A Simple Social Media Strategy for Bloggers

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A Simple Social Media Strategy for Bloggers

Does the phrase social media strategy stir up frustration? There is so much going on with social networks these days that it’s hard to know what to do and who to trust. It seems the only thing experts can agree on is that you have to have a strategy. When it comes to social media channels, the consistency in advice seems to stop there. 

We all know the talking points. Experts tell us to focus on our target audience, create engaging content, and publish frequently. But here’s the thing. Even when doing all of these things, social media can still be a mystery.

Here are some common frustrations we hear about social media:

  • Even the people who are following me aren’t seeing my posts.
  • I can’t figure out how to increase my numbers. Every time I gain a follower, I lose some.
  • Facebook says I need engagement, but people don’t comment and like my posts.
  • The only way social really works is if you pay for ads, and I can’t afford that right now.
  • How do I prove I’m authentic?

As with most things, finding a solution to a frustrating situation isn’t easy. If you do a search for social media strategies, you will find a massive amount of information, but how do you know which ideas to implement? It’s possible you’ve encountered a one-hit-wonder social media marketing strategy. But you won’t know until you spend time trying to implement the suggestions.

There is something else to consider. Let’s say you implement an expert’s social strategy and have great success gaining followers. Is that the end goal? Just to add numbers? Or do your social media goals go beyond numbers? 

With a little creativity, a good dose of patience, and the right social media goals can create and implement a simple social media strategy that will organically connect you to the right followers.

Consider These Points as You Develop a Simple Social Media Strategy

Find a Balanced Ratio

Although most marketing experts I’ve found insist on a posting ratio of 3rd party content to self-promotion, the ratio rules themselves vary greatly. Whether you choose The 1 in 7 Rule, The 4-1-1- Rule, The 10-4-1 Rule, or some other combination, the point of this strategy is to find a balanced ratio of self-promotion posts and other “helpful” content.  

Consider how you use social media platforms. If the only posts you see from someone involve them asking for your email address, you’re going to view their posts as white noise.  How do you connect with the person once you’ve given them your email address? Further, if you are asking for an email address without establishing a relationship, there is little trust established and a very small chance of increasing followers on social or your email lists.

It will take some time to find the right balance, and it might feel counterproductive to share other people’s content on your feed, but if you think about how you interact as a social user and set choose content that aligns with business goals, you may find that sharing content actually boosts your chances of others sharing your content too!

Sustained Success is Always About More than Numbers

Think about opportunities to encourage, educate, or engage your social media followers. These “3 E’s” create a healthy boundary and help you select what to post or share for your ideal customer or reader.

While it’s important to be social and personable, this isn’t the place to share all your inner thoughts or the details of your day. Your social media posts are for your readers and you should stay consistent across all channels, including social media, blog posts, emails, offers, and videos.

Let’s Breakdown the 3 E’s of a Social Media Presence

Encourage

Posting content that is encouraging is easy when you are in a positive frame of mind, but we all wake up grumpy from time to time. It’s easy to post or retweet something that matches your emotions when your feed is filled with similar sentiments.

Ever scroll through your Facebook feed and unfollow someone who was rude and critical? I have. Psychologists have presented data that prove social media affects our emotions. Keep your posts upbeat, and your followers will associate you with happy feelings. Happy people are more likely to engage in positive and engaging ways as well as share posts that make them laugh or smile.

Educate

One positive thing about social media is that you have a free tool to educate your audience about your products and services. It’s likely you already have a digital file folder of different types of content to share. 

Your compelling content should include educational and informational posts that show how you can solve your target audience’s pain points. If you’re light on educational post types, that’s fine too! (Remember your posting ratio!) Try finding a blog article that taught you something. Highlight the part that stood out the most.

Share content that supports a point you have recently made or an opinion within your niche you support. Images with quotes you love is a great example of this strategy. 

It’s okay if your readers see things differently. They may be curious to learn why you think the way you do. This can lead to engagement. It’s also how you establish relationships with your readers.

Engage

Engaging content is the easiest category to succeed with if you have the right followers. By starting a post with a quote or picture created with your reader persona in mind, you will likely find your strategy succeeds in creating conversation. Creative titles that aren’t clickbait are always best. A catchy title that misleads the reader is a surefire way to lose the trust of your audience.

When people follow you because they share similar beliefs or work in the same industry, they will be more likely to read your content both on social and on your blog.

Engagement includes being social. Ask questions, like posts, and comment on other people’s content. By interacting socially, you start conversations and let people know you see their posts and that they are appreciated.

Engaging with people on social media is the most important part of any strategy. It is why these platforms were created. Seize engagement opportunities to be personable and prove you’re authentic. Check out this post, Why People Share: The Psychology of Social Sharing, for a better understanding of why relationship building must be a part of your simple social media strategy.

Your Simple Social Media Strategy Doesn’t End with the 3 E’s!

Protect Your Time

Being consistent across all social media platforms is not easily accomplished and requires a lot of time. Luckily there are amazing free scheduling tools that make it easy to create and publish content for weeks at a time.

Each platform offers multiple options for the type of content to publish. Instagram stories, posts, and IG live are all effective ways to connect with your audience. Video content is also attractive on Facebook, LinkedIn, and Pinterest.

Use a social media calendar to ensure different styles of posts are used to connect with potential customers. 

You can keep things simple by choosing one platform to focus on and learning how to use all the features available. When you feel comfortable and have a good routine, you can move on to add another platform if you are interested and have the bandwidth. Another way to keep things simple is to choose a social media tool that enables you to easily duplicate posts and publish on multiple platforms. 

If you find that you don’t like one of the social platforms, don’t use it. It’s not worth your time to do something you dislike. There’s a strong possibility that your buyer persona won’t be on that platform anyway.

Review Your Persona

We’ve developed a Reader Persona and Buyer Persona tool for you. While there is some overlap, we had bloggers in mind while researching and creating the Reader Persona. Your persona information isn’t something that changes often, but it is a good idea to review things every six months to a year.

You may find that your original social media publishing schedule doesn’t work anymore as your audience changes their social media habits. As algorithm updates occur, you may find that educational content is best in video format rather than written posts, or vice versa! Something new in your niche could develop, leading you to expand the focus of your content. A final reason to update your persona is that you may decide to set a subject aside for a while if trends have shifted.

As you review your persona, be open to considering new information you’ve learned about yourself and from your social engagement. The goal is to have an engaged audience, so give the people what they want! 

Let’s Review

Developing a simple social media strategy takes some thought as well as trial and error. Doing too much too fast can jump the line from personal to annoying and that’s not going to help anything.

  • Use marketing tools to reduce your time on social media platforms. 
  • Try something for a few weeks before you change strategies.
  • Decide on a ratio rule that works for you that shares “3 E’s” content more frequently than posts that are self-promoting.
  • Be intentional in implementing the 3 E’s: Encourage, Educate, and Engage.
  • Occasionally review your reader persona.
  • Focus on content that aligns with business objectives. 
  • Always be social!

Get Organized

The best way to get started with your social media content strategy is to get organized. Your social media marketing should be part of your content marketing strategy. Consider a routine of scheduling three social posts every time you publish a blog article. 

Set up image templates in Canva to ensure you have consistent branding and to save time creating content.

Use a content calendar that includes a prompt to write social media text. Then when you go to schedule social on your tool of choice, you’ll only need to copy and paste. 

Looking for a little more social media guidance? Download our free ebook here. 

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