When it comes to creating a social media campaign, many businesses don’t really know where to start. Business owners and marketing professionals are bombarded from every angle with competing advice. Gary Vee says a business should post 64-100 pieces of content a day to be competitive. Then someone says businesses should only post content if it is relevant and engaging. But at least once a day. Wait, no. Once a week. Are you confused yet?
Creating a social media campaign for your business that is effective is often stressful and time-consuming. Especially if you don’t know what you’re doing. But there is one thing you can do to make it much easier for you. It is the first step in creating a social media campaign that you should never skip.
The First Step in Creating a Social Media Campaign
The first thing you should do when creating a social media campaign for your business is a competitor analysis. This is a detailed analysis of the content your competitors are posting on social media. It includes a thorough evaluation of the engagement your competitor is getting on its content. When completed, a competitor analysis provides an evaluation of the strengths and weaknesses of what your competitors are doing on social media. This allows you to see where your brand can do better. It also allows you to create a campaign that is realistic for you and your business.
When doing a competitor analysis, it’s important to choose your competitors carefully. Are you a local business, or are you set up to do business on a national or international basis? An analysis of three competitors is a good place to start. Of the three, you should have a good mix of businesses. Maybe two smaller businesses and one business that is above your current operations. Or two local businesses and one national. If you only analyze the superstars before you are close to a superstar level, you are setting yourself up for failure.
Why is a Competitor Analysis So Helpful in Content Creation?
Once you have completed a competitor analysis, you can see where your competition is not utilizing social media as well as they could. You can also find inspiration for posts based on what is working well for your competitors. Once you have completed your analysis, planning your posts for the next week, month, or more will be infinitely easier.
For one, you may learn that your competitors are not doing as much as you would think they are on social media. Often, business owners feel like what they are doing isn’t enough. But really, most businesses are underutilizing social media.
Once you have a baseline idea of what your competitors are doing, and you know how you can do it better, it becomes far easier to approach your social media content creation with more confidence.
Have you ever completed a competitor analysis before creating content for a social media campaign? Was it helpful, or more work than it was worth? We would love to hear your thoughts.
Interested in outsourcing your social media management to a business that drives results? At The Social Expansion Project, we utilize a multi-faceted, data-driven approach that will grow your audience and increase your engagement in 90 days or less. Contact us today to learn more or schedule a free, no-pressure consultation.