There are so many different social media platforms that it feels like it should be easy to get your stuff out there and have people follow on almost immediately, but that's not usually the case. Because these platforms differ in varying ways, they each require a slightly different strategy in order to be used successfully.
In his post on Buffer's blog, Brian Peters has written up "6 Proven Strategies for Successfully Promoting Content Across Social Media," which we think will give you an excellent guide as you brainstorm ways to promote your next store event. Check out an excerpt from Brian's article:
2. Become a social media outreach expert
It would be great if promoting content across social media was similar to Kevin Costner in the movie Field of Dreams – the “build it and they will come” strategy.
In the early days of social media, we were enjoying a mountain of organic traffic and engagement on social media until slowly, but surely, those results began to decline, and we lost nearly half of our social media traffic.
Since then, we’ve had to pivot and focus on what we can do internally to get the most out of our blog content on social. Inspired by a post on outreach by Jeff Bullas, we now like to think of ourselves as outreach experts.
One of the keys to social media outreach that we’ve discovered is that it’s not the number of people that you reach out to, it’s the type of people.
We broke the “types” up into 3 categories:
These are the faithful audience members of your brand. The amazing people that retweet every one of your tweets and like every one of your Facebook posts. The ones that talk about your product or service to their friends and family.
Providing value to these loyal audience members is encouraged on both social media and email. If you haven’t already, consider creating a weekly email newsletter or roundup with the top posts from your blog.
Include your social media icons in the email and even experiment with asking your subscribers to share the content – turning them from subscribers to social media fans.
These are the people and/or brands in your field that you would consider peers – The ones looking to gain the attention of the same people (more or less) that you are. When it comes to marketing to a similar audience, we’ve found that it is effective to work with peers as it increases your potential audience size and is good business as it benefits both parties.
Working with peers can be as easy as agreeing to curate and share each other’s content on social media, teaming up on a blog post, or going a bit deeper by creating free resources that your audience will find useful.
Start by messaging the content manager or social media manager from the company that you’re interesting in working with on social media or email with a few valuable partnership ideas and what the benefits on both ends will be.
Connecting with influencers and “big fish” companies may not be as hard as many people think it is. At the end of the day, they’re all human just like you and me. The only difference is they’veamassed a huge audience after years of hard work.
- Always provide value for the influencer
- Expect nothing in return
- Be polite
- Act like a human being
Providing value is first and foremost. What can and will you bring to the table that will benefit them? Over time, this will build into a mutually beneficial and trusting relationship.
A great example of this is when HubSpot reached out to us with an opportunity to partner up on a social media content calendar template. They had already done much of the work (value) and were looking for a partner to promote this resource to audiences (trust). It was a no-brainer for us to dive in with them.
3. Optimize posting timing & frequency
One question that we get asked a lot here at Buffer is: How often should I post to social media?
I love this question because it makes me take a good look at what is and isn’t working when promoting content across social media on our own channels. The one answer I always find is that it’s constantly changing – What works for us one week is different the next. That’s why I’m always experimenting with our schedule and why I encourage you to do the same.
Here’s a fun little 3-week posting experiment that I ran on across social media to see if post timing would make a big difference in clicks and engagement:
- Facebook: Post 5 times per day at “peak” Facebook times (using Facebook Insights)
- Twitter: Post 14 times per day at “peak” Twitter times (using Buffer’s Optimal Timing Tool)
- Instagram: Post 1 time per day with our “peak” Instagram time (using Iconosquare)
- LinkedIn: Post 4 times per day during USA working hours (5:00 a.m. – 8:00 p.m. PST)
- Facebook: Post 4 times per day at “peak Facebook times” (using Buffer Analytics)
- Twitter: Post 13 times per day at “peak Twitter times” (using Buffer’s Optimal Timing Tool)
- Instagram: Post 1 time per day with experimenting with 6 “new” times (using Iconosquare)
- LinkedIn: Post 4 times per day during randomly assigned times throughout the day
— Brian Peters, Buffer
- Facebook: Post 3 times per day at “non-peak” Facebook times (using Buffer Analytics)
- Twitter: Post 11 times per day at “non-peak” Twitter times (using Buffer’s Optimal Timing Tool)
- Instagram: Post 1 time per day with our “peak” and “non-peak” times (using Iconosquare)
- LinkedIn: Post 3 times per day during USA working hours and on weekends
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