Week 6: Social Media That Converts

Social Media That ConvertsYour customers will be active on social media, so it’s important that your brand is too. Social media can be a powerful platform to use to form a relationship with your customers and gain new customers. In order to reap the benefits of using social media for your business, you need to ensure you’re using the platform to its full potential.

What Are Your Objectives For Social Media?

When looking to implement a social media strategy, you need to consider what you want to achieve through your activity.

Whether you want to increase your brand awareness and reach a new, wider audience, you're looking to increase customer engagement with your brand, or you want to increase sales, having an objective in mind will help you focus your activity.

Having one main goal will provide you with a clear direction for your social media activity, and give you the ability to plan the consistent elements of your strategy, and implement shorter term goals and campaigns alongside this.

Who Will Your Audience Be On Social Media?

In order to reach your ideal customer on social, you need to identify who this will be. If you have a set of brand cameos already established, then this will be beneficial in planning who your social media audience will be, and how to cater to them.

Chances are that not all of your followers will be the same, and it’ll be more than just existing customers and new customers. Your audience will span a variety of different ages, interests and needs, and it’s important that you don’t ignore this when planning your social media activity.

Each group will need to see content that appeals to them - so having insight into who these groups are, what they like and dislike, and the types of content that interests and engages them is crucial.

Which Social PlatformsWhich Social Platforms Will You Use?

Once you have identified who your audience is, you need to figure out how to reach them, and the first step in doing this is choosing the right social platforms to have a presence on. If you want your customers to find you on social, you need to know where they already are - go to your customers, don’t expect them to come to you.

Most businesses will benefit from using Twitter and Facebook, as most people from businesses to consumers will have an account, meaning that it’s safe to assume that your audience will be there. However, other platforms will need a little more consideration.

If you're a B2B company, LinkedIn is likely to be the most appropriate place to reach your audience, whereas B2C retailers are less likely to see a ROI on this platform due to it being focused around the business community.

As well as the community you operate in, the products or service you provide will determine which platforms are appropriate for your brand. For example, if you own a nail salon, Instagram would be a great platform to use in your strategy as the visual focus will showcase your service and the platform’s user base is likely to reflect your ideal customer. However, less visual brands are much less likely to benefit from using such an image based platform.

What Will You PostWhat Will You Post?

If you want your social media strategy to convert, planning what you’re going to post ahead of time is vital.

Social media users don’t want to feel like they’re being sold to, so if you are going to promote your products or services through social, don’t go in for the hard sell, and don’t promote yourself too often. The content you post should be varied and catch the interest of all your target groups - but don’t worry if not every post you publish is aimed at all of your target groups, in fact, you’re probably better off not aiming blindly at everyone.

If you include content marketing into your overall strategy, social is a great place to promote helpful blog posts and guides. Any promotional offers or upcoming events you're hosting are also perfect for promoting via your social channels - but as with everything, don’t go overboard.

Remember that variety is key, and if you use features such as Facebook boosting, try targeting similar posts to different groups of people so your audience don’t feel bombarded.

Our Advice

Identifying who your target audience will be on social media is the foundation of any successful social media strategy. Knowing who you want to reach will help streamline your planning and give your activity direction. If you’d like any tips for finding your social audience, feel free to tweet us @Statement.

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