Gone are the days when social media was just a novelty. Social media platforms today seems to have surpassed the age of innocence and entered into a more mature phase, from being uncharted, cutting-edge technology to a commonplace societal norm. Today, almost any business can benefit from social media, and the ones that aren't keeping up have a lot to lose!
Being a successful marketer is about taking advantage of every opportunity that comes your way, and social media is no exception — especially when you know that this area is continuing to grow at warp speed. Your target audience is spending some quality time on these popular networks, so you should invest in communicating with them there.
Time to Give Your Business a Social Touch
Social media matters for companies, and here are some stats to prove it:
- According to 2019 social media statistics, there are now 3.4 billion users around the globe. That is about 45% of our total present population.
- Active social media users are composed of 48.2% Baby Boomers, 77.5% Generation X and 90.4% Millennials.
- Interesting research shows that a user spends an average of 2 hours and 22 minutes in his social media account every day, including messaging.
- 73% of online marketers agree that their efforts in implementing a social media marketing strategy for their business have been effective.
Now, let's focus on how part!
Marketers frequently ask: How can I connect more with my target audience? Why aren’t I seeing better results from all my marketing efforts? Why don’t people talk about my company on social media? Most of the time, the answer is content — or the lack thereof.
Although social media marketing comprises of many aspects such as encouraging engagement, promoting your company and driving website visits, in the end, there is one such aspect unfortunately often neglected: the content.
Have you ever wondered if the lack of traction your social media updates are seeing is due to lousily written content? If you can’t put in the effort to create high-quality content, why should other people care or share?
Social media is all about conversations and interaction, whether it's via chats or posts. So, if you’re not producing good content on social media:
- People will stop following you because they won't learn anything useful from your account
- People won't help you build your brand and share your posts because there’s nothing to share
- Social media won’t contribute to your business growth
- Like it or not, your results will not be what you were looking for
A Brief Guide to Social Media Content Creation
#1 Think about your customers’ journey from awareness to conversion
Whether you have just entered the business realm or have been serving for around 10 years, it is very crucial to define your target audience. And trust me, it goes beyond the usual demographics, age and gender, identifying their role in their company, day-to-day challenges and goals for future growth. We are residing in the era of experience where you have to give your customers an experience to fall in love with.
To start, place yourself in your customers’ shoes and research what compels them to make a purchase. To get a better idea of how to do this, let's walk through this process with two hypothetical customers.
The first customer is a creative entrepreneur who always prefers a visual approach, whether its business or personal lifestyle content. They're a passionate and inquisitive individual who keeps on asking a plethora of questions before making a decision to buy a product or service. They keep a close eye on Facebook infographics or Instagram posts. Here is their thought process when researching a company on social media:
Now, on the other hand, we have customer two, who is completely the opposite when it comes to buying a product. They are more analytical and methodical, interested in facts and figures. They prefer LinkedIn's more B2B-focused approach for getting answers to their questions. Their thought process goes more like this:
Take as much time as you need to understand how your target audience thinks. Once you know this, you will better understand what content will resonate with them and how you can earn their trust.
#2 Plan your social content
As soon as you are done with the research, it's time to plan your goals. If you have already been creating content, you need to conduct a social media content audit to determine which posts performed well and which didn’t.
Have you ever come across any social media management platform? If yes, you would know how easy it is to look at all of your social media data and analytics in one place? By using these tools, you can have a holistic view of how all of your social media content is performing.
Of course, tools and tricks can ease your work, but that certainly doesn't mean you can't analyze your data without them. All you need to do is export each platform's data into a spreadsheet.
Social media platforms such as Facebook, Twitter and LinkedIn allow you to export your post and page analytics directly from the platform. So, set your goal in advance. For example, do you wish to improve brand awareness or identify which posts resulted in new followers? Conducting a content audit will help you substantiate what you think is working well with quantitative data that shows you how each post performs.
Apart from this, irrelevant posts are the second largest reason consumers unfollow brands on social media. Stick with your unique voice and style as much as possible and create content that authentically markets your brand.
#3 Keep engaging consistently
Like I said before, social media marketing goes way beyond just publishing content. You need to have a two-way conversation. The more open you are and the more you use social media for customer service, the more likely your audience will feel valued. All you have to do is think about the ways you can use social media to shorten the buying process and turn a potential customer into a paying customer that much quicker.