In web design, it’s important to create content on a daily basis to drive web traffic. Sure you can spend a lavish sum on ad dollars to boost your marketing efforts, but it’s sometimes unrealistic for some who are on a tighter budget. Hence why it has become of vital importance that any effectual marketing campaign incorporates social media strategies into its agenda due to its low costs. It can take hours upon hours of hard work and dedication to properly plan, develop and execute an effective social media strategy.
Daza Design has come up with steps that should help you develop a successful social media strategy:
Step 1: Understand who your audience is
At the bedrock of a successful social media strategy is the understanding of who your audience is and why it is they engage in social media. This calls for a combination of two studies: demographics and psychographics.
Demography is the study of populations based on a whole host of factors such as location, age, race, level of education, employment, economic status and many other measurable descriptions. Depending upon the nature of your business, whether you’re an online design agency or otherwise, not all of these factors are relevant and need not be used to determine your target audience. If you are wary about spending on consulting with analytic web services, it would be an acceptable alternative to compare other similar websites to yours and study the audience that are attracted to their content.
Psychographics on the other hand is all about using the demographic information and studying why it is your audience behaves the way that they do. Think along the lines of what their lifestyle is like, their interest and hobbies — even down to what their habits are like. This part may be difficult to deduce from your audience as it is a very time-consuming process. Sifting through forums, comments and online sites such as Reddit are an excellent repository for such information. It will be laborious, but it will be very much worth the effort.
Step 2: Target your networks
Now that you have a better understanding of who your audience is and why it is they do what they do, an important next step is to determine the appropriate social networks that your intended audience dwell at. Remember not to spread yourself too thin: focus your efforts on about one to three social networks and key in on those platforms with your creative marketing solutions.
One way at going about establishing which channels your audience are most common is by age. Matching up your demographic’s age range with that of social network’s will help you narrow down which are the relevant social websites. Age is not the only way you can distinguish which social platforms are suitable for your social media strategy. There are many sites on the market like BuzzSumo that can help you out.
Step 3: Develop content
We’ve figured out the most suitable audience to drive up web traffic and we now know where they live on the internet — fantastic! Now is the time to serve them with the content they enjoy best. Do they enjoy visual content such as videos, graphic design, and infographics? Or are they avid readers of whom enjoy blog posts and articles?
Consider the type of content you should share — it will be very important in building relationships with your users and it can help form a loyal following. It is also important to not be overly self-promotional. Promoting the work of others from your industry such as another online creative agency is a great way to break that habit. Don’t forget to use the appropriate keywords (we’re talking SEO) for your selected topics to help boost web traffic.
Step 4: Maximize content
This goes hand in hand with the previous step, but it’s important enough to distinguish it on its own. At this point, you’ve gathered a healthy number of followers and you want to continue pushing out new content as part of your social media strategy… but just like the proverb: “everything in moderation”. You need to carefully consider how much content you produce as not to accrue reader fatigue. You really want to prevent your readers from perceiving you as a spammer.
Check out Buffer and SumAll’s page to learn about how many times you should post content on different social media networks. Here are a couple tidbits — even we at Daza Design try to follow —on how much content you should post (you can find the rest over at their page):
- Facebook: no more than two times day.
- Twitter: no more than three times a day.
- Instagram: two-three times day, or even more — experience has shown that there is no drop-off in engagement with more.
- Blog posts: at least twice a week. Sites that have increased the number of blog posts to six to eight times a month have seen their web traffic double.
Experiment how much content you put out there each and every day, and you should be able to determine the optimal frequency.
Step 5: Consistency is the key to maximize traffic
I’ll repeat that: consistency is the key to social media strategy success. It is important to distinguish which time of day is favorable to post new content. If you notice that 8 a.m. is the best time, be sure to be consistent in putting up your content at that time daily. Whether it’s at 3 a.m. or 7 p.m., be consistent. If you find yourself sitting on a goldmine of content (for an online design company that provides creative solutions, we usually do!) schedule them to be posted at the appropriate time. Make it into an automated process to help ease the process.
Consistently creating new content takes a lot of time and resources. There is nothing wrong with sharing old posts, it actually helps double, or sometimes triple, your traffic. However, you don’t want to be sharing old content multiple times a day. You could promote an old print design or graphic design hours after its original posting on Twitter. Many other companies do the same and add the prefix “ICYMI” — “in case you missed it” — before the title of the post. You can then promote them once in the next week or month.
As long as you’re not overdoing it and you’re still putting out new content, bringing attention to old posts to fill in the dry gaps is fine. Make it a habit to be consistent with the way you deliver your content and it will help maximize your web traffic.
Step 6: Monitor results
You’ve done everything that you should and it’s now important that you monitor and track your results. The process never stops. You need to continually be assessing and re-assessing how to tweak your social media strategy. Times change, trends shift and it’s important you adapt. What works yesterday may not necessarily work tomorrow.
Keeping track of how many likes, comments, or shares and clicks, are measurable units to give you insight on the behavior of your viewership. There are services like Buffer and Hootsuite to aid with this matter. Tools such as these web services collect and provide statistics on your audience behavior. Understanding these trends and patterns will help you determine which of your content is garnering the most engagement and pushing the most web traffic.
Follow these six steps to a successful social media strategy. Before long, you’ll need larger servers to accommodate all your web traffic. You just might “break the Internet” — just don’t forget to thank Daza Design!