I'm starting a new series today, where I'll share Pyrpaw Marketing's organic online growth and the development of a social media marketing strategy. You'll see my successes and failures - warts and all! The point is for you to see how I approach my own social media marketing, how I adjust my approach based on data, and how it might help you in your efforts. Note that this is an organic, not paid, social media strategy. So, read on as I break down the results!
The Social Media Numbers
The image below is a report of Pyrpaw's social media metrics from the past week. This week we're only going to focus on Facebook, Twitter and Instagram although I'm active on several other social media channels. Keep in mind, Pyrpaw Marketing only began as a business this month (October 2020 for those reading this in the future), so we're in our online infancy in most aspects, which is a great time to start tracking progress together. Take a moment to review the report, and then I'll go through it in more detail.
Social Media Channels: Diagnosis & Solutions
Page Likes: Up more than 2%
Posts Volume: Up almost 43%
Engagement: Down almost 8%
Many businesses want huge Facebook growth with tons of likes, so a 2% growth number might make them cringe. But, what's more important than growth, is having great engagement with the audience you have - Quality Over Quantity. Slow growth, or even losing some of your audience, isn't necessarily a bad thing if that means that the audience that remains is engaged and connects with your content.
If look at my engagement number on Facebook, it's down from the previous week. Is that bad? Not necessarily. I added a second daily post to test posting times, so my engagement could simply be down because it's now spread across additional content.
Diagnosis: I may be posting too frequently and some posts may not be connecting with my audience as well as I'd like.
Solution: I'll try switching back to one post per day, during my optimal time range for engagement, and with my best performing posts. If my numbers improve - great. If not, I may try variations of my posts to see if one performs better over the other.
Followers: 0% growth
Tweets: Up 400%
Engagement: Down over 33%
Twitter is a fast paced environment - posting often with content that your audience prefers and responding quickly is key to growth and engagement.
Diagnosis: My tweet volume is up, but it's a loaded number as I just began tweeting within the past week. Because of Twitter's pace, you need to post frequently when you're starting out as you don't have a dedicated audience yet that's following you for your next tweet.
Solution: I need to tweak what type of content I'm posting, increase frequency, and then take another look. I need to see if I can connect with followers before I make further decisions.
Followers: Up over 7%
Posts: Up over 33%
Engagement: Up almost 76.5%
These are great numbers to see for a week of organic growth on Instagram!
Diagnosis: The current strategy of consistent posting, utilizing hashtags and engaging with my audience is providing steady, organic growth.
Solution: There's always room for improvement. I'm going to review my best performing posts, try some different post types and look to increase my engagement further by encouraging conversations about my content.
Follow me on Instagram! CONCLUSION
For each of these social media channels, my process will be to review the info weekly and make adjustments to optimize my posts based on the new data.
What I hope you'll learn from this series is that success on social media isn't instant, and it definitely won't happen overnight. You need to be patient, consistent and understand your Buyer Persona so you'll understand the type of content that will attract qualified, potential leads. After that, it's a continuous process of testing, analyzing, optimizing and repeating. We'll save that for another post, though.
I hope this inside look into Pyrpaw Marketing's social media strategy will be helpful. I'm looking forward to sharing my process with you!