1. Know Your Audience
The first step should be to draw a clear picture of the main groups of people that visit your website, business and or social pages. You can find this information with analytical tools like Facebook Insight, Twitter Analytics & Google Analytics. Once you have some key demographics like age and gender, you can begin to understand who you are trying to reach and engage with on your social pages and which platform is best for reaching them.
2. Value Proposition
The best way to reach your target audience is to first look at what you have to offer them on social media. Many businesses get this completely wrong and their eyes light up at the prospect of utilising a free marketing tool to sell to their audience. Social media is an extremely demanding place and people will switch off if they do not see the benefit they get from your page. It’s crucial to understand what value your audience is receiving whilst following your page. This could be in the form of helpful information, aesthetically pleasing pictures or even just a light funny post. The more you understand what makes your audience tick, the easier it will be to target posts that will drive engagement. This will in turn, build a relationship between your social pages and the audience, so when it comes time for them to, for example, ‘make a purchasing decision’, they will have more of an affinity to your business than your competitors.
3. Learn From Your Competition
A great way to understand what content works for your audience is to look at your competitor’s social media accounts or any in your related field and see what amount of engagement they get on different types of posts. This is fundamental to understanding what connects with a similar type of audience. The most successful social pages today will mimic, copy and paste content that begins to go viral and is popular among social media consumers. While you want to avoid breaking any copyright infringements, there is definitely a case to follow and check who’s getting it right on social media and why.
Testing posts through trial and error is a perfect way of improving your value proposition which will lead to better engagement with your audience. I gather all the analytical information from Facebook insight and Twitter analytics and hold it all in an excel spreadsheet, this allows me to see which posts are working and which aren’t and draw objective conclusions. However, analytics can be misleading. For instance, I started off posting funny cat pictures and videos (which of course got a lot of engagement at the time), but had no relevance to the brand. I found out quickly that I had to strike a better balance between providing a great value proposition but also relating the content back to our brand.
5. Build An Active Audience
Big brands are starting to see how frivolous the number of followers or likes they have on their social pages, especially if the audience is not engaged in some way. The majority of our competitors have huge social followings but their constant barrage of salesman type posts receives minimal engagement, this is because their audience have switched off, they have liked the page or followed the brand but have become what I like to call ‘fan zombies’. People don’t go on social media to be constantly sold something and they like brands pages because they feel personally connected to that brand in some way and like their value proposition. To keep an active audience, you need a good combination of the last four points. The most successful businesses on social media are constantly evaluating their value proposition. They are the quickest in reacting to how people absorb content and why they engage in the first place.
Following these 5 steps will not only improve brand awareness and your Search Engine Optimisation standings (as google take social engagement as an indicator of more relevant results). It also builds a personality around your business, social page or brand, creating a connection with your audience which in todays saturated online world, is priceless.
Thanks For Reading
Social Media Executive - Lovethesales.com