Creating a well-liked social media presence isn’t always as simple as you think, especially with the sheer number of brands cluttering the market. It remains one of the most effective ways to deal with customers, and can result in positive profit turnarounds if done right. Boosting social content to reach out to more customers requires a careful strategy and careful planning for the best results.
Rule #1: Plan How To Reach Out To Your Target Audience
Businesses that fail to make an impact on social media often do so because they don’t plan how to reach out to their target audience properly. Planning doesn’t mean that you need to get a certain number of followers or posts every month, although that will remain a small part of your strategy. You need to begin by planning ways to reach out to your target audience.
Consider these factors:
- Why do your customers use social media?
- What are their needs?
- How can you communicate your products to meet their specific needs?
- What is trending in the industry you operate in?
- What social media platforms do your customers use the most?
- What type of content does your audience like?
These thoughts will push you to plan ways to reach out to your target audience as effectively as possible. By answering these questions, you’re well on your way to enhancing the social media engagement strategies for your business.
Rule #2: Deliver The Right Content For Maximum Audience Engagement
Social media is all about engagement with your target audience. Businesses that do this effectively are more likely to succeed than ones that fail to engage.
So how can you engage effectively with your audience?
- Understand the content that appeals most to your target audience based on their age group.
- Use platforms that trigger maximum social media engagement with your audience.
- Create resource materials that address specific needs.
- Respond to queries and concerns quickly to demonstrate your customer focus.
- Create compelling content that allows you to drive two-way communication with your audience.
Businesses that are able to exploit these strategies will see their social media engagement skyrocketing because they are addressing specific needs, and maximising value for their audience.
Rule #3: Deliver Convincing Offers To Add More Value
Offers can often come across as gimmicks if they are not communicated effectively, so make sure you’re able to demonstrate the added value you offer to your audience through convincing offers.
Here are some ideas to help you understand how you can add more value to your business:
- If you run a retail business, offer genuine limited-time discounts instead of simply hiking up prices temporarily. Customers easily pick up on this, which can harm your reputation.
- If you run a real estate agency, demonstrate how you add value to sellers through testimonials from genuine clients who you’ve helped.
- If you run a contest, make sure you deliver a reward that is exciting for your audience and not just for the sake of offering something that no one wants.
Delivering convincing offers will make your brand more popular with your target audience and will boost your social engagement. Make sure you research the opportunities for your business and engage them as authentically as possible for the best business results.
Rule #4: Avoid Common Social Media Mistakes
Some social media mistakes can harm the reputation of your business, yet they are made all too often. This is partly due to the high number of myths surrounding this topic. Be sure to have a proper understand of what is fact and what is fiction in social media.
Avoid these common social media mistakes:
- Failure to have a clear marketing and call to action objective can make you come across as unprepared.
- Failure to understand your audience needs on social media can result in irrelevant content.
- Failure to address genuine customer feedback, queries and concerns leads to frustration and unhappy people.
- Failure to respond to reviews came make your brand come across as cold and uncaring.
- Failure to check if scheduled posts are still relevant can make your brand seem archaic and out of touch with reality.
- Failure to post appropriate content can result in unnecessary controversies and poor coverage for your brand.
- Failure to check hashtags could lead customers to controversial topics, giving a negative connotation to your brand.
The best way to avoid these common social media mistakes is to set up a careful strategy that ensures you address and overcome them because this platform is one of the most fickle ones present today.
Rule #5: Recognise That Social Media Doesn’t Work In Isolation
Brands must realise that social media cannot work in isolation. This effectively means that social media should be a part of the overall marketing mix, which should work along with other digital and traditional media strategies for the ultimate results.
Consider these factors:
- Social media can act as a powerful sharing tool to distribute other digital content from your website, which helps to generate more traffic.
- Articles and opinion pieces in traditional mediums like newspapers and magazines can be shared on social media to create a strong brand reputation.
- Endorsements from influencers can be leveraged on social media to promote your brand’s efficacy.
At the end of the day, it’s important to realise that social media cannot always work as a standalone platform. It is most effective, when combined with other marketing frameworks to boost awareness of your brand.
Rule #6: Avoid Getting Onto Every Social Media Platform
Some brands fail to have a proper social media strategy and end up developing pages on every platform they can think of. But this can harm your reputation and website SEO in the long run because you will fail to get the right amount of engagement based on the type of business you run.
Have a think about the following factors:
- What kind of business do you run? If you’re in the B2B domain, you may need to restrict social media to channels like LinkedIn, Facebook and Twitter. If you’re a product seller, Instagram, Facebook and Pinterest may be key.
- Who is your audience? If your audience is younger, channels like Instagram, Facebook, Snapchat and Pinterest work well. If your audience is older, Facebook, LinkedIn and YouTube may be good ideas.
- What are you selling? If you’re selling a product, visual channels like Instagram and Pinterest are key.
It isn’t possible to be engaging on every social media platform. Every platform caters to certain kinds of users, which may or may not be apt for your business. Consider the criteria and objectives of your own business before determining which social media pages are most appropriate for your needs.
Rule #7: Don’t Try To Self-Promote Your Brand Every Time
While some degree of self-promotion is key, keep in mind that social media is not a platform to be incessant in your efforts. This can deter and bounce users off your page quickly, which will eventually push down your SEO ranking.
Avoid these common mistakes:
- Do not use the opportunity to ask people to buy your product on every single post.
- Do not claim to be the best at everything – be realistic with your communication.
- Do not prompt people to sign up to your newsletter or website for every post.
- Do not call yourself an expert or guru if you cannot back it up with hard facts.
- Do not try to take all the credit for your business on your own – share credit if and when it is due.
Social media is an opportunity for you to build and maintain relationships with your target audience, while creating a sense of trust in your brand. Advertising gimmicks will put off users and will result in them going to your competitors. Instead, try to win them over with great content and a variety of posts. Branded content without bragging about your business is the best way to help you succeed.
Rule #8: Encourage Feedback and Reviews From Your Customers
Customers appreciate their voices being heard, especially if they know that a brand is listening and paying heed to what they are saying. Social media platforms like Facebook, Google and Instagram allow users to share reviews and feedback online.
So why do reviews help brands?
- Adds value and validates a business.
- Builds loyalty with customers.
- Delivers a strong customer focus.
- Demonstrates your desire to put customers at the forefront.
Don’t despair if you read a bad review online. It can be viewed as an opportunity to improve. Users tend to feel suspicious of brands with only good reviews, so let your bad reviews stay and offer solutions to ensure that your customers remain happy.
Social media is a powerful communication tools that small, medium or large businesses should add to their repertoire. Without a strong social media presence, you might end up lagging behind your tech-savvy competition. Take the time to consider these golden rules to make sure you get your strategy right – so that your brand is loved on social media.
Charlotte is a digital marketing and communications practitioner working in our Sydney office. She takes on a range of roles relating to SEO and has a keen interest in studying the SEO industry and its future direction, particularly in relation to content marketing. Charlotte takes her writing very seriously and always seeks ensure the content she produces is of a high standard of quality.