By Christi Bouchard-Howden September 21-2019
Posting With Purpose
Social media is a place where millions of people are literally at your fingertips. Your marketing campaign has the power to reach millions of views and influence just as many minds. But how exactly do you make your audience stop and take notice? We all know that keeping up with a social media schedule and posting regularly is key-however the content of the post is equally if not more important. It’s the quantity vs quality debate. Would you want your audience to view your content and see a ton of “fluffy fillers” with absolutely no purpose, or would you rather your followers be left with the feeling they are valued because you are providing them with an experience? Of course you would choose to have a connection with your target audience! Having relevant content doesn’t mean your post needs to be boring, you just need to figure out how to get your message across in an innovative way. Check out the tips below to see how you can keep your social media marketing fresh, fun and focused.
1. Know your audience.
This may seem like a no-brainer, but you would be surprised at how many posts are geared towards the interests of the writer. You may love an inspirational quote every day of the week, but it’s not necessarily what your followers want to see and it’s definitely not helping you reach your marketing goals.
First and foremost you need to find out exactly who your target audience is. What are the demographics? Think of yourself as a detective! Ask questions and dig deep to find the answers. What do your followers look like, how old are they, where do they live, what are their interests, and why do they need your product? Do your market research. There are several online tools available for marketing research on social media. Find the one that works best for you and get to know your audience.
2. Connect and engage.
Once you know your target audience, it’s time to connect with them. Communication is the key to any good relationship-and that is exactly what you are building. If you are using a “quote of the day”, make sure it sends a message to your viewers. Encourage them to share their feelings, stories or experiences that particular quote invokes. Maybe take your post in a different direction and have a theme day instead. For example, you can have a “Trivia Tuesday”, or “Fun Fact Friday”. The tips or facts should relate directly to your product or brand yet still spark interest with your readers. Also take the opportunity to post “open-ended” content that prompts the reader to become involved in the post. If it’s a trivia post, give your followers a chance to respond before revealing the answer. Take it a step further and offer a prize to the first person to get the question right. By interacting and communicating, you are connecting and engaging with your audience. You can see the level of engagement of your post with a social media analytics or insights tool. These tools give statistics and data detailing the interactions on your posts. From the results you can determine what types of posts your followers prefer based on their interactions. This is an excellent way to see what types of posts your audience responds to best.
3. Keep your content captivating.
Your followers expect quality content. They want relevant information delivered in an innovative way. So what do you when the creative creek runs dry? Find a pool of inspiration! There are many sources online that supply content ideas for posts. You can scroll through Instagram, Pinterest and other platforms of social media. You can also check out blogs that list the different ways to keep your audience captivated.
All of these are great, however the best source for content is through your competition! This is not a suggestion to steal or plagiarize content from the enemy. It simply means taking a look at your competitors and see what works for them. By using a competitive analysis tool you can evaluate their rankings, social media and keyword comparisons. Some of these tools give insight into your competitors best performing product ads and strategies. This information is incredibly valuable because you know what your product has over the competition. Use that information to educate your followers. Captivate them by giving them something your competition can’t. Incorporate your knowledge with a creative delivery and you have a recipe for success!
4. Make your content stand out.
You know your target audience and you are building a relationship with them through informative and captivating material…so what’s next? Find a way to relate your message through a creative delivery! Not everyone is an artist or a graphic designer, but that doesn’t mean your content has to look like you only know how to draw stick people. The internet is full of sites offering images for free or at a small cost. Popular sites include Pixabay, Pexels, Shutterstock, and Canva. (Make sure when using images you have either permission to use the photo or it is not under copyright. Infringement has penalties, however that is a whole other blog post!)
One product in particular, called Promo (previously known as Slide.ly), gives you the opportunity to present your content through a variety of photos, video clips backed by music. These videos have thousands of categories enabling you to choose the perfect one for your product.
The End Game
Every social media marketer strives to get leads and drive up their traffic, which in turn builds their business. These goals are within reach if you are establishing a relationship with your audience, connecting and engaging with them regularly by providing quality and relevant content. Keep it fresh and fun with the delivery but never underestimate the power of knowledge by using the various tools available to analyze and track your followers engagement and interactions with your posts.
What are your social media marketing goals and how do feel that your content is reaching your target audience effectively?