Rule of 7

Just getting started on social for your business?

As you review your own social media strategy, you may think there is no strategy. Unfortunately, this is the case 90% of the time for small and medium size businesses. They think of social media as an afterthought; however, for those brands that implement a strategy, the results can be quite fruitful.

At the most basic level for a brand, the typical business social media page needs consistency and structure. While this seems straightforward enough, it doesn't always translate to execution. When working with a new client, we start with the below three questions.

1. Who is your ideal consumer?
2. Who are three competitors that you think are doing well in your space?
3. What are the reoccurring themes that we could post about regularly for your page?

Nothing cutting edge with the onboarding so far, but these three questions allow for the foundation of a structured social media plan, that offers consistency.

Question 1: Who is your ideal consumer?

This is Segmentation, targeting, and positioning (STP), and helps to determine what social media platforms to be on, and what type of content to post about. If your brand's ideal consumer is "X", but you are currently on platforms that do not resonate with "X", it is not a good use of assets for the brand.

Question 2: Who are three competitors that you think are doing well in your space?

This is one of my favorite questions, as prior to asking the brand this question, I have already tried to determine who I think the competitors. In some cases, we are aligned, and in some cases not so much. For example, if you are a small restaurant that focuses Boneless wings, and saying your number competitor is Buffalo Wild Wings ; it would be an unreasonable comparison, yet is a secondary competitor. However, if you say 3 companies that are legitimate competitors, we can see what is working and not from those brands. How do users engage with the brand?

The below is a screenshot from a Buffalo Wild Wings Instagram post. The brand has over 400,000 followers on their page and this post had nearly 8,000 likes and 300 comments. The post has an engagement rate of 2%, while their average engagement rate is 0.46% In this situation, we would have to dive deeper into what works and doesn't with this audience. Surprisingly, user generated content does not do well.

Question 3: What are the reoccurring themes that we could post about regularly for your page?

This question really sets the stage for the strategy. What topics can we talk about on a regular basis to build up top of mind for the brand. In the case of Buffalo Wild Wings, it appears to be:

• New Releases
• UGC
• Memes
• Shareable content
• Spokesperson post
• Screenshots from their Twitter account

The end goal is to create something called the Rule of 7. What are 6 themes we can post about regularly, and not ask the consumer to buy from us with each post. The last post of the Rule of 7 is when we ask the consumer to actually buy something. Essentially, we use post 1-6 build up the brand, and post 7 for the conversion.

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Whether you're looking to revamp your social media campaigns, optimize your website for better conversions, or explore new avenues for growth, we have the expertise and know-how to guide you every step of the way.

Don't miss out on this incredible opportunity to elevate your digital marketing strategies. Contact Zack Daniels at [email protected] today and unlock your business's true potential.

Remember, success in the digital realm is just an email away!

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