Review, Revamp, Repeat: Optimizing Social Media Campaigns

Promoting your brand on social media can be tricky – especially when going after new business. Not only do you need content focused on attracting new clients or consumers, but you also need to keep your current clients engaged. 
Here are 3 tricks to maintaining a consistent and effective social media strategy: 

Facebook posts are small in size, especially on mobile. Catching the consumer’s eye is essential, but it can be hard to know what works. The slightest change to an image or copy can be the difference between someone scrolling past your post or clicking on your link. This can scare many businesses that are operating with a small budget. When your budget is tight, or this is your first experience with growing your business on Facebook, not getting it “right” the first time may seem like a waste of time and money, but it doesn’t have to be. 
Reviewing your strategy regularly will ensure that you are running on all cylinders. Some content will be more effective than others. Just because a post or an ad might flop the first time does not mean it was a waste. Every post provides more data for you to optimize and better run your next campaign.  

So you have run your first campaign and collected some data – what now? After the review process, you should have a decent amount of data to consider. 
Think critically about your posts, and ask yourself some questions – 
What posts got more attention than others? What was different about these posts? What time of year is it? What are my competitors doing right now that is working for them? All of these questions have an answer that can help in optimizing your strategy.  

When your campaign is running well, don’t become complacent in your posting and content creation. Far too often, businesses begin to become predictable in their content. Don’t let this happen to you. 
Repeat this process as often as you can, and a few more times in between. You want to keep your audience entertained. You might be enjoying your content, but to grow a profitable business that can influence the industry, you must pay attention to how your audience is reacting to your current strategy.

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