Creating and maintaining a presence for your brand on social media can be a 24/7 job for an entire team of people. But what happens when you're only employing one person to manage your entire social media stratgy? How do they find time to dedicate to social media without neglecting their other responsibilities?
That's the position many marketers have found themselves in. Checking in on social media happens between meetings, emails, editing articles, optimising CTAs, distributing your content, and growing organic search referrals.
Thankfully, the team at HubSpot and BrandManager have learned some tactics that scale social production and minimise time spent.
Social Promotion Matters
Despite limited bandwidth, keeping your social accounts active is a high priority for any marketer. Why?
HubSpot's research has shown that social media has a 100% higher lead-to-close rate than outbound marketing. Providing social users or prospects with informative content helps bring in quality leads.
Furthermore, social fans are powerful: 51% of Facebook fans and 67% of Twitter followers are more likely to buy the brands they follow. But more than half of Twitter users expect audience responses from brands within an hour. Staying engaged with users is a straightforward way to earn and retain that brand loyalty.
5 Helpful Tips for Scaling Your Social Media Strategy
1) Auto-publish to social media when a blog post goes live.
Automatically posting new blog posts is a quick way to kick-start social promotion. The goal here is to get the word out.
While the auto-shares to Twitter are simply the headline and link, I always go back and promote with more engaging copy, an image, or to pull a quote later.
The best part? Auto-publishing only takes a few seconds to set up. If you're a HubSpot customer, all you have to do is simply enable the auto-publish function in your Social Media Settings. If you're using a different content management system, you should be able to simply turn on the function just the same.
2) Create multiple social posts for one piece of content.
Appearing to promote a large variety of content doesn’t require publishing more content. For each blog post or piece of content you publish, draft four or five different versions of social copy. Doing so gives you the most bang for your buck with each piece of content.
How do you craft multiple posts for the same piece of content? Write copy using:
- The post headline
- A snippet or quote from the article
- A subheader or thoughtful question
- An attention-grabbing statistic
For instance, the social copy you craft for the blog post, "17 Ways to Consistently Generate Quality Content" could be this:
- "17 Ways to Consistently Generate Quality Content"
- Helpful Content Marketing Checklist: 17 Ways to Come Up With Quality Content
- If you’ve ever felt paralysed or drawn a blank when it comes to writing content - lean on this guide by @BrandManagerSyd
- 78% of marketers fall short of writing high quality content. Here's 17 ways to ensure your content is high quality every time.
Having a variety of copy has multiple benefits.
- Our social accounts don’t look repetitive.
- Our promotions appeal to a larger variety of followers.
- And we can promote one blog post more often.
Writing this copy takes me about five minutes. Draft it as soon as you have edited and scheduled the blog post, so the content is fresh in your mind.
4) Schedule in bulk.
Schedule social promotion through the next six months.
Yes, through the next six months.
Scheduling multiple promotions for one blog post -- with multiple copy variations -- is guaranteed to boost its social reach. In fact, CoSchedule shared how repeated social promotion of one blog post doubled their social referrals to that article.
For Twitter, rotate all four drafts through:
- Two tweets today
- One tweet tomorrow
- One tweet next week
- One tweet per month for six months
For Facebook and LinkedIn, choose two drafts to publish:
- One post each today
- One post each on the next “off day.”
You might think this is too much, but it will amplify your results. Memory on social is short, but a well-written blog post deserves longevity. While this approach helps save time and ensures the content has a longer shelf life, it's important that you don't use this as an excuse to neglect your social accounts for six months.
Even though you've scheduled out posts in advance, you should continue to review their performance (in real time), and make adjustments to your schedule based on the engagement they're receiving.
5) Review and re-post top posts.
As a content or Social Media Marketing Manager, you should be reviewing what works on social and what doesn’t -- and if one post is particularly effective… -- repeat it.
Re-posting top-performing posts takes less than a minute, but it's often forgotten, and the re-post regularly matches or exceeds the success of the first post. If you are using the Hubspot’s Social Publishing tool, you can review recent social posts’ clicks and interactions. When you find the top-performing post, “clone” it to create a new, identical post to reschedule.
Alternatively, you can review top performers in Twitter analytics and Facebook insights. Export recent posts and sort accordingly, looking for posts that hit your social KPIs. Then, copy and paste that text into your social scheduler.
6) Organize and monitor your Twitter followers.
Segmenting your social media following makes it a lot easier to monitor and identify opportunities to engage with your audience. Organise your company's Twitter followers into the following 5 Twitter lists:
- Team members
Thanks to this approach, you don’t have to scour your newsfeed to engage with our community or resurface recent newsletters for relevant articles to share. These lists help you congratulate customers on successes, reshare pertinent articles, and engage with influencers.
Do you have any other Social Media tactics which will help improve Social results? Share them with our HubSpotters.