Social Media Management is hard work and I can understand why. You are a business owner, a sole entrepreneur or with a micro-business, who wants to focus on running his business. There are many like you. Social Media is usually left behind, in the land of “Maybe”. You know you should do it, but you don’t have time to focus on creating new content, writing tweets and posts, engaging with other people… Which, by the way, these “people” are your potential customers and business partners.
Is this you? Do you recognise yourself? I’ve been talking with some amazing local business owners that recognised the power of social media, they know they should do it, but don’t have time to spend hours every day to write content, share and engage with their audiences.
If I tell you that you can use social media to increase brand awareness, drive traffic, generate leads and influence buying behaviour, would you focus a bit more on social media?
There are a few things you should do.
Yes, I know. It’s easier said than done, but you must realise that “a goal without a plan is just a wish”. All you need is a vision of what you want to have achieved and a planner. You can use a daily calendar that will help you increase productivity, time management and, why not, happiness.
Plan ahead what you want to do every single day. At the end of the day, review what you achieved and write it down. You’ll be satisfied to see how many things you managed to do in one day.
Know Your Audience
If you want to manage your social media like a pro you must know your audience. Who are they, what’s their age, what do they like to do, what interests them, what job position do they have, where on social media are they hanging out?Find out as many information you can about them. By knowing your audience you will be able to develop content to meet their specific needs, behaviours, and concerns.
Discuss with your customers to gather information. If you are a startup, identify who are your ideal customers and ask people of the same age, sex, interests what social networks do they use and for what reason.
If you have an established website, check your Google Analytics. You will find out lots of useful information about your audience.
Just to give you an example, here is what Google Analytics says about my audience.
Using Google Analytics you can identify your own specific in-market audience, based on the users that are visiting your website. This will display visitors to your website categorised under sections like ‘Business services/Advertising & Marketing Services’, ‘Employment’ and ‘Career Consulting Services’, based on their search behaviour.
Find out their location to understand where your customers live. It will help you develop content tailored to them and reach new markets.
You can also find out how many people visited your website, the most visited websites (to help you identify what type of content do they like to read), how long did they spend on your website, what brought traffic to your website and much more.
Choose the Right Social Network
Don’t choose what you want, choose what is right for your business. I can’t stress enough how important is to identify your audience BEFORE writing any content. How can you write something if you don’t know who is going to read it? After you identified your audience and found out what social media networks they use and for what reason, check the statistics and trends.
If you don’t know where to start, check out my eBook How to Choose the Right Social Media Platforms to Get the Best Results to find out how to create a buyer persona, read a few statistics, find out what businesses use each network and learn from my tips on how to use Facebook, Twitter, LinkedIn, Google+, Instagram and Pinterest.
Plan Your Content
You are busy running your business so you don’t need to stress out all the time about what post you should write next week and what to share on social media. There are lots of useful tools that can help you do this.
I think the best way to increase brand awareness and build your profile as an expert is to start blogging. Add a blog to your main website and write useful content regularly. Consider writing posts for other blogs – it will help you drive traffic to your website and reach new audiences.
Plan this ahead to get better results.
Identify what events and relevant days are during the year and link your content to this.
Identify what type of content you are planning to develop and create an Editorial Calendar – there are many templates online and I offer one in my video course Content Marketing for Small Business. No matter what you use, make sure there is space to write the title of the blog post, the name of the author, where and when you are planning to write it and share.
This One-Year Editorial Planner is a bit more than just an Editorial Calendar. Each month includes a page to plan important goals and tasks before the month begins, a page to track progress on key stats and goals after the month ends, two pages per month to brainstorm content ideas for your blog, email list, products, and collaborations, as well as space near the monthly calendar to write notes or record your content ideas before plugging them into your calendar.
Schedule and Engage with Your Audience
Before you decide what social media management app works for you, try a few and read reviews.
Let me share what I used so far.
I tried HootSuite – it’s a great tool and I used it to share the same content on a few social media accounts, to schedule posts, read notifications and messages, and to filter content based on hashtags (this feature was really good). You can also use it upload posts in bulk to schedule them for a certain date and time.
I tried Buffer. It’s a fantastic tool for scheduling. I upgraded to a paid plan and had up to 10 social media accounts. I used it to quickly add to Buffer content that I wanted to share or retweet. I also loved the scheduling feature and used it to schedule my content but, as my content started to grow, I discovered it took me too much time to write the tweets and schedule them every week…
That was the time when I found out what evergreen content is. If you never heard of it, this is content that is relevant and it stays fresh for readers even if it was written six months ago.
Since I was adding the same blog posts to Buffer over and over again, I felt the need to find something to automate this process and auto-post my blog posts at a time I schedule. I discovered Hiplay – a little app that you connect with your Buffer and you can auto-post from your RSS feed. This worked nicely for a while but I missed some of the features from Hootsuite like checking notifications and messages, as well as curate content using a keyword.
No matter what social media management app you use, make sure you spend at least 20 minutes per day to engage with your followers and fans.
All-in-one Social Media Management Tool
This is the moment I came across with eClincher. You probably never heard of it… I found out about this tool from Twitter. I’ve been sceptical at the beginning but I gave it a go. It’s an all-in-one social media management tool with publishing, scheduling, auto post with queues, engagement, social inbox, content curation and analytics feature. I use them all so if you have any questions feel free to ask me.
Let me just explain you a bit what you can do with eClincher.
The basic package, the one I am using at the moment, includes:
- Possibility to connect 15 social media profiles – Twitter, Facebook, Instagram, LinkedIn, Pinterest, Google+, YouTube
- Unlimited posts & scheduling
- 15 queues to auto-post your evergreen content
- Social feeds for all your accounts connected
- One inbox for all notifications – you will never miss a mention or a direct message so you can engage with your followers and fans in real time with no need to use an external app. In this inbox, you will also get notifications about new followers so you can check their profile and decide if you want to follow back or not
- 3 content curation feeds
- 100 RSS feeds
- Social Analytics for all networks connected
- Google Analytics integration – for 3 websites
- Free Image Library from Pixabay
- Free Canva
If you manage social media while you are out, you can use their app as well.
I honestly love this app. You can do so many things with it. Get 14-Day Free Trial account, with no credit card required.
Find it Hard to Manage Social Media Yourself?
Outsource social media management and focus on your business.
Disclosure: This blog post may include affiliate links or product reviews. All opinions are 100% my own.This post was proofread by Grammarly
— Carmen Lascu (@CarmenLascu) February 17, 2017