- October, 2019
Social media has become an integral part of our lives, so it would be a shame not to use this to your advantage. Unfortunately, a lot of people think that simply opening an account on all the major social media platforms and occasionally posting whatever comes to mind will be enough. In truth, you'll hardly get anywhere without a solid, detailed social media strategy.
Know your audience
The first step toward having a quality social media services strategy is to know your audience. You'll need to be aware of what kind of people you are trying to reach, what are their habits, and what would appeal to this specific demographic. This will inform several aspects of your social media presence. For starters, you'll need to find your brand's "voice" that's in line with what your customers enjoy. For example, speaking to millennials and to seniors would certainly require a different voice. Everything you post will, in a way, need to be filtered through this voice.
Knowing your audience should also influence the time of day when you're publishing content. A good way to determine this is to analyze your previous posts' reception - when did they get most likes, shares, etc.? Analyzing your previous posts' reception (by using Facebook Insights, for example) will also allow you to determine what your audience likes, so that you can be more in sync with their tastes and needs.
Knowing your audience in terms of the time of the day when they’re most likely found online will allow you to post accordingly and improve your social media presence in the process.
Show the human side of your business
While posting content that's specifically tailored to your audience, you shouldn't forget that customers dislike content that seems as if it was made just as a form of advertisement for your business. So, create varied content, including posts that aren't necessarily connected to your business specifically, but to the industry as a whole.
The idea is to not come across as a faceless entity that's only looking to market its products and/or services, but rather to show some humanity behind the seemingly cold company exterior. Apart from posting varied content that could be useful and interesting for your audience, one way to achieve this is through the way you interact with your followers. Replying to comments in a friendly manner, not dissimilar to the way you'd talk to people you actually know, and posting pictures of your offices and employees (for example, from a team-building trip) will make your (potential) customers feel more connected to your brand.
Not all high-quality followers are potential buyers
Before you get the chance to show the human side of your business, though, you'll first need to draw in those followers. This means that you'll need to do what you can in order to expand your follower base. Posting high-quality content and interacting with your followers the right way are both very important in this regard, as brands are usually discovered through word of mouth. 'Buying' Instagram followers, for example, wouldn't do you much good.
So, while increasing your follower base, you shouldn't only think about your followers as potential buyers, but also as people who could easily bring you more customers. So, for starters, add your friends, family, and previously satisfied customers who aren't already a part of your social media presence. And from there, if your content and services are good enough, you can expect a steady rise in the number of followers through word-of-mouth.
Even if your followers aren't actively referring to your business, just the fact that they've liked your page means that they're helping you expand your reach. Everyone needs to start somewhere.
Posting consistently is vital
One thing that a lot of brands are neglecting is the fact that you need to post consistently if you want to have a good social media presence. Perhaps due to the belief that, since there's already some (or a lot of) content published on their pages, brands don't feel the need to keep posting regularly. This, unfortunately, is a mistake that can cost them their potential customers, as people aren't in the habit of opening specific pages to get to the content they're interested in - they browse social media platforms by using their timelines.
So, determining a posting strategy and sticking to it is vital. You'll need to have a good plan detailed in advance - coming up with topics well before the posting date will allow you to stay organized, have enough time to create high-quality content, and eliminate potential gaps in your posting schedule.
Visual-based content is most likely to engage your audience
Out of all the different types of content, visual content is, unsurprisingly, preferred by the majority of users. Together with the fact that primarily visual social media platforms, such as Instagram and Pinterest, are becoming increasingly popular, this means that focusing your attention on video-based content is practically bound to improve your social media presence.
Luckily, video-based content provides a lot of room for creativity. For example, you could post an informative video or a tutorial on a subject that's in your line of business. You could also politely ask your customers to record themselves while using your product, and then post it. This is a good way to provide honest testimonials on the quality of your product(s). Or, you can promote a specific charity through your videos. Doing so will result in you making the world a slightly better place and it will get you new customers in the process. Win-win.
Hopefully, after reading this article, you now have a good idea of what it takes to successfully build your social media presence. Still, some people dedicate a good portion of their lives to studying social media strategies; you should never stop learning and trying to constantly improve yourself. For example, while video-based content is the most popular form of social media content, this doesn't mean that you should neglect infographics, giveaways, text-based posts, and so on. As we said, do what you can to get to know your audience and do your best to give them what they want. Always being on the lookout for all the ways you can improve your social media presence is the only way to succeed. Good luck!
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