If you spend 20 hours per week on marketing your business, on average, then you’re not alone. So do other small businesses, according to a recent survey by Constant Contact. Most of the business owners surveyed (82 percent) say they market their business across multiple platforms. That includes Web, email and social media, mostly.
How can you hone your social media strategy so you are making more effective use of your time? Follow these five tips for social media success:
- Conduct a mini audit: look at your social media profiles with a professional set of eyes. What is good about your online presence, and what can be improved? Review your analytics to see which types of posts are popular with your audience and build these into a content schedule moving forward. Who has recently followed you, and are there trends that point to new networks you can tap into? Be brutal and analytical in identifying what is and isn’t working.
- Start with why: go back to basics and think about why you started using Twitter, Instagram or LinkedIn. Was it to share your thoughts on the latest news in your industry? Did you want to generate new business leads? Or did you begin tweeting to simply engage with individuals in your network? Whatever the reason, reconnect with what you love about social media and display your interests prominently in your posts.
- Look for new people to connect with: focus on networking and expanding the pool of your connections. Social media removes the hassle and limitations of traditional networking (goodbye time zone problems and expensive journeys,) opening new markets to get involved with.
Be focused on whom you want to target and set yourself clear objectives. Identify shared passions, interests and similarities, and connect with them on the platforms that they are most active on. Set yourself some time each week to look for new connections, engaging with their posts and following them to widen your digital network.
- Be consistent: in every area of your social media output, ensure that you are consistent and on message. Additionally, implement a posting schedule that enables your followers to anticipate where and when you’ll be posting, creating an expectation that will enable you to widen your reach and in time, become a trusted, thought leader. In my role as CEO of Marketing Maven, I regularly work with clients to help them create a consistent posting schedule that will broaden reach and influence.
- Explore thought leadership: don’t be afraid of long-form content and the benefits it can bring! With LinkedIn a popular destination for entrepreneurs and industry professionals to share their expertise, more and more individuals are turning to the platform to position themselves as a thought leader. Highly shared and commented upon, focus on turning comments into conversations, engaging with new audiences and establishing yourself as an authority in your particular field.
This content can also be re-purposed on other websites and social media platforms, helping you to create an identity and a strong brand with similar audiences and markets.
By thinking strategically and consistently, you can make more efficient use of your time spent on social media.
Lindsey Carnett is CEO and President of Marketing Maven, an Inc. 5000 ranked integrated marketing firm. She specializes in PR, social media marketing, influencer marketing and reputation management. Lindsey is a 2017 PR News Top Woman in PR, FOLIO Magazine 2015 Top Women in Media Honoree and a WPO member of the LA1 chapter. Lindsey@marketingmaven.com