By the end of this short article you will have a greater understanding of social platforms and when the best times to post on social media really are.
With 42% of the world now active social media users - a whopping 3.2 billion people and counting - it’s never been more important than it is right now to harness the power of social media to galvanise your business.
When used in the right way, social media has the power, not only to increase your business’ brand awareness online, but also to drive new and returning customers to your site, act as a vessel for social proof, and help to present you as a thought leader in your field.
Yes, in today’s tech-obsessed, digitally-driven society, social media really is the difference between a little-known brand and a growing one.
Whilst there’s not an exact science to creating the perfect viral social media post, there are a number of techniques and indicators which will help you find a way to achieve maximum impact, like finding those best times to post on social media.
Find the best time to post for your business and its audience, and you’ve almost won the battle of improved brand awareness and increased sales; and this is exactly what we achieved via social media for one of our clients - achieving a 6.2% conversion rate and 30% increase in unique enquiries from just one Facebook post.
But how did we achieve this? We’ll go through our method below…
Where profile building, brand awareness, customer engagement, and monitoring your reputation are concerned, Social Media is key; giving you a ready-made avenue through which to reach potentially thousands of people specifically interested in your product or service, i.e. your ideal customer!
For the vast majority of businesses, having a presence on at least one of the many social media platforms available is beneficial.
Whilst it might be incredibly tempting to create a business page on every social media platform the internet has to offer, you’re better off first spending some time analysing and researching your ideal audience/customer-base and creating social media pages only on those platforms your ideal customer is most likely to use.
Otherwise, you’ll end up with a hoard of social media profiles that you’ll struggle to keep regularly updated; half of which probably won’t attract potential customers or lead to many, if any!, conversions.
A rarely updated Facebook or Instagram page that puts your brand in front of the wrong kind of people is worse than no Facebook or Instagram page at all!
There is no ‘one size fits all’ solution to social media; it’s different for every business, and any good social media strategy understands this.
But, one thing’s for certain; whether you run a B2B, a B2C or anything in between, you must first understand your ideal customer.
If, for example, your ideal customer is an urban-dwelling woman of 25 - 40, Instagram is probably your holy grail of social media platforms.
Whereas, if your ideal customer is a company director of a SME, you’re going to want to put a lot of your time and energy into Linkedin Marketing.
Over 90% of Millennials and 77% of Generation X are active social media users.
But what does this mean? This means that an average of 83.5% of those aged 22 - 53 years old are on social media regularly.
Of the 3.2 billion people on earth that use social media daily, 2.3 billion of those (yes, 71.8%) are on Facebook. So, really, it’s more than likely that at least some of your customers are on Facebook…
However, what this doesn’t mean is that you should pool all your resources into Facebook and expect the sales and/or enquiries to roll in overnight. Building up an audience that trusts your brand and engages with it take time; identifying your ideal customer and therefore your chosen platforms are only the first step to social media success.
Once you’ve established your audience and picked your favoured social media platform(s), the next hurdle to overcome is producing engaging and relevant content.
There’s no point investing time and energy into content that’s a) not relevant to your intended audience, b) not likely to stimulate or engage them, and c) not going to convert.
Particularly on social media, where audiences are bombarded with hundreds or thousands of blogs, videos, memes, articles - and everything in between! - a day, your content needs to speak to your audience on a personal level; be helpful, be informative, be truthful but above all be relevant.
By ensuring that the client social media post in question linked back to an informative article on the website, we were able to provide their audience with the relevant and helpful content they needed to make an informed decision, and contact the client if they needed to.
Paying attention to what your audience tells you they want is one of the key factors when working out when are the best times to post on social media for your business.
Now, by this we don’t necessarily mean ‘go out and ask your followers what they want!’ - although there can be benefits to engaging them in some kind of poll - what we really mean is: use your analytics!
Google Analytics, for example, will be able to tell you lots of things about your website including where your traffic is coming from, which is a really good way to identify what social media platforms are working for you, best.
From this, you can then take advantage of the on-platform analytics provided to you by the social media channels in question.
A great example of incredibly clear and useful analytics on social media is Facebook’s page ‘Insights’.
Provided in a series of charts and graphs, the comprehensive data given in Insights can tell you everything from individual post engagement (how many people were reached, clicked through, commented, shared, and reacted) to what your engagement rates are on any given day and time of the week.
And this is where the magic can happen!
Using on-platform analytics like Facebook Insights to identify when your engagement rates and reach are highest will give you the information you need to post on social media at the optimum time for your business.
For instance, if audiences are least engaged at 9pm on a Friday evening and most engaged at 11am on a Monday morning - make a point of posting at around 11am on a Monday morning and try to avoid those Friday evening lulls!
One of the many benefits of digital marketing is the data you can gather from it.
Always put some time aside to analyse your analytics regularly - your website and social media platforms - so you can hone your activity and your content appropriately. Your audience will tell you exactly what they want more or less of by how they interact with you online.
It’s important to note that posting on social media isn’t an exact science and you more than likely won’t go viral straight away just because you posted during your ‘golden hour’ but there are lots of tools available that can help you figure out what you should be doing and when.
As a rule of thumb, you should always ensure that whatever you do is not only relevant but current, too. There’s no point talking about an event or commenting on the latest industry news on your blog and/or social media platforms if it happened 3 weeks ago! By then it’s probably already been forgotten about in favour of the next one.
Always leave room in any social media and/or digital marketing strategy to be flexible and react to things as they happen.
Directly following the end of a lunchtime event help by the client in question and the beginning of the next series of events, we posted information about the event and how to get involved further on their Facebook page.
Due to its urgency and timeliness - attendees and Facebook followers were able to see this information as they were leaving the event and the brand was still firmly in their minds - the post immediately enjoyed record engagement rates and transformed the brand.
There’s no ‘one size fits all’ approach to finding the best times to post on social media; it really depends on many unique factors intrinsically linked to your business, like: what your ideal customer does, what kind of content you’re publishing, what platforms you’re using, and how relevant you are.
The best thing you can do is look at the data your website and social media platforms are providing you, think about how your idea customer is, and plan accordingly.
Numbers don’t lie.
To discuss how we could help you improve your social media presence and increase conversion rates via social media, contact us today.
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