Let Your Work Speak For Itself: Learning to Promote Strategically

Have you ever spent hours upon hours crafting the perfect wedding features or blog posts for your website, only to hit the publish button, maybe share it on Facebook….and then hear nothing but crickets?

Girl, I feel you. In a world where new content is being created and posted online every second, it can be a serious challenge to get your hard work in front of people and keep it relevant and engaged with.

I know that after pouring so much heart and brains into creating fantastic content, you don’t want to have to do more. BUT, by not investing time into properly and effectively promoting your brilliant content, you’re really doing you and your business a disservice.

The reality is that, no matter how wonderful and life-changing your services, website or content may be, if you aren’t promoting it, your ideal clients are not likely to just magically “find” you amidst the vast ocean of competition out there who are promoting strategically.

I’m going to let you in on a little secret: social media is the #1 way most effective way to drive traffic to your website or blog and connect with your idea clients. It’s not something that you can afford to ignore when it comes to growing your business. If you will do the work to go one step further beyond just creating content, and get consistent in how you are promoting that content, I promise you will see growth!

So I bet you’re wondering to yourself, just where the heck should you start? I know the feeling because I’ve sooo been there! Here are a few practical steps to follow to get yourself and your business rocking with a simple, effective promotional strategy.

Determine where your ideal client lives

Now before you go getting all crazy, we aren’t talking about actually finding out where people live! What I mean is that you want to do research to see where your ideal clients are hanging out on social media. Which are their favorite platforms? Where are they engaging most? What platform gives you the greatest ability to leverage your business in an appealing way to potential clients?

If you only learn one thing from this post, let it be this: you don’t need to be everywhere, but you need to be where your people are. Generally speaking, Instagram and Pinterest are amazing for connecting with brides planning their weddings because they are highly visual platforms.

Brand a consistent presence

You want to make sure that your branding is consistently reflected in every social media platform you choose to cultivate a presence on. Use the same or a very similar bio for your Facebook page, Twitter page, Instagram feed and Pinterest. Let people know who you are, what you do and what they can expect from following you. Make sure to include a call to action in your bio that directs them to take some sort of action, whether it’s visiting your website, a blog post or signing up for your list.

You also want to make sure your images are cohesive across all your platforms. Use a design tool like Photoshop, Canva or PicMonkey to create your social media cover images and templates for the content you’ll be sharing regularly for quotes, blog posts, etc.

Sign up for a social media scheduling service

There are several out there to choose from, such as Buffer, Hootsuite, Co-Schedule and Post Planner. Essentially they all have the same purpose - to help you plan out your social media content promotion strategy in advance so you don’t have to be flying by the seat of your pants and posting your stuff willy nilly!

Either plan a small window of time every morning to schedule a day’s worth of posts or block out a few hours one day per week to schedule an entire week’s worth of content! Use the gift of technology to help you work smarter, not harder.

Figure out a system that works for you

Things just worked better when you’ve got a well-oiled system to use. My recommendation is to start with creating your editorial calendar.

What kind of content will you be creating? How often will you be creating it? When and where do you want to promote that content once it’s been created?

Map it all out in your calendar, set deadlines for yourself and it will become second nature for you to make sure you’re getting the most mileage out of your hard work without feeling like a slave to staying on top of everything spur of the moment.

Start small and build your way up

One mistake a lot of people make when they get started with a social media marketing strategy is to try and keep up with the “big guns.” They see a competitor’s Facebook page has a post going out every hour, and so they think they need to post that much in order to keep up. This couldn’t be further from the truth!

The reality is that lots of people hire social media managers whose only job is to manage the social media marketing. If you are doing your promotion yourself, have a little grace and be okay with starting with just a few, high quality posts per day. As you grow and as you see the fruit of your labor you can make decisions about hiring help with maintaining ongoing promotion efforts.

Now, you may be wondering exactly what you should be posting on your social media platforms. I can help with that too! Here are a few ideas of the kind of content you can be sharing and promoting on social media to connect with your followers and give value so they fall more and more in love with you:

  • Blog posts
  • Quotes
  • Tips, tricks and recommendations
  • Behind-the-scenes photos & videos
  • Inspirational photos
  • Interesting facts
  • Your products, services or links
  • Questions/polls
  • Offers & discounts
  • Quality, relevant content from others in your industry

Lastly, make sure to regularly check your analytics for each social media platform to see what kind of posts and posting times are working well for you. They will be different for each one, and this valuable information will again help you work smarter instead of harder.

I hope these tips have helped make things a little more clear in your mind as far as how to get started with creating an effective promotion strategy on social media for your business. Content may be king, but promotion is queen, and you won’t get very far without your queen ;)

Let me know what questions or tips you have about social media and creating an effective promotional strategy! I want to hear from you!

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