Social Media Marketing 101

in Digital Marketing

Digital Dudes™ Live Series #2

In this week’s Facebook Livestream Q&A hosted by the FUEL Digital Dudes™, we talked about some of the social media marketing basics that you should put into place for your business.

How can you market your business on social media like a pro?

Maintain your social profiles like you would your website.

Your social media profiles are an essential part of your online presence, and your prospects and customers are likely to spend more time on those channels than on your website.

Avoid common mistakes like:

1. Listing the wrong hours. Be sure that you don’t have hours listed that conflict with the hours on your website or for seasonal businesses, hours that are out of date.

2. Not posting consistently. Don’t neglect your social media channels. Just as you wouldn’t want paying customers to be greeted by a locked door, you don’t want their first impression of your online business to be a post from three weeks ago.

3. Trying to be everywhere. Choose your social media channels based on where your target audience is and don’t bite off more platforms than you can actively and effectively manage.

“If you haven’t posted since 2014, I’m going to assume you’re either no longer in business or this is a reflection of how you run your business. The worst thing you can do is have a social media account on any platform and not use it. Even if you don’t have a lot of followers, people are going to find you and it’s a direct reflection of your business.” – Matt Rogers, Senior Digital Marketing Strategist at FUEL

Create content often and with a purpose.

Every piece of content you post should pass a simple test – if I were in my target audience, would I want to read or watch this? Content needs to be interesting, engaging, and either entertaining or useful or both. It can’t just be about your business. It has to benefit the people you want to react to it in some way.

Your content strategy for social media should make the most of the content you have:

1. Find opportunities to repurpose content. This blog post is a great example of putting this strategy to work. We shot a live video of us talking through a topic and answering questions. We then used the topics we covered, questions, and answers to create a blog post.

2. Make opportunities for your followers to create content for you. This could be asking them to film a short video about an interaction with your business or something more abstract that you can tie back into your business. It could also be as simple as asking them to use a branded hashtag in a social media post.

3. Utilize the power of video. In 2014, Facebook videos had 135% higher organic (free!) reach than photos and up to 7x the engagement. Looking at our clients’ metrics today, that trend has only accelerated over the last three years. If you still aren’t leveraging video in your social media then you’re missing out – and extremely late to the party.

Dig into your metrics for juicy insights.

Obviously, we Digital Dudes™ are numbers guys. We live and breathe digital marketing data, but you don’t have to dive as deep as we do in order to see some level of improvement in your business’s digital marketing efforts.

Here are three simple ways you can learn more about your target audience from social media metrics:

1. Create a baseline for your key performance indicators (KPIs). To build a simple baseline, just create a spreadsheet tracking the key metrics you care most about – reach, post engagement, engagement rate, new likes, link clicks to your website, video views, etc – and record these metrics for four weeks.

Keep updating the spreadsheet at the end of each week and keep a running average of the last four weeks. Now you have a baseline that grows with you as you improve, and you know at a glance whether a post was “good” or not.

2. Categorize your posts by topic. We hope you love spreadsheets (or can at least tolerate them in low doses) because they are such a powerful tool for keeping track of your social media success. Create a new tab in your baseline spreadsheet and fill in your recent posts.

Include data like post reach and engagement for each post, a title for each post, a link to it on your social media channel, and a category you assign. Update this spreadsheet as you post so that it becomes a regular part of your social media routine.

On a monthly basis, look back at your categories to see which types of posts performed best. This gives you an idea of what your audience is most interested in. It doesn’t mean that you should only post about those topics. You should always be experimenting with new types of content, but it does mean that you should make those top performing categories a permanent piece of your content mix. 

3. Find out when your followers are active. While it’s still true that you should experiment with posting times to figure out what works best for consistently getting in front of your target audience, Facebook now gives you a great place to start.

If you navigate to “Insights” from the navigation menu at the top of your Facebook page, then choose “Posts” from the left column menu on the next page, you’ll see a section called “Times”. That provides you with a graph of when your followers are online. This is a great starting point for deciding which time ranges you want to experiment within for your post timing.

Social media marketing is a huge time commitment, but it is definitely time well spent for your business if done correctly. Businesses often look to FUEL for help in crafting their strategy, building creative, or even for day-to-day management of their social media channels. With the right knowledge and a willingness to continue learning and experimenting, you too can leverage it for your business.

Want to learn even more? Read on to the next blog post in our Digital Dudes Livestream Q&A series, where we talk about how to build a sales funnel for your business.

To find out how we can help, get in touch!