Building a Social Media Strategy

Building a Social Media Strategy | Lemon and the Sea: How to build a simple and effective social media strategy that will help you grow your business.

I have to be honest with you: I struggle to maintain a consistent social media presence. 

When I first started Lemon and the Sea, I fell into the trap of believing that I had to be on every platform, posting all the time. It was exhausting. I would spend hours each morning scheduling posts to Twitter, Facebook, and Instagram and then I would constantly check in to see who was engaging. I tried every new platform that came along - including Periscope for about two minutes.

Finally, I realized something very important - I couldn't give my best if I was trying to be everywhere.

Narrow down your platforms

When you're trying to build your social media presence, start with one or two platforms. Sure, you may be able to handle more, but in order to really put your best into it, you need to focus. Plus, your audience probably isn't hanging out on every platform. Figure out where you can best reach them - Instagram and Facebook for me - and be sure to show up.

Have a plan

You already know that it's important to be sharing content consistently if you want your audience to trust you, but that's not always easy to do when you're in the middle of client work and running a business. That's why it's so important to have a plan.

  • Lay out what kind of content you want to share. You could even set a schedule about what you post of different days of the week so that you're not always selling or always posting personal content. Change it up to cover hard selling, soft selling, personal content, and advice.
  • Figure out the best posting times. These will depend on your audience and the platform, but it you can figure out when your posts are most effective, it will be easier to reach people with less effort.
  • Spend a few minutes engaging with your dream client and your audience. Social media is about being social, so make sure you're engaging with others. If you only ever post about your business and never connect on other people's posts, they will be less likely to engage with you.
  • Learn the lingo of your platform. Should you use hashtags? An emoji? Take a look at what successful people are doing on your platform and see if it will work for you.
  • Be true to yourself. Here's the most important thing about any social media strategy - you still have to be you. If you're not the type to use en emoji in every post, then don't (I'm not). If you don't want to share photos of your kids, don't. The purpose of being visible on social media is to let people connect with you - so be yourself.

Scheduling is saving

For a while, I felt like scheduling out my posts for the week (or month or year) was cheating because I wasn't really engaging. But I've learned that as a busy entrepreneur, if I want to engage consistently, I have to schedule posts. It doesn't mean that I don't show up at unscheduled times as well, but it does mean that I don't have to worry about forgetting to post. These are some of my favorite scheduling tools:

  • Tailwind - I use Tailwind to schedule my Pinterest posts. Each Monday morning, I set aside time to schedule out the entire week. I have a paid plan, but I like Tailwind because it keeps track of your best posting times and lets you add them to your schedule easily.
  • Buffer - I use Buffer for scheduling to Facebook and Twitter. It's easy to set a schedule and plan out posts in advance so you don't have to worry about logging in to do it throughout the day. One word of advice - make sure that you add a separate description for Facebook posts or you wont' be sharing any content.
  • Later - I use Later to schedule my posts for Instagram. I can schedule up to 30 posts per month on the free plan, so I usually plan at least a week in advance and upload some edited images that fit my feed. With Later, I get a notification that it's time to post on my phone, so it's not entirely automated, but it's much easier to post when everything just needs to be copied and pasted.

Lemon and the Sea is a brand and website design company located in Richmond, VA. I specialize in making the branding process personal. I work with creative women who have a heart to serve others grow their businesses so they can focus on what's most important - family.   I work closely with small businesses to help them dig into what makes them unique, share their vision, and build a business that genuinely represents who they are.