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How to Efficiently Manage Your Organic Social Media Promotion

We have seen exponential growth in online advertising campaigns in the last twenty years. And of course, these methods can be effective, but we shouldn’t forget how it all started.  Organic content promotion is one of the longest-existing methods, for this, you can think about a fisherman standing on the market promoting his goods at the top of his lungs. 

Just to make it clear, we don’t want you to go out now and do the same as the fisherman. Today, we’ll go over some other methods for efficiently managing Organic Social Media promotion that is more appropriate for this age. For example, promoting on Social Media platforms such as Facebook, Instagram, Twitter, LinkedIn, and Pinterest. In contrast to paid content promotion, all of this can be accomplished for free! So, without further ado, let’s get started!

The 4 Essentials of Organic Social Media Promotion

Times have changed and for this reason, you should adopt new methods as well. Being successful with Organic Social Media promotion now includes:

  1. Posting the right message on each and the most suitable channel 
  2. Finding the right time and the right frequency
  3. Benefit from a tool that will help you with managing your content 
  4. Experimenting, analysing and optimising based on engagement metrics to improve your strategy

We will go over these four steps and provide tips and tricks to help you get the most out of your Organic Social Media promotion!

1. Posting the right message on each channel

Each channel has a distinct type of user. It is critical to understand how this audience differs from one another if you want to optimise your content. The demographics of these platforms are interesting to investigate in this regard. To get an understanding of these demographics, you can check this report of The London school of economics and political science.

You can begin to develop your message now that you have a better understanding of the demographics of each platform. To get a head start, consider the following suggestions: 

  • Consider the emotion you want your message to evoke when choosing a tone. It should match the tone of your content as closely as possible, but they aren’t always the same. You may want to use your message to motivate, encourage, educate, or simply amuse your audience.
  • Convey the importance of the content you’re promoting. You want to avoid overselling the value and promising more than can be delivered. You also don’t want to undersell the value of your content, as this could lead to missed business opportunities.
  • A way to check if you are communicating the true value of your offer is to define two to three benefits someone would gain from your piece of content and try using at least one of them in the message you’ll use to promote it.
  • You should also tailor your message to the distribution channel, as each has its own audience who expects content to be delivered in a specific way. If you’re delivering content on a Social Media platform, for example, you can experiment with new and creative ways to deliver your message. You can experiment with everything from witty messages to fun GIFs and short videos to deliver the most powerful message that will resonate with your audience and generate the most engagement.

2. Finding the right time and the right frequency

We’ve all heard that posting content on Social Media on a regular basis will increase engagement and traffic. However, locating information on the optimal number of posts and time can be difficult. In this chapter, we’ll look at some studies to help you find your perfect match, as well as a tool that can help you with your Social Media promotion. Keep on reading!

Let’s start with the Social Media study of Buffer, in where they have shared the best practices for Social Media posting frequency: 

  • Twitter: at least three times per day: After the third tweet, engagement begins to decline slightly.
  • Facebook – 2x per day, at most: 2x per day is the level at which likes and comments begin to decline dramatically.
  • LinkedIn: 1 post per day: 20 posts per month (1 post per weekday) allows you to reach 60% of your target audience.
  • 5 times per day or more on Pinterest: Adopting a multiple-times-per-day posting strategy has resulted in steady growth – and, in some cases, rapid or sensational growth! – for the top brands on Pinterest.
  • Instagram: 1.5 times per day or more: Major brands post to Instagram 1.5 times per day on average. There is no drop in engagement when you post more, as long as you keep up the posting rate.

Of course, this type of data varies by company, so we recommend that you continue to analyse your results in order to develop the most effective strategy. We understand that finding the right frequency necessitates extensive testing; therefore, we do believe these averages are a good starting point. 

Timing, in addition to frequency, is an important factor. Every Social Media platform has a peak period during which posts receive the most attention. This makes sense given the differences in the types of people who use each Social Media platform.

LinkedIn, for example, is a Social Media platform for job searching and business networking. As a result, the peak hours for LinkedIn will most likely be during business hours. In contrast, Facebook and Instagram are more leisure activity Social Media platforms. You may notice the most activity early in the morning, when people are commuting, and later at night, when people are returning home from work. As a business owner, you must understand when each network reaches its peak time in order to maximise your engagement.

To assist you, we have used a study which highlights the best times to post your content. Again, this is not the case for every business, but we believe these averages can assist you in making an effective start when you haven’t had time to analyse your results yet.

Twitter

Between 11 am and 1 pm EST on Monday or Thursday for B2B.

12 pm or 1 pm from Monday to Wednesday for B2C.

Facebook

For B2B brands, the best time is between 9 am and 2 pm EST on Tuesday, Wednesday, or Thursday.

B2C brands will have better luck at 12 pm EST on Monday, Tuesday, or Wednesday.

Instagram

Wednesday at 11 am and Friday at 10–11 am are the best times to post.

The overall best day is Wednesday.

The most consistent engagement happens Tuesday through Thursday from 10 am–3 pm.

LinkedIn

They found the best time to post on LinkedIn for both B2B and B2C business owners to be (Wednesday) at 9 am.

You will also get good results by posting at 12 pm (on Wednesdays).

Pinterest

Between 8 pm and 11 pm – with 9 pm peak.

Fridays and Saturdays may be the best times. This makes sense since people often use Pinterest to plan projects (and weekends are a good time to plan for the coming weeks).

3. Benefit from a tool that will help you with managing your content 

Now that you’ve learned a little more about the best frequency and time to post your content, you’ll need to start managing it like a pro as well. Setting alarms and having sticky notes all over your desk are, of course, no longer acceptable in this day and age. The Next Ad wants to make your life easier by providing an automatic content publisher.

This Publisher allows you to create posts for each platform and to schedule the release date and time in the calendar. This means you’ll only have to set up your organic content promotion once a month (or even more in advance) so you don’t have to worry about all the different posting times of the Social Media platforms.

4. Experimenting, analysing and optimising based on engagement metrics to improve your strategy

By this point in the blog, you’ve learned about the frequency and timing averages for your content promotion. Of course, this will get you started quickly, but by experimenting, analysing, and optimising, you will find the best fit for your company. Continue reading if you want to get the best results from your campaigns!

Experimenting 

Almost every aspect of your Social Media promotion can be experimented with. Consider the content, frequency, and timing. You can experiment with new styles (colors, font, communication style, etc.) for the content, but also with promotions, business milestones, sharing posts/and videos, and non-related business content.

You can also experiment with different frequencies and timing. A tip for this is to plan ahead of time by using The Next Ad’s publisher. Dare to try new things and take your time. You can plan ahead as far as you want in the publisher, and you should do so as well. Consider posting at a different time every Wednesday.

It is critical that you only change one element at a time during your experiments. This means that if you want to optimise your timing, for example, you must maintain consistency in the other elements. If you change three elements at once, it will be difficult to determine the source of the success/failure.

Analysing

After your period of experimenting has ended, you can use the data of each platform to analyse the outcomes. For this you will need to have a business account from the start, so don’t forget to upgrade your account before starting with your experiments. 

With your Business account you can analyse your period of experimentation and easily draw conclusions on the best performing phases. 

Optimising

Following that, you can conduct another testing period in which you take your previously tested element and zoom in on the best performing phase (for the timing you can think about using quarters or even minutes). After you’ve discovered your ideal results, you can begin implementing them and reap the benefits of the best performing content for your business!

Conclusion & Getting Started

Each platform has its own set of users, which influences communication style and posting timing. In today’s blog, you learned about the averages of the most popular platforms, which will assist you in developing your initial understanding for organic content promotion. The publishing tool we recommended will assist you in managing messages, allowing you to organise your thoughts and focus on other tasks. Putting what you’ve learned today to good use, will help you increase customer engagement and leads. Get started right away and create your free account here

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