Finessing your content for social marketing

Social media marketing took flight during the pandemic and is now established as a serious and productive marketing discipline. Like all marketing activity, of course, it needs a solid foundation: a clear strategy, engaging content, good audience profiling, and regular measurement.

It looks like 2023 is going to be a tough year for businesses. Customers – both B2B and B2C – are likely to be spending less, marketing budgets may be under scrutiny and pressure to bring in leads will increase. These are circumstances where social media can play a positive role, precisely because it is very measurable, easily flexed to adapt to change, and a place where you can build proper relationships with your target audiences.

Use a scalpel, not a cleaver

Hootsuite has issued a fascinating report about social media trends for 2023. In the introduction, it states:

“In 2023, successful social marketers will take the time and effort to carefully assess their opportunities, use a scalpel rather than a cleaver, and think about the long-term impact of their short-term actions. Those who do will cement their worth once and for all.”

In the Hootsuite research, 77% of those surveyed said they were either confident or extremely confident that social media delivers a positive return on investment when it comes to marketing and engaging with their audience. This ties in with the drive to think more long-term about social media results.

It’s tempting to look for short-term gains: followers, likes, reposts. In fact, social media should be part of your long-term planning for brand awareness. It needs to align with business objectives, tell a consistent story, reinforce your brand and its values, and consider a wider range of metrics, such as customer service support and your employee brand.

Here are our top 3 tips for social media success in 2023:

1. Refine your content

Strategy really matters here. To have an impact on your target audience, your content needs to be clear and specific. Don’t throw out any old thing just to have a presence – the more focused, useful and relevant your content is, the more it will connect with your customers. This applies to all your content, no matter which channel you’re using.

2. Interact authentically

When we were supporting businesses during the pandemic, we encouraged genuine, personal interaction and engagement. Yes, it takes time, but it develops authentic relationships that encourage people to trust your brand. 2023 is likely to be a tough year for businesses and individuals and so you need to be a reliable presence for your audience.

3. Audit your activity

One of the great bonuses of social media is how measurable it is. Build in a regular audit so that you can see where you are getting returns. This could be sales leads, direct sales, event bookings – whatever goals you have set for your activity. If it looks like something isn’t working, stop doing it and focus on the activity that is. This will help to focus your activity, saving time and money.

If you need support with content marketing strategy across all your target channels including social media, why not book one of our Duo sessions? You’ll work with an experienced chartered marketer who will listen to your ideas and help you focus and plan a way forward.