When, What, Where? Social Media Posting Strategies

It’s early, you have your cup of coffee, a laptop and about 45 minutes that has been carefully set aside to devote to your Facebook business page….

WHAT THE HECK DO I WRITE?!?

If you don’t have a plan the result is either to think about something clever and creative for 40 minutes and then share it in the last 5, or unload two days of thoughts in 5 or 6 rapid sequence posts, completely filling the first page of all our loyal fans, annoying them to no end!

Here are Three Social Media Posting Strategies I’ve found to be effective at Sigma College of Small Business and with our clients.

#1 – Have One, a Social Media Marketing Strategy That Is!

It doesn’t have to be complicated, but you should take some time and write out a social media strategy.  The plans we write for clients are three pages or less and include:

  • Target audience – list of the top three audience categories we expect to reach
  • Objective – what we expect from that audience as a result of social media marketing
  • Message – the general message(s) we will convey through social media
  • Media Plan – a list of each social media channel we will use, with the specific audience, post frequency, specific objective, primary topic categories and examples for each individual channel.

The Media Plan is the most important part of the plan, because you will use Facebook for a different purpose than your blog, and LinkedIn will get different results than Twitter. Taking some time to write out your strategy will give you a first reference for building a Social Media Calendar.

#2 – Use a Social Media Marketing Calendar

Every month I meet with clients and we list all the events, products, services and important messages that are “post worthy”, i.e. valuable to our audience, for the next month.  Then we add in some campaign ideas, their Constant Contact email marketing schedule and some placeholders for sharing the content of others.  Once we have the master list we expand it and develop specific posts for each item.  A big event may warrant 4 or 5 posts in the weeks and days before the actual event and even 1 or 2 follow-up posts.  Smaller events may be one “I’m here” post.

The result of the media calendar is that the time used for posting becomes very efficient.  Many times I write the posts ahead of time so it’s just a matter of copying them over to the right media channel.  There are also social media scheduling tools like Hootsuite that enable scheduling your posts days in advance if you won’t be available to make it real time.

A media calendar with a posting strategy also keeps your posts consistent and spread out so they are “above the fold” more frequently for your audience.  Use the calendar to fill in the gaps on the days and weeks where there isn’t too much going on.  A good way to fill those gaps is by sharing the content of others.

#3 – Make Sharing a Part of Your Strategy

A great thing about social media is that sharing great content is easy. (almost too easy for those who can’t recognize “great” content:-)  Make sharing part of your strategy.  Share content from blogs that are relevant to your audience, web sites of great new products or services you find (like business classes for small business owners), and most importantly the posts, tweets, blogs and emails of the people in your social media and personal networks.

Sharing great content does a lot for building your online reputation and relationship with the people who can help share your message!  As part of the social media marketing plans that we develop for clients, there is a list of blogs, pages and people for them to follow; most importantly for their own information and development, but also to give them plenty of stuff to share on those rare mornings when they have some time but nothing to say.

What are Your Social Media Tips and Tricks?

Social Media can be a very effective tool for small business owners if they take the time to create and implement a simple strategy.  One of the goals for Sigma College of Small Business is to keep things practical for our customers.  We focus first on simple ideas and actions that are easy to implement but will have an impact.  What are some tricks and techniques you use to be more effective with Social Media Marketing?

“Like” Your Page?!? What’s in it for Me?

“How do I get more people to…

…”like” my Facebook page?

…join my Constant Contact email list?

…follow me on Twitter?

…subscribe to my WordPress blog?”

This is a question I get in nearly every workshop, webinar and consultation on social media.  I was reminded of this common marketing concern yesterday, when I saw an emphatic post in my Facebook feed demanding that I like a friend’s fan page.  My first thought was:

What’s in it for ME?

So you set up your fan page and your family and close friends are happy to join in your little social media experiment, so you have your first 25 fans – enough to get your own custom Facebook username!  After a time of networking, posting a few things, maybe even creating an event or two, other business friends and acquaintances become fans and you break the 100 mark.  At some point you reach the plateau of people willing to join the cause just because they know you, and this is where it gets challenging.  You see, at this point you actually have to show your value!  That page, post and tweet have to start earning their keep and providing your audience with something they need.  If it doesn’t, there is nothing in it for them and they will not join or will quickly leave.

Delivering Value

I recently saw a list of the top 10 reasons people like a business fan page.  Potential discounts, brand loyalty and new product information were among the top reasons in the study.  Here are some ways we guide small businesses to add value for their audience:

Use a 30/30/30 Content Mix

If your goal is to just repeat your advertising copy into your Facebook business posts, don’t expect a huge return on the time invested!  My recommendation to most clients is that less than 30% of social media posts be straight advertising promotion.   Another 30% should be industry news, product tips, research and other information that establishes your company as credible experts.  The third 30% should be less business focused and can consist of community news, promoting charity events or entertainment.  For all those keeping score at home, use that last 10% however you like!

Make it Shareable

You know those posts that you can’t wait to comment on and share with your friends?  Try to be the person who makes that post!  Think through your media calendar and post schedule from your audience’s point of view.  Are the things you post something they will want to see and share with their friends?  When you are not only valuable, but also shareable, your fan base will grow quickly.

Post Consistently

My Facebook friend base combined with the business pages I like totals about 300.  Not a large number, pretty average in fact.  But, for me to see one day’s worth of posts I have to scroll back through about 8 screens – and I hide Farmville posts!  That means if you are a business posting once or twice a week in the morning, it’s likely I won’t even see your posts for months at a time.  Social Media is more tolerant of short, valuable posts multiple times a day than email.  In fact, if you are on Twitter and only tweeting a couple times a day, most people who follow over 500 people (not uncommon) will forget they are following you.

Social Media Calendar

It’s tough to sit down and in the moment you have to post, think of something creative and valuable to say.  Create a social media calendar to help organize, schedule and mix your post content.  My social medial calendar includes Facebook, Twitter, WordPress blog posts and Constant Contact email marketing.  This provides an integrated, consistent approach to my online marketing (when I have the time to implement!)

Having trouble with your social media or email marketing?  Sigma College of Small Business has business classes, webinars and services to help you get started and be more effective.

Would you like a Social Media Planning Calendar?  We developed an Excel spreadsheet that we use at Sigma College.  Use the comments below to let me know if you are interested.

8 Tips to Boost Your Email Marketing

Last week I presented a “Hands-on” seminar for the Greater Warrenton Chamber of Commerce to help small businesses use Constant Contact email marketing to help grow their business.  The seminar was based on these 8 Tips to Boost Your Email Marketing.  Sigma College of Small Business chose to be a Constant Contact Partner and Certified Local Expert last year because of the ease of use for developing professional emails and their support for social media channels.

1.  Add Value

Bottom Line – people will only open, read and act on emails they find consistently valuable.

  • “Email special” discounts, sales and insider info
  • Industry and community news – edited to highlight the value to your audience
  • Opportunity to interact and share

2.  Keep it Opt-In

Maintain a conservative definition of “opt-in” and manage your list to keep it that way.

  • Sending to people that don’t want to hear from you can be negative
  • Building a relationship they started is always better

3.  Subject, Subject, Subject (and headline to Match)

You have a split second to catch their attention, don’t waste it! And confirm their “open” decision with a clear, related headline.

  • “Our Monthly Newsletter” = “I can read this later” = “Will read when I have more time”
  • YOUR AUDIENCE WILL NEVER HAVE MORE TIME!
  • “Your Back Will Thank You”, “Get the CEO off Your Back”, “Are You Giving Your Profits Away?”
  • Use a txt headline at the top of the email to confirm it’s not a trick

4.  The Length and Frequency Principle

Keep frequent emails short, with one or two timely key points.  Less frequent emails can be longer.

  • A daily newspaper doesn’t publish each day with news from last week – if you are sending daily or weekly, have content that changes daily or weekly.

5.  Using Lists

Using multiple lists gives your audience choices on content and frequency to match their needs.

  • Monthly Newsletter, Weekly Specials, Daily Tip OR Engaged, Recently Married, With Children
  • Tell each audience what they should expect and then deliver!
  • Consistency – Delivery, Content, Format, From

6.  Keep your emails consistent

Deliver at promised times with expected content that matches subject

  • Consistent format will help brand recognition and using a recognizable email will help

7.  “Join My Email List”

Ask people to join your email list – tell them why they should and then deliver.

  • Put “Join My Email List” on web sites, Fan Pages and in email signatures

8.  Social Media Promotion

Use the Constant Contact social media tools, but don’t stop there!

  • “Look for ‘Your Back Will Thank You!’ in tomorrow’s monthly email newsletter.” Join Now!
  • Connect your social media to Constant Contact and use the share and tweet functions.

Email marketing can be especially useful to small business owners because it can convey a personal message to clients on a consistent basis at very little cost.  If you have questions about getting your email marketing working better, post a comment or contact us at info@SigmaBizLearning.com or (703) 468-1465.