Small business owners and leaders struggle to develop and maintain the consistency and frequency of their marketing program, especially now that social media is in the mix. We are already consumed with running the business and hopefully moving it forward. With mailers, flyers, newspaper ads, radio spots and even Google Adwords campaigns, you do a bunch of work to get them scheduled and set up, but then you can (I realize I’m oversimplifying this) sit back and wait for the phone to ring. A mailer might go out every 6 weeks. However, if you only post to your Facebook business page every 6 weeks, you’ll be lost in the torrent of information. With social media, the work to remain visible and engaged is constant.
It is not the job of the customer to remember us. It is our job to be responsive and deliver valuable information on a consistent and frequent basis. Consider if your favorite TV show aired for a couple of weeks and then dropped out for 3, then aired again for 1 week and dropped out for 2 more. You’d probably stop watching it.
Quality of the content you share is very important, but in social media, consistency and frequency may be even more so. I’m not saying that this good or bad; it’s just an observation taken from experience.
So how do you attain consistency and frequency? This is often such a struggle, but here are some of the tactics that we use and share with our clients:
1. Set up an editorial calendar. Your editorial calendar should document the days and times you plan to blog and post in the various platforms. Although the ideal may be every day, “I will aim for progress, not perfection” is a good mantra.
2. Read. It may seem difficult to carve out time to read something, but I have found that doing a bit of reading in a business book or 2-3 blog posts per day really helps with content generation. Sometimes it’s a quote (like the one above) that I run across during my reading that gives me the impetus to share something helpful (at least I hope it’s helpful!).
3. Observe and record. If something happens with a customer or employee during the day that would be a “shareable moment”, jot it down for later. People really respond when you share experiences that provide insight to your readers and customers.
4. Map out ideas for the next year. Most businesses already have certain dates or periods of time throughout the year that are important to the company, industry and/or sales cycle. Putting those dates down on your editorial calendar and brainstorming related ideas for social media content far in advance can really give you a laser focus for some exciting campaigns and content.
4. Get help. A social media specialist can assist you with planning, scheduling and content creation.
What tactics do you use to stay consistent?