Developing a social media presence for a business can be much more challenging than a lot of entrepreneurs would like to admit. After all, this isn’t merely just adding your friends and hoping they’ll support, but coming up with a cohesive message from your brand every day. That can be a tough challenge, and you need to understand the science as much as the storytelling to be successful. However, that’s why we’re providing a few helpful tips on how. Check them out below:
Figure Out Your General Audience
One of the initial steps you should take in developing your business’s social media presence is by figuring out your general audience. While this most likely seems intuitive based upon your personal use with social, that’s not always the case; in fact, there could be pockets of visitors you’re not even considering. Plus, the more of an audience you can garner, the more potential revenue you have rolling in, which is the goal for anyone.
Take a look at your current following, as well as why that might be the case. It’s good to know the specific demographics of each medium as well, for example, as noted by Pew Research, approximately 71 percent of Instagram users are 18-24, showing it’s a young person’s platform. Another important point is establishing a diverse mix of mediums to reach out to, as long as there’s substantial evidence that you’ll pick up engagement. Finally, a significant amount of your social media audience will stem from your interest in the industry, which is why engagement is considered the top criteria for social success.
Don’t Forget About A/B Testing
In line with your engagement strategy, conducting A/B tests on how different aspects of your social media will be crucial in seeing what works with your audience and what doesn’t. This is a pretty standard practice to hone into what type of social content your audience will gravitate towards, as well as how you can improve upon the content that’s underperforming. However, a big portion about testing is effectiveness, which will consist of knowing how long you should spend on a test versus how much value it’s going to give back in return.
Make a plan for two promotional items that are similar in their intended audience, especially in using the same materials. For example, as noted by Hootsuite, Tweets that have photos receive 35 percent more retweets, however, comparing two posts with separate photos of similar content might be smart. Practices like this help not only in seeing if the content itself resonates but other minute details as well, such as the timing of the posts or the voice of the copy. Make this a habit in your social media planning as A/B tests can help improve the efficiency of your posting in no time.
Know The Topics Of Conversation
Every business should make a daily effort to keep up with the topics of conversation. While that doesn’t necessarily mean you need to be posting daily on these items, it does mean that adding your company’s voice to these is essential to keep up with your base. Although this all might somewhat overwhelming, it’s much more intuitive than you might think.
One of the popular examples of staying with the social conversation is utilizing the best hashtags. In fact, as noted by Sprout Social, Instagram posts with one hashtag have at least 12.6 percent more engagement than those without, which goes to show how you can cultivate certain community topics to your posts. For example, if I had a post about a daily happy hour at my restaurant in Austin, TX, then #austinhappyhour would be smart to use. While that’s a pretty straightforward example, hashtags can vary in complexity and variance, so take time in drafting some that have legs and can hold for some time.
Consistency Is Key
No matter how many hacks or tricks you find, the most prevailing strategy for doing well with social media is just staying consistent with it. While that might sound obvious, it’s all too common practice of simply getting motivated to post for a few weeks, only to feel as though you’ve run out of mental gas. However, there’s a lot of revenue you’re missing out on here because as noted by Zimmer Communications, consistent presentation of a brand can increase revenues by 23 percent; and if you’re looking for numbers like that, then creating a calendar can be a smart move.
Start drafting out the different topics you want to cover in your social media, as well as what type of campaigns are going to provide the most value. Try to have some variance in experimenting with the testing strategies mentioned above, as well as make sure to keep up with whatever current events are happening in your industry as well. Social media is all about habit, and although it might seem tedious to read out, once you get into practice, it’ll become second nature. Because as a business you love, what’s better than interacting with your fans every day?