How To Formulate a Social Media Distribution Strategy
For those who aren’t familiar with what we do here at Gilliam & Company, we are an advertising agency that offers a handful of services to select clients in order to help grow their online presence and increase sales. We do this through implementing social media management & growth strategies as well as paid advertising to increase direct-to-consumer sales.
We’ve worked with real estate brokerages, eCommerce business, and a number of other business models. We’ve spent multi 7-figures on Facebook, Instagram, and Google advertising campaigns. Even with such a broad range of clients and marketing budgets the most successful companies all have something in common. They all prioritize content and have a definitive online content distribution strategy. They don’t just post on their social channels once or even twice per week. They don’t use B or C quality creative assets. They understand the importance of consistently distributing high-quality content to their audience. They invest heavily into product images, video, and lifestyle content. This is Step 1, but it isn’t enough.
Once you have A+ content you must then build out a structure of content distribution. To do this, first analyze your different social media platforms. Find out when your followers are online, what they are interested in, and how you can craft content and ad copy that speaks to them. You should do this on every one of your social platforms, they may be and probably are different. Next, depending on the social platform, you should optimize your content to best fit that platform. For example, content distributed on Facebook can be longer and more educational, while content released on Instagram should be shorter and more visually appealing. Video also does great on both Instagram posts and Instagram stories.
Once you have A+ content, analyzed our audience, and optimized your content for each platform, you should then build out a schedule for consistent posting. This will take some experimenting. You should aim to create enough content to post at least 5-6 times per week on each platform at the same time each day. That time should preferably be when the majority of your audience is online and will see it.
Your last step is an important one and shouldn’t be forgotten. Once you’re consistently posting on your different social media channels and you begin to see engagement and growth it is important to foster an online community that encourages more of this. Make sure to engage with people who comment under your posts, or DM (Direct Message) you. Acknowledging people who are interested in your content will only encourage them and others to engage more.
I hope you found some value in this and I hope you’ll take this information and objectively determine if you and/or your organization could take your content distribution to another level.
It takes investment and resources but in the long-term, it is worth building.