When it comes to social media, quality always trumps quantity. Here’s why quality social media for small business content is essential.

When you’re first starting out, social media for small business marketing might seem simple. You post a photo, add in a couple hashtags, and you’re good to go, right?

It doesn’t take long to realize there’s a lot more to a solid social media marketing strategy than just throwing up the occasional post.

When you don’t see growth just posting occasionally, your first instinct is probably to post more. That makes sense. After all, the more you post, the more opportunities people have to be introduced to your brand.

It’s true that more posting can lead to more followers and conversions. But, there’s also — of course — a catch.

Too much posting can actually hurt your business. There’s a tricky balance between quantity and quality that you have to maintain when it comes to social media for small business.

Read on to learn why you should focus more on the quality — and not just the quantity — of your social media posts.

Why Quality Is Better Than Quantity

It’s easy to fall into the trap of thinking more is always better, especially in the world of social media for small business.

If you go from posting three times a week on social media to posting once a day, you’ll probably see a big increase in likes and engagement. You may also see a boost in your sales as a result.

When we see direct improvements like this, we want to keep doing the things that caused the improvement. But, sometimes, we go overboard.

Maybe you ramp things up and start posting three times a day, and it’s fun at first. But, then you run out of things to say, so you start posting generic photos and repeating the same captions because you don’t know what else to do. Maybe you start posting random links, just for the sake of posting something.

Sure, consistency is key. But it doesn’t hold up when we go to extremes and constantly overload our followers with boring content.

Your followers don’t want to see and read the same things day in and day out. So, if you’ve been posting consistently and not seeing the results you want, take a step back. Focus your attention on quality over quantity.

How to Improve the Quality of Your Social Media Posts

So, how do you improve the quality of your posts?

Here are awesome tips to get your content engine revving.

Do Your Research

A lot of people make the mistake of jumping straight into social media for small business without mapping out a marketing strategy.

If you don’t take the time to do your research, you’re going to waste a lot of time and money just guessing. There’s always some trial and error in social media for small business, but don’t make things even harder by going in blind.

First things first, define your audience. Who is your product or service geared to? What’s their age, gender, interests, profession etc.?

Now, what kinds of posts will appeal most to your audience? What questions can you answer? What problems can you solve?

You’ll also need to figure out which social media channels your audience is using. If you’ve got a great Instagram presence but your target demographic mostly uses Facebook, you’ve put a bunch of time and energy into the wrong thing.

Age and gender have a lot to do with people’s preferred social media platform. For example, most millennials prefer Snapchat and Instagram over Facebook. Meanwhile, more women than men use Pinterest.

Don’t just wait for your target audience to come to you. Get to know them and meet them where they’re at.

Measure and Analyze Your Results

How do you get to know your audience?

It all comes from measuring and analyzing the performance of your social media posts.

There are lots of tools you can use to track and measure your performance. Google Analytics is one of the most popular because it’s easy to use and helps you monitor traffic and interactions on your website. It also lets you know which social media platforms are bringing in the most visitors.

Some of the most important metrics to watch are follower growth, post engagement (comments and likes), the optimal time for engagement, and user demographics. When you know more about who’s reading your posts, when they’re doing it, and what they’re interested in, you can start customizing content to suit their exact preferences.

You should be reviewing your metrics at least once a week. Every two to three months, look at the bigger picture. Make note of what’s working and adjust those that are not.

Engage with Your Followers

Neglecting to engage with followers is another common mistake people make when using social media for small business promotion.

It’s easy to get in the habit of simply publishing a post and then leaving it alone to gather likes and comments. But, if you don’t pay attention to what people are saying about your brand and products, you’ll never know if what you’re putting out there is actually valuable.

If you want to improve the quality of your social media posts, you need to engage with your followers. Read and respond to their comments and keep track of when people are mentioning your business in their posts.

Some people get in the habit of blocking out negative feedback. It makes sense, too. Nobody likes to hear that people are unhappy with something they’ve put so much effort into.

But, in many cases, the negative feedback is what you should pay attention to most because it lets you know how you can improve the quality of your posts to attract more followers.

Diversify Your Content

When it comes to increasing the quality of your social media content, it’s important to focus on variety.

If you’re always promoting your products or services, people are going to get bored quickly. That’s why lots of companies follow the 80/20 rule when it comes to social media. Twenty percent of what they post is about their product or service, and the other 80 percent is interesting and shareable content.

Some different types of posts you can share when you’re using social media for small business marketing include:

  • Links to your own blog posts, articles, videos, and photos
  • Links to relevant external content
  • Ask your followers directly for their opinions
  • Host giveaways to encourage engagement
  • Feature guest posts with social media influencers
  • Share your business’s story.

This is where engaging with your audience comes in handy. If you read the comments and pay attention to what people are saying, you don’t have to play as many guessing games to figure out what kind of content you should be sharing. They’ll let you know if you’re willing to listen and adjust your strategy!

Decrease the Number of Platforms You’re Using

Social media for small business can take up a lot of your time and energy. Because you invest so much in your posts, it’s frustrating when you don’t see the growth and conversions you’re hoping for.

It’s tempting to try to post everywhere and as much as possible. But, remember that social media marketing is a marathon, not a sprint. In addition to decreasing the number of times you post on social media, you also might want to consider decreasing the number of places you’re posting your content.

It’s practically impossible –unless you have a massive social media team — to keep track of what people are saying on every single platform.

You can’t manage Facebook, Twitter, Instagram, Tumblr, Reddit, and Snapchat all by yourself. This is especially true if you’re working to engage with your followers as much as possible. But, you probably have it in you to stay up to date with what’s being said on just Facebook and Instagram.

By decreasing the number of platforms you’re using, you’re able to have higher quality interactions with your followers. They’ll appreciate having real conversations with you rather than just getting brief replies or a thumbs up.

If you’ve been posting everywhere and are starting to feel burned out, scale back a bit. Take a look at your metrics and figure out where it makes sense for you to focus most of your energy.

Need More Social Media for Small Business Advice?

If you’re looking for even more social media for small business advice, be sure to check out our other blog posts. And when you’re ready to take your marketing strategy to the next level, contact me to start creating the perfect marketing plan for your business.

Photo by Eaters Collective