If you’re looking to give your digital marketing activity a boost with a social media campaign, then before hitting post, take a look at these top 3 tips to get the most out of what you company’s got to offer…
- Target Audiences
At the very early brainstorming stages of a social media advert, it’s crucial to outline who your audience is. Your business may in fact not have one but multiple personas that each requires a separate message and strategy put in place to help these customers engage with your compelling copy. It’s a good idea to put pen to paper or keys to pad and brainstorm the interests of people who are likely to buy your products or services.
TIP: Answer the who, what, why, where, when and how questions. Who is your audience? What is their demographic i.e. age, gender, disposable income, job, hobbies and interests? Where are they based? Why would they choose to buy from you over other competitors i.e. what is your USP? When would they choose to use your product or service i.e. if it’s a B2B business, at what stage in their business development, would they choose to buy from you? And how can they buy from you? Do you have a website, an ecommerce store, a physical store, a phone number?
TIP: Access YouGov profiles to identify all sorts of information about well-known brands. These are typically well-established national and international brands, but even if your business is an SME, you can identify attributes that they have in common with you to help you identify your direct target audience. Your digital marketing should then reflect this.
- Select Platforms
Often, companies will set up their social media activity with the hope of achieving a hive of activity on Facebook, Twitter, YouTube, LinkedIn, Google+, Pinterest and Instagram….all at the same time. The reality is that this is a HUGE task and would easily take half a day, every day, to think and post content. And that is missing out a key word…effectively. Large companies hire social media managers and content writers that are full-time jobs alone, and for good reason. Building effective and successful social media campaigns take time, strategy and planning.
But, if you’re not an international company with millions to spend, not yet anyway, concentrate your efforts on setting up, managing and monitoring one social media channel. Once you are consistently posting content directly to your audience and are engaging with them and can see ongoing and increasing activity through the interaction you’re receiving, then think about adding another social media profile, providing you have the resources to do so.
Before creating platforms and social media content, it’s wise to have a social media content marketing plan in place that outlines what ideas, copy and platforms you intend to use as part of your digital marketing activity over the next month, quarter, six months, nine months or year.
The use of social media platforms should also be selected based on those sites that mirror your business’s target audience, tone and style…
- Choose Style and Tone
The style and tone you adopt for your business should be easily recognisable through all of your digital marketing and PR material. Every article that you write, social media content that you create and email marketing campaign you send out should all scream of your brand and your specific brand messaging.
What is the style?
The style is the way you put words together. It ranges from the type of words you choose to the sentence structure.
How do you choose the tone?
The tone should reflect your audience, company and brand. Are you going to communicate formally or informally? Do you want to adopt a serious or a playful tone? Tone is really the attitude of your company. This will vary depending on the type of business, industry sector and overall aims of your business. Before you create any marketing material, consider these questions. Come back to them again once you’ve brainstormed ideas.
Next week, I’ll be looking at tips on starting to create and produce content for social media advertising campaigns.
For more info and tips on how to produce an effective social media advertising campaign, contact us today for a free consultation.