We make New Year’s resolutions for self-improvement, but maybe it’s time to make a resolution for brand-improvement. Whether you’re a business owner, marketing manager, or social consultant, here are five suggested New Year’s resolutions to improve your social media marketing in the New Year. Which resolution will you make?
Stop using stock photography
Many brands don’t have a good image library of their own so they turn to stock photography, but consumers see right through that. A recent study by Neil Patel, co-founder of Crazy Egg, Hello Bar, and KISSmetrics, found that custom images significantly outperform stock photos, screenshots and royalty-free images. (Sometimes by up to 10x!) So while having a stock image is better than no image, consider making a New Year’s resolution to invest in professional photo shoots or custom created graphics if you want to see your blogs and social posts get more traction. (Or, even consider using user-generated images!)
Start creating share-worthy content
How often do you see brands telling you about their product or service in their social media post? All the time. Would you want to share that on your Facebook page or Twitter profile? The answer is simply, no. Why share what basically looks like an ad to your social connections, and tells the world nothing about you? People share things that say something about themselves. So if you want people to share your content on social media, start making posts that relate to humans on the personal level, that evoke emotion or that provide information. These are the posts that get shared. How do you do that? Be less promotional, and tap more into the mind of your audience. Use humor, wit, information, or motivational/inspirational type posts that relate to your audience and brand. Each time you create a post that you want to have shared, ask yourself, “When someone posts this, will it help tell the world about them, or make them look cool on social media?” If it doesn’t, it won’t get shared.
Plan your editorial calendar well in advance
If you haven’t already, block off time on your calendar to look at all the events coming up in 2015. These can be company, competitor, industry, or pop culture/world events that might be of relation to you. Start determining how your social media efforts can tie in with these events to help you achieve your company and social media goals. Then start making timelines to achieve those goals. This will not only help you avoid missing a potential big win, but it will also allow you to make your social campaign top notch quality. Too often brands don’t think about upcoming events, and then either miss it or scramble to pull something together in time. Give yourself some peace of mind and plan ahead.
Stop skimping and start taking social media seriously
Since everyone and your grandma is on social media, companies often think “anyone can do that.” It’s not true. A real social media manager requires knowledge of marketing, public relations, customer service, psychology, analytics, and advertising. Don’t just assign an unexperienced team member to the task. Find an experienced social media manager to hire in-house, as a contractor, or consider an agency.
Start making videos
Using video on social media has been around for quite some time, but it really became a “thing” in 2014, and it’s about to take off in 2015! Individuals are consuming video more now than ever before, so miss out on this way of connecting with them. Start incorporating video into your social media marketing strategy whether it’s on Facebook, YouTube, Vine, Instagram, Tumblr, or others.