Tag: Social Media Marketing

How Often Should Your Social Media Manager Post for Your Business?

At the Social Media Advisor, we talk a lot about posting consistently. Consistency is the foundation of any social media marketing strategy. However, what consistency means for each business can look different. The point is to pick a posting schedule and have an editorial calendar and a plan for your social media marketing.

How, as a small business owner, to determine how often your social media manager should post for your business?

Schedule

Depending on the platform, the number of posts you should aim for each week can look different. Since most of our clients prefer Facebook, Instagram, and LinkedIn – we can tell you that, at a minimum, your business should be posting at least 3x a week to stay relevant for your audience and for the social media algorithms. (This amount goes up for platforms like Twitter and Pinterest.)

We also have clients who post 5 days a week and some that post every day. How often your business should post, within these timeframes, is usually determined by how much original content is already available to work with. Business owners that invest in a blogging or video strategy have more original content to pull from, making it easier to create more social media posts per week.

Too Many Posts

There are brands that post more often than 7x a week, which we don’t recommend. In our experience, posting more increases your opportunity to lose followers or to post content that isn’t seen. The way the algorithms work, the first post per day that starts to get engagement is the one that will be featured the most – burying any other content you’ve shared that day. This is a waste of time and energy. It could also be a strategic problem if your audience doesn’t first engage with the post you were hoping would get seen or shared the most that day. You can eliminate this problem entirely by posting no more than once per day.

Newsfeed Rotation

You may find that a post does so well that it will show up in feeds for more than one day. Social engagement is always the goal, so, a top-performing post may continue to get featured in the newsfeeds of your audience in an attempt to gain even more reach and engagement. This will, certainly, downplay any other posts you have scheduled until this one begins to lose traction. Notice when this occurs as it will be a good window into the type of content your audience prefers so that you can continue to get great engagement in the future.

Only you, and your social media manager, will be able to determine the right posting schedule for you. If you are new to social media marketing, consider the first few months a trial period where you pick different dates and times, and then check the analytics to see what performed best. This way you can build, and continue to tweak, your social media schedule to achieve optimal results.

Are you finding it is getting more difficult for you to post about your business in social media due to time and energy restraints? The Social Media Advisor team can create a custom editorial calendar for your business, create on-target messaging and branded images aligned with your culture, and get it scheduled each month – taking this huge task off your plate entirely! Ask us more about our Monthly Social Media Management service!

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

What Expectations Should You Have of a Social Media Manager for Your Business?

There are many different types of social media marketers in the world and they have a wide range of skillsets. Everything from social media managers that operate more like virtual assistants (create and share content for you but do nothing else) to social media managers that handle every aspect of social (including engagement, monitoring, and advertising). Before interviewing your manager prospect, what expectations should you be seeking as a small business owner looking to hire a new social media manager?

Connection

A quality social media manager isn’t going to just create posts for you in a silo. There needs to be a regular communication plan to check in with you about what is and isn’t working. You should have an expectation, and it should be in whatever agreement you sign, that there be active communication each month including a window of time to chat and discuss things. These calls should cover current efforts and plans for any future efforts, upcoming events, or promotions.

Strategy

If you’ve ever spent an hour creating social media content and found a few days later that it produced zero engagement or interest in your business, then you understand the futility of not having a social media marketing strategy. Many business owners approach social media marketing as a post it and forget it endeavor and then complain to other people about how social doesn’t work for their business. When it’s time to hire a social media manager, you should expect that they’ll work with you on a social media marketing strategy for your business that will help you produce results.

Reality

Too many small business owners do not really understand the role social media plays in their marketing efforts. While social media can produce sales, that’s not the purpose of social media marketing. If the expectation is that your social media manager will close business or generate sales for you, you don’t understand the difference between marketing and sales. Marketing is anything you do to create awareness and attention for your brand – essentially warming up your prospects for the sale. These efforts may generate new business for you but that’s not the purpose of social media marketing. Social media is about connecting with your audience, building brand awareness, and getting the necessary attention you need to earn the trust that will eventually result in a sale. It’s not fair to put all the pressure of making money for your business on the shoulders of your social media manager because that’s not what social media marketing is about.

Quality social media management and social media strategy go hand in hand. Your expectations going into any outsourcing situation should be built upon trust that you are hiring an expert that can move the needle forward for your business.

Are you finding it is getting more difficult for you to post about your business in social media due to time and energy restraints? The Social Media Advisor team can create a custom editorial calendar for your business, create on-target messaging and branded images aligned with your culture, and get it scheduled each month – taking this huge task off your plate entirely! Ask us more about our Monthly Social Media Management service!

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

Top 3 Uses of Professional Headshots in Your Social Media Marketing

Images of YOU are going to bring higher engagement than any stock image out there. The more you have to work with, the better you’ll be able to build an online presence – both on your website and in your social media marketing.

Connecting with Your Audience

Plan to get a series of great photos done professionally that show your brand voice – indoor, outdoor, doing a fun activity you love, different times of the year. The variety will be helpful all year long in social media marketing. Leave blank space in areas for adding quotes and tips. The less busy the background, the more area you’ll have to work with. Most importantly, showcase your personality! These images will help you grab the attention of your audience and will help them feel like they are getting to know you. This familiarity is important for connection and connection is what social media is all about!

Building Trust & Credibility

In social media, we call profiles that have no pictures (that just use the generic, standard default image) as eggheads. Avoid the eggheads always. What a lack of a profile picture suggests, whether true or not, is that this person isn’t real. They either don’t really exist, they are pretending to someone else, or they aren’t active on that particular platform or channel.

Because these people are hiding, they aren’t to be trusted or taken seriously. While adding a profile pic won’t make you an expert in your industry – not having one means immediate disqualification. The first step to earning credibility and earning trust online is to simply show up.

Showcasing Your Brand

“Brand photography is one of the best ways to create credibility and increase your like-know-trust factor with your savvy audience.”
Hilary Hartling

While traditional headshots are better than nothing, the best thing to do is invest in the talents of a brand photographer. What is brand photography? The goal of a quality brand photography session is to capture the essence of your brand in photos. These images are less professional and stiff and have more of a lifestyle feel to them. These images increase your brand recognition and help the audience to connect with you in a real, authentic way.

If you want to be found as a business, you have to stop hiding behind other people’s images and content. It’s time to show up so your audience can resonate with you.

Are you struggling with not understanding how to use social media for your business?  Not sure when to post, how to post, or what #Hashtags even are? Over a 3-month period, we will develop a Road Map of exactly how to use social media for your business. During our Quarterly Strategy Road Map period, we will work on ads, reporting, creating posts for higher engagement, and breaking through fears and frustrations regarding social media marketing.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

The Top Three Resources You Should Have in Your Social Media Tool Belt

Beginning the social media marketing journey can feel overwhelming for small business owners. You are already the Everything CEO of your business and you may not have the time to research and try out different tools to find the right ones for you. Since we’ve been in the social media marketing industry for almost two decades now, let us help you narrow down your choices so you can get started right away.

Scheduling Software

“We don’t have a choice on whether we do social media, the question is how well we do it.”
Erik Qualman

Unless you want to be on the hook for logging into your social media channels every day of your life, selecting a social media scheduling software is a must. What we recommend for our clients is having a consistent schedule, based on an editorial calendar, of content created and scheduled every month. This doesn’t eliminate the need to show up occasionally nor does it mean that you can’t post more than the scheduled content. It does, however, ensure that you remain consistent no matter what happens during the month and takes the stress off your plate of feeling like you have to show up every day.

The two most popular choices when it comes to social media schedulers, although there are dozens to choose from, are Hootsuite.com and Buffer.com. Most of our clients use one of these platforms. If you have found another you like better, that is completely fine. Most of the scheduling tools available have similar features and functionality.

Image Management

“Visual content is a preview to your great content, ultimately leading to connection!”
Donna Moritz

Data has shown us that quality graphics are necessary to get attention. Simply typing will not get you the attention you need to grow your business. Algorithms have proven this and downplay text-only posts for this reason: People don’t engage with them.

If you aren’t creating your own images, you’ll need to find some stock photography websites in order to download and use copyright-safe pictures for your content. Pay close attention to the copyrights of any images you use and don’t just grab an image from Google and use it. I, personally, know business owners who did not understand this and were fined for their ignorance.

It’s also important to sign up for a graphic design tool to help you create images for your social media marketing. We use Canva.com but there are plenty of similar options available.

Curation Sources

“Provide good content and you’ll earn the right to promote your product.”
Guy Kawasaki

All businesses have to start somewhere. Unless you are currently creating 100% of the content you share online, you’ll need a list of trusted sources to refer to when it comes time to share content or become inspired to create new content. This tool can be as simple as a list of links of publications related to your industry that frequently create and share content that is relevant for your audience. It could be as complex as implementing an RSS feeder (like Feedly.com) that grabs articles and blog posts from websites you love so you only have to visit one place to find quality content. Which tool you use is less important than getting started. The time you invest upfront in gathering these resources will save you time every month in the future.

While there are many, many options when it comes to social media marketing tools that you could invest in, most business owners just need a simple path so they may begin. Once you set up a social media scheduler, figure out what images you will use or create, and decide on what type of content you want to share – you are ready to begin making an impact and connecting with people online.

Are you struggling with not understanding how to use social media for your business?  Not sure when to post, how to post, or what #Hashtags even are? Over a 3-month period, we will develop a Road Map of exactly how to use social media for your business. During our Quarterly Strategy Road Map period, we will work on ads, reporting, creating posts for higher engagement, and breaking through fears and frustrations regarding social media marketing.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.


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