11 min read
There’s no question about it – it is important. The real question is what are you going to do with that information to grow your blog?
Before we dive into the ConvertKit social media workflow process, let’s lay a few things out in the open.
There are three different social media camps:
Which one are you?
One of the most common mistakes people make (including myself) is that we think we need to be on every platform. That strategy might work for some, but those people/companies most likely have a team of people behind them managing each medium. My biggest piece of advice is to find two or three platforms that not only work best for you, but also platforms where your audience already is.
If you’re selling a physical product and your demographic is a twenty something female, dive into Instagram. It’s a strong, visual platform with 55% of it’s users between the ages of 18-29.
If you’re a podcaster, interviewing social influencers about their craft and you want to share snippets of the interview to entice people to listen, Twitter is a great platform to entice people to read/listen more.
At ConvertKit, we use Twitter, Facebook, and Instagram. We’ve dabbled with Pinterest, putting us in The Free Bird camp with that platform, unable to fully commit due to the lack of visible ROTI (return on time invested).
If you’re wondering, how do I know which platform to spend my time on, start with Google Analytics. Adding Google Analytics to your website allows you to track and monitor the growth of your blog, as well as know where your traffic is coming from and which blog posts are most popular.
In this case, we are looking to see which platforms are referring the most traffic to the ConvertKit website. Start by logging in to your Google Analytics account and click Audience Overview. This shows you how many sessions, unique visits, and pageviews you have.
To narrow down your search, select a time frame to measure your growth. I recommend a growth time frame of one month. This allows you to set realistic growth goals and measure them over a 30 day time period. In the top right of the Audience Overview window, click the drop down arrow to the right of the dates selection. This allows you to select your preferred date range.
Once you’ve selected that, on the main menu, switch your view to Acquisition Overview. This view allows you to see where your views are being acquired from. You can see our fourth top channel is social media bringing in 95,766 sessions in the 30 day range I selected. To take a closer look, under the Acquisition tab, click the drop down menu for Social and click on Overview.
This will bring you to window that highlights specifically which social networks are referring the most traffic to your website. As you can see Facebook is our top platform, and behind it is Pinterest, Instagram, and Twitter. There is also a window showing how many total sessions, sessions via social referral, and conversion information.
Researching the data behind each platform and the traffic it brings to your business adds authority to why social is important in the first place while also adding validity to which platforms you should spend your time on. This is the easy part. Then comes creating a strategy for your content and scheduling that works best for your business.
Creating a solid content calendar with effective tools helps with knowing what to post and when. Once you have that nailed down, it’s time to schedule your content. Getting ahead and scheduling your social media weeks in advance allows you to focus on important day to day tasks like running your business.
Here is our workflow for each platform.
There are several scheduling tools out there. For Twitter and Facebook, we use Buffer. I’ve used Hootsuite before too. It’s a great tool that can be utilized for free for up to three platforms. Personally, I like the layout of Buffer better and Buffer also allows you to “Re-Buffer” popular content back into your queue, which helps save time.
Our workflow is split into three different sections: Strategy, Content, and Scheduling.
Twitter and Facebook are very different platforms. However, our strategies for both are similar.
Our goal is to always have at least two weeks of content scheduled in advance. Long term, we are working on building up to a full month of scheduled content. Taking the time up front to schedule social media, allows my day to day time to be spent generating leads, managing demo calls, and engaging with our customers online.
By batching the work in one sitting, I save so much time that can then be spent on other important tasks. The same applies to you and your business.
On both Facebook and Twitter, we post six times a day. This hits all hours of peak traffic time. To find out more on when to post, look at the Analytics for each platform.
For example, within the Insights Section of your Facebook Business Page, click on posts and it will show you the specific times of day with the most traffic/engagement to your page.
At this time, Twitter doesn’t have these analytics built out yet. For more insights on when to post on each platform, check out this resourceful article from HubSpot.
Within the Buffer app, you can specify which days and times you’d like to post. There is also an option for Buffer to choose the exact posting time for you based on the optimal posting times for that platform.
By selecting which times you are going to post every day ahead of time saves you more time and energy by not having to think about it. What’s most important is the content you share.
There are two different types of content we share. Content we created and content we curate. Created content is just that, resources, blogs, and podcasts created by us. Curated content is anything not created by us, but relevant to our audience.
With this being said, you might ask yourself, “Why would I share other people’s work on my social platforms when the entire reason to be one social media is to grow my brand awareness and sell more product?”
The answer is that no one wants to constantly hear you toot your own horn. By sharing resourceful content from other people shows our audience we care enough about them to share good content, regardless of who created it.
Also, Facebook recognizes when you did this and it’s algorithm shows that post more because it doesn’t link back to your website. Yeah that’s right – Facebook basically penalizes you for always posting your own content by never showing your post to your audience. Unless you put ad money behind it, there’s a smaller chance your audience will see posts linking back to your website.
So within those six posts a day on both Twitter and Facebook, we post three pieces of content created by us and three articles created by other stellar platforms.
This is our strategy and it by know means needs to be yours. It’s all about finding what works best for you and the time you allot to schedule your content.
Here is the dashboard for Buffer. There is a list view (which is my favorite view) and a calendar view that can be selected in the top right corner by the “add a post” content bar.
To add an post, just click the blank content box. Two more reasons I’m a big Buffer fan:
We also have RSS feeds connected to our Buffer which syncs with those selected websites to automatically add their new articles to the top of our “Content Inbox”. By simply clicking “Add”, I can add that post to the bottom of our queue.
There are so many features to Buffer than allow you to save time and push out relevant and popular content. But for the sake of time and your attention, here is my last feature!
Within the Analytics tab, I click the “Posts” subtab to see which posts had the highest engagement. Disclaimer: I don’t always re-buffer popular content because it's important to push out fresh content. However, if a post performed well, I will wait about two weeks and re-buffer it.
That’s right! ConvertKit is now on Instagram! Personally, Instagram is my favorite platform. I love how visual it is and how easy it is to engage with your audience.
Our content strategy on Instagram is to use as much community generated content as we can. We try to follow as many of our customer as we can and highlight their work. I also mix in a few stock photos depending on what message I’m wanting to post.
Currently, we aren’t using any scheduling tools for Instagram, but if you are looking to do this for yourself, I recommend Later or Planoly. You can schedule your images with captions weeks in advance while also managing the visual look of your Instagram feed.
We post at least once a day and plan to build out our strategy on this platform more in the coming months. If you are on Instagram, give us a follow and say hello!
Social media is work. A lot of work. But with scheduling in advance and a really good game plan (hopefully you have that now!), the work can be really fun and help you grow your audience and maximize your blog content.
With a firm strategy and the right tools, all that work becomes so much easier. I hope by sharing our workflow with you, it turned on a few lightbulbs or reiterated what you are currently doing. There are, of course, several things I didn’t cover in respect for your time and attention (you’re welcome). Would you like to hear more of what was left out? Let me know in the comments below!
What aspects of this workflow post spoke to you the most? What was your biggest takeaway? I’d love to hear your replies and how you’ll approach social media moving forward.