Social media, huh? Sometimes this feels like a full-time job by itself and knowing what, how, and when to post can become a pain in the posterior when really, the main focus for your business, is making people's faces do this;
Making couples happy on their wedding day is what you do, but that doesn't mean you can't absolutely smash your social media at the same time. I've put together a little list for you, and also a (hopefully) useful planning sheet to try and help you get the social media results you want, without dedicating more time to content than you do your couples.
Be Organised - Make plans! Knowing in advance what you're going to be posting about has so many benefits. I don't know about you, but I don't leap out of bed every morning, brimming with ideas on what to post on social media. I tend to have to drink tea, wrangle the baby, turn the dining table into my desk for the day, grumble about several things before finally, sitting down and thinking about, and planning out, what kind of message I want to put forward as my brand. I admit, I'm a bit old-school and like to have a paper plan on this one, as I like to be able to jot something down quickly if inspiration strikes and so I created this Social Media Planner, which you are very welcome to download and use.
Be Authentic - no-one wants to feel like they're being sold to constantly, or as if they're talking to a polished brand-bot. Be human, be honest and be warm - the kind of person you would want to chat to yourself, if you weren't yourself, otherwise that's just the first sign of madness. We'll cover copywriting in another blog post as there's a lot to discuss with that topic. Sales Posts That Aren't Salesy Post about a frequently asked question
Share an infographic on how to book you Share some company news - a new product or service in the range Celebrate a milestone Share how you've helped another customer
Pace Yourself - We all know that one person who doesn't post for weeks and then gets a little carried away and throws out 15 facebook posts in quick succession. For those of you that don't know, bad idea. Not only does it limit the reach of each individual post (it must have had a purpose or message, or you wouldn't be posting it, right? That message gets lost in the chaos), but also, it looks a bit spammy so people just scroll through it quickly and don't really see the post at all. I've been googling like a mad thing and found loads of info in regards to how frequently, and when, we should be posting on some of the top social media platforms and the most comprehensive study I could find was on coschedule.com - this is the gist of the data from their research;
Variety is The Spice of Life - Social media platforms love visual content - photos and videos but it's important to keep things varied, otherwise things just become a little too 'samey' and again, your content loses the impact it once had on the viewer. A good mix of images, video, text only and links to external sites (yes, your own website counts as an external link) will always yield better results and keep your Facebook and Twitter more visually appealing. Pinterest and Instagram are a little different, being image-based platforms but this is where you can really showcase your style identity over your personality. Know Your Audience - your customers, your audience, it all amounts to the same thing. People buy products because they like the product, it serves a purpose. People buy services because they like the person providing it (and obviously the service itself is top-notch). You need to know your audience to really speak to them so ask questions, ask their opinions, check the insights to know the ages, locations and gender to whom you're appealing and keep them in mind when you're writing your posts, or sharing others. Their interest is what drives engagement and reach for your brand.
Things You Could Ask
Ask your audience to choose between two different looks of the same product
Post a survey Ask about their experiences of a scenario relevant to your industry
Pose a hypothetical question "would you rather" or "if you could" Ask about their wedding planning journey Ask married folks that still follow you to offer advice to soon-to-be-weds
Engage - Like, comment, share, re-pin - a social network is just that, a network. Be proactive in involving yourself in the industry and building connections with other businesses you appreciate and admire. You get what you give, you know?
All Roads Lead To Social - Ensure that your website has easy to find, and identify, icon links to your social media platforms. I even have them, and my respective usernames on my business cards, people like to be able to find and engage with you as easily as possible and now, that means social media. Unlike a phone call, or your website, this is where people go to get a 'feel' for you - crucial in wedding world as couples are truly investing in you. The most obvious 'map' for your customers is Google (searching for your service) > Your Website (see your professional side) > Your Social Media (check current reviews, discover more about you and your work) > Enquire - keep your content true, and easily accessible for better conversion rates.
Be Accessible - Make sure you complete those 'About' and bio sections thoroughly - this is where you can give a more in-depth description of you, your work and link your other social media, website, email, phone number - if these are empty, it's quite deflating for the reader.
Schedule - I confess, I schedule everything, as a perpetual organiser, it brings calm to a cluttered mind to know that a week of social media posts are sitting, waiting to be read by my audience. Facebook has now moved to Business Suite from Pages Manager, allowing you to schedule Instagram posts within the same suite which is fab if those are your only platforms. I however, am something of a social media floozy and have almost all of them so use Hootsuite for my scheduling. I love seeing the array of read-to-publish content laid out in a calendar format. Other social media scheduling sites are available but some of the best (free) ones are Hootsuite, Buffer (downgrade to free after your trial), and Later. Or, if you're happy to pay for the service, the options are almost endless, as is the variation in pricing. Aim For Shares - Sharing is king so make sure you're adding content that your audience can really relate to or find useful, both humour and quality information reap the rewards of high engagement and large numbers of shares, thus increasing your reach, thereby introducing your brand to even more people.
Of course, this is by no means an exhaustive list, and in truth, I could probably waffle on for days about each platform and the nuances within but if anyone has any specific questions, you're always welcome to drop us a line and we'll try and help. I will be covering setting goals, checking insights and measuring metrics in another post too - it seems I have a lot of writing to get done!
Don't forget to download your Monthly Social Media Planner!