When it comes to on your SMM platform, it is really important to know how to optimize it before engaging in this process. In order to achieve positive results and create some impact with your content, it is important to perform some analysis first and implement a good strategy afterward.
In this guide, we’re bringing you the 6 main pieces of advice that you can use to start creating perfect social media marketing content.
- Know Your Audience
This is the most important factor you need to analyze first.
Find out who your audience is and its characteristics such as age, location, interest and preferred platform. Every action you take afterward will be greatly impacted by this analysis.
If you don’t know your audience, your content will not be suitable for them. For example, let’s imagine an extreme situation. Your audience is people age 55-60 and you’re trying to reach them via SMM. So, you made your first mistake by choosing the wrong platform. Or, let’s imagine your audience is people age 40-45, living in rural areas and you’re posting content with slang and acronyms like YOLO, OMG, LOL and such. It’s not a world-shattering mistake, but you will surely see a lower engagement rate than you would with audience-relevant content.
If you perform a precise, in-depth analysis of your audience, every action you take afterward will be much more successful. This analysis will impact your decision on which platform to use the most and that decision is crucial for the success of your posts and their conversion rates.
- Know Your Brand
The second step consists of a deep understanding of what your brand represents in the market, which core values you’re nourishing, what is your deeper meaning and the message you’re trying to communicate across to your audience.
“Here is an example of on-brand content: if you’re selling high-end fashion products, you want to communicate prestige, elegance, and quality in your posts. Every part of your content has to resemble this message. Your product images have to be of the maximum quality.”, says Carla Hudson, a social media manager at Studicus.
Every post you publish is a small part of your long brand-story you’re telling every day, week and year. Once you know what your brand represents and stands for, it is much easier to communicate with your audience.
- Choose the Right Platform
Let’s continue connecting the dots. After you have successfully analyzed the first two steps, it is time to make a hard decision: Which SM platform to choose?
When it comes to social media marketing, you have so many channels to choose from: Facebook, YouTube, Pinterest, Twitter, Instagram, Snapchat…
However, before you decide which one(s) you’re going to go with, you have to be aware of the potential pitfalls. Managing each network is time-consuming and that’s the first part of the problem. The second part of the problem lies in the resources you will have to set aside to promote your posts.
So, if you have multiple channels active it becomes not only time consuming for your team, it becomes a heavy load for your finance department as well. It’s best to focus on specific platforms where your content works best and focus all your time and resources on that.
- Quality Over Quantity
Whichever platform you choose, take care of the quality of your posting material. Make sure that it has a similar high quality affect across devices. For example, if you’re posting video material, you need to test out sound quality prior to posting and the length of the video has to be adapted to each platform depending on your post goals and audience preferences.
When it comes to writing social media content, you can reach out to professionals and outsource them the work so you and your team can save time. It’s also a guarantee that the content will be top-quality. If you’re interested in handing over your writing work to professionals, you can use platforms such as TrustMyPaper (a website where you can order written materials), iWriter (a worldwide database of writers) or GrabMyEssay (a writing service).
- Track and Analyze Results
Every social media content management success formula is unique, so you will have to learn on the fly. It is really important to analyze metrics. Find out what’s working and what’s not. Based on those results, you can improve your future posts.
You will learn a lot about your audience and their preferences.
- When do they react to your posts the most?
- What type of media do they prefer?
- What type of content provokes the most reactions?
The second step is to test different approaches until you find the winning formula. Use split testing for your posts and your ads as well. For example, you could split-test video versus image posts. This simple A/B test will show you what works better in a very straightforward way, backed by metrics.
Besides these internal tests, you need to analyse your competitors and their actions. Their posts and strategy don’t have to affect your posting strategy, but you have to be aware of the market conditions. In this market, everything is always changing and updating. They are always updating algorithms and features and you have to stay in touch and be familiar with those if you’re serious about your social media engagement.
6. Improve, Improve and Improve
It is really easy to go into an auto-pilot mode when you’re managing social media. But just like with all other things, practice makes perfect and you should always strive for positive change.
Don’t fall into the auto-pilot trap when managing your social media channel. Analyze everything over and over again until you get it right. Don’t be afraid to experiment with everything: whether it’s the decision about which SM channel to use or just a simple decision how much text to write in a single post.
One thing that’s should always keep you striving for greatness is that possibility of hitting a homerun and having a viral post and a maximum engagement for a low cost.
It’s really important to implement each step written above in order to have any sort of success online. They are all connected and every step is helping you out to solve the next step problems easily.
If you want to deepen your knowledge on running social media pages, there are tons of courses on Udemy or Coursera that can turn you into an expert in a matter of weeks.
Angela Baker is a self-driven specialist who is currently working as a freelance writer at writing services and is trying to improve herself and her blogging career. She is always seeking to discover new ways for personal and professional growth and is convinced that it’s always important to broaden horizons. That’s why Angela develops and improves her skills throughout the writing process to help to inspire people. Next to working as a contributor at BestEssayEducation and PickTheWriter, she writes for LiveInspiredMagazine, rounding out her professional writing career.