Updated: Jul 20
As in many of the cases, it is not what we do, but how we do it that defines what level of success we are going to have from that action. You can do 1,000 squats but if you do it wrong, you will injure your body and not even get strong. One of the biggest online investment mistakes I see small businesses making is that they just hire someone to post their content. But there is no quarter (business trimester) content planning. There is no variety of subjects, and most of the time, there is no concern for user engagement.
The same goes for ads on social media, such as Facebook or Instagram. You can spend $100 or $1,000 a day on Facebook, and in the end still not get any clients from that investment. Also, if you are just boosting posts, but not using a custom and targeted audience, and if you don't post high-quality content, you are probably just "burning money".
"How to do it right, then?", I hear you ask. As we always emphasize at Kiwi, it’s not about how many leads (potential customers) you get, it’s about how many leads you convert to customers. That is what really makes your business grow. That metric is called a conversion. That is the one that really matters: out of, say, 100 potential customers, how many paying customers you really get.
If you are doing it by yourself - and you are doing it well and consistently -, it’s better than hiring someone. When we say "consistently", we mean it: you have to post at least twice a day, several tones of communication, different kinds of content. The best way of doing so is by using a platform such as Zoho Social (free up to a certain number of users and social media platforms). On that tool, you can schedule the posts. So, if you are organized, take one or two days and schedule it all for the quarter. You will end up exhausted, but it will be amazing to see your social media posting "by itself" twice a day. You will love it. To make it easier, just download any social media content template (HubSpot has several of those). Download the most simple template you find. If not, just get a calendar, look at holidays and observance dates, and start from there: posts for Mother's Day, Christmas, one per season of the year, you name it. Fill the gaps with some testimonials from customers, with some product/service review, with some blog posts (even old ones if still relevant). Start posting once a day. In the second quarter, twice a day. In the third quarter, as you have data to back it up, auto-schedule all posts (the tool we mentioned does that for you).
You can also use ZohoSocial to get input on content. You can follow some competitors to see what they are posting (even though I prefer to ignore competitors), or you can follow topics. If you are a Realtor, for instance, follow a lot of financial advisors. They will post several market forecasts that you can easily repost and it’s not working against your brand. Or, if you are a car dealer, follow sports competitions, car events, etc. You can even go further and follow the “type” of content your customers follow. If you are a car dealer, you might want to follow some meal hacks for mothers out there, and then mention the new family car everyone is talking about, indirectly! ;)
If you are doing it with some agency or freelancer, I strongly suggest getting a tool such as ZohoSocial, so that you can see the reports about the "likes" and "follows" you get, see comments, and interact if needed. Those reports can be highly useful if looked with the right focus.