How To Execute An Agile Distribution Strategy

Businesses focus on content creation, but relatively little on distribution strategy.  This doesn’t suggest there aren’t applications being used to help push content to various social media platforms.  In fact, they are in wide use, but are limited to a company’s social circle.  A distribution strategy needs to go beyond a company’s unique social circle. The object should be to expand your network, not maintain it.  By expanding it, your product or service benefits from a larger sample size from which you can draw analytics to make agile improvements. 

Here are some of the key distribution strategies you might benefit from. 

1.      Pay for Promotion. This can be done through paid social media boosts which work to increase brand exposure. Some companies feel they can get away with straightforward organic growth.  Consider this, there are approximately 18 million business pages on Facebook today.  Organic growth is not well suited for such a crowded environment.  In order to expand your reach to audiences that do not currently ‘like’ your page, you can take advantage of sponsored page boosts that help target an intended audience.  Both Facebook and Twitter have promotion based options that do not cost a ton of money and at the same time, do not deviate all that much from an organic based marketing campaign.

2.      Engage. Respond to every single comment, and re tweet.    A non-response to a comment, especially early on, can hurt reputation, especially if the comment is good feedback.  At the end of the day, it’s all about customer relationship. 

4.      Influencer Market. Viewers need to look at your content in mass in order for you to improve it. This can be done by leveraging an influencer’s audience.  This is admittingly not an easy task if you’re not willing to spend the money, but it can be done through reputable influencer agencies.  The key to this tactic is to be critical of the influencers you want to push your content.  Look for correlations between your content and what an influencer actually does for a living.  You want commonality so you’re targeting the right audience.

5.      Direct Traffic To Your Site. The goal is to promote your brand, so why not direct traffic to a website you own, versus one you rent. Push your audience to your own site where you have complete creative and marketing control, and then re-direct them to your social media channels from there. 

6.      Focus On The Big 5. YouTube, Facebook, Instagram, Twitter, and LinkedIn. Have the same content ready to be pushed to all social media platforms and have a game plan on the frequency of your posts for each.  A common recommendation for a single post during the course of a week might look something like this: 

Facebook: 3-10 times per week

Twitter: at least 5 times a day

LinkedIn: 2-5 times per week

7.      Pay Attention And Be Agile. Continually tweak your distribution strategy.  Distribution is a full time job that needs constant interaction to complete the feedback loop that will result in needed large or subtle changes to your content.  Being agile does not mean simply reacting.  It also means executing change to your content based on feedback to maximize relevancy, audience share and eventually, revenue.