Why a Social Media Strategy is Essential for Online Success

Written by: Cari McCoy, Content Marketing Director

Content for the sake of having something to post is really not worth posting at all.

You’ve got content, but what’s your strategy? Every business owner knows they need to have a Facebook page and that they should probably post sometimes. So often, what we see is that owners do not have the time to do the actual posting, much less craft a strategy around what they should post, how often, and who sees it. Oh, and ads? Forget about it.

But they know they need to post. So they do. Anything and everything. Blurry photos of the new store sign, graphics stolen from Google images, loosely theme-related memes, polarizing political rants, Aunt Ethel’s famous apple pie… you get the picture (no pun intended).

Here’s the thing: it matters what you post.

I know this seems obvious, but is it really?

I realize not everyone has their own in-house creative team who can crank out custom images, infographics, and witty GIFs, but the quality of the visual content you share on social media says a lot about who you are as a business. While memes are culturally relevant, they don’t exactly project an image of professionalism and credibility. Your content should always look and sound like it’s coming from the same person (or brand) and that they’re an expert in their industry. Or else who would want to call you for your services or products?

So, what should you post?

It totally depends on your individual business needs. That is why it’s so important to start with a strategy before you just throw stuff up on your Facebook page. How do you write a social media strategy? Start by asking yourself one simple question: why?

Why am I posting this?
Why would my audience want to see it?
Why is it unique from my competitors?

Certainly, there are more complex issues at hand, but this is a great place to start no matter how big or small your business is. And while we recommend posting more often than once every few months (or the obligatory “happy holidays!” posts), it’s more important that the content is great when you do post. Plan ahead, do some research, ask questions. And if you are ready to throw your hands up in total dismay at your 27 followers’ lack of engagement, maybe it is time to call in the professionals.

Curious about what it takes to create a robust social media strategy and content plan? We’ve got your back.

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