Although brands must remain active on social media, posting too much can overwhelm the users who follow them. For anyone starting a campaign through social media, it is essential to find the right balance between achieving effective promotion and avoiding content that is invasive to users.
The purpose of this article is to help you plan your social media posts better, based on the Inbound Marketing methodology. Thanks to the implementation of this methodology, digital campaigns now have a greater impact, since Inbound makes sure the user completes the buyer's journey and builds loyalty by delighting them after conversion. In addition, companies have greater control over the measurement and analysis of each campaign.
Related article: Benefits of Inbound Marketing on social media
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Instead of thinking about how many posts to make on each social network, you should first think about how many posts are right for your buyer personas, that is, you should segment your audience so that you better understand their behavior with respect to how they use each social network. Article of interest: 10 reasons why you need a Buyer Persona and not an Archetype. For this reason, below we will see how each social network is distinguished according to its users:
Although there are good days to post on this platform, given the high connectivity, the number of clicks and the recommendations to make 2 to 5 posts per week, this does not guarantee effectiveness in your campaign.
Facebook gives priority to one of the posts, so if you make more than one a day, one of them will not be featured and will therefore get fewer views. Posting frequently causes ROI (return on investment) to fall significantly.
As I mentioned earlier, before running a campaign on this platform, take your buyer personas into account, for example, stay active since users currently look for information through this channel. That is perfect for directing them to your website and encouraging them to take a purchasing action.
On this professional platform, it is very unlikely that users log in frequently during the week, during work hours, and much less on weekends. So the recommendation is to share between 2 and 5 posts per week on this platform to get the most out of the time spent creating content.
Some analyses show that on Tuesdays and Thursdays the audience is most active on this network, since posts tend to have a higher average of clicks. Like Facebook, LinkedIn gives greater priority to one of the posts, so companies have a smaller impact with respect to their campaigns.
Unlike the previous platforms, on Twitter there is no limit on posts or a specific schedule. This network runs on staying in trending topics, and click activity is constant throughout the day, which tells us that your audience is active.
Twitter continues to be a chronological social network and, therefore, the more marketers, companies, etc. post, the greater the visibility and the number of clicks their posts will get.
It is common to think that the more you post, the greater the reach your brand will have. If you publish a dozen quality blog posts over the course of a month, you are much more likely to increase your number of followers than if you publish several low-quality articles every day; that is, what matters is the quality of the content and not the quantity.
To generate content, study your audience, put yourself in their place and focus your efforts on creating blogs, articles and updates that capture your audience's attention as they scroll through social media. When you generate low-quality content for your audience, it becomes spam. Produce and publish enough content to remain a priority, but avoid saturating users' news feeds.
Research when your audience is most active to discover the best times to publish your content. Remember that part of the Inbound methodology is publishing the right content for the right audience.
The moment your company does not follow this step, it will be losing users' attention to the competition's content. This is how you begin to lose valuable comments, "likes" and conversions from your potential customers.
Since social platforms were designed for users to socialize with one another, your company must find what works best for each social media site and then create a posting calendar, following each of the recommendations above.
A clear example of this is Twitter, where the audience likes the brand they follow to share quick updates in order to build a bond with its followers. For this reason, on Twitter several posts per day are valid to keep your audience informed.
We will never find a single recipe for managing marketing within our brands because every brand is a different case; however, the points discussed above help your team avoid always making the same mistakes and give you an idea of how to run an effective marketing campaign.
Do not forget to gather as much data and information as possible about your social media marketing objectives and your audience. When you achieve a better view of the critical aspects of your marketing campaign, you will be able to experience the success of your results.