Starting with social media marketing may initially appear as a side task compared to the responsibilities of your business. Many people believe it’s a matter of posting something on Facebook and Instagram every day. Thats all there is to it. However, you’re probably aware of how that scenario plays out.
Writing those posts quickly becomes burdensome and days and weeks start slipping. Before you know it, you realize that creating those entries has become a struggle.
Don’t worry though, you’re not alone in this experience. We’ve all made this mistake at stages of our growth when other things seem pressing than crafting a Facebook post.
How can you change this situation? Firstly, you need to assess whether investing time in social media marketing is worthwhile for your business. The best way to determine this is by developing a marketing strategy tailored specifically for your company. Once that’s in place (and the answer is yes) then it’s time to establish a content production system. You’ll want to streamline the process while ensuring your posts remain current and maintain a touch as if they were written daily.
Sounds promising, doesn’t it? In this article I’ll guide you through building such a content production system. Alright let’s dive in, shall we?
Is social media marketing really worth your time and effort?
Well, that’s a question. The thing is every business has its circumstances and considerations so it’s not as simple as giving a straightforward yes or no answer.
Now when we talk about social media marketing (the stepchild in the online marketing world), we’re specifically referring to the side of things. Not paid advertising. It’s important to make that distinction clear.
Why do I say social media marketing is like a stepchild? It all comes down to the lifecycle of these platforms. You see, no matter which social media platform you choose to use they all go through a cycle.
Related: How to Set Up Social Media Profiles for an eCommerce Startup?
The life cycles of social media marketing platforms
At the beginning when a new platform emerges it’s open and highly effective because there aren’t users yet. So naturally they try their best to create conditions for people (businesses) to hop on board. This is what we call the “growth” phase.
Stage 1: the “growth”
During this phase the sole focus of the social media platform is on expanding its user base as much as possible. That makes sense because they can’t directly monetize their users at this stage. Let’s face it; if suddenly everything became pay, to use on a platform overnight everyone would flee in an instant. Have you ever considered paying a fee of 5 euros to use Facebook?
The initial step is to attract a number of users because when a platform becomes popular businesses take notice and recognize the potential in reaching this gathered audience. This leads to opportunities.
Stage 2: the “seed”
Next comes the stage referred to as “the seed”. During this phase social media platforms entice businesses with terms and conditions often offering free access. It’s incredibly enticing for businesses to have the ability to reach hundreds of thousands of people by making posts.
As the platform gains momentum and attracts a user base, businesses begin joining in order to connect with these individuals. Typically, they experience success. Over time more and more businesses start utilizing the social media platform, gradually transitioning into the stage.
Stage 3: the “peak”
Known as “the peak” the third stage primarily focuses on measuring user engagement through metrics such as users.
The number of users is a key metric that social media platforms use to measure their size and growth. While it’s one of the important indicators it serves as the foundation for evaluating platform success. When the growth of users slows down or even declines (let’s hope that doesn’t happen) it can be said that a social media platform has reached its peak. This brings us to the stage.
Stage 4: the “printing of money”
The third and fourth stages often overlap because typically before reaching the “peak ” platforms start introducing paid advertising, which essentially translates to printing money.
Once a substantial user base has been. Businesses no longer enjoy the organic reach they once did paid advertising becomes available to them. Initially this trend sees growth as conditions are favorable (advertising costs remain relatively low) due to competition.
However, over time the number of advertisers plateaus forcing the platform to make a decision; reduce reach in order to compel businesses into opting for paid advertising. That’s when the real money-making process begins.
“Well I don’t think I’ll ever use Facebook again…” you might say. However, that may not be the reaction. The reason I’m sharing this with you is to emphasize the importance of understanding how social media platforms function in order to benefit from them. So, of abandoning these channels it’s more practical to use them wisely and make the most of your efforts.
Based on this perspective you can assess whether investing resources, in social media marketing is worthwhile (If so, which platforms are most suitable). Keep in mind that this is not a decision and can change as the world evolves. It’s advisable to evaluate your performance every six months and adjust your strategy accordingly.
Now that we’ve had an introduction let’s explore how you can effectively leverage the power of social media marketing.
What mistakes can you make with social media marketing?
There are mistakes that many people tend to make when it comes to producing content.
1. Disorganization
As mentioned earlier, without establishing an approach, for content creation it’s a matter of time before things fall apart. I speak from experience because we have faced challenges. The question then becomes; how long can you sustain disarray? At first it may seem like an idea to decide what to post for the day but trust me it’s not that simple! Being consistently creative and effective, on a basis, can be quite challenging.
See also: Best Tips to Use Persuasion Techniques in Social Media Marketing.
2. You don’t plan ahead
One thing you can do is plan. If you prefer an approach schedule your posts in advance. Believe me when I say that unexpected things can always pop up and prevent you from posting at the desired time.
Platforms like Instagram and Facebook offer scheduling features. On Facebook you can easily schedule your posts by accessing the ‘Publishing tools tab in your business manager account. Similarly, Instagram also provides the option to schedule your posts. You can find out how to do this here.
Alternatively, you can utilize software for timing purposes. For instance, we sometimes use Planable or Buffer solution. Lately we’ve been relying more on Creator Studio. My recommendation is to schedule your posts at a week of time and if possible, even up to a month, in advance.
3. You want to sell only
Selling is definitely a goal, in the game of business. It becomes problematic if you’re only focused on receiving money without providing any value in return. It’s important to avoid using media for direct sales. Instead prioritize educating, sharing information, and entertaining your audience. It’s still too early to push for sales on these platforms.
Trends you can apply in your social media marketing
Now let’s discuss some trends that can greatly benefit your social media marketing efforts.
Trend #1: Communication
In today’s landscape it’s crucial to establish connections with your customers on social media. Moving away from the approach of product promotion and “buy now” messages focusing on emotional connection with your customers takes precedence over everything else!
Trend #2: Credible Influencers
With a multitude of influencers available it can be overwhelming to choose the right ones, for collaboration. Some companies may even have the opportunity to engage influencers for their campaigns (About you). It’s definitely worth investing in a few influencers who can effectively promote your products in a way that aligns with your values ensuring that you won’t have any regrets, about their behavior in the run.
Trend #3: Move to new social media platforms
Is your perception of media limited to just Facebook? That would be a mistake! In addition to Instagram, which is now considered commonplace (although many people still haven’t caught up) it’s important to explore platforms like LinkedIn, Snapchat and TikTok. For instance, TikTok has the potential to reach even in areas where advertising is less developed. This presents an opportunity to connect with your target audience and spread your message. Moreover, Snapchat and TikTok tend to attract a user base compared to platforms allowing you to reach an entirely different demographic.
Trend #4: Strengthening your brand through employees
One of the ways to enhance your brand is by leveraging the power of your employees. Just imagine if you create an area in your office and encourage 150 out of 300 employees to share pictures, on both your Facebook and Instagram pages. This does not strengthen morale but also showcases an authentic representation of your brand through the eyes of those who work for you.
In addition, consider organizing an event every month. It’s important to recognize the influence your employees have on shaping the company’s reputation through their experiences. By honoring and appreciating them you’ll witness the growth of your brand.
Trend #5: Creativity
When it comes to being creative it’s not about following the norm. Take a moment to explore opportunities that you may have overlooked. Have you ever shared a video or GIF? Do you rely heavily on stock photos? There are possibilities waiting to be explored so don’t hesitate to experiment. The feedback from your followers will help guide you in the direction.
Related: 6 Social Media Marketing Strategies to Increase Customer Reach.
Trend #6: Videos
Videos have long been an aspect of social media, but some companies shy away due to high production costs or lack of originality. However, investing in videos can yield reach and engagement. Don’t forget to include subtitles for accessibility, within the community.
Author: Adrienn Pusztai
This article is written by Adrienn Pusztai. Adrienn is a Content Marketing Manager at Capturly.com, a full-scale website analytics tool. Their mission is to make it easier for our customers to make those business decisions that will result in amazing business development.
