When developing a smart social media strategy, it can be hard to determine what type of content to post. We have discovered that the answer is a good mix of several different types of content. Not all types of content are made equally, so some should be used more often than others.

Below we’ve listed the types of content you should be delivering to your readers regularly as well as the corresponding percentages of each.

Keep these percentages in mind when marketing to your social media followers and connections. These percentages will help you to stimulate interest in your business while avoiding social media mistakes such as coming on too strong with too many in-your-face marketing tactics.

Organic Posts – 70%

The meat of your social media marketing strategy should consist of what we like to call “Organic Posts.” These posts include anything that gives your followers value, stimulates interest, or provides a personal connection or insight.

You may choose to post a simple comment or update about something that is happening with your business. The more personable you can be, the better. You want to avoid writing in a voice which sounds like “marketing speak,” and instead let your customers get some insight into your business. Help them realize that there are real, live people running it.

You may also choose to engage your customers directly by asking them questions or by getting their opinion on a new service you are providing. Make them feel like you are there and ready to listen to them. You may also choose to create a poll for your followers to answer.

Organic content also includes any content you have created which provides value to customers. Your website should have an active blog, and you can use social media to share these posts with your customers and get them to visit your site.

If you have created Youtube content, videos, or infographics, you should also share these with your customers by using social media.

Informing Your Audience – 20%

The next most important type of content to share with your social media networks is content that informs. While your own blog posts and original content should do a good job of informing your customers, you can also link to external content, news articles, and sources.

You may choose to share an article or blog post written by an expert that is relevant to your particular industry. Use news articles and these articles to inform your audience, somewhat indirectly, why they should use your services and help them to understand the value of what your business provides.

For this type of content, you can also include other types of external content, such as humorous videos, memes, or funny photos that you think will be relevant to your customers and your industry.

It’s okay to have a sense of humor and making your audience laugh can do wonders in helping them to feel a connection to you and your business. You don’t want to overdo it with this type of content, however, but it is certainly okay to “cut loose” every now and then.

Promoting Your Business – 10%

It may come as a surprise to many, but the actual promotional posts should be the last thing you should think about posting on your social media accounts.

Today’s consumers are very smart and don’t like to be bombarded with promotional messages and marketing hype. Typical marketing tactics are less welcome on social media sites and make your business seem cold and impersonal.

Social media is meant to break down the walls between consumers and businesses. Typically, if you’re great at the other 90% of social media post types, customers will actively seek out your services and will take it on themselves to discover what your business has to offer.

While you shouldn’t over promote on social media, you should regularly post info about your services and products. Be sure to make each of these posts worthwhile and highly engaging. If you have an exceptional new product, be sure to let your social media followers know. If you’re hosting any upcoming events or sales, you can let your customers know.

Just make sure that this type of post is kept to a minimum to make sure that customers don’t click that dreaded unfollow button.

Final Thoughts

While there are no hard and fast rules to social media usage, we have found the above mix to be ideal for the majority of businesses.

Although it can seem daunting at first, creating an excellent social media strategy doesn’t have to be a complicated task. Just make sure to keep the specific characteristics of social media marketing in mind.

Social media isn’t the place to shove products and services in the face of customers but is instead a great place to build a connection and cultivate ongoing relationships.

Make sure to provide value to your customers while helping them to remember that there are real people behind your business. If you do, you’ll be sure to make your social media channels shine and grow your business faster than you could have possibly imagined.

Happy Marketing

– Phil Fisk, President Coastline Marketing Group, Inc.