Building executive visibility on social media can be an effective way for leaders to:
- establish thought leadership
- engage with their audience
- promote their personal brand
A well-structured content calendar can help executives consistently create and share content on social media platforms, ensuring a regular presence and engagement with their followers, especially on Linkedin.
Here’s our personal step-by-step guide on how I’ve built executive visibility on social media with a content calendar:
Step 1: Define Your Goals
Before creating a content calendar, it’s essential to define your goals.
- What do you want to achieve with your social media presence?
- Do you want to establish thought leadership in your industry, promote your personal brand, or engage with your audience?
- Who do you want to attract to your profile?
- What are the 3 pillars you want to be known for. My pillars are Hot Seat Life Questions, Executive Marketing Advice and Entrepreneurship.
Setting clear goals will help you create content that aligns with your objectives.
Step 2: Identify Your Target Audience
Next, identify your target audience. Who are you trying to reach with your content? Understanding your audience’s demographics, interests, and preferences will help you create content that resonates with them and drives engagement.
I want to connect, collaborate and engage with high level executive marketing positions within established brands. Those are who I can provide the most support, resources, value and solutions for.
Step 3: Choose the Right Social Media Platforms
Based on your goals and target audience, choose the right social media platforms to focus on. LinkedIn is often a popular choice for executives, as it is a professional networking platform that allows for thought leadership and industry-specific content. However, depending on your audience, other platforms such as Twitter, Facebook, or Instagram may also be relevant.
For the Aliste Marketing Collective, we have a presence on Facebook, Linkedin, Twitter, Instagram and Youtube. However, I spend my personal time and focus on Linkedin. That platform directly connects me with my target audience and positions me as a thought leader within the marketing industry.
Step 4: Create a Content Calendar
Once you have a clear understanding of your goals, target audience, and chosen social media platforms, it’s time to create a content calendar. A content calendar is a plan that outlines what content you will create, when you will publish it, and on which platforms. Here’s how to create a content calendar for executive visibility on social media:
- Decide on Posting Frequency: Determine how often you want to post on each social media platform. It’s essential to strike a balance between being consistent and not overwhelming your audience with too much content. We aim for at least 3 posts on social media and anywhere from 2-3 on Linkedin.
- Plan Content Types:Identify the types of content you want to create, such as articles, videos, infographics, or quotes. Consider the preferences of your target audience and the platforms you’re using. I personally have a calendar that looks like this for Linkedin:
- Monday: Reshare a viral post (any post that received more than 1k views on Linkedin)
- Tuesday: Post a video of you giving marketing advice or Hot Seat Question (Check out Alicia Williams on Linkedin for examples)
- Wednesday: Text and image based post- this may be a graphic I created or a photo that supports my text content
- Thursday: Post a video of my giving marketing advice or Hot Seat Question
- Friday: Text and image based post- this may be a graphic I created or a photo that supports my text content
- Plan Content Topics:Brainstorm content topics that align with your goals and are relevant to your audience. Topics could include industry trends, leadership insights, behind-the-scenes glimpses, or personal anecdotes.
- Create a Content Calendar Template:Create a calendar template that includes the publishing dates, content types, and topics. You can use tools such as Google Sheets or Excel to create a simple calendar or explore social media scheduling tools that offer content calendar features.
Step 5: Create and Curate Content
Once your content calendar is set up, it’s time to start creating and curating content. Use the topics and types of content you’ve planned in your content calendar as a guide. Remember to tailor your content to each social media platform’s best practices and optimize it for maximum engagement.
- Create Original Content:Share your expertise and insights by creating original content that adds value to your audience. This could be in the form of articles, videos, infographics, or other formats that resonate with your target audience.
- Curate Relevant Content: Share industry news, thought leadership articles, or interesting content from other sources that align with your brand and provide value to your audience. Always give proper credit to the original source when curating content.
Step 6: Engage with Your Audience
Building executive visibility on social media goes beyond just sharing content. It’s essential to engage with your audience by responding to comments, messages, and mentions. This shows that you value their feedback and are actively participating in conversations related to your industry or expertise. Respond promptly and professionally, and always maintain a respectful tone, even in the face of criticism.
I dedicate 20 minutes each day to Linkedin:
- Post on my profile
- Post within my LI group (link to group!) and other groups I’m a member of
- Respond to all messages
- Comment, like and re-share my networks posts
Here are some additional tips on how to harness the power of consistent posting, build a loyal audience, and convert followers into clients using your content calendar for executive visibility on social media:
Harness the Power of Consistent Posting: Consistency is key when it comes to building engagement on social media. By following your content calendar and posting regularly, you can keep your audience engaged and increase your visibility. Here’s how you can do it:
Stick to Your Posting Schedule: Be consistent in posting according to your content calendar. Whether it’s once a day, a few times a week, or once a week, stick to your posting schedule to establish a routine and build momentum.
Optimize Posting Times:Experiment with different posting times to find the ones that work best for your target audience. Analyze your social media insights to identify the times when your audience is most active and schedule your posts accordingly. I’ve found that my Monday posts do much better than my Thursday posts.
Mix Up Your Content:Keep your content fresh and diverse by incorporating a mix of content types, such as articles, videos, infographics, quotes, and behind-the-scenes glimpses. This will keep your audience engaged and interested in what you have to share.
Build a Loyal Audience: Building a loyal audience takes time and effort, but it’s essential for building your executive visibility on social media. Here’s how you can build a loyal audience:
Understand Your Audience: Continuously monitor your social media insights to understand your audience’s preferences, interests, and feedback. Use this information to tailor your content to their needs and preferences.
Be Authentic:Share authentic and genuine content that reflects your personal brand and values. This will help you build trust with your audience and establish a loyal following.
Engage with Your Audience: Respond to comments, messages, and mentions from your audience in a timely and genuine manner. Show that you value their engagement and feedback, and foster conversations around your content.
Convert Followers into Clients: Your social media presence can also be leveraged to convert your followers into clients. Here’s a top strategy to convert followers into clients:
Provide Value: Offer valuable insights, expertise, and resources through your content to demonstrate your expertise and provide value to your audience. This will position you as a trusted authority in your industry and encourage your followers to seek your services or products.
Call to Action (CTA): Include a clear call to action in your posts and content. It could be a link to your website, a request to sign up for your newsletter, or an invitation to contact you for more information. Make sure your CTAs are relevant and compelling, and guide your followers towards taking action.
Build Relationships: Engage with your followers beyond just posting content. Build relationships by responding to their comments, messages, and inquiries, and provide personalized attention. This will help you establish connections and convert your followers into loyal clients.
By following these tips and utilizing a content calendar, you can effectively build executive visibility on social media, engage with your audience, and convert followers into clients. Remember to regularly review and adapt your content calendar based on your goals, audience feedback, and social media insights to continuously optimize your social media strategy.
Successful digital presence and executive visibility takes commitment, consistency and strategy. This is something my team lives and breath each day in order to make it successful for our Executive clients. Let us take this effort off your plate so you can focus on building your business and team.
We showed you what you need to do and why you need to do it, but if you need the who, check out our Lemon Reel Executive package!