It's 2021. Inevitably, more and more people are online. Why wouldn’t you take advantage of this and promote your business through social media?
First of all, you need to know who you are addressing to. Think about age, location, gender, hobbies, etc. Once you outline your target audience, you should think about where you can find these people. Then, you should adapt your content for each platform: on Facebook people look for personal relationships, on LinkedIn professional relationships and on Instagram they expect good visual content. The options are varied, and you can combine them and see which works best.
It all starts with creating an account or a page on these social networks. It is best to use the company ‘s email address and phone number, so you won’t confuse personal accounts with professional ones. Put yourself in the consumer's shoes and think about what information you would like to know about a business like yours and try to bring it to light.
Over 80% of users do not even notice the ads made in classic style (the phenomenon is called banner blindness). So you have to make your brand as human as possible and subtly slip your products or services among the posts that are interesting to users.
Through content marketing you should achieve at least one of the following goals: to inspire, educate, persuade or entertain. For example, if you have a restaurant, you can inspire people by creating a forum to discuss cooking, you can educate by posting interesting recipes on the blog, you can convince through testimonials and you can entertain the audience with "behind the scenes" content.
The easiest way to know what and when to post is to make a plan for 6-12 months, in which you establish the voice of the brand, the types of posts and the days when they can reach as many people as possible.
You probably won't be able to come up with a content idea every day, so you can brainstorm in advance. Post planning applications such as Hootsuite, Buffer or Everypost will help you a lot in this endeavor.
To make sure your content plan has an impact, you need to constantly monitor it. You can do this directly from the social media account of the business or with the help of other tracking applications.
Google Analytics will help you a lot because it doesn’t just give you data about reach and engagement, but it tracks the path of your users. This way you will know exactly which posts bring the most results: how many people enter your site, how many of them subscribe to the newsletter and how many buy your products or reviews.
1. Your social networks don't have to be only about your company.
Communication must go both ways. Show people that you listen to them and that you care about their opinion. Generate discussions, respond to their comments and make sure users have a pleasant experience on your page.
2. The posting plan should be as consistent as possible.
It is not very pleasant for a user to enter a page that has not posted anything for several months. The same goes for excessive posts in their newsfeed. You should find a balance and stick to it.
3. Think “outside the box”.
Don’t just copy the content of your competition. Come up with something new that will attract the attention of your target audience and convince them that your brand is not only a reliable one, but also an innovative one.
4. Speak your target audience’s language.
If your target audience is made of young people, avoid using a formal or conventional tone. Be as natural as possible and assure the audience that they can communicate with a real person, not with a robot that offers rigorous answers. You also have to make sure that you always use the same brand tone in order to avoid confusion.
5. Open relevant discussion topics.
Search the Search Console and Keyword Planner for words that are relevant to your brand and that are popular with your target audience. After that, start writing as much content as possible on these topics and incorporate the frequently searched keywords.
6. Communities build trust.
An essential criterion for customers is trust, and social media is a great way to show the world what your brand is capable of doing. It's not only about what you post and how you create your brand image, but also about creating an environment in which your customers can share their opinions in the most honest way possible, without any filter.
Through content marketing you are able to answer users' questions, provide valuable content and increase the curiosity of the public.
If you need help with your content marketing strategy, don’t hesitate to contact us.
