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How to Create a Social Media Content Calendar

The Benefits of a Social Media Calendar

A social media content calendar is the best way to stay organized, on trend and to learn what content your audience is engaging with, and what content is under performing. A social media calendar can streamline your entire social media strategy.

Whether it’s a simple calendar that only shows which themes you’ll be posting each day or a detailed dashboard that can plan out dozens of daily feeds, your social media content calendar

can be as simple or complex as your business needs it to be.

What is a Social Media Calendar?

A social media content calendar is an overview of your upcoming social media posts. It can be organized in the form of an excel spreadsheet, Google calendar or interactive dashboard (if you’re using a social media management app). Each entry in a social media calendar usually includes some combination of these elements:

– The exact data and time the post will be published

– The social network and account where the post will be published

– The post’s copy and creative assets (i.e. photos or videos)

– Links and tags to be included in the post

– Any additional relevant information (e.g. is this an Instagram feed post or a Story?)

Why Use a Social Media Calendar?

Your social media marketing goals take effort and attention every single day. Not just when you’re feeling inspired. Maintaining a social media content calendar lets you plan ahead, review your work and avoid multitasking. Even if you decide to post every day, maybe multiple times a day, Facebook, Instagram, and LinkedIn all allow you to schedule your posts ahead of time without the need for a robust management system like HubSpot or Hootsuite.

Facebook, Instagram and LinkedIn reporting also provides the most accurate data when it comes to reviewing your post performance and understanding what resonated with your audience. A social media content calendar provides the following:

– Saves you time and helps your business stay organized

– Allows you to post consistently and avoid typos/reduce the likelihood of making mistakes

– Capitalize on trends, holidays and viral fads

– Craft higher quality content by tracking what’s engaging, what’s not, and improving

How to Create Your Social Media Content Calendar?

There are 8 steps to creating an effective social media calendar:

– Audit your social networks and content

– Create a list of successful themes from past content

– Choose your social channels

– Decide what your calendar needs to track (KPI’s)

– Make a content library for your assets (images, videos etc.)

– Start crafting your posts, proofread and schedule

– Ask your team for input and to review

– Collect performance data and analyze

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Basic Marketing Tactics

Outbound Marketing

Outbound marketing is when a business reaches out to its target audience with an offer or announcement. These marketing tactics are traditional but not always wanted. It’s typically a way for you to get the word out about your business. Examples of outbound marketing include: TV commercials, radio spots, advertising, brochures, store displays, direct mail — any effort where you’re sending messages to your target audience without them asking to receive it.

Inbound Marketing

Inbound marketing is our preferred business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have. Usually with inbound marketing you offer something to your audience, in exchange for them filling out a form, signing up for a service or scheduling an appointment. Inbound marketing often comes in the form of blogs, infographics, email marketing, video tutorials, or social media posts or advertising. The idea is to build trust with your audience, eventually compelling them to become a customer.

Search Engine Optimization

Search Engine Optimization, (SEO) is the collection of keyword marketing tactics, techniques, and best practices that influences how findable your business is on popular search engines like Google. In other words, how high do you rank, and on what page, for what search terms? Your SEO power is the sum of all your online properties, both those you control (like your blog, website, your social media pages) and those you don’t (customer reviews, influencer blogs, other peoples’ social media content about you, etc.) which all affects where you appear, how you appear, and how findable you are. Reach out to us to enhance your online SEO.

Paid Media

Paid media is that part of marketing and advertising that requires the purchase of ad space to promote a brand to larger audiences. Brands pay for content promotion to spread their message to audiences, at scale. Paid media is part of a brand’s strategy to increase traffic, sales, and conversions through clicks, and ultimately increase revenue. Examples include: website banners, Google Ads, Facebook, LinkedIn & Instagram ads, video ads or a partnership with a popular influencer blog. These are all examples of how you can trade dollars for local or national exposure, getting more awareness for your business. Get started today, contact us for a quote.

Earned Media

Earned Media is any media or press coverage that’s generated organically without your company directly purchasing it. Like inbound marketing, earned media is publicity your business gets by doing something that grabs attention and earns notoriety. You don’t pay in dollars — earned media refers to the recognition you receive because of your businesses creativity, effort, or skill which has gained exposure as a result. Some common examples of earned media marketing tactics include social media shares or comments from customers, press mentions earned through media outreach, and organic search traffic.

Promotions

Essentially, the role of the marketing promotion is to entice your customers by creating synergy with your products, place of business and price points. Traditional examples of promotions are: contests, birthday, holiday, anniversary, new product or service discounts. Coupons, gift cards and baskets are still viable methods today — but their impact is exponentially greater when combined with newer digital methods. The key is to find a balance between the two marketing tactics. Together, they’re the perfect pairing for staying visible, staying competitive, and rising to the top of your unique position in the market.

Marketing For The Holidays

Get The Word Out Early

Make sure your prepared for the most wonderful time of the year! Mark each holiday on your calendar, draft and schedule social media posts announcing your holiday offerings ahead of time. Marketing for the holidays can be easy with festive digital banner ads for your social profiles and website. Reach out to local radio stations, community events and consider advertising at holiday markets/festivals. Send an email out to your customers ahead of time announcing holiday deals and promotions.

Provide A Merry Customer Experience

Decorations help to make the season merry, magical and bright. Whether you’re decorating your storefront window display, rethinking your packaging, creating a cozy experience for restaurant guests or helping your customers relax and shed holiday stress, you’ll want to create a joyous holiday space that is comfortable, welcoming, warm and inviting.

Show Gratitude & Give Back

It’s the time of year to reflect on what matters most and show others you care. One way to build lasting positive relationships within your community is to offer a share of your holiday proceeds to a local charity of your choice. You can also have donation boxes for charity at check out and encourage customers to give what they can. Another way to show gratitude, and thank your customers for their business, is by adding in a small free gift with purchase.

Create Social Media Moments

Marketing for the holidays can be fun. Whether your crafting Instagram worthy holiday backdrops that make your customers want to strike a pose and tag your business, or sharing cheerful videos of staff, holiday raffle giveaways, and seasonal décor, there are plenty of ways to get your customers excited about the holidays! Offer a holiday contest or raffle on your social media channel. Encourage customers to share your posts, comment and “like” your pages to be entered to win.

Connect & Share A Personal Story From The Year

An email inbox can feel more personal than a public post. Reflect on all your business has accomplished and think of a positive win that happened over the course of the year. Write up your story, whether you accomplished a business goal, increased sales, were able to expand or donate to the community. Thank your customers for contributing to your win. Don’t forget to include a call to action in your email, to draw them back to your business with a holiday discount or giveaway.

Plan Ahead For Next Year

As you approach the end of the year, this is the perfect time to reflect on your goals, evaluate what’s worked well and what hasn’t? Based off the year’s performance, set new goals for your business, update your digital content (website, blog, social posts, videos), so that it’s fresh and on trend. Plan ahead when it comes to marketing for the holidays next year. It’s the perfect time to shift gears or change direction, so that your set up for success in the new year. We can help you prepare. Contact us today!

How To Promote Your Business On Social Media

Create A Business Page

Create a social media business page on LinkedIn, Facebook, Instagram or Pinterest. Make sure to upload your business logo and create a cover photo for your business. You’ll also want to include details about your business in the page description, like your hours of operation, what services you offer and why you’re different then your competitors. Getting your social media page set up is the first important step to promote your business on social media.

Encourage Customers To Tag You

Encourage your audience to take a photo and tag your business when purchasing items, enjoying experiences you’ve created or specific services you offer. It’s a good idea to clearly communicate your business page handles with signage, in a prominent place, so that customers can tag you in posts and follow your social pages.

Start A Blog

Another way you can promote your business on social media is by creating a blog. You can create blogs about business promotions, events, or ways your business is giving back to the community. A blog is also a great place to announce new products and seasonal offers. For example, if you own a restaurant you can blog about your delivery menu and how your team prepares each order with care. Each blog can be shared as a social media post to help you create original content that markets your business, gets people to your website and increases your sales.

Claim Your Business

Claim your Google+ business page and update your business information, hours of operation, services, contact information and add photos. This is also where you will want to monitor customer reviews and respond to their feedback. A Google + business page is a wonderful way to promote your business, help people discover your website and learn how to contact you.

Share Videos

If you want to grow your social media presence and increase your website traffic, now is the time to start creating video content. You can share videos that educate your customers about your services and products, or provides them with tips they can apply at home. Video is also a great way to have fun and introduce your staff. You’ll want to promote your business with an identity video, how to videos, and if possible, a testimonial video featuring customers who’ve had a positive experience.

Use Photos

It’s 100% worth it to hire a photographer to take high quality photos of your products and wares, food and beverage offerings, as well as the services you offer. Encourage customers to take their own photographs and upload their images to Google and Instagram. Have them tag your business and share images of their favorite items and experiences.

Develop A Content Calendar

A great social media content calendar should include these elements: The exact date and time the post is going live. The social network and account where the post will be published. The post’s copy and creative assets (i.e. photos or videos). Links and tags to be included in the post. Also its good to include any additional relevant information (e.g. is this an Instagram feed post or a Story?). At Mrosz Media, we can help you get started with this today.

Advertise on Facebook & Instagram

Lastly, you can promote your business on social media with Advertising. It’s an affordable way to reach a large amount of consumers in a short amount of time. You can structure your ads to target the right people, or those who live in your community. If you have some room in your budget, try taking advantage of advertising on Facebook and Instagram to get more people interested in your business products and services. Reach out to us to get started.