Ever wondered how marketing agencies create compelling social media content for businesses? You may have noticed that every time you browse through your news feed on various social media platforms, various brands keep posting interesting images, GIFs, videos, blogs, and infographics. This is done to increase their customer engagement and improve their web traffic. Go to any organization and you will find that there is either a designated team to handle social media for business or social media executive to do the job. For those of you who are new to the concept of social media for business, here is a brief guide on how to create a social media editorial calendar.
Set monthly social media goals
It is important to have the end goal in mind before you start churning out content and scheduling it for the month. You should identify your short-term and long-term social media goals. The short-term goals can be to increase web traffic by X percent, to improve the online customer engagement, to expand your follower base, or to generate leads and boost sales. Long-term goals could include ranking higher on Google search results with the help of SEO. Based on the type of business and your holistic marketing goals, set monthly social media marketing goals.
Think about your audience
The customer is king. It is, therefore important to get a good understanding of your target group. The best way to do this is by identifying who are your customers, and their demographic. And then preparing buyer personas based on the various types of customers you have identified. The next step involves understanding the type of content that would lure a particular buyer persona and create relevant content.
Understand trends using analytics
Before you get down to scheduling content, you need to do some research on various social media analytics. Almost all social media platforms have their own analytics page that gives information on the time slots when there are a maximum number of people online, total number of page reviews, views, likes, and reach. Observe this information and determine the time slots for posting content on different social media platforms.
Take a look at the Facebook analytics page below to understand this better.
The Facebook Analytics
Make note of important dates
While you get down to scheduling, you do not want to miss out on important days like Festivals, religious holidays, and other special days. Mark these days on your social media calendar. Based on the occasion, you can generate relevant content to engage your target group. For example, a donut manufacturing company like Krispy Kreme would consider World Donut Day to be a special day and create and post interesting content for their followers on that particular day.
Post content multiple times during the day
Believe it or not, repetition is the key to creating an impression in the minds of customers. This is why advertisements are repeatedly played on television and nowadays even in between YouTube videos. Once you decide on the content that needs to be posted, make sure you have 2-3 posts minimum every day. Use the information from various analytics pages to decide on time slots but post content multiple times during the day.
Social media for business is not as easy as it seems to be. It involves a lot of research and analysis, planning, and quality content to achieve favorable results.