Leveraging a solid social media strategy coupled with content reflective of the needs of your audience will have dramatic effects on your bottom line – in all the right ways. Never underestimate the need to continually refine and adapt to the market. The social media world is agile and constantly changing at a rapid rate. Ultimately, if we don’t consistently adapt to the change – our product or service will get left behind. Below are five quick and easy steps to implement into your strategy to help leverage you the best possible outcome across all your socail media channels.
Optimise your profile.
Too often we see clients come in with inconsistencies scattered across multiple social media platforms. If your customers are trying to find your business on Facebook, but you are calling yourself something completely different on Instagram – how are they meant to find you? Hey, they might even stumble across your biggest competitor and that is definitely not ideal. It may seem like a simple solution, but keeping things like your logo, name and ‘slogan’ consistent will not only help your online presence, it will help with offline searches such as word of mouth referrals. When you’re filling out your profile, make sure all the desired fields are correctly entered: your location, your website, your business name and description, and making sure your profile pictures are optimised for each platform. If you need to change the size of your logo pending on the platform, making sure that the thumbnail of your brand logo is easily recognisable. Giving your audience engaging visuals with high-resolution pictures or video’s will enhance the initial user experience, but make sure you are optimising for both desktop and mobile devices.
In order to market the right audience, you need to understand the who, what, where, why and how of your market. Identify your social media competitors – narrow down your data and find out who are your biggest threats and what social media platforms they are using – focus on the ones that are actually using social media to grow their online presence.
Gather/analyse your competitor’s data – map out their presence on each platform by checking how many followers they have on each of their accounts, what kind of imagery and copy they are using, which hashtags and what kind of influencers they are utilizing. Make sure you enter all this data into a spreadsheet, so you can easily collate and compare against multiple competitors/platforms. Analyze your competitor’s website content – content writing and social media marketing works hand in hand as blog content can be broken up into multiple parts to be used across social platforms. Take a look at your competitor’s website, and see what they are blogging about, and how often – this will give you an understanding of what exactly they are talking about and what resonates with your target audience.
Conduct Regular Audits.
I cannot express the importance of undertaking an audit of your business and your competitor’s social media presence. Evaluating your current positioning, what has and hasn’t worked, what kind of platforms your competitors are using, what your consumers look like and how are they connecting with your competitors are all critical questions when understanding the gaps within your current strategy. Creating a basic template in excel will help you structure your audit in a way that the gaps between you and your competitors are easily identifiable.
Your audit should unveil the purpose each of your accounts and your presence on each of them – identifying whether or not your strategic direction for the platform needs to change or it may be an account that is no longer worth the time for your business. Remember not all platforms are suitable for your business – for example, a mechanic best platform may not be Pinterest, so investing the time and money to purely have a presence may be detrimental to your time and resource allocation. Critical questions you need to ask yourself; are my consumers on this platform and if so, how are they using it? If both answers are yes, then strategising a plan to make sure you’re reaching your target market will optimise your results now and into the future.
Stick to your brand voice and tone.
Brands can increase revenue by 23 per cent simply by having consistent messaging. Picture your brand as a person. What does your brand’s personality look like? Are there any other brands in the market that have a similar personality to yours? And if so, what is the point of difference for yours? How do you want your consumers to portray your brand – what are they talking about when they discuss you with their friends and family? You need to understand how your brand will talk to the specific audience you are trying to sell it to.
A helpful exercise is to think of your brand through the voice of a particular person, celebrity or character – think Nike. Their messaging and communication is almost always reflective of high-performance athletes. When their brand comes to mind you immediately reflect the latest Olympic athlete as their voice is inspirational and almost gives you motivation to train harder and faster (ultimately the characteristics of a high-performance athlete). Discovering your tone and personality will guide the way you speak to your community. Essentially you want to help your audience visualise your brand through your mind’s eye, without them essentially knowing the initial product or service.
Topic nature for organic posts.
How often are you struggling to find a steady flow of content to post keeping your audience as engaged as possible? There are a few fundamentals that will help boost your organic presence while keeping your consumers feeling like you haven’t forgotten about them.
Organic ideas: what is trending in your industry (latest news, quick video clips etc), the latest research in your field, quick statistics on relevant information. There are quite a few tools that can help you find content ideas and we recommend using keywordtool.io – it has a feature for Instagram, YouTube and Twitter. These type of tools will also help you write content for your websites such as blogs, ebooks and short/long form content to be used across multiple platforms. Using an 80/20 rule for promotional content will also allow your audience to not be bombarded b a constant sell – 80% conversational, 20% sell. If you are going above the suggested 20%, try removing and replacing with the ideas mentioned above – this will ultimately give your audience added value to your product or service.
If anything, the most important thing above all else is to be social about social. Engaging with your users, liking their comments and replying to their engagement will only benefit your business. Your followers will see you as real people, caring and taking the time out to be included in the general organic discussions.