You must evaluate and define post/tweet frequency for SMM:
- The number of times you post is called frequency.
- There is no single guaranteed formula that will work all the time, and it does take some experimentation.
- Publish only when most users and followers are online.
- Post less, tweet often.
How much do you really need to post or tweet is a tricky question. Posting or tweeting more than required looks like spam, and you stand to lose credibility and followers. Posting or tweeting too less may make you look like an inactive brand, and you would end up having a disinterested audience.
Evaluating post or tweet frequency
- The number of times you post is called frequency – Media brands like news channels and magazines have a quick publish or tweet cycle, and they post or tweet multiple times in an hour. They are said to have a high post or tweet frequency. Whereas, some other brands like shoe manufacturer Nike may only require to post or tweet a couple of times a day. And then, there are brands like software firms that may post or tweet more frequently during a new software launch, road show, or a major product upgrade.
- No single work for all formulae – There is no single approach that would guarantee you success. Some brands find success in the only a couple of posts or tweets a week, whereas some may find no success even after posting or tweeting multiple times a day. Different factors like time of post, campaign budget, CPC, location, etc. play a major role here.
Since Twitter is a real-time platform, the frequency of your efforts and tweets have to be far greater than what you need on Facebook.
- Publish only when most users and followers are online – When a user is active and sees your post or tweet in his timeline, that is the time he is most likely to interact with it. You can gain maximum traction only when most of your followers and users are online and active. The feeds of your friends or followers keep getting filled up with content, as most social media websites are the fast-paced platform.
Twitter, being the high publishing frequency social media platform, has a positive side. You can tweet more often without looking like a spammer. There is every possibility that only 1 of every 10 tweets may be seen by your followers.
- Post less, tweet often – Make sure not to repeat the same content over and over again. A follower can visit your timeline anytime, and find out you are repetitive and choose to unfollow you. It is a good idea to start with high-frequency posts or tweets as you build your presence, and then gradually slow down till its manageable and shows results.
SMM Funnels: Aligning Content
Once the content arcs have been developed, they need to be aligned with the funnel. This is done to serve right content for lead nurturing to prospects. This can be done by defining:
- Top of the funnel (TOFU) – It represents the uppermost portion of the funnel aimed at attracting prospects and leads, and having them trade their information in exchange for informative content.
- Middle of the funnel (MOFU) – It represents the middle portion of the funnel aimed at aligning prospects needs for relevant products, understands their readiness to buy, and move them closer to purchase.
- Bottom of the funnel (BOFU) – It represents the bottom portion of the funnel aimed at fully qualifying and closing your most interested leads and prospects by persuading them to purchase from you.
The rise of social media and the internet at large has affected the way brands and consumers interact with each other. Whereas in past, brands primarily advertised on television, radio, newspapers and magazines, this landscape has now considerably changed. Peer recommendations and word-of-mouth marketing are trusted over other forms of traditional advertising by almost 92% of consumers worldwide.
You must map your content to sales funnel. Ideally, a funnel can be divided into three parts – top of the funnel, middle of funnel and bottom of the funnel.
- TOFU – The top of the funnel represents the uppermost portion of the marketing funnel. TOFU represents initial part of funnel and customer journey that generates awareness, information, educates prospects, and develops a buzz for your products and services. This is the first and most important step of the customer journey, where you try to gain customers attention. Popularizing your brand is the first step in building trust with your customers, as the goal is a brand promotion. The focus should be on posting content as a thought leader free from any sort of sales or marketing pitch.
In the past, marketers would spend a fortune on print and TV ads to target prospects at this stage of the funnel. Today, brand awareness can easily be built on social media by creating engaging and compelling content with well-defined calls to action and compelling visuals that help you get traction. With so much social media noise where multiple brands compete over limited consumers budget, a lot of content gets produced on a daily basis. Therefore, it becomes really difficult to keep your prospects engaged and hooked for long.
TOFU requires efforts that lead to inbound traffic in form of paid advertising, blog articles, Youtube videos, podcasts, audio files, email, social media, interviews, SEO, tip sheets, guides, eBooks, reports, white papers, free trials etc. The idea is to have prospects trade their information with you. TOFU helps to attract prospects and leads, which can be converted to customers.
In order to increase brand visibility and reach, you should also run a variety of targeted social ads on social media channels like Facebook, LinkedIn, Twitter, YouTube, and Reddit. Not only this will get you in front of a larger audience, but it will also help you reach the right audience. Further, you should position yourself as a thought leader, by directing all the paid campaigns to content that educates and informs your prospects about your products, brand or industry at large.
- MOFU – MOFU represents the middle portion of the marketing funnel aimed at aligning prospects needs for relevant products, understand their readiness to buy, and move them closer to purchase. MOFU bridges this gap between initial interest (top-funnel) and the final sale (bottom-funnel). At this stage, it is required to spend time building and nurturing relationships with prospects and focus on customer relationship management.
Also, at this stage, you need to convert your audience into paying customers by generating leads. The best way to do this is to offer incentives and deals directly on your landing pages. Things like eBooks, webinars, and giveaways are excellent ways to collect email leads. Make sure the content pieces are gated with lead generation forms.
The type of content that should be posted or shared is newsletters, detailed eBooks and product manuals, case studies, fact sheets, white papers, email campaigns, ROI calculator, testimonials and 3rd party recommendations, FAQ’s, guarantees, products demos and trials, webinars and endorsements.
- BOFU – It represents the bottom portion of the funnel aimed at fully qualifying and closing your most interested leads and prospects by selling them your products and services. This is where you convert prospects that have engaged with your compelling content at TOFU and BOFU stages. If you have successfully guided people through the previous steps you should be able to generate conversions and sales naturally. Make sure the calls to action to buy your solution are obvious and the steps to make the purchase are simple and painless.
The goal is to prevail upon them to make a purchase for your products and services. This is a phase where your marketing team is most active. The focus should be on sales enablement, customer relationship management, and user communities. You need to inspire confidence in prospects to purchase from you and choose you over your competitors. This is where prospects engage with a call to actions like enquire now, buy now, contact us.
Create Editorial Calendar
An editorial calendar can be organized by:
- Using the content mix as planned and mapped.
- Using the content as per inputs and requirements coming from different teams. It depends on which team the content is being created for.
- Keeping in mind all the ongoing campaigns and strategic initiatives.
Once you have a good understanding of your business, you need to understand who your customers are and where you will find them.
- Reach the correct audience – It would be a waste of time if you try to pursue a wrong audience. Whereas, the right audience will get you the best Return on Investment (ROI). Target your personas.
- Understand the audience – What is it that motivates audience as relates to your objectives? Use the personas created in an earlier chapter.
- Understand where to find the audience – What marketing channel you can leverage to connect with customers? Again, take help of the personas created in an earlier chapter. Picking the best channels, touch points and time to connect with your prospects and customers is one of the most important parts of your SMM strategy. You can do this easily by understanding the behavioral etiquette for each SMM platform.
Pick your SMM channels based on where your prospects are active, and most likely to engage with you. So observe where prospects are most active. Analyze if they interact with brands apart from socializing with friends and family. Perhaps they may be using it to find out product information or do research, or get a speedy response to a product based problem. Get familiar with their behavior by watching what they do on SM channels.
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