You’ve no doubt read countless social media blog postings about the best time to post, best days to post, best content to post, best way to spend your $100 budget, or even “The definitive guide to winning at Social Media Marketing”, but should you be listening to any of it?
Look back at your adolescence for a second and think about all of the time your parents told you not to touch the hot pan or not to run around the house. What did you end up doing? If you were like me, you touched that hot pan and ran around the house because you thought you were special and ended up with a forever-scarred hand and a stubbed toe that still hurts when there is a thunderstorm. You know what though? I wouldn’t take those decisions back.
Making mistakes is life. Simple as that. If you don’t make any mistakes, either you are the luckiest person in the world or you are not taking enough chances. If you don’t take enough chances, how do you know what the best way to go about doing something is?
The same goes for Social Media Marketing. If you only listen to the industry blog posts or industry influencers, you will be stuck in an everlasting loop of unoriginal ideas and mediocrity. Why? Because everyone else is reading those same blogs and listing to those same influencers.
Does this mean that I am pushing for you to put on earmuffs and ignore everything that is said in regards to Social Media Marketing? No. There are “best practices”, like proper image dimensions, that are indeed hard and fast rules that put you on an equal playing field as the competition, but that just means that you are back to square one.
If you are reading this, you probably have a specific audience demographic for your product. Your audience may range from men aged 20-35 that are heavily into fashion and upcoming trends, mothers that have children that are looking for back to school savings, or even elderly people looking for walkers or wheelchairs. Now you tell me, what do these three audiences have in common? Nothing. So why should you listen to all of these “best practices” people spout?
Instead, you should see what resonates with your specific audience.
Is a paragraph of text creating conversations for your business page? Then by all means, keep posting those text updates.
Is an image of your staff doing something goofy resonating? Keep posting them.
Is a highly filtered Instagram image with 15 hashtags working? Try a few more with the same hashtags and filter to see if it’s a trend or just a 1 off.
Is posting a tweet at 3am in the morning getting you retweets and comments? Try posting more tweets around the 3am time and see if your numbers take off.
Every audience is different and deserves its own experimentation. What works for Millenials that like video and short, sarcastic updates may not resonate with Baby Boomers that enjoy reading something with a more “friendly” feel to it. The same goes for women and men of the same age. Women may be more prone to interact with posts that have emojis in them while men may completely ignore emoji posts and enjoy meme posts.
The biggest takeaway that I want you to implement into your Social Media Marketing plan is to test a multitude of strategies, even some that you may think are “black hat”, and make mistakes. You never know what will resonate with your audience until you try.
Looking for ways to spend your Social Media Marketing budget? Check out my past blog post: