Expert Advice: Schedule your socials for a successful 2024

In the ever-evolving landscape of digital marketing, businesses in the hair and beauty industry face the constant challenge of staying ahead of the curve. 

One strategy that is proven to work time and time again is the use of a social media content calendar. 

As we step into 2024, the importance of a well-organised and strategic approach to social media cannot be over-looked. In this article, we'll look at how to create and implement a social media content calendar to enhance your online presence and improve bookings and sales.

Understand your audience

Before diving into the details of your content calendar, you need to take a moment to understand your target audience. Are they trend-conscious millennials, busy professionals or individuals seeking a pampering experience? Knowing your audience's preferences will guide your content creation strategy.

Identify key themes and topics

Think about the key themes and topics that resonate with your audience. These could include seasonal trends, beauty tips, product highlights or behind-the-scenes glimpses of your salon. Create a list of these themes to serve as the foundation for your content calendar. I recommend between five to seven content themes if you can. 

Utilise a variety of content types

Diversify your content to keep your audience engaged. Incorporate a mix of images, videos, blog posts and user-generated content. 

Platforms like Instagram, TikTok and Pinterest are perfect for visual content, while longer-form content such as blogs may find a home on your website. 

Remember you don't always have to show your face if you don't want to, but it does help!

Stay in touch with industry trends

Stay on top of industry trends and incorporate them into your content calendar. Whether it's a new hair colour technique, skincare routine or nail art trend, being in the know will position your business as a trendsetter. The best way to do this? Follow your favourite industry magazines!

Balance promotional and informative content

While it's essential to promote your services and products, balance is key. Your content calendar should not be an endless stream of advertisements. Mix in educational content, client testimonials and behind-the-scenes glimpses to create a well-rounded content strategy.

Establish a posting schedule

Consistency is vital for a successful content calendar. Establish a posting schedule that aligns with your audience's online habits. Consider peak engagement times on different platforms and tailor your schedule accordingly. 

If you're not sure where to find this information, start with your platform insights and a little bit of trial and error. Eventually, you'll know when to post to capture your audience. 

Leverage automation tools

Take advantage of automation tools to streamline your content scheduling process. Platforms like Hootsuite, Buffer, Later or Metricool (my personal favourite) allow you to plan and schedule posts in advance, saving you time and ensuring a consistent online presence.

Engage with your audience

Don't treat your content calendar as a one-way street. Actively engage with your audience by responding to comments, asking for feedback and running polls. This two-way interaction will strengthen your business' online community.

Track and analyse performance

Regularly evaluate the performance of your content by analysing metrics such as engagement, reach and conversion rates. Use this data to refine your content strategy and focus on what resonates most with your audience.

Stay agile and adapt

The digital landscape is ever evolving and what works today may not be as effective tomorrow. Stay agile and be ready to adapt your content calendar based on emerging trends, platform updates and shifts in your clients' behaviour. 

Whilst it might initially seem time consuming, a well-crafted content calendar is a powerful tool for your business's online presence. By understanding your audience, embracing diversity in content types and staying on top of industry trends, you'll be well-positioned to captivate your audience in 2024 and fill your appointment book.

Alicia Humphreys is Owner of Pink Fox Salon Socials who help salons grow their social media presence and attract new customers.