Social Media Marketing: Know the steps necessary for your company to produce content for social networks with consistency, increasing the chances that your posts will have better results.
Content is the essence of social media marketing. It’s no use creating a profile and not posting anything, but it’s also not possible to publish anything. Creating content for social networks requires strategy and planning to engage and gain followers’ trust.
People will only follow your brand if you talk about interesting topics, generate connections and add value. Therefore, Content Marketing needs to go hand in hand with social media strategies. In this post, we will show you the 5 necessary steps for your company to produce content for social networks with consistency. Thus, your chances of having better results with your posts increase greatly! Keep reading posts to know what to do.
How To Plan Content For Social Networks
Entering a social network for shallow reasons, such as other people and brands on the platform, can be shooting yourself in the foot. Social networks, like any communication channel, have their goals. Each one will provide a different user experience. This can directly impact the performance and goals of your brand on these networks.
The questions you should ask yourself are:
- What do I hope to achieve by working on this network?
- How will my brand’s presence on this social network help achieve my marketing goals?
From the answers to these questions, it is possible to create a content plan, which should start by developing an analytical view of the relevance of the social network to your strategy. That is, understanding how social networks can contribute to your goals, how your brand should act on each channel and what results you need to achieve.
Based on this analysis and strategic vision, you can look specifically at content production for social networks. Also, look at the characteristics of each social network and the formats they present. That way, you can produce more relevant content for each of them. Finally, it is important to understand your team’s ability to produce content.
Having this information, you can establish a schedule that makes sense for the work routine, ensuring the frequency of postings. In addition, you can have a broader perspective of which tools you will need to perform all the tasks and manage your team better. Now, let’s detail these points of content planning for you to create a powerful strategy on your social networks.
Define Your Buyer Persona
Do you know who you are talking to on social media? Who is your content being created for? Okay, you can get an idea of your brand’s target audience, but even more interesting is to profile your buyer persona. A buyer persona describes a semi-fictional character that represents your company’s ideal customer. This description brings this character’s needs, pains, doubts, interests, and behaviors.
The construction of the persona must be based on real data about customers, collected in questionnaires, interviews and observations. To be as truthful as possible, you can create a profile based on archetypes, which represent people’s personality traits based on patterns of human behavior.
The content needs to answer questions and pains encountered in building the buyer persona. Taking into account behaviors and interests to establish language, identity and, finally, the way to communicate.
Establish Marketing Goals On Social Media
Defining your social media marketing strategy goals guides your decisions and determines which path you should take to achieve them.
Social media marketing objectives can be, among others:
- increase brand awareness ;
- gain more engagement;
- win more sales;
- generate more leads ;
- drive traffic to the site.
That way, you aggregate more information to determine actions and create content to achieve those goals. It is also important to define the goals — quantifiable and measurable — of social networks and the indicators that you will monitor to know if the strategy is on the right track.
Think About Producing Content For Each Social Network
Many brands want to get on every possible platform to reach more people in social media planning. But few manage to have consistent and relevant performance in all channels. And, to cope, they end up replicating the same content on different social networks.
Prioritize Consistency And Frequency Of Publications
The success of posts on social networks depends not only on their content but also on choosing an appropriate frequency and, consequently, building a consistency of publications. Consistency means assiduity: it is necessary to keep the profile always active on social networks not to lose the profile’s relevance, interest, and engagement.
Have A Posting Calendar And Monitor Results
To ensure consistency and frequency, the team needs to organize. Having a posting calendar is ideal for this, as it provides an overview of the posts planned for the period and the activities involved (production, review, scheduling, etc.). You can also use post scheduling tools like m-Lab’s offer to schedule everything and not miss any posts. On the other hand, the calendar and scheduling should not stifle the strategy.
Also Read: Social Media For Companies: What For?