It’s time to plan your 2022 equestrian business social media strategy. This can seem like a daunting task, but we’ve written this handy blog article to help you get started!
To plan your 2022 social media strategy, you will need to:
- Look at your business goals
- Set your social media goals
- Structure your 2022 content calendar
- Fill the gaps
- Create your content
- Schedule your content
- Plan your paid social strategy
Look at Your Equestrian Business Goals
If you haven’t already done so, spend some time writing down your business goals for 2022. Try to have a maximum of 4 main goals that you want to achieve next year. Your equestrian business social media strategy will need to reflect these goals and contribute towards them.
Set Your Equestrian Social Media Marketing Goals
Your social media goals for 2022 should reflect and feed into your overall business goals. Think about what actually needs to happen in order to make those business goals a reality. Your social media goals could be growing your Instagram audience size to 2,000, or it could be running a Facebook paid social campaign that attracts 250 page views. These targets will help you to focus and give you something to aim for.
However, be sure to avoid setting targets just for the sake of it. For example, having 2,000 Instagram followers won’t be of much benefit is those followers are not the types of people who are likely to buy from you.
Structuring Your 2022 Content Calendar
Now you have your 2022 goals, go to your content calendar and write in any important events. These could include your business anniversary, product releases, sales or horse shows where you’ll have a stand. Festivities such as Christmas or Valentine’s Day that are relevant to your business should also be written in. Next, add in any regular occurrences that are relevant to your social media plan. These could include blog articles that you plan to release or monthly prize draws, for example.
Tip: Buy a cheap calendar and use a pencil so it’s easy to move things about. Alternatively, you could use a spreadsheet or digital / online calendar.
Filling in the Gaps
Once you have your basic structure, you will need to fill it out a bit. This involves pencilling in content around those events you wrote in in the previous step. For example, if you have a trade stand booked at a horse trials, you will want to plan content around that. Think about the purpose of that event for your business – in the example used here, the purpose is likely to be to make sales and increase your brand awareness. Therefore, you will want to make sure you let your audience know in advance that you are going to be at this horse trials, along with any show offers you are running. On the day, be sure to grab a photo of your stand once it’s all set up, and use Instagram Stories throughout the day to give behind-the-scenes updates. Pencil all of this into your content calendar – note that different events will require a different approach depending on the importance of the event to your audience and your business goals.
Creating Your Equestrian Social Media Content
The next step is to get creating. This will mean different things depending on the type of content you are creating and its value to your audience and your business. Important content such as new product releases needs to be given more thought than the less important content. Start by gathering any photos or video you might want to use, then sort it into folders on your computer or phone.
If you want to add branding or create graphics or video clips, consider using a graphic design app such as Canva or Adobe Spark to do this. Make sure branding and style are consistent.
Tip: If you’re really not confident using a graphic design app or you just don’t have time, there’s nothing wring with just using good-quality photos for your social media!
Scheduling Your Equestrian Social Media Content
It is at this stage that a social media scheduling app, such as Later, can come in really handy. Most scheduling apps offer cheap or free versions that will help you save a lot of time whilst scheduling consistent, quality social media content. Alternatively, you can use Facebook and Twitter’s own scheduling platforms, which are free to use.
Paid Social Strategy
Paid social offers huge benefits to equestrian businesses when it is done properly. When considering your paid social strategy for 2022, think about your business and marketing goals as well as your budget.
Once you have your content calendar mapped out, you should have an idea of when to run paid social campaigns and what kinds of campaigns to run. Facebook allows you to run different campaigns aimed at achieving different objectives and it’s important that you select the correct one and set the campaign up properly.
Consider how much you are able to spend on your paid social marketing – it’s a good idea to start off small before scaling up, but remember that in order to work at its best paid social does require a decent, ongoing budget. This does not mean to say that a bigger budget is always better!
The Planning Doesn’t Stop on 1st January 2022!
Social media is an ever-changing, constantly evolving medium, and so is your business. Be prepared to change things as you go along, and monitor your social media stats so that you can see what’s working and what isn’t. Remember to look at your stats at least once a month to assess the effectiveness of your social media strategy, and audit your social media once year to look at the bigger picture.
Equestrian Social Media Specialists
At RH Equine Promotions, we are equine social media specialists. We work with equestrian businesses to help them get the most out of their social media marketing. This involves strategy planning, auditing and performance monitoring as well as creating and scheduling content. If you are struggling with your 2022 equestrian business social media strategy, book a free consultation today and we will be happy to help.