In social media marketing, there’s no one-size-fits-all approach; you have to learn what works best for your company and industry. From identifying and targeting the right audience to expanding your reach across all platforms, social media managers must always be knowledgeable of current market trends.
We spoke with Madeline Grenadier, the founder and CEO of Digital Society, a full-service digital marketing agency that helps businesses grow and manage their online presence.
How can you optimize social posts for the highest engagement and an increase in followers?
Testing content for your audience is key. Despite what many articles say, I don’t think there’s a set formula for success on social media for any business. We assess everything for our clients by addressing the analytics on each post, noting best times and dates to post and analyzing content with the best engagement. Only after that process are we able to create a unique strategy. It definitely takes time, but it’s worth it to discover what works best for your business!
If you don’t have many followers on social media yet, engaging with local businesses and potential new clients is a great way to gain exposure. Spark the interest of potential followers by commenting on posts, “liking” posts using local hashtags and sharing content through stories.
To get more likes on posts, a hashtag strategy with a mix of small, medium and large hashtags can help people find your business and help you find potential new followers as well.
Is there a typical cadence you should expect to post across each social channel?
It really varies on the business you operate. For example, food imagery is extremely popular on social media so when we work with restaurants, we are typically posting up to five to six times a week because people respond well to the photos. You should always put yourself in the shoes of your ideal audience. If you ever think the content you’re about to post wouldn’t be worth engaging with, you most likely should not post it.
What content should you post day-to-day?
It’s always best to plan content ahead of time for social media! Think about the types of posts you want to share and what those will look like so you have time to develop the copy and visuals. Social media takes a lot longer than many people realize, so it’s always best to create a strategy to avoid getting overwhelmed. Depending on the business, we will switch up the content types. For example, we may do a mix of team photos, behind the scenes, giveaways, graphic design quotes and day-to-day updates to keep the content unique. It really varies by industry!
