Whether your agency is involved in content production, social media scheduling, or a little bit of both, it’s important to make your team a success. Instead of reworking your process for each month or campaign, create a set of standards that your team can follow each time.
Use best practices for this content to publish high-performance posts and streamline your agency’s workflow.
To create the best content for your agency or clients, set your social media goals first.
Of course, your main goals affect how your ideal content looks, sounds, and looks. I recommend following SMART objectives framework:
- Specific: Get as accurate as possible. For example, do you want to increase brand awareness, increase website traffic, or increase sales?
- Measurable: Choose a metric you can quantify. For example, you can measure followers, website clicks, and revenue.
- Achievable: Aim for a goal that your team can realistically achieve. Then identify the appropriate resources and planning for its implementation.
- Relevant: Choose a goal that is related to your business goals. For example, increasing sales can help you reach critical revenue goals.
- Time-based: Set a deadline for your team to achieve each goal. For example, you can set a goal to reach everyone by the end of the month, quarter, or year.
Target the right audience
Who is the target audience for your brand? By zeroing in on your ideal customers, you can create social media content that sounds real.
You can also answer relevant questions, use different media types, and build better relationships with your customers.
Here are some ways to explore your audience:
- See your social media knowledge. Social media channels like Facebook and Pinterest provide insights into your followers, including demographics and interests. You can also use Agorapulse social media tracking tool to listen to web chats. Here you can find out who your audience is, what they are talking about, what the competition is about, and you can also find out the interests of those you want to target.
- Review the website analysis. Google Analytics provides demographic data and interests, as well as information about what visitors to your website buy.
- Ask customer service. Contact your support team for information on frequently asked questions and concerns.
- Talk to sales. Ask your sales team for an overview of customers’ purchasing patterns and product or service preferences.
Write your brand with a voice
Without a recognizable voice, your published content can blend into the timeline of everything else followers. By developing a brand voice, you can:
- Show the personality behind the social media page
- Make the brand more humane
- Create a familiar presence that followers can easily connect with
To secure a brand voice, start by reflecting the mission and values of the organization. Identify some of the key features of the brand.
Then consider how your target audience speaks, and identify common idioms and themes. Share lists with your team of what to say and what not to say so everyone can use the same voice.
Decide on a content mix
It is tempting to fill your social media calendar with branded content. Why don’t you want to take every opportunity to talk about your brand?
For many social media users, however, the constant flood of self-promotion seems like a selling point. This can lead to untracking, which can lead to your team not taking advantage of sales opportunities.
Post a variety of content types and sources to create a page that naturally teaches, transforms, and nurtures loyal followers.
Use these ideas mix it into your editorial calendar:
- With user-generated content (UGC), influencer posts, and customer testimonials so happy customers can speak for your brand.
- Curate relevant content from other brands and websites, especially if it matches the interests or questions of your audience.
- Publish interactive content, such as live broadcasts, questions and answers, and surveys or quizzes to get to know your audience better.
- Share news, links, and posts from social media influencers and brand partners to further build relationships.
Create unique content for each channel
No matter what your content selection contains, it’s important to optimize each post for this platform.
Follow content best practices to make sure each post looks, sounds, and works best:
- Write a copy that is perfect for each channel. For example optimal length for social media posts Facebook and Twitter have somewhere around 80 characters. The best length for Instagram posts is about 50% longer, or about 125 characters.
- Take advantage of all the channels. Instagram posts may not support links, but are suitable for hash marks. Similarly, Facebook is not the best place for hash marks, but it is a great place to share blog posts and product page links.
- Publish optimized images and videos. Following images and videos with the perfect ratio for each social media channel can mean extra work. However, resizing images and videos for each platform ensures maximum value for your visual content.
Get inspired by the competition
Copying a contest will not help you create unique branded content. However, it is always wise to check competitors periodically.
If other brands use new platforms or content types in your space, you can also get value from them.
Here are some ways to find out what the competition is doing and whether they are getting results:
- Browse their social profiles. Make a list of your top five competitors and review their pages at least once a month. See how they use new tools like Twitter Fleets or Instagram rolls.
- Use a comparison tool. Add your best competitors to the Agorapulse Facebook barometer or Twitter report card. Then see how your performance compares, and see where other brands outperform yours.
- Review their collection of Facebook ads. Are your competitors targeting your audience in an interesting way? Browse their collection of Facebook ads to see what types of ads they’re running.
With social media tracking, your team can improve content in two main ways.
You can easily tune in to conversations about your brand by following the mentions and trademarked terms. You can then identify the UGC to share it further, find common questions to answer, and create content that addresses complaints and issues.
You can also use social listening to follow competitors’ news, field hashtage, and larger conversations about your space. You can then find popular topics for your content calendar, add interest to important discussions, and improve brand awareness.
Timing content at the ideal time
Finding the right time to publish social media content is critical because posts have limited time to make an impact. For example tweet lifetime is only 15 to 20 minutes. The closer you get to the ideal posting time, the more you can improve your social media performance. So how do you find the best times to post?
- Use standard recommendations. Some studies have found best times to post to social media. Although these recommendations are not specific to your audience, they provide a good starting point.
- Review your social media knowledge. Social media channels like Facebook and Instagram let you know exactly when your followers are most likely online.
- Check out your social media scheduling tool. Dashboards like Agorapulse identify the best times to post based on when your audience is most likely to reach.
Although you need to post content now, try to schedule most posts. Using the social media scheduling tool increases the chances of posting on time. It also prevents you from having to pause your workflow and take time to post in real time.
Secure stakeholder assurances
If you’re not a single team, you’ll probably need feedback and approval before you can post to social media. Posting screenshots and spreadsheets can be inefficient and difficult to track, especially if you are juggling over a dozen customers.
Instead, streamline your workflow by seeking stakeholder approval directly from your social media scheduling tool. By assigning posts to team members or customers, you ensure that content is not published until stakeholders sign it.
Content analysis and optimization
Content with great results today may not perform as well next month or in future campaigns. It is therefore essential to use local knowledge or third party reports to monitor the analysis. Follow this process to analyze and optimize:
- Decide on a review schedule social media marketing analysis, for example, daily, weekly, or monthly.
- Use your social media goals to identify the most important metrics. For example, clickthrough rate (CTR) is critical to increasing website traffic.
- Compare the last period with the previous period and look for patterns. For example, the CTR of your blog posts can increase dramatically due to the urge to produce high quality weekly articles.
- To continue improving performance, turn your findings into experiments. For example, you can republish an even more popular post to get even more traffic.
Ultimately, each account managed by your agency may need a unique strategy or goal. However, by adopting best practices for their content, your agency can build a strong foundation for social media production.