We don’t all have time to be stuck on Twitter every hour of every day. And yet, signs point to it being an integral part of marketing efforts in the 21st century. So how do you find the secret to that elusive tweet-life balance?
It starts with commitment. Like any other obligation in your life, if you ignore it then it will just snowball into a bigger problem. Every day that you’re not using social media to boost your outreach efforts is another day down the road where you’re missing out on new leads, followers, and potential customers.
Be committed to spending 30 minutes on at least one of these tactics every day, and you’ll be using social media for business the way it was intended: you’ll begin to boost engagement, sharpen your creative skills, and maximize the ROI those other blog posts have been promising.
Be Smart About Scheduling
For one, you don’t have to be constantly logged in to be a frequent poster. Most of the time that people say social media takes away from their lives is based on passive browsing, not active content creation and sharing.
In fact, there are plenty of tools that you can use to be a lot more efficient about posting. Have an afternoon that you can dedicate in an otherwise extremely busy week? Block out some time to schedule a week’s worth of posts. Here are some tools to help get you started:
Buffer: In many ways, Buffer has become the industry standard scheduling tool. They provide real time tracking an analytics to help you refine your process, making you a much smarter poster.
Edgar: Edgar is extremely useful, because it catalogues your social posts over time so you can come back to them, effectively helping you to be smart about reposts.
CoSchedule: In addition, using a tool like CoSchedule is a great way use social media to correspond with blog promotion. You can schedule tweets to line up with your blog posting schedule to maximize advertisement.
Post At The Right Time
The conventional wisdom surrounding just what hour of the day to post to social will continue to adapt as our social media use continues to evolve, for now, this article from quicksprout will provide you with a fantastic guide to exposing your tweets to as many people as you can. In fact, according to Edgar’s website, the half life of a tweet is just 24 minutes, and a Facebook post has 90 minutes, so it’s worth taking these suggestions seriously.
And Don’t Just Post It Once
Finally, as it’s been implied before, when you schedule a tweet or other social media post, don’t just plan to send it out once and be done. Save it to post later. You probably see a lot of ICYMI (i.e. In Case You Missed It) posts—that’s because more likely than not, the majority of that accounts followers didn’t even know about that tweet, link, or picture the first time it was posted.
Why Am I Using This #Hashtag?
Whether you’re 13 or 73, social media can be hard to understand. There are plenty of examples of users misunderstanding the point of a hashtag, or missing an opportunity to join a conversation—or worse yet: #over #using #hash #tags #hashtags #followme #socialmedia
Do your research before blindly before filling your content with useless, faux-savvy social media filler. Here are some tools and communities to better research trends and audiences before you post:
BizSugar: Bizsugar is a social network for small businesses. If that’s your market, this is a great place to dive in and see what people in that sector are talking about, what trends are working, etc. And then take that information and iterate on your other accounts.
BuzzSumo: BuzzSumo is a fantastic research tool to see what works, and what people are talking about. It allows you to research any topic and see who’s talking about it, what platform it’s being shared on the most, and more.
Ritetag: I think anyone using social media for marketing should be using Rite Tag. It lets you search a massive database of hash tags, as well as your own followers’ tweets, and works as a browser extension, so you’re never not hashtagging with confidence.
Use Visuals To Increase Engagement
The simple addition of videos or images to a tweet can do wonders for your engagement. On average, it can add 53% more likes to a post. With those kinds of numbers, it’s arguably irresponsible not to attach a photo with your links. Obviously, you’ll want to make sure that the photo is legal for commercial use, and applicable to the link you’re posting.
Adapt Content For Each Platform
Remember: What Works on Twitter may not fly on Facebook. And a good Instagram picture doesn’t always make for a great LinkedIn post. Even minuscule changes can be crucial for adapting a post from medium to medium. Naturally, you have different followings on each, and people use them for different things.
Each platform has its own ideal post style, so learn how to post well on each one. Don’t just settle for being “great” on Facebook. You may not even realize it, but you could have a following just waiting to explode on Twitter, but you’re not tapping into it.
Here’s a really helpful guide on how to format the same post across different social media.
Engage With Influencers
My favorite thing about social media is that we’re creating one big conversation. With the right post and the right timing, you can just as easily access one of your loyal followers as you can Justin Bieber.
And long-shot dreams of talking to a superstar aside, social media is a great place to connect with other influencers in your own industry. Even something as simple as a mention can help to start a conversation, or encourage them to share your stuff, or warm them up to your name when you reach out again in the future.
In addition to using Narrow for increasing your general follower base, here are some valuable tools for engaging with influencers:
Topsy: Topsy has a wide variety of search functions on social media, one of which is looking up influencers, helping you to expand your following and become more aware of an influencer’s presence online.
LittleBird: If you’re serious about investing in connecting with influencers, than you should certainly give a trial of LittleBird a shot. It helps you to map out influencers, and recommends content you can use to help catch their eye.
Content Marketer: Personally, I’m a big fan of Content Marketer, in part because it’s a project I’m invested in—but also because it’s an extremely effective tool for getting you to engage with the influencers on and off your radar.
Use Low-Cost Paid Promotion For High ROI
You may be wary of investing in paid promotion, and rightfully so. Many times it can feel like an endless money pit with no real results. But not all paid promotion is created equal, and there are several that can give you awesome dividends without hurting your bottom line.
If you’re serious about promotion, I recommend you invest in a few good, low-cost paid promotion tactics on social media. At the bare minimum, they can increase your exposure on a given social media platform. At best, you’re gaining new followers, customers, and even fans. Here are a few low-cost options to get you going:
Facebook Targeted Ads: You can actually start by taking out a few dollars worth of ad space, and testing different demographics and how they respond, then slowly build on the demographics and strategies that work.
Reddit Ads: Reddit comes in all shapes and sizes, so you can appeal to very specific niche networks that are openly interested in what you’re already doing.
Promoted Tweets: Promoted Tweets are fairly inexpensive, and hyper-target people in similar circles to the ones in which you want to expand.
Leverage Social Posts For Fast & Easy A/B Testing
Social media is the perfect way to A/B test. Test out different options for everything you do: from content style, to pictures, to links, to time. Find out what your audience likes, and constantly iterate that process. Here are the main things you should be testing through social media:
Headlines: Stuck on your blog titles? Maybe your audience is more drawn to “How To” that “X ways to do Y and Z” or vice versa. Try them both out and see which one is more engaged with.
Images: Some people may care more about HD pictures than others, if it’s worth investing in premium stock photos, find out on one post before you go spending your whole budget on it for your blog.
CTAs: Calls to action are an essential part of your blog, and all of your content for that matter. Try out as many different tones as you can, and see what kind of a CTA gets the best response.
Social Media Should Simplify Your Life, Not Complicate It
Don’t let a messy social media strategy hold you back. Tighten up, use valuable tools that are available to you, and leverage social to work for you.
Social media is the tool marketers have all dreamed of: It’s a promoter, an outreach tool, and content aggregate all in one. Don’t let yourself believe the lie that you’re too slow for it, too old for it, or just not creative enough. Dive in, make some mistakes, and get your social media game to the next level today.