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A Fresh Start: Learn How to Put Your Social Media Strategy on A Paleo Diet


From the rise of Snapchat to the debut of Instagram stories to changes in Facebook’s News Feed algorithm, the social media landscape is constantly changing—giving us marketers more than enough “new” to snack on each week.

But sometimes we bite off a little more than we can chew, thinking that a healthy social media strategy needs to incorporate a little bit of everything in order to drive growth and engagement—and ultimately ROI.

However, according to Social Media Examiner’s 2016 Social Media Marketing Industry Report, 92% of marketers said they’re unable to say which social media tactics are the most effective. So, stretching your strategy to include every platform and tactic may not be the best way to drive the results you’re looking for.

The key is to create a strategy that balances your unique business goals and your audience’s needs—sort of like crafting a healthy diet. I’m not talking about a temporary restriction plan that promises 50 lbs of weight loss by eating three cookies a day. I’m talking about habitual nourishment–something that doesn’t involve quick fixes, but rather getting back to the good stuff that helps you survive and thrive.

With all that said, below we show you how to put your social media strategy on a paleo diet, cutting out the things that lack nourishment and adding in the building blocks of healthy growth and engagement.

#1 – Create a shopping list.

Anyone embarking on a paleo diet needs to make sure they have all the right ingredients to set them up for success when crafting meals. Similarly, your social media strategy needs to have the right objectives in place to guide your strategy.

Whether you want to increase your number of followers, boost referral traffic to your website, foster engagement or drive more conversions, set goals that you can measure. Be aggressive, but not unrealistic. Social media is first and foremost a brand awareness tool, so make sure you’re using it for the right reasons.

Set benchmark goals so you can measure the impact your efforts are having as you work toward larger goals. Put more effort behind what is working and look for ways to improve the tactics that aren’t.

#2 – Prep your meals.

Meal prep and planning is essential for staying on track for any diet.

Craft a strategy that encompasses the tactical elements that will propel you toward the goals you’ve set. Get started by asking yourself the following questions:

  • What should my followers know about my brand? (What niche do I serve?)
  • What are my customers’ pain points?
  • How can I provide something of value? How can I empathize with my audience?
  • What type of content does my audience consume on social? (Typically, How-to and List posts are wildly successful.)
  • What social platforms should I be a part of? (Where is my target audience? Do I need to be on every platform?)
  • What tools would help me manage my networks or help me create better content? (e.g., Hootsuite for page management or BuzzSumo for mining for trending topics or industry influencers for content.)
  • How will I measure results? (Engagement metrics? Social traffic to the website?)

With the answers to these questions in hand, create a social media content plan that outlines what, when and where you’ll be posting, as well as who is responsible for engaging with followers and measuring impact.

#3 – Eat the rainbow.

The perfect paleo meal will include a variety of proteins, fruits and veggies to create a colorful plate combination of whole foods.

When it comes to your social media strategy, using an integrated approach that’s tailored to each social platform will give your strategy the appetizing color it needs.

Combine your social media strategy with your other digital and content marketing efforts to create a tactical mix that speaks to your audience. Some tactics that you could include are influencer content, video and live chats.

As mentioned in the intro, you don’t need to use every single marketing tactic nor be on every single social media platform. Choose what works for your business and helps you make meaningful connections with your audience.

#4 – Listen to your body.

We’ve all made a quick trip through a drive thru to satisfy hunger or cravings. The naughty stuff just tastes so good. But soon after our bodies will often tell us we’re missing something—whether that be through hunger pangs an hour later, restless sleep or low energy.

When it comes to social media strategy, your audience is your body. If you want to find success, you need to be listening to what they’re telling you.

Start by taking a peek at your engagement metrics to see what kind of content is resonating with them most. This will help you work that type of content into your plan. In addition, consider asking them questions to foster engagement. One of the best ways to find out what your audience is thinking is to simply ask.

#5 – Cut the cheese.

For most paleo enthusiasts, dairy is a no-no. One reason is that lactose, which is an element found in milk and cheese, doesn’t sit well with many people.

So when it comes to your social media strategy, cut the cheese. Don’t leave your audience with an uneasy feeling by sharing things that stink. Be creative and engaging.

#6 – Stop counting calories.

You can certainly count calories all day long, but if your body isn’t getting the nutrients it needs, your progress will slow and frustration will set in.

When it comes to your social efforts, make sure you’re tracking and measuring the right metrics. Go beyond high-level metrics. Dive deeper into the data to see how people are actually interacting with your social content.

For example, don’t just look at overall social referral traffic to gauge success. Use Google Analytics or your preferred analytics tool to uncover how much referral traffic each social platform is sending to your website, top page, time on page and average number of pages visited, and conversions. This will lend more context to the traffic you’re receiving and help you draw conclusions about whether your not your efforts are driving the results you’re looking for.

#7 – No cheating.

This one’s a no-brainer. If you want the best results—for your body or your social strategy—you can’t cut corners.

Use the strategy and the content plan you’ve created to hold you and your team accountable from development to implementation to data analysis to fine-tuning–and beyond. Set up a standing meeting–whether that be daily, weekly or monthly–where the entire team comes together to look at progress and brainstorm ideas to keep your strategy on track.

What changes have you recently made to your social media strategy’s diet? What’s working and what isn’t? Tell us in the comments section below.

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A Fresh Start: Learn How to Put Your Social Media Strategy on A Paleo Diet | http://www.toprankblog.com

The post A Fresh Start: Learn How to Put Your Social Media Strategy on A Paleo Diet appeared first on Online Marketing Blog – TopRank®.

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10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.


#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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