It’s no secret that social media can be an amazing tool for marketing your business. But I often see businesses that aren’t experienced on the platforms making simple mistakes that stop them from winning. Here are 3 important strategies to keep in mind when marketing on social.
1. Keep Your Content Relevant and Engaging
This is one of the most common mistakes I see companies make. They create social pages, and work on getting customers to follow them, but then their content isn’t engaging. Social media isn’t about selling all the time. It’s about building relationships. Anyone familiar with Gary Vee’s ‘Jab, Jab, Jab, Right Hook’ will have heard this before. Your content needs to be relatable and engaging, but most of all it needs to provide value to followers without asking for anything in return (at least not straight away).
I see many business pages that simply use social media as another place to post their advertisements, or remind people to buy their products. But put yourself in the consumer’s shoes – would you follow a page that is just annoying you with a sales pitch all the time? You need to be giving to your followers before asking for anything in return. And giving way more than you’re taking.
Marketers will often imagine their brands as a person, and see how they can give their brand the right characteristics that will make them likeable to the consumer. Posting sales pitches every day is like having a friend that asks you to help him move house every weekend; you’re going to get tired of it pretty quickly and move on.
The best thing about creating consistent post engagement is that when it is time to drop a sales pitch you’re much more likely to get a response. Take a look at what your posting and see what your giving to taking ratio is like.
2. Optimise Your Content for Each Social Platform
One of the most important things to think of when you’re posting any content is how you can manipulate it to suit the platform it is posted on. You need to take into account the context that the consumer will find your content in and how that will effect their actions.
For example, lets imagine you have shot a 5 minute video that contains great information relevant to your market. What you shouldn’t do is simply post the same video to every platform, with the same titles and description. You have to think about the mindstate of the consumer on EACH platform and optimise the content for EACH platform. How you do this is manipulate the video into multiple types of media (e.g. video, GIF, infographic, photo) and post each on the platform that suits it best.
Alfred Lua has collected some examples of what works best for each platform which may be a good place to start. I would recommend spending some time researching the best practice for your platforms, testing it out, and seeing what works best.
3. A Picture is Worth 1000 Words (a.k.a. Keep It Short)
There are a couple of things that are important to remember when creating content for social. One is the amount of other content you are going to competing with to get someone’s attention, and the other is how time short consumers are (or at least how they feel there are). This means you need to a) stand out in a massive feed of posts and b) be concise enough that consumers will commit to your content without feeling like they are wasting their valuable time.
This is where images come in. Images are able to convey information, meaning, and emotions much faster than text. A large chunk of text is going to look uninviting compared to a descriptive images. Instead of trying to tell your life story in one post, why not focus on creating an image that tells the story for you. You will be much more likely to generate interaction with your followers. In fact, visual content is 40X more likely to get shared on social media than other types of content. Of course, video is also a great way to present information without boring the consumer.
Unfortunately, social media marketing isn’t always the overnight success you dream of. You need to view it as a slow grind that requires time and effort. Always remember to keep your target audience’s preferences in mind, and focus on bringing them value. If this article has help you at all be sure to check out our other articles and social profiles.
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