So, you have a business strategy, great product and marketing plan in place, but people just aren’t biting. Following these four golden rules will help you optimise your social media strategy, ensuring that you reach the right audience at the right point in their customer journey.
The golden rule of marketing is a fairly simple one, but it’s easy to get wrong: know your audience.
Try not to rely on what industry experts say are the best times to post or send out a newsletter. No one is more privy to the information about your audience than you are, so make use of it. Implement a CRM, run consumer surveys or market research, conduct A/B tests, and use this information to continually optimise your marketing.
One of the easiest ways to follow this golden rule is to set up user personas for your current audience and your ideal audience. Give them names you’ll remember, like Betty or Paul; list their ages, their concerns, and what they don’t care about (it can be just as important). Print out a picture of what the ultimate Betty or Paul would look like. Every time you consider a campaign or post, ask yourself: How would ‘Betty’ react to this? Would ‘Paul’ read this?
If you’re in the business of selling plumbing supplies, there’s no point in writing your website and social media pages as if you’re writing a thesis. Similarly, you wouldn’t expect a barrister or lawyer to speak to you in fairly colloquial terms.If anything, these two examples would set off alarm bells for most potential customers. It all comes down to cognitive fluency, which, for social media, can be summed up succinctly: communicate using words your audience understands.
The more simply you can explain a difficult concept to them in language they expect — whether it’s the importance of a Bridgland strut or the multilateral treaty of The Hague Convention — the more your audience will be able to process complex information, and, in time, champion your brand. Are they professionals? Be professional. Is it a fun brand? Be fun back.
This is another take on the Rule of Tone. You might be inclined to post the same content across Facebook, Twitter, G+, Pinterest and Instagram, but you really shouldn’t. You wouldn’t talk to your doctor, best friend and the pizza delivery guy the same way, even if you’re on a first name basis with all of them (we don’t judge your relationship with pizza here at Found Digital). Think about the nuances of each platform and take them into account with your overall content plan.
The demographics and timings for each platform differ, so if Betty favours Twitter you should talk to your Betty persona differently to how you’d talk to the Paul persona, who happens to be mostly on Facebook. Take into account the communication style of both platforms and post at the various times that Betty and Paul would be most active.
That doesn’t mean, however, that every Facebook post should be catered to Paul. Sometimes Betty likes to go on Facebook, so mix and match to hit all sorts of customers in the funnel, from new ones to loyal returning customers, while keeping the main focus on your core group.
Social media doesn’t live in a silo. It’s complementary to your greater marketing strategy; both digital and traditional work alongside the larger social media channel to attract customers and clients to your sales funnel. One of Found Digital’s greatest strengths is that it’s a full-service digital agency, with website development, SEO, SEM and Social Media all working together to create a harmonious strategy for clients.
Social isn’t limited to Facebook — a hairdresser can leverage the opportunity of a review site like Yelp, which rates well for SEO, by encouraging customers with a positive experience to leave a review. This ensures positive reviews are found online – and don’t worry, it isn’t disingenuous; if a customer has a bad enough experience you can be sure they’ll tell everyone they know about it.
Now we can’t promise that if you follow these four simple rules the clouds will part and cherubs will sing songs of joy as customers buy your product en masse, but you’ll be well on your way to creating a strong and lasting relationship with your customers, which is what social media is all about.
Are you interested in leveraging the power of Social Media into your marketing activities? Contact Found Digital to discuss a tailored Social Media strategy to grow your audience & build your brand: firstname.lastname@example.org