4 Day Facebook Challenge: Day 2
Welcome back! How was day one? In case you missed it, yesterday we talked all about how to make sure your profile is in tip top shape.
Keep in mind: the checklist I shared yesterday is not a "set it and forget it" situation. I created the PDF for you to download and go through the checklist periodically! Facebook is always adding new features and updating their settings. It's a good idea to revisit these ideas every so often to make sure your page is staying up to date. I recommend doing this every month or quarter to insure that you've got your bases covered!
If you haven't had a chance to get caught up yet, be sure to go back to Day 1 and complete the homework before moving on. You've got to start at the beginning if you really want to reap the full benefits of our challenge! Don't forget to share your thoughts in our discussion on the Kelci + Tammie Facebook group!
Day Two: Content Strategy
Have you ever heard the phrase, "A goal without a plan is just a wish?" The same is true for anything you do on social media. I get it. You're a business owner, you're busy, and it can sometimes feel like there are a thousand tasks vying for your attention on any given day. That's why it's so important to have a plan in place for your social media!
I've seen it happen time and time again: for many business owners, updating your Facebook page is often times the last thing on the list for the day. If you don't have a plan in place for when the madness hits (hello, Christmas season!) it's all too easy to fall behind on your marketing. When you set goals for yourself and stick to them, you can know that your social media is running smoothly, even when you don't have much time to devote to it. It can sound counterintuitive, but putting in the time and effort now can save you tons of time in the future.
Before we start building out our content calendars, we need to talk about the two main types of content.
If you own a pottery studio, chances are you have lots of current content that needs to be shared in a timely manner. Classes, camps, special events - each of these offerings requires your attention week to week in order to get the word out to your customers. The best way to cut down on the time required to market those events week after week is to set clear brand standards and guidelines for your business, so you are working within a framework. Rather than reinventing the wheel every time you sit down to post something, you can work within the plan you've already set for yourself. It makes things so much easier, trust me. Want to know more about this? Check back tomorrow for day three of our challenge, when we'll be talking all about branding and photos.
The second type of content (and my personal favorite) is evergreen content. Just like the trees, this content doesn't expire, and can be used year-round. So while you certainly don't want to be talking about your custom pumpkins in January, evergreen content works for your business 365 days a year. Birthday parties, team building, general product offerings, fun bits of trivia about your business, behind the scenes looks, cool art videos, technique DIYs, engagement, inspiration...the list goes on. All of these topics can be posted any time.
If you take one thing from today's challenge, I want it to be this:
Evergreen content can (and should) be recycled over and over again.
Put another way: your evergreen posts can be created and recycled, all. year. long.
Is your mind blown yet? If it's not, it soon will be.
Think about it this way: when the slowww month of September rolls around and you find yourself with a day to focus on marketing, you could prepare 25 posts for your social media page. But rather than creating those 25 posts and never using them again, you can use a content calendar system to reschedule and recycle that same content over and over again. Those 25 posts that you just wrote can quickly become 100 posts on your page, using this strategy. You've just reduced the time needed to create 100 different posts by 75%! If that's not an amazing time-saving productivity ninja hack, I don't know what is.
But wait! I can almost hear your questions and concerns from here. Before we move onto my favorite content calendar tools, I'm going to take a moment to explain why you can and should use this style of content for your business. The first time I heard about evergreen content, I know that I certainly had some big questions.
Q: Won't people get annoyed if they see the same post over and over again?
A: The short answer is: 99% of your followers aren't seeing all of your posts. The likelihood that they would A) see the repeated post B) realize that it's a repeated post and C) be bothered by it, is very slim. Go on with your time-saving self!
Q: How often should I recycle content?
A: This will depend on the content. If it's a special you run every week, it's a good idea to share that information with your customers weekly. If it's something that you want to keep top of mind for your customers, sharing it every other week or once a month is a good rule of thumb.
Q: Is there ever a time when I should retire my evergreen content?
A: Because you will be creating this content and letting it run, it's a good idea to set a calendar reminder to check on things every so often - I would recommend at least once a quarter. That way you can double check to make sure all of the information is accurate, and even make a few tweaks. But the bottom line is: the time required to go in and check on these posts every few months is substantially less than starting from scratch each time. What are you going to do with all of your new-found time?!
Now that we're all on the same page and totally freaking excited about evergreen content, let's talk about how to manage it!
Do you want to know my number one tip for creating consistent marketing for your business? A content calendar!
There are a million different ways to set this up, and there's no right or wrong answer. I'm going to share a few of my favorite tools, and it's important for you to do a little experimenting to see what works best for your business.
Edgar is a platform that allows you to easily organize your content into categories and then, drumroll please....it schedules posts for you! You drag and drop your categories onto a calendar, and Edgar automatically shuffles and schedules different posts to fill those categories. Want to share an inspirational quote every Monday morning? Edgar can do the for you! This is a fantastic tool for scheduling posts far into the future.
Smarter Queue works very similarly to Edgar, with a few added bells and whistles. There's a section of the site that actually allows you to source relevant content. Say, for instance, that you want to search the hashtag #pottery. SQ will pull together a feed of all of the different posts using that hashtag, which you can then use for filler content for your page. You can also schedule LinkedIn and Twitter posts using SQ too. Plus, it has a nifty feature where you can "retire" your evergreen content after so many reposts. Want a 30 day free trial? Click here to claim it!
Buffer works for Facebook and Instagram, which is a great way to schedule posts across platforms. It also has an easy to use mobile app, which is a great tool for when you're on the go. Personally, I like to use Buffer to plan my weekly posts about upcoming classes and events, while using SmarterQueue to plan out my evergreen content. Again - you've got to find the mix that works for you!
Today, you're going to build out a framework for your content calendar! Who's excited? I know I am! Click here to download the calendar worksheet and get started.
Once you've completed your calendar worksheet, head back over to the Kelci + Tammie Facebook page. I can't wait to see what you come up with!
See you tomorrow for day 3!