A question we are often asked at SocialB is ‘How often should I post content to my social media marketing channels?’
Sadly, there is no exact, one-size-fits-all answer to this question. Posting regular and valuable content is key to any social media strategy, but how much is too much? How do businesses know if they’re posting less or more than they should?
In retail, this balance requires an in-depth understanding of your customer and finding the optimum amount of posts, and times to post, can take some testing and fine tuning. Here are some pointers to help you out:
Identify your peak times
It’s a good idea to know when it’s peak time on each channel you use and probably it will be different on each channel.
To establish your peak times, you need to do two things:
1. Check your analytics – decide what your target demographic is, and then, using analytics, discover when are this demographic is most active on social media?
2. Brainstorm – get into the mindset of your target demographic. Do you sell surf equipment? Then your customer is likely to be up early for a dawny, so catch them then! You know your customer best, as chances are you share their interests.
Even if you don’t post much content at other times of the day or on other days of the week, it’s key to post when it’s your peak time so you can reach your audience easily.
Not too much, not too little
Whatever the social channel you use, you should never post too much or too little. However, the number of times to post per day, or week, is heavily dependent on which platform you are working on.
Posting 10 updates per day on Facebook can do you as much harm as posting 1 per week. Don’t bombard your customers, but likewise make sure they don’t forget about you. This is particularly relevant in retail, as this can be a relatively fickle customer – out of sight can be out of mind – your brand needs to be being talked about.
Check your Analytics
We cannot stress this enough. Regularly checking your Analytics and metrics is crucial to social media marketing success.
This data can tell you when and where you have successfully captured the engagement of your customer – what posts did they interact with? When were these posted?
Keep a record of these findings, discover patterns in your audience behaviour and learn from this going forward. Experiment, test, analyse and repeat.
Consider industry variations
The type of industry you are in also determines how often you should post. A company selling sports equipment will be vastly different from a music label selling merch.
For example, a supermarket that sells everyday items might be able to post daily on Facebook, as their product is easily accessible. On the other hand, a high-end fashion retailer needs to maintain an air of mystery, plus their items are less affordable and, if customers are bombarded with posts, they may feel frustrated and hide your posts. As such this kind of company may be better off posting every few days.
How do you use social media marketing to promote your retail business? Let us know in the comments below, or tweet us @SocialBuk