Tag: Social Media Marketing

How Can You and Your Team Develop a Commitment to Your Social Media Marketing?

Every relationship requires a commitment. If you aren’t posting consistently on social media, you are showing your audience that you aren’t committed to the relationship you have with them. You are, essentially, training your audience that you aren’t serious about your social media so they shouldn’t be either. You are also teaching the social media marketing algorithms that you aren’t seriously committed to your audience so they shouldn’t make showing your content in new or underutilized feeds a priority either.

Are you ready to commit to social media marketing this year? Here are our best tips for you, and your team, to make an impact on social in the next three months.

Creating an Editorial Calendar

It’s easy to say you are making a commitment this year to social media marketing but it’s tougher to be consistent without a plan. The key to a successful social media strategy involves creating an editorial calendar – a plan for what you will post and when you will post it.

What does an editorial calendar include?

  • What channels or platforms will you use?
  • What themes will you talk about each month? (If you have 12 topics – you have a year’s worth of content!)
  • Which days will you post content?
  • What will you post on those days?

The more detailed your editorial calendar is, the easier it will be to stay on track and create content that resonates with your audience. Some marketers just post whatever they are thinking about that day. Consistency is important, yes, but if you want your message to truly resonate with your audience – a social media marketing strategy where you know what you are talking about each month and you are clear about where what you want your audience to do will return higher results.

Providing Value

While the #1 reason for having your business on social media for you is probably sales and conversions, you must remember that the audience you are seeking is not using social to consume ads all the time. Why does your audience use social media? There are a variety of reasons but the top ones are to establish and build connection with others, consume information that’s relevant or interesting to them, and to leisurely pass the time. They aren’t there trying to find what you are offering. This means your content needs to be created based on what the audience is looking for – if you want them to consume and engage with content. What is your audience looking for? What will get their attention?

Think of your social media content as if it’s the window of a department store. The wrong display will be ignored – the consumers will pass it right by without any consideration at all. The right window display will get attention and encourage people interested in what you sell to step into the store – your virtual pages and online community!

How to Promote Your Business

The whole purpose of engaging on social media with your business is to build relationships that will potentially convert into collaborative partners or customers. Therefore, you need to spend some part of your time promoting your products or services to be effective. Balancing providing value with not becoming too promotional can feel tricky at first but we recommend following the 80/20 rule. This means that 80% of what you post should be educational, inspirational, informative, or entertaining and only 20% of your posts should be promotional. With the right social media strategy, your sales posts will meld nicely with the value-added content you are sharing the rest of the time.

Having a strategy in place for your social media postings will be key in developing relationships, staying relevant, and knowing how / what to post so you don’t run out of content.  By signing up for Quarterly Roadmap sessions, we will also cover the best ways to use ads and you’ll learn how to read reports so you aren’t wasting a ton of money. Instead, you’ll be strategic about your spending so you see results for your efforts. Contact The Social Media Advisor today to get started!


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.

Social Media Goal Setting in a Pandemic

Last year was a 12-month period like most of us have never experienced before. It felt like a roller coaster of emotions and decision-making felt treacherous and overwhelming. If you struggled to figure out how to make the most out of your social media marketing in 2020, you certainly weren’t alone. 

However, the light is beginning to dawn again and it’s time to sort out your goals for social media marketing in 2021. Here are our best tips for both short-term and long-term goals to propel you into success this year.

Short-term Goals


Many business owners fell off the wagon in terms of consistency in 2020. Unsure what to post and often concerned about posting the wrong thing, showing up consistently on social media got pushed to the back burner. Well, it’s a new year and it’s time to put yourself back out there! People won’t find you if you aren’t showing up and consistency is what gains attention and earns the trust of your audience.

Social Advertising

One of the things that happened during the pandemic is that people spent more time online and on social media than ever before. If you haven’t put together an ad strategy for your chosen social media platforms, now is a great time to start. Ads can deliver decent results with smaller package offers and this could be a smart entry point for your business and help you get warmed up to the idea of investing in social media advertising.

Robust Profile Optimizations

Now is the time to revamp your social media channels to get found by your people so you can make a bigger impact with your work. Every word matters. We help small businesses, like yours, maximize the potential of their social media profiles. A great profile, with the right keywords, will help your business get found and will convert your audience from followers to customers.

Long-term Goals

Relationship Building

What are you doing to nurture your existing relationships and build new ones? The pandemic made it more difficult to connect with people but humans are innovative and inventive. Networking went virtual in a big way in 2020 so there’s no excuse to not make the time to connect with the people in your professional network and start establishing new relationships. Looking for a new networking group in the Southeast Denver area that hasn’t closed up shop during the pandemic? Check out the Southeast Denver Chapter of Webo Network.

Conversation & Social Engagement

Social media was always meant to be social but too many small business owners post content and then walk away. If you are truly trying to build relationships on social, you’ll need to spend time engaging with conversations and starting many of your own. Your community can tell whether or not you are there for them online and they’ll only be there for you if you show up first.

Are you ready to hit the grounding running with social media this year? The pandemic may have set your business back but this isn’t a hurdle that you can’t bounce back from. Book a session with us to find out about our Robust Profile Optimizations for your social media profiles or to get support on becoming more consistent on social media this year!

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 Tips to Keep Your Social Media Content Relevant to Your Audience

If you haven’t gotten on social media to promote your business yet, it’s not too late to start. Did you set up a profile once but have since abandoned it because you found the whole process overwhelming or didn’t achieve the immediate response you expected? 

Like anything worth doing, staying relevant on social media takes work. It’s nice to have a place where you can connect with your target audience in real-time, but that doesn’t mean they’ll be easy to find right out of the gate. There are right, and wrong, ways to use social media for a business and we’ve seen it all!

Here are our top tips for staying relevant on social media as a business: 

Creating Original Content for Your Brand

Anytime you update your website, create marketing materials, or post on social media – you are creating content. Content Marketing is a broad term describing any copy, design, or video elements you create for your brand and then share with your audience. Much of content marketing happens online via a company’s website and social media channels. 

What tends to happen with small businesses, or businesses new to social media, is that they spend the bulk of their time sharing content that other people have created. The idea behind this strategy is to have a consistent presence on social, but it doesn’t work well because you are not actually making an impact with your audience in regards to your own business or brand. Often you are sending your audience away – to some other brand creator’s social media account. 

“To positively impact your audience and your bottom line, your content must be tied to your business.” Christina Perricone, Hubspot

This means that you have to invest time, energy, and money into creating original content around what you do, why you do it, and who you do it for. What’s the point of following you on social media if you have nothing original or interesting to say? 

To stay relevant on social, you need to be sharing informational, inspirational, educational, or entertaining posts, images, audio, and video to earn the attention and trust you need to convert your followers into customers.

How to Stay Relevant on Social Media

After 15 years in the social media marketing space, my team has noticed definite trends in what does (and doesn’t) work well when it comes to social marketing. 

If you want to stay relevant on social as a brand, here’s what you need to avoid:

  • Posting content that directs people away from your channel or website.
  • Focusing too much on sales and not enough on relationship-building.
  • Not having a clear call to action.
  • Neglecting to share your brand stories.
  • Only posting when inspiration strikes instead of being consistent.
  • Not paying attention to current events and ensuring your content is not insensitive. 
  • Not being responsive to people who engage with your posts.
  • Posting text only posts on visual platforms.
  • Not taking advantage of hashtags. 
  • Posting content that is overly personal OR posting content that is completely impersonal (this requires a somewhere-in-the-middle approach).
  • Trying to be everywhere all at once. 
  • Speed through setting up your social media profile(s).

While that’s not a comprehensive list, it does cover most of the basics. To stay relevant, focus on the exact opposite when it comes to sharing content:

  • Invest in creating original content about and for your business.
  • Follow the 80/20 rule of posting only 20% promotional or sales content and 80% content that is entertaining, educational, informational, or inspirational.
  • Let your audience know what you want them to do next. Don’t leave the next move up to their imaginations.
  • Know your brand stories and get comfortable sharing them in creative ways to help your audience get to know, like, and trust you.
  • Build an editorial calendar to help you stay consistent when posting on social media.
  • When something big happens in the world, double-check that the content you have created and scheduled isn’t insensitive or untimely.
  • Create time to engage with people on your chosen social media platforms and respond to those who have taken the time to engage with you. People can tell if you are simply posting and walking away. Social media is meant to be social.
  • We highly recommend using attention-grabbing visuals and video in your social media strategy.
  • Learn to love hashtags – what they are, how they are used, and how they can help your content get found!
  • You want to establish a connection with your audience by being the real, authentic you but remember that being too personal, too early is actually a turn-off for people. Keep your eye on sharing content about your brand and establishing relationships with folks.
  • No one can be a master at all the social media platforms at once. Pick 1 or 2 that you like using and start there.
  • Take advantage of all the characters and space a social media platform gives you on your profile pages. A robust profile will often convert strangers into followers and followers into customers – plus those added keywords help you get found!

Does this mean that you have to do everything yourself to stay relevant on social media? Of course not! You can absolutely hire an experienced social media manager to help you establish a social media strategy, create original content, and stay consistent on your channels. However, understanding how this works will help you stay relevant and on top of your own social media marketing success.

When to Shift Your Message

It seems like there’s a new fire to put out every week anymore, but that’s no reason to check-out. This is especially true if you have a social media presence for your business. It only takes one big news story to change your content from being humorous to being offensive and brands don’t always see it coming. 

It helps if a business understands their BIG vision for their work and the impact they want to make in the world. This process gives a small business owner a compass for decision-making. It helps for that founder, and their audience, to know right away where the company stands on any particular topic. 

Since most social media crises happen out of the blue, it’s important to establish a social media crisis response plan for your business. Create a social media policy, make certain your accounts are secure with strong passwords and an authentication process, and don’t be afraid to pause your scheduled posts to ride out a potentially-damaging wave, if something troublesome arises.

When You Need Support

Every social media platform is searchable. Do you have the right keywords and information on your profiles? Is your messaging current? Did you take advantage of all the space available so that it’s easier for your audience to find you and resonate with what you do? 

Now is the time to revamp your social media channels to get found by your people so you can make a bigger impact with your work. Every word matters. We help small businesses, like yours, maximize the potential of their profiles. Book a session with us to find out about our Robust Profile Optimizations for social media!

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.

Do You Find Learning Social Media Frustrating?

We talk with businesses every day that are frustrated with social media when it comes to marketing their businesses. The time they spend on social media doesn’t feel productive or rewarding in any meaningful way. They hear all the bad press about social media as well and they often ask us whether or not the time spent posting on social media is worth it.

Is social media marketing worth it? Absolutely! However, it’s not as simple as posting and forgetting it. Social media marketing requires a solid strategy and a basic understanding of how it all works.

Sharing Content

Anything you share on social media is content. Unfortunately, too many small businesses waste their time online sharing content that someone else created. This type of content will earn you almost no attention, reach, or leads. AND when you share someone else’s content you are encouraging what audience you do to leave your page and go to someone else’s social media profile or website. That doesn’t sound effective, does it?

In order to be successful on social media, you have to create original content that is relevant to you, your brand, and your products or services. The whole goal is to get attention from strangers by share what you are doing in a compelling way so that you can convert these people into customers, right? Sharing someone else’s content will not accomplish that objective. Original content is the way to go!

Selling on Social Media

One of the tricks to being successful on social media is understanding that your audience doesn’t use social as a shopping channel. They aren’t logging in to be sold to 24/7. Yes, you can purchase things in a variety of ways on social media but since the audience isn’t there simply to be sold to – you must first work to get their attention and earn their trust. The way you show up on social matters. If all you are doing is posting about your sales, discounts, and promotions – then you don’t have an audience. That’s not why they are there!

The same goes for click-bait type of content. Clickbait is content utilizing creative ways to get people to click on a website. Click-bait is often misleading or dishonest in an attempt to get people to a webpage. It’s also a fast track to destroying trust in your business and will damage your brand. Savvy social media users know how to avoid click-bait and will scroll past promotional content if they don’t already have a connection with your brand.

If you approach your social media channel as a way of earning attention from your target audience, as a way of spreading awareness about your vision of your work, and as a way to build trust through establishing your own online community – who will turn into brand advocates – you’ll find that social media marketing works well. It’s a tool for connecting with people – not a sales tool. That connection will lead to sales but too many businesses skip it.

Annoying Spam

Since billions of people sign into their social media accounts every day, you can be certain plenty of them are trying to find ways to game the system and make money off strangers. Not everyone understands what does (and doesn’t work) on social and many don’t care. In the same way that your phone blows up with recorded voices talking about your car’s extended warranty, social media is a free tool making it quite appealing to scammers and spammers. This makes understanding how to use this tool relevant for people and businesses alike. You certainly don’t want to come off as a business that uses spam to get attention any more than you want to draw the attention of the scammers on the platform.

The bottom line is that social media can be frustrating if you don’t understand how it works, best practices, and what to avoid – but that doesn’t mean that social media marketing doesn’t work.

Are you looking for social media training you can participate in from the comfort of your home?  Join other small businesses, at your own pace, currently benefiting from the 40+ video training series included in the Social Power Program.  We have a Private Facebook Support Group, Monthly Ask the Expert Mastermind Sessions, a FREE Ebook, and regularly uploaded new videos to support your marketing efforts. Become a social media expert by learning everything involved in social media marketing from creating the editorial calendar, to creating custom branded images, to use of hashtags, to paid ads and reporting and so much more. Find out more about the Social Power Program here.

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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