HubSpot guest blogger - Anthony Hayde
Social media is a fantastic and (mostly) free channel to amplify your content, with billions of potential customers available almost 24/7. However, integrating social as part of your content strategy isn’t as simple as using a scattergun approach to hit everyone and anyone, with everything you’ve got.
Adapting a social media content strategy requires careful planning, implementation and, most importantly, data-backed optimisation to ensure success. Below are five key steps you can take to set yourself up for success:
1. Develop your brand voice
No matter what you post on your social media, it should always sound like it’s coming from you. This means developing a consistent tone of voice and creating a “personality” of sorts for your brand and company online.
For example, at HubSpot our brand voice matches our people – we’re helpful, fun and enthusiastic, but maintain a professional manner when it comes down to brass tax. Putting out inconsistent messages will confuse your audience as to who you are, what you stand for and potentially affect the trust they may have in your brand.
2. Understand your audience
Social media will be of little use to your overall content strategy if you don’t know who you’re talking to. This directly correlates with your brand voice and the direction you decide to take it. If you’re targeting high-ranking executives or CEOs in financial firms, there’s a good chance they won’t have time to appreciate your humour, likely wanting to get the information they need immediately.
Conversely, if you’re targeting individual contributors in tech companies, they may be more open to lighter, more conversational posts. A good starting point to identify your audience is to use your existing database as a guide and work from there. (HubSpot offers free CRM software if you don’t already have a database!)
3. Pick your channels wisely
Again, this will be affected by both your brand voice and your target audience. The social channels you choose should be based on where your audience frequent the most.
For example, the financial execs mentioned above are likely to be more active on LinkedIn, where your brand voice will need to be a little more professional and down-to-business than it would be on Facebook. Whereas the tech worker might be browsing Twitter for engaging and informative posts.
4. Offer helpful content
No matter what voice and channels you decide to use, always make sure the content you put out is helpful, informative and problem-solving for your target audience. This is what will keep them coming back to you and will also help build the trust needed to position your business as a thought leader.
If they’ve used your content to solve problems and have an existing trust in your brand, then it’s extremely likely that you’ll be the first port of call when someone needs to purchase a solution to their problem.
5. Use data to analyse and optimise
None of the above is of any use if you adopt a “set and forget” approach. Social media is awash with data that you can use to analyse performance. You can use the data to identify how your audience is responding to your posts, what channels are having the most engagement, and what content is generating the most amount of leads. All of this data can be collated to identify ways to improve and optimise what’s already working to produce even more outsized results.
These are just some of the ways you can successfully implement a social media content strategy, but with so many facets to consider, there’s always room for more. If you’re already on the road but aren’t sure where to go next, you can always book a free strategy session with one of my team to learn how you can be more effective on social media.