Like businesses around the globe, chances are social media is occupying more and more of your time and energy, especially when it comes to marketing. This is no great surprise given the increasingly ubiquitous nature of social media and the endless ways we now use it to manage our relationships with family, friends, colleagues and, yes, brands.
Clearly, the implications of this are pretty seismic for marketers. It means having an effective social media strategy is no longer just a nice to have, it’s an essential part of modern business.
Of course, as we’ve already explored in previous blogs, getting social media right is a lot more complicated than just posting stuff on Facebook or Instagram. While every business (and industry) has its own unique social media landscape and challenges, there are a few things that remain true across the board.
1. Influencers work
Influencer Marketing is big news for younger audiences such as Millennials and Gen Z (born mid-1990s/early 2000s). If some, or all, of your customers are 35 or younger, it’s really something you should be considering. What is it? Simply fostering partnerships with respected brand ambassadors, aka influencers, to help advertise your brand or products, either overtly or subtly, via posts and videos their own existing social media networks. It can be a powerful tool as we know consumers tend to respond far more strongly to connections with people on social media than they ever do with brands. It’s more human, intimate and engaging. The key, of course, is finding relevant and appropriate influencers who are a good fit for your brand and its values. Financially speaking, the bigger an influencer’s profile and following, the more it’s likely going to cost to get them on board.
The perception of influencer marketing can trick many brands into thinking it is something that’s only meant for the big brands with the even bigger budgets.
That’s not necessarily the case, particularly with the rise of the micro-influencer. These influencers with a smaller audience, have a highly engaged following and make this marketing tactic available to companies of all sizes.
Micro influencers can be extremely cost-effective, especially for small businesses or brands that are looking to activate an influencer marketing campaign but can’t invest a big budget up front (or ever!). They are highly trusted and valued by the people who follow them, meaning they can be equally as valuable when it comes to promoting your brand.
2. Know your ideal Customer Persona
This seems obvious, right? Trouble is, no matter how hard we try it’s virtually impossible to ever completely know what your customers are thinking, especially when it comes to an intimate personal medium as social media. But, with the right type of research you can get a gist of the types of things your customers and prospects are looking for, then base your social media strategy on these insights. Creating a customer persona is an excellent way to do this. It’s essentially a personal profile that describes your ideal customer, which then allows you to more effectively target your social media to: (a) reach them; and (b) get their attention.
Some of things to consider when writing and refining your customer persona include:
- Where do they work?
- What are their interests?
- How much do they earn?
- Where do they live?
- How old are they?
- How do they share content?
- What do they enjoy?
- What stresses them out?
- What are their life goals?
- What’s their family situation?
3. Make it Emotional
In a world filled with rationality and responsibility, many people use social media as an escape outlet. This is why appealing to people’s emotions is one of the best ways to engage them with your brand and your posts. Nowadays the most engaging types of social media content is emotive and immersive. As much as possible, make your posts dynamic, thought-provoking and original. By all means demonstrate creativity, but also invite your followers to get creative in the ways they interact with your product in a campaign. Make them part of your brand story too.
Ready to turbo-charge your social media campaigns?