Your online presence has the potential to reach millions all while allowing you to engage with customers who already love your brand. However, as a brand, social media can be your largest untapped market. Social media gives you the chance to connect with people who have the same interests as you, or for a brand, connect with people who could benefit from your product or service.
There are roughly 3.7 billion people on social media platforms, but not all platforms are the same. Each platform offers a different audience for you to reach, and it is up to you to figure out what and where to post. Who are you trying to reach? Is your service or product local or broader? Asking these questions will help you determine what as well as where you should be posting to promote your business.
Lay Out Your Social Media Goals
The most important starting off point is to find out what you want from social media. Ask yourself, where do you see yourself in one year, in five years? Once you have that answer you can create your goals and make social media work for you. Let’s say that you own a local gym and want to bring in more clientele who are using your yearly package. What type of person would you be targeting on Facebook or Instagram? Of course, this all depends on your pricing structure. For the sake of this article, let’s say that the plan you want to market to your audience is $120 per month.
We’re going to pretend that you already have your “Buyer’s Persona” and know what platforms you are going to market on. (If you don’t know what your buyer’s persona is, that’s okay! We’ve got you covered with our blog, “Getting to Know Your Audience”). In this case, we are looking to market towards active males and females, who make at least $50,000 a year living in the area of your gym. Your short-term goal could just be that you want to bring more people to your gym but your long-term goals may differ a bit. Not only do you want to bring people (your short-term goal), you need to keep them coming.
Frequency of Posting
The amount that you post also plays a key role in your online presence. Consistency is key when posting to social media. If you only post once a week, your followers are less likely to see your posts when they look at their feed. The way social media algorithms work is elusive but one thing is for sure, they reward you the more engagement that you have. The average brand posts 1.5 times per day, and the more you post, it can trigger the algorithm to push your posts to your audience.
Another reason to post more than a few times a week is that the more engaging content that you supply, the more people will want to follow your page. That’s not to say that you should just post anything you take photos of. You want fun and engaging content that people will want to follow to see what you as a brand are up to.
Let’s go back to our gym example, we will stay that for Instagram you decide to post once or twice a day. You would want to post highlights of your gym, videos of your classes or even trainer features. Play around with your content, just because you’re working doesn’t mean social media can’t be fun!
Best Times to Post
The right time to post your content will depend on your audience. This part might take some time for you to become a pro with, but with some time and research, you should be able to crush it! For starters, I would start by looking at diagrams online that give you times their customers have benefited by posting. From there, you can see what times to start posting. This part might take a bit of time curating the correct times that will work for you and your brand, but don’t skimp on it!
There is a reason that social media platforms give you that insight tab in your business profile. Furthermore, if you’re not under a business profile, what are you waiting for? All of the added information they give you will only help you better your brand’s social media presence. Once you understand what the insights have to offer you, you can make posting at the right time to work for your brand.
Hashtags are a very important part of your social media game. Think of them as a way to organize all of that content into neat little categories for your enjoyment. You can use up to thirty (on Instagram and 10 on your stories), but how do you get the most out of them? Hashtags can help you target your audience with ease if you know the right ones to use. We recommend starting small with your searches for hashtags.
Let’s bring back our gym, our social media manager decides that they will use all thirty hashtags as well. You’re going to want to spread out the hashtags overall thirty, you do not want to use all thirty with more than one million posts. If you use only tags that are highly used, your content will get lost in all of the other pictures. So how can we make sure that your content is being seen by the right people?
Try to find at least five tags that have 0-50k pictures attached. You need these low performing tags so that you have less competition. Using these tags, you may have a better chance of getting on the top page for those hashtags.
Okay, now that you have your low performing tags, look for up to twenty middle performing tags (50k-1 million). You need the average used tags to keep your brand relevant and consistently in your untapped audiences feed.
Lastly, choose around five tags that have more than one million pictures. This might add to your virality and stands a chance of putting your brand in front of millions of potential customers. Beware that your posts here could be swallowed up by all of the other people tagging the exact thing, but take the chance! You never know what could happen.
There are several different types of hashtags that you could be using (nine to be exact).
- Product or service: here you can use the problem that your brand solves
- Special events: are you running a promotion or having a special class?
- Location: let the people know where you are!
- Daily hashtags: #throwbackthursday
- Acronyms: #BOTD (book of the day)
- Emojis: cute little pictures that always make us smile
- Your niche: hitting your niche market might be small but a lot of engagement can come from here
- Communities in your industry: #gymsofinstagram
- Relevant Phrases: use a phrase that hits your audience
Try using several different types of hashtags on your posts and see what works the best for you!
Scheduling Your Social Media Posts
Setting up a social media calendar (don’t worry, we are working on one for you soon!) may seem daunting to start with, but it will become your best friend, trust me. There are so many benefits to scheduling your posts in advance that you may not even realize. Think about it this way, by spending an afternoon setting up your month, you can open up a ton of time to focus on your customers and make your brand better. Your calendar doesn’t have to be some intense thing that you saw online that has 10 posts every day, all with different content. You must curate it to fit your needs.
Keeping you focused
Keeping consistent content on your social media profiles can be hard, but with a little bit of organization, you can be on top of all your content. Try choosing themes, either for the days of the week or even the entire month. Working like this can help with any idea blocks that you may come up against. Odds are, if you’re running any promotions or events during the month, you know about them well in advance.
Track Your Insights
By using a calendar, you can see if your content is performing well. If it isn’t you can easily make any changes in no time! Testing is a huge part of marketing, and the best way for your brand to continue getting better and seen. The most you post, the more you can look at the data and see what is performing well and why.
Stop the Spam
Scheduling posts can put a stop to the spammy posting so many brands can be plagued with. If you keep track of your insights and see the best times to post. If your audience sees the same things being posted several times a day, they will likely not engage with your brand and all of that effort will have been for nothing. Do not drown your audience in a sea of content, they will not respond kindly.
Social media can be intimidating but it doesn’t have to be. Just follow these few simple tips to making social media work for you. Check out our downloadable PDF for further help with your social media game. You can also always ask for help. We will be there for you in any time of need that you and your brand may have.
Adrimedia is a Graphic Design Studio located in Orlando, Florida. Bringing brand identity to Florida is a passion for us all. Let us help your business be the very best it can be. Contact us at: firstname.lastname@example.org or follow us on Facebook and Instagram @Adrimediadesign