- Header Photo: 1500×500
- Profile Image: 400×400
- In-line Photos: 440×220
LinkedIn (for companies)
- Background Image: 1536×768
- Standard Logo: 300×300
- Hero Image: 1128×376
- In-line Images: 646×220
You want people to see and interact with your social media posts? Make sure you make them actionable. It will always be true that people love to actually DO things. So, let them!
Create CTAs (call to action) that grab their attention and make them want to do what you say. This can be in button, link, or even video format. Either way, Ensuring that your social posts with actually result in something (download, poll response, chatting) is a sure-fire way to get the post visible and people involved. Two birds with one stone you might say!
Create A Schedule
If you’ve read my past posts you know one thing – I love processes. Color coding, calendars, timelines, strategy layouts… you name it, if it helps keep me organized, I love it. Not surprisingly, the same goes for social media.
Understanding what will be posted, including the when and why, is beneficial in making sure that you engage with your audience when they are most visible. This differs from company to company, and awesome tools like Sprout Social are great additions to understanding when the best time for you to interact with your audience is. Schedule posts around this time to ensure that your posts are seen!
Tip: Stray away from articles that talk about the best posting times. Those are very generic. And, anyways, why would you want to follow that schedule knowing that others are posting at the time as well? Instead, follow the schedule of your specific audience. When do they visit your site the most? When have you personally noticed the most engagement? This may take some research, but it’s worth knowing when you can grab the most visibility.
I saw a quote in an article recently (can not for the life of me remember what it was) that really hit the nail on the head.
“Engagement is a two-way street”
I mean, of course it is! I know that. You know that. But, have you really stopped to ensure this was being practiced? Hearing this definitely helped me take a second look at my own social practices. And, it helped me realize that there are some out there who DON’T know this.
But, now that you’re reading this article, you know now! So the next thing you can do is take a look at your own profiles. Are you responding to reviews? What about retweets? Even a simple “like” back can help that person know that you care and ensure that engagement increases. Meaning, more visibility for your posts.
Understand Your Audience
If you follow me on Twitter (and, you really should), you know that I talk about knowing your audience all. the. time. Because, guess what? It’s really freakin’ important!
I’ve hinted at it a few times throughout this article, but I really want to hone in on why it is so important. Knowing your audience gives you incredible insight. It takes out the guess work of what to post, when to post, why to post, how to interact, because if you’ve done your market research you’ll know the answers to all of these questions.
Depending on industry, location, and more, your audience can change drastically. In fact, even if you are in the same business, your “competitors” may not share your same audience (this would also mean they are not actual competitors, but that’s for another article).
Truly, I saved this one for last because it is the most important. However, focusing on just one aspect of many that can result in social media success won’t get you anywhere. A part from knowing your audience you have to know what to do with that information. This is where picking the right visuals, posting at the right times, etc. really comes into play. Everything has to work together. You know, the whole “team work makes the dream work” thing.
Looking for some insight on your own social media marketing? Contact me today to get a consultation and personalized strategy!