✅ Content Calendar – Having a content calendar can help you stay on track, especially for small businesses who’ll likely not have the time to spend on their social media marketing or have the money to hire a dedicated marketing department. Scheduling tools allow you to prepare posts to go out at the optimal times and days for your business – helping you avoid putting something together at the last minute and lets you consistently promote your campaigns, events or launches. 

 

✅ Brand Voice and Style – How do you want to sound and look to your audience? Writing your post in your brand voice and creating visuals that align with your brand’s style help to craft your online identity. Consistent posting in this voice and style allows you to build recognition and trust with your audience. 

 

✅ Variety – Content variety helps you to cater to different wants from your audience, and can help you to boost your engagement. With what you should already know about your audience, having a couple of different styles such as videos, static posts and carousel posts included in your content marketing allows you to mix things up whilst keeping your consistent style and messaging. 

 

✅ Add Value – Your content must provide value and hook your audience in – tips, how-to’s, behind-the-scenes or simple entertaining posts can all work depending on how you want to portray your business online. Think about the brands you purchase from and have interest in, consider how their marketing caught your attention, and then take look at your own business and how you can have a similar appeal to your target audience. 

Monitoring your data is extremely important, as it lets you know how you’re performing on social media and allows you to make changes and smarter choices. Here’s what you should have on your analytics checklist: 

 

✅ Engagement Rates – Engagement is a vanity metric, but it is still handy to measure as it points to how users are interacting with your content. High engagement can show that your audience is resonating with what you post, and minimal engagement can help you discover where things need to change in order to improve your performance. 

 

✅ Reach & Impressions – Track how many people are seeing your content, and how often. This will give you a good idea if it’s performing, reaching the right audience and if your visibility is good across the platforms you’ve chosen to post on. 

 

✅ Click Through Rate – If you’re including links or running ads, click through rate is an important metric to monitor. It lets you know how many people are clicking through to your landing page, and then from you can monitor whether they’re taking any action on the page. 

 

✅ Followers – Are you gaining followers or page likes? This can be a good indicator of your audience size and consistent growth can show interest in your brand – but this is also another vanity metric, so whilst good to monitor it doesn’t necessarily hold a lot of weight if you have a low follower count but high click through rate, sales, each or impressions. 

Building a relationship with your audience helps to increase brand loyalty and bring in great results. Here’s what to include in your Audience Checklist: 

 

✅ Personas – Create a target audience persona, so you know exactly the type of person you want your content to appeal to. Consider their age, gender, location, job type, interests and where they frequent on social media. Knowing this means you can then work out how to craft your content to speak their language and meet their needs. 

 

✅ Engagement Patterns – Your analytics will be able to tell you when your audience are most active, so that you can figure out when the best times to post are. Posting your content at the peak times they’ll be online can improve your reach, impressions and engagement. 

 

✅ Feedback – Your audience leaving reviews and comments can give you real-time insight into how they are feeling. Responding professionally and promptly lets you start conversations, answer questions, create relationships and solve any issues people may be having – good customer service is important, so make sure you’re keeping on top of this. It also helps you to create a deeper connection with your audience and improve your business/products in areas that they’ve had a problem with or don’t engage with – a win/win situation for you and them. 

By keeping these things in mind for your checklist, you’ll have a comprehensive guide to measuring and managing your social media performance. Revisit your checklist often, and update where necessary as your business and the digital landscape evolves. 

 

Worried that your ad is suffering from fatigue? There are some signs that you need to keep an eye on when ad fatigue begins to present itself. Here’s what to look out for: 

 

Drop In Engagement - If you’ve noticed your ads or even your business is getting fewer engagements on social media, that can point to people getting tired with your offerings. If less people are liking, commenting, sharing, talking about your business or interacting with ads, then your audience are likely getting fatigued - and you need to look into where you're losing your audience's interest in order to get them engaging with you again. 

 

Click Through Rate – Depending on your goal, a drop in clicks can point towards ad fatigue. If you previously started with a high volume of clicks (and conversions), but you’ve noticed a steep decline, then it’s clear that changes need to be made so you can continue bringing in a steady flow of new customers. 

 

Impressions – Ads are shown to your target audience, but the less they engage with it over time the less likely it is that your audience will see them. This has an impact on your impressions, and when these begin to fall you need to re-think your current ads and strategy to ensure you’re getting the best results and avoiding fatigue. 

If you think your ads are affected by fatigue, then here are a few things that can be done to fix it… 

 

Change Your Creative – People can get bored looking at the same image or video multiple times when it appears on their feed, so making small changes can be beneficial to stopping your audience in their tracks when they’re scrolling. Whether it’s freshening up images, changing colours or fonts, re-designing your graphic, adding new footage into videos or simply adding onto the graphic that there’s currently a sale or offer taking place, updating your ad can be hugely important in recapturing the attention of audience members. 

 

Rotate Your Ads – Having multiple ads that you rotate are helpful to preventing ad fatigue. Once you notice one ad is beginning to drop engagement, run the other (which should have some slight differences, even if your offer is the same). This allows you to deliver fresh ads to your audience, and you can use A/B testing to ensure you’re only delivering the highest-performers to guarantee good engagement and clicks. 

 

Look At Your Analytics – As with anything you do on social media, your analytics play a key role in explaining how your ads are doing. Tracking your ads performance allows you to see trends over time, notice when a decline starts to happen and take the needed steps to rectify any problems. When fatigue begins to set in, you’ll see this in your analytics – giving you the opportunity to make changes to boost your engagement back up. 

 

Stay Up-To-Date With Current Industry Trends – Key word research and insights into current trends within your industry or audience can be useful to know when tackling ad fatigue. Rewriting your copy to include terms that your audience are currently searching for and ensuring your copy is rich with key words will help to make your messaging more relevant and valuable to your target audience. 

If you’ve noticed ad fatigue starting to affect your performance, don’t worry – making tweaks and changes can help to reignite your campaign and spark more interest with your audience. By following these tips, you should now be able to know what to look out for and how to fix any issues you're having with ad fatigue.