Remember people, just because there are a lot of fish in the sea, that doesn’t mean you have to go after ALL of them. I get it, it’s tempting, and nobody likes having FOMO. But some brands just aren’t meant for certain social channels.
I hate to say it, but it comes down to this: some social audiences just aren’t that into you.
That was harsh. You alright? C’mon now, chin up! You’re a tough marketing wiz, eager to create and drive an effective social presence for your brand!
And you don’t have to go it alone. That’s where we come in. My good friend and cohort against content crime, Sleuth, has a job for a reason: it’s to make sure brands understand everything they need to know about their audiences, so they can create content for social channels that actually reaches and resonates with consumers. We are nothing without the right channels, and we’re here help you make your social channel choosing a little bit easier.
First things first: GET TO KNOW YOUR AUDIENCE
In any good relationship, you’ve got to build mutual understanding. I’ve waited this long not to bring myself into it, but I think it’s time. This step is all about ENGAGING with your audience. Talk to them. Find out where they hang out online, and when. Show them that you care about who they are and what they like, and that you’re invested. Use the power of social interaction, (that’s what it’s for, after all), to build a comprehensive user persona. Figure out what your audience actually is into. Maybe you’re already gaining a lot of traction on certain social channels – do an analysis of the kinds of posts or tweets your audiences is liking, sharing, and retweeting there. Should you find that certain users are sharing their own content from other channels, this could be a good indicator that you need a presence there too.
BE TRUE TO YOUR STRENGTHS
As a marketer, it’s a good assumption that you have a great handle on your product’s strengths. But how do those strengths translate to social media? If you’re trying to sell a highly visual product, let’s say makeup, your strengths are going to be on visual channels. Think about products that might be ancillary to your own, too. Selling dog food? Well load up those photos of cute puppies on Instagram! On the contrary, if you’re marketing a copy machine, well, ain’t nobody Pinning photos of ink cartridges. Instead, try a channel that’s more likely to gain you traction with businesses, like Twitter or LinkedIn.
KNOW THE RIGHT THING TO SAY, AT THE RIGHT TIME
We’ve all been there, a simple, “you look tired,” is the equivalent of a major dating fail. It should go without saying that you have the right people in place to make sure your brand isn’t making any serious blunders on social media, (think, Best Buy’s recent debacle with the Serial Podcast). But should such disaster strike, do be sure to address it properly. Beyond any major content mishaps, you’ve got to know how to reach your audience when they’re primed for engagement or conversion. Are you looking to drive purchases through an e-commerce site? Or simply looking to build trust and conversation in and around your brand? Pinterest is a key channel for brands looking to reach potential consumers, while Facebook is better suited to get an audience talking about and interacting with you. Use your channels’ analytics and insights tool to figure out when your content is reaching an audience and measure that against conversion rates on your website.
I’ll leave you with this piece of encouragement: you’ll find the right one(s) for you, I promise. It does take time, but you can always count on the Contentinators being on your side.
Until next time,