The Secret to Staying Consistent with Social Media Marketing

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I often see marketers set up a Facebook page, Twitter profile, and LinkedIn account. Then, they read an article about Pinterest and join Google+ on a whim and think their content marketing is taking off with a bang. Instead, all that bangs is their head against their desk as hours of each day are spent trying to create and manage conversations in five different communities.

Here’s the secret to keep your head on straight.

You do not have to be on Facebook. Not every company should be on every social media channel. You do not have to use something just because it exists! Your brand might fall on deaf ears on Twitter. Zero people may show up to your Hangout on Google+. Doing more than you can handle or putting efforts into a social channel that is the wrong place for your brand will put a huge crack in your foundation and place a serious strain on your ability to prove you are a trustworthy resource.

Consistent brands are seen as the most trusted, but only a handful of brands have a strong, consistent presence in every single touch point they enter (think Google, Coke, and Starbucks). People can spot brand inconsistencies quickly and easily develop mistrust when messaging changes across multiple platforms. To achieve a high trust level, you have to tell the same, authentic story in each channel you participate in. In fact, consistent content creates loyal customers. Which means you need a strategy to keep your social content updated in a consistent tone, voice and timeframe.

How do you choose where to share your story?

The most effective brands maintain a brand style, plan out their content, and strategically choose the best content platforms to reach their target markets by starting with these four steps:

1. Research how your industry connects and communicates. Does your target market participate and ask questions on Facebook, LinkedIn, Google+? If you find an active community already exists, then it’s probably a good idea to get involved in that social channel. If you find zero engagement from your target market and zero participation from your competition, think about whether being the ringleader will really give you the return you desire. You might be better off putting efforts into your own website through a blog.

2. Consider your resources. If you’re getting pressure to participate in social media or start a blog, but don’t have the time or financial resources to update with informative content on a regular basis, don’t do it! Instead, focus on setting a really good foundation with your website content or start a monthly newsletter. The point is to focus on the type of content that you can maintain on a consistent basis – and social media requires a lot more ongoing updates than a web page or monthly newsletter.

3. Examine your goals. If you’re trying to drive traffic to your site, social media can be a helpful way to share content and increase engagement. However, if you’re already getting a lot of traffic, you might consider how to funnel those visits into leads before putting more resources toward participating in social media.

4. Create a plan for consistency.  Your social media accounts should have the same logo, taglines, and educational material as your website, your Google listing and even your office building. Information as simple as business hours, location, email address and phone numbers should be up to date. Once the essentials are in place, put some time into creating a social media conversation calendar to make sure the channels you’ve chosen stay updated regularly with valuable content.    

Knowing why and how your brand is participating in a social channel will help you stand out in the crowded space.

I hope this post helped you see the importance of being consistent.  Feel free to share if you got value.

Until next time,

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34 thoughts on “The Secret to Staying Consistent with Social Media Marketing

  1. Those are 4 great pieces of advice Jan. Sometimes I think we do spread ourselves too thin and do things that are completely unnecessary for our business and we have to assess whether we should be on all platforms or not.

    1. Yes. I find that focusing on one thing at a time is actually better for the psyche and allows you to get more done in the long run. Thanks for your comment Angie!

  2. Very good social media advices. We should focus on getting good at marketing and communicating with people at one social platform at the time,to prevent ourselves from getting over whelmed.

  3. Love this Jan. I have been posting about not over doing all forms of social media. I have seen so many of our students come to us and when we ask them what their social media plan, it is all over the place and of course they have gotten no results.

    1. That’s why I think it’s important for us to teach the right way. Our students really need to hear what we are teaching them David. Thanks for commenting.

  4. These are great tips Jan for social media marketing. It’s crazy how everyone jumps on the next hot social media platform when they haven’t even gotten any engagement or made any real connections on just one of their social sites. So I’m glad you are sharing this information as it brings awareness to focusing in, knowing your audience and stick to a platform long enough for it to produce results for effectively building your business.

  5. These are great tips Jan for social media marketing. It’s crazy how everyone jumps on the next hot social media platform when they haven’t even gotten any engagement or made any real connections on just one of their social sites. So I’m glad you are sharing this information as it brings awareness to focusing in, knowing your audience and stick to a platform long enough for it to produce results for effectively building your business.

  6. Hi Jan,

    This is my first time visiting! So glad I’ve come to visit. This post is excellent! I love all the points that you make especially examine the goals. Many people think they need all their time on social media when they’ve already have people coming to their site. A funnel must be in focus.

    Thanks so much for sharing,
    Lillian

  7. Hi Jan,

    This is my first time visiting! So glad I’ve come to visit. This post is excellent! I love all the points that you make especially examine the goals. Many people think they need all their time on social media when they’ve already have people coming to their site. A funnel must be in focus.

    Thanks so much for sharing,
    Lillian

  8. Being consistent is key and doing one thing until we are good at it and see if its working is a must

    I tried to do all the platforms and burnout out and didn’t allow myself to be clear for the big picture to be consistent.

    So yes be consistant and be slow to build momentun.

    Loved your blog Jan

    Thankyou

    Di

  9. Being consistent is key and doing one thing until we are good at it and see if its working is a must

    I tried to do all the platforms and burnout out and didn’t allow myself to be clear for the big picture to be consistent.

    So yes be consistant and be slow to build momentun.

    Loved your blog Jan

    Thankyou

    Di

  10. I have read several posts today on consistency and do believe that it is the key to success online. And you are so right that we do not have to be on every social media platform. I really don’t like some of them anyway, never look for anything there and find them hard to use so I don’t use them.

    Enjoy the journey!

  11. I have read several posts today on consistency and do believe that it is the key to success online. And you are so right that we do not have to be on every social media platform. I really don’t like some of them anyway, never look for anything there and find them hard to use so I don’t use them.

    Enjoy the journey!

  12. Hi Jan,

    I am here from the PAC blog rotator and very glad to see the contents in your blog are very informative. Hoping to read more posts from you soon.

    Keep sharing.

    Best regards.

    Reji Stephenson

  13. Hi Jan,

    I am here from the PAC blog rotator and very glad to see the contents in your blog are very informative. Hoping to read more posts from you soon.

    Keep sharing.

    Best regards.

    Reji Stephenson

  14. Really excellent advice, Jan.

    I can’t begin to tell you how many students I have that feel absolutely overwhelmed because they’re just trying to do… not “too much”… but “everything.” They’re like kids in a candy store, with their hand in every jar!

    I really will share this with them because it’s a point that can save them from drowning. I always tell folks to stop worrying so much about doing “more” and focus on getting better results from doing “less.”

    When they’ve mastered that, they actually get to stay in the game long enough to find success 🙂

    Thanks again, it’s my first visit and I really enjoyed it.

  15. Really excellent advice, Jan.

    I can’t begin to tell you how many students I have that feel absolutely overwhelmed because they’re just trying to do… not “too much”… but “everything.” They’re like kids in a candy store, with their hand in every jar!

    I really will share this with them because it’s a point that can save them from drowning. I always tell folks to stop worrying so much about doing “more” and focus on getting better results from doing “less.”

    When they’ve mastered that, they actually get to stay in the game long enough to find success 🙂

    Thanks again, it’s my first visit and I really enjoyed it.

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