The new year is here, and you know what that means—it’s time to make some resolutions! The start of a new year is a great opportunity to be really mindful about what you want to achieve and how you’re going to get there. Although January can be a busy time for some (hello, agency life!), it’s important to carve out time this month to slow down and set intentions for the year (or decade) ahead.
While most of us are resolving to eat less and save more, here at Rawle Murdy we’re also setting goals to help our clients grow their brands in 2020. And since a strong social presence is a crucial part of any successful brand, we decided to share our expert social team’s top five tips to help you get started.
In the age of side hustles, it’s always a good idea to keep these quick tips up your sleeve. Who knows? Maybe you’ll turn your passion project into a full-time career, or grow your existing brand beyond what you thought possible. 2020 is full of potential.
The first step you need to take to boost your brand’s social presence is identifying your target audience. Spoiler alert: You can’t appeal to everyone. Who are you creating content for? Whether you’re trying to reach empty nesters with sizable incomes or recent college grads, you need to answer this question before you can start generating meaningful, targeted content that will reach the right people and lead to conversions.
Once you know who you’re talking to, decide what you want to say and write it all down. We recommend planning your content at least a month in advance and scheduling the posts to be published at a future date through a social media management platform. A good editorial calendar can help you to stay focused, organized, and consistent across your brand. Plus, it frees you up to respond to comments on your accounts to maintain community engagement—another essential part of growing your social presence.
Your audience will begin to expect to see new content from you on a regular basis, so it’s imperative that you choose how often your brand will be posting and stick to it. If you suddenly drop off for a few weeks to jet set across Southeast Asia for the holidays or embark on a digital detox, you’ll quickly be forgotten about. But that’s not all. You’ll also want to be sure to keep your brand voice consistent. Don’t post something just because it’s trending. Stop and ask yourself if it’s on-brand first. Our best advice? Be present and mindful (dare we say...intentional?) about how and when your brand shows up on social.
This one is a no-brainer. If you don’t track measurements like engagement, reach, followers, leads, traffic, and conversions, how do you know if your efforts are making an impact? Here at RM, our team relies on Google Analytics, Facebook Analytics, and various other tools to evaluate our current strategies and inform new ones, helping us create the best traction for our clients. Invest in a good social media monitoring tool to help you track and measure your social progress—some platforms can even compile group reports outlining all of these metrics in one place! And be sure to use UTMs, Google’s format for tracking unique URLs, to keep tabs on which content is most effective on which channel. Armed with these analytics, you can identify top-performing content and trends in audience behavior to adapt your strategy and get more targeted over time.
Want to know the most honest tip we got from our RM social geniuses? Don’t feel like you need to be everywhere. If you’ve successfully identified your audience, then you should have a pretty good idea which platforms they’ll show up on—and which ones they won’t. Don’t waste time or money creating a social presence on every channel. Instead, just show up strong on the channels that make sense for your audience. Quality over quantity is key, so picking a few platforms will help you show up in a much more meaningful and authentic way.
Think your brand could benefit from a stellar team of social media experts? Drop us a line! Or a tweet. Or a DM.