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The Beginner's Guide to Social Media Content Planning

Kate Stotish
January 11th, 2018 · 3 min read

As someone with a small or direct sales business, trying to manage your inventory, sales, and leads can be hard. Add in overseeing various social media channels and hard quickly becomes overwhelming!

I’ve been there ladies - tearing my hair out, trying to keep everything organized, and rock ALL of the social media channels; I feel your pain! So, after much trial and error, I’ve created this guide specifically with you in mind.

Divided into 6 sections, this Beginner’s Guide to Social Media Content Planning, covers the main categories of content that you should be posting along with examples and suggestions to get your wheels turning. I also briefly touch on other people’s content, and discuss how you can grow your reach through utilizing optimal posting times and frequencies. Oh, and bonus - you can download my FREE Social Media Content Calendar to help you get all your ducks in a row!

So, take some time to read through the guide from beginning to end and then grab your FREE ( Social Media Content Calendar and start filling that bad boy out!

1. Let Your Personality Shine

If you’re only posting sales oriented information to your various social media channels, you are doing yourself, and your business, a huge disservice!

By giving your customers, and potential customers, a glimpse into you, your life, and who you are, you are creating buy-in, which leads to trust - a cornerstone of developing ongoing business relationships! About 40% of what you post should fall in this category.

Post Examples:

  • Personal stories/struggles
  • Behind the scenes look at your business
  • Photos of your day to day life
  • A meme or photo of something that makes you laugh
  • Silly quizzes
  • Inspirational or funny quotes  

2. Provide Value

Along with letting your personality shine, providing value to your audience is so important! By providing valuable information, you are teaching your followers (1) that you are an expert in your industry, and (2) to keep checking in with you because they won’t want to miss future valuable and purposeful information from you! As with Personality Posts, about 40% of what you post should fall in this category.

Post Examples:

3. Sales and Production Information

We’ve covered publishing valuable information, and personality filled posts, so I bet you’re saying to yourself “what about sales related stuff?” Of course you’re going to want to post sales/product information, but you want to do so strategically!

Only about 20% of what you post should fall in this category and all social media channels are fair game! You should also take care to craft your sales/product related posts so that they highlight a benefit to your ideal customer, such as identifying how said sale/product may help alleviate one of their pain points.

4. Other People’s Content

While you don’t want to rely on other people’s content (OPC), sharing other’s posts from time to time is a great strategy!

It should go without saying that sharing others’ work (and giving them due credit for it) is just the nice thing to do. BUT, it also benefits you. Not only are you providing your audience with more valuable content, but you’re increasing the chances that your content may be shared by those bloggers, etc. whose work you shared!

When searching out OPC to share, you’re looking for content that (1) is valuable to your audience, (2) makes you/your audience laugh, (3) is inspiring, or (4) is a combination of these things!

5. Grow Your Reach, Bringing It Full Circle

Growing your audience shouldn’t be hard, and it doesn’t have to be, if you have the right tools in place! Below you will find examples of posts that encourage audience engagement, as well as general engagement pointers.

Post Examples:

  • Customer shout-outs
  • Engage with local small businesses on Facebook and Instagram
  • Provide information about how to have a fundraiser with you
  • Ask engaging fill in the blank, or open ended questions
  • Pointers

On Instagram, comment on and like photos of new followers daily. If you don’t have a new follower on a given day, go through your followers list and choose a few to engage with.

By liking other Facebook business pages as your business page (as opposed to via your personal profile) you increase visibility of your own page.

6. Posting Frequency Suggestions

It goes without saying that you should consult the analytics of your various social media channels to determine how often, and when, you should publish posts on those channels. With that said, though, suggestions for frequency and timing of posts across various social media channels follows.

posting frequency suggestion

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