If you want to make sure you always have a variety of content circulating on social media—but you don’t want a massive burden on your time and focus—you need to create a social media plan. Laying out a plan for what you post will help you keep your page fresh and interesting—which is what you need to do to grow your fan base.
To get your plan started, first break down your content into three themes: Inspirational, Educational and Entertaining.
The next step is to decide how much of each theme you are going to post weekly. Not sure? Start with this process: Post as you see fit, sticking as best you can to the three main themes. Then, after one month, review your analytics to see which types of content got the most engagement. Then simply focus more on those types of posts, and regularly check in on your analytics to review and adjust your ratio.
Here’s an example ratio that you may find is a good place to start:
Inspiring Content: 60%
The majority of your content should focus on inspiring your audience. It’s content that gets them thinking about travelling or doing an adventure activity. It brings them into your world and leads them closer to a decision.
Educational Content: 25%
Approximately 1/4 of your content should focus on educating your audience. For instance, blog posts that help your potential customers make a decision about where to go, what to do and how to get there.
Entertaining Content: 10%
These types of posts help bring a smile to your audience’s face and makes them feel involved with your brand. It’s content that asks questions and encourages participation. It could also be entertaining wildlife videos or a behind-the-scenes look at your business. Anything that is light-hearted and that brightens their day.
This can be reserved for promotional content. These are posts relating to the tours or activities you provide. You could feature a tour of the month, a limited-time discount or new special offer.
When most of your content focuses on the three themes of Inspire, Educate and Entertain, you’ll pique your followers’ interest, and those fans that are most interested in an adventure activity will eventually start to reach out to you to find out more about what you have to offer.
And when you focus on creating value and relationships first, through content that inspires, educates and entertains, people are going to be more open to responding to that 5% of content that is promoting your business.
A couple of quick final things to remember:
First, keep in mind that content can be both inspirational and entertaining, which is not just fine but great. This is just a general guideline to make sure you are not posting the same type of thing over and over. And finally, make sure you are switching up the form of the content you post: keep up a good mix of images, videos, questions and text.
Once you have your plan in place, you’ll find that creating and setting up your weekly content will take you a fraction of the time you’ve been spending on it. And you can make the process even more time efficient by investing in a social media scheduling platform like Hootsuite or Buffer, which can help you schedule all your posts in advance.
That means you’ll have more time to spend engaging with your audience and responding to question and comments. And that will help you build the trust and authority that people are looking for when they’re searching social media for the best tour company to plan their trip with. It’s another effective way to convert interested fans into happy customers.