Managing a social media campaign for a business of any size is no small job. It means hours of hopping on your phone or computer to monitor all those dings and alerts. Your customers and employees may be active on your sites so you may be responding to inquiries and engaging in online conversations daily.
But are you spending more time being reactive than proactive in your efforts?
Basically, are you putting more time into reacting to the comments and insights on Facebook and LinkedIn, instead of actually crafting quality content that attracts your target customer or client.
Maybe a large part of your communication on social isn’t even with the people who you are trying to reach?
Many people spin wheels publishing daily with little or no thought behind the content they’re pushing out. It may even be a social media epidemic at this point. Maximum input with little return.
But, for the companies that are tracking the ROI of their efforts, they understand that a savvy social media marketing campaign will score valuable relationships that offer value.
Here are three questions to ask yourself before you publish those posts, tweets, and blogs:
1. Are you posting with your target audience in mind?
If you’re not about to spend the big bucks on market research, do yourself the favor of at least getting a better understanding of your business’ target personas. According to Hubspot, personas are fictional, generalized characters that encompass the various needs, goals and observed behavior patterns among your real and potential customers. They help you understand your customers better. Creating personas will allow you to keep them in mind when writing and sharing content on social.
For example, if you’re managing the social media for a pet boarding facility, you’ll want to write for the dog mom – a single woman who may not have a family yet but lives to spoil her furbaby, spending money regularly on grooming, daycare and pet massages. Talk to her as a mom, not a pet owner, and you’ll instantly connect and be able to share content that resonates with her.
If it’s not a customer, maybe you’re trying to connect with an influencer in your industry that will open up the doors to your target audience. It could be a design blogger who you connected with on Twitter and is now sharing your latest blog on trends in tile with his Facebook page of over 40,000 likes.
Each post you write and share can help you to get a step closer to attracting, converting, closing and delighting your personas, so they become customers.
2. Does your content address your audience’s needs, pains or questions?
Now that you have a better understanding of the types of people you are trying to convert, listen on social media to the conversations people in your industry are having and then turn their needs, pain points, and questions into desirable content.
For example, Cynthia Schonmaker of ACD Granite uses the publishing platform on LinkedIn to share her knowledge of building materials and establish herself as a thought leader in the design community. She answers many of the questions she has heard for years and answers them on social media. And this is very valuable! You’ll see on this post about marble maintenance and care that she hits the nail on the head with her connections.
3. Do you have an action that you want your audience to take?
Let’s face it, not every post you share is going to ask people to do something. Nor should it. You are talking to people and need to connect with them in other ways, too. But as a marketer, you need to produce that ROI, and you also need people to take the next step on their buyer’s journey. An action can be anything from read on, sign up for an offer or newsletter, or an event invitation. It should be inviting, easy and maybe even fun. If you address their needs and pains, then they may even be eager to take the next step. The important thing is that you have them willingly give you something, and often an email will suffice so that you can further build the relationships and provide value.
Even a free cupcake, like in this promotion on the bakery Facebook page from Cupcake Magician, can be a sweet deal for a fan. Remember, no matter what you’re offering, don’t be overly salesly. It will sweeten the content if you can connect with people with a compelling reason to click.
If you’re able to answer the above three questions before posting your content on social media, you’re going to gain a better understanding of your followers’ needs and wants. If you want to take your social media campaign to the next level, contact inBLOOM Communications and our team will assist you with creating a campaign that gets the results you seek. We offer a complimentary consultation for new clients.
Cover photo: picjumbo.com
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