By Nicole Hammond
Social Media can be a powerful tool when it comes to growing your business, but it can also be a huge waste of time and money if lacking strategy. First, you will want to pick the right platform(s). That’s right, you don’t have to be everywhere; you just have to be where your audience is. Of course, in order to do that you’ll need to get clear on exactly who your target audience is. Once you have this down, choosing your social platforms will simply be a matter of deciding on which platforms this audience spends most of their time.
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Next, you will want to develop an Organic Posting Strategy. Organic posts are those which do not involve paid boosts or reach. They are the regular, everyday posts that you share to your business profile. It is extremely rare for a person to make a purchase after their first exposure with a product/company. This is why it is so important to post on a consistent basis. Whatever that posting schedule is though, is completely up to you. No one can represent your business better than someone on the inside. Thus, we always recommend having an employee (or several) handle organic posting for you. These staff members should also be responsible for replying to comments and messages on behalf of your company.
Organic Posting Tips:
Keep it consistent. Whether posting once a day, or thrice per week, maintain a reliable schedule.
Keep it fun. Share content that reveals company culture and builds trust with your brand.
Keep it educational. Share useful insights that re-establish your authority in your niche/industry.
Audience-first. Make it a point to speak to your audience, rather than always speaking about y our business.
Finally, fill-in-the-blanks with a Paid Ad Strategy. While your organic posting strategy is centered on sharing useful information, company insights, and building a community; you’ll want to accompany that with hypertargeted, action-driving content. This is where paid ads come in. Paid ads are more complicated than a simple boosted post. They require real strategy, based in a deep understanding of your audience, industry, and company goals. To make the most of your ad budget, this is best outsourced to an agency/individual with knowledge of the algorithms of the platform in use, as well as the general principles of digital marketing and graphic design.