The Ultimate Online Marketing Checklist is designed to be a series of monthly blogs your business can use as a reference point across all your digital marketing channels, giving you the basic tools you need for an effective marketing strategy.
Last month we kicked off The Ultimate Online Marketing Checklist with our first blog – The Ultimate Online Marketing Checklist: Your Website – which ran through the essential points you need to consider when optimising your website.
This next blog will cover social media. You can use it as a guide to give your social channels the best chance of attracting clients and starting to generate a real interest in what your business has to say.
Being consistent should be your firm’s top priority when it comes to social media. From the way you address your audience, to how many times you post each day – consistency is key. In order to make sure your team is joined up, sit down and flesh these details out, deciding what your position is and sticking with it:
- What is our business’ tone of voice?…maybe authoritative, chatty?
- Who are we addressing? … are we speaking to the reader directly or rhetorically?
- Should we be citing from specific sources that reflect our brand identity?… if so, which ones?
- Are abbreviations ok to use on Twitter but not LinkedIn?
- Should numbers be represented by digits or words?
Once you’ve explored all the necessary considerations that are relevant to your business’ social media channels, you may find it helpful to write a short style guide. This can act as a great resource and reference tool for anyone writing on behalf of your business.
2. Image sizes
Making sure your images are the correct size for each social channel is important. Formatting images to the correct dimensions will help your channel look tidy and professional, it also demonstrates care, attention to detail and reinforces the quality of your brand.
With the fast pace of social media, it’s likely your clients and potential leads will only spend a couple of seconds viewing your post – but if you use those seconds wisely, that’s all you need.
When clients scroll down social feeds such as LinkedIn, Facebook and Twitter, images are often what catches their attention. If your images aren’t the correct dimensions, clients won’t be able to see them in their entirety without clicking – making it less likely that people will actually engage with them.
Using the dimensions we’ve listed below will help make your images easy to read, bite-size pieces of information that your followers can digest quickly.
- Facebook post image: 1,200 x 630
- Twitter post image: 440 x 220
- LinkedIn post image: 646 x 220
- Instagram: 1,080 x 1,080
3. Planning ahead and scheduling
Draw up a social content calendar to capitalise on currents trends and properly prioritise your campaigns. It could either be a weekly or monthly calendar including a loose plan about what kind of content should be posted each day.
Think about important events that are coming up in your industry and include them in your calendar with the objective of angling your social content around them accordingly. If you have a specific campaign or company event coming up, factor this in to your schedule so that you give yourself the best chance of generating interest.
Once you’ve done this, you can save time by automating your posts, scheduling them to be posted at specific or optimum times of the day. This tactic will not only save your resource but it will also help you avoid a last minute scramble for share-worthy content.
5. Always stick to the 90:10 rule
Originally the 80:20 rule, this simple ratio should form the basis of all social planning. Social media isn’t for selling, it’s where your ideal clients go to read information that interests them. So, remember this when you’re posting content:
- 90% of your content should be what the reader wants to see, and
- 10% of content should be what you want the reader to see (i.e your products or services)
Social media channels offer an inexpensive platform for you to position your business – it’s worth spending the time to make sure yours is representing your firm they way you want it to.
This checklist is a basic outline of the four guiding principles that we live by when posting on social channels. To discuss how to boost your social presence, get in touch with Jessica at Propero on 020 3369 6844.