So you have various social media accounts. You post a bit here and there, you sporadically share other content but, ultimately, you don’t know how to really make an impression.
Sound familiar? It’s time to get strategic.
Like you would in any other part of your business, if you want to get the most out of your social media channels you need to have a strategy and plan in place.
Posting nothing but marketing messages is not a strategy, nor is continuously posting only fun and frivolous material. Getting the balance wrong is not going to keep your followers engaged or help your business development in the long run.
A recent QTIC webinar, hosted by Tourism Tribe, provided some fantastic insights into how you can get back on track and become more strategic on social media.
See it as an extension of your website
First of all, your social media channels and your website should be aligned with your brand. Your logo and imagery should be the same across the two for consistency, as should information about yourself and what you offer.
Post with purpose and cadence
Ensure you post with a purpose and there is a call to action, whether that be to share your post, to click through to your website, to book or purchase etc. It’s also important you work with cadence by being consistent in your posts with regard to frequency, tone and content. A good rule of thumb is not to post more than three times per day and at least once a week.
Establish a content calendar
By using a content calendar you can see the big picture and ensure your content is balanced. It’s also a great way to save time as you can plan it all out and then schedule the posts in advance. You should aim to use 20% of your content to promote your business and 80% of your content to inspire, entertain and educate.
Do more of what works
Don’t forget to review your posts and identify where—and why—you got the best results. Consider the time of day, the type of posts, the photos or videos used, and repeat that style.
Keep your followers top of mind
Respond fast to messages and questions, and use hashtags to leverage your posts. Engage in conversation with other like minded organisations and share quality content you think your audience will like.