On June 13, RED66 held its first marketing workshop at the Terre Haute Chamber of Commerce. We’re excited to put together these monthly small business marketing workshops, the second Tuesday of every month. The June topic was Social Media Strategy—its importance and how to make it work for you, including tips and tricks and general information about different platforms. For July, we’re talking about LinkedIn.

Why social media strategy? Well, a good social media strategy will help anyone’s business. Not only is social media a way to interact with your customers, it’s a way to get your content out there, capture customers, donors or volunteers, brand yourself or your products, and build your email list; just to name a few.

Who Uses What Social Media Platform

We shared some statistics about different social media platforms including demographics and best usage. One of the best resources for reference was this infographic from SocialMediaToday.com.

Marketing is about your customers, not necessarily where you hang out online. So, taking the time to clarify who frequents different social media apps, when, and why, are key parts of making a social media strategy work. Not only will it help you understand how to use that particular platform, but it will help you figure out which social media outlet is the best for you and your business.

Keep your ideal customer and prospects in mind when you’re researching content, when you’re writing your content and what is most important to them.

How Many Channels Should You Use?

A better question might be how many can you maintain well, and be consistent. It’s not just posting randomly, but being able to monitor, respond and engage there too. Why? Being on multiple social media channels can be a serious feat. Understanding where audiences are makes it easier to decide which social media apps you should focus on.

Tips on Making the Most of Your Social Media Strategy

We identified several different tools, tips, and tricks you can use to make the most out of your social media strategy.

  • Consistency is a huge part of this, and there are a few ways to ensure that you keep a reliable voice and schedule your content.
  • Create daily themes. This is something we like to do for clients. It can include things like “Motivational Monday” or “Tip Tuesday,” or any sort of theme that fits with your business. By creating a themed schedule, it’s easier to plan your posts in advance.
  • How often to post on each channel? We suggest 1 to 2 times a day on Facebook, 3-5 times or more on Twitter, 3+ times on Instagram, 5 times a week on LinkedIn. The reasoning is because the speed of each channel happens differently, as does the way that people consume the content.
  • Monitor and respond. You’ve got to stay on top of your accounts. Monitoring posts, comments, likes, etc., is a must-do! You have to engage with your audience, be responsive to questions and thoughts, and thank them on a regular basis!
  • Review your insights & analytics. Once you’ve established a bit of a pattern, check out the analytics on your social media pages. Take note of the kinds of posts that are working, and be aware of the things that don’t foster as much engagement. Again, knowing your audience and being able to speak to them in the most effective way possible is the best way to grow and sustain your social media following.

Have a question about your social media efforts? Or do you have additional insights or examples to share with other small business owners? Please do so in the comments!