3 musts for any social media strategy

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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.

 

  1. 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?

 

  1. 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?

Contact The Marketing Syndicate today.

3 keys to maximising social media engagement

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You’ve done your research. You’ve designed and written your content. Then you post it on social media. And….nothing happens 🙁

 

One of the big mistakes businesses make when using social media is thinking that simply posting is enough to promote their brand, product or campaign. The reality can be very different, because a social media post that fails to generate consumer engagement is about as effective as a billboard in the middle of the Pacific Ocean.

 

Highly-engaging Facebook, Instagram, LinkedIn and Twitter pages (or any other social media platform for that matter) rarely happen by accident. While they may seem simple enough on the surface, behind them you’ll almost always find a clearly defined and evolving content strategy – structured around ways to keep the current audience captivated, while also attracting new followers.

 

The good news is, while building a loyal social media following isn’t always easy, it doesn’t have to be complicated if you follow a few simple rules. Here are three of the big things we always recommend to our clients when it comes to maximising their social media engagement.

 

  1. Post regularly, post relevantly

Quality engagement requires regular, quality content. But what’s relevant for one brand may be very different for another. This makes it essential to learn what type of content engages your audience – and what doesn’t. Obviously in time you’ll be able to see for yourself what works best for you. But in the shorter term, why re-invent the wheel? One of the easiest ways to get started is simply to study your competitors and other similar brands. What’s working for them?

 

  1. Curate, don’t just create

If you’re pushed for time (and who isn’t?) one of the best social media strategies is to think of yourself as a ‘curator’ instead of a creator. The internet is filled with so much amazing content, there’s really no need to try to build your audience solely from original content. In fact, curated content – that is, content shared from other pages and websites – is how some of the world’s most popular brands have built social media audiences in the millions. By sharing content that’s topical and relevant – and adding your own insight or commentary around it – you can effectively piggyback off trending topics and major news events. That’s so much easier than starting every social media conversation from scratch!

 

  1. Make your posts visual

It may seem obvious for Instagram. But visual posts consistently perform better on almost every social media platform when compared to text-only posts. Think about how you can optimise your use of visuals everywhere from your profiles and page headers to your actual posts and content. Use relevant emojis to accompany your text. Make sure the posts you pin to the top of your page always contain interesting imagery. Choose high-impact feature images for any article links you share, as people will be far more likely to stop and take notice when you do. After all, a picture (or video) really does speak a thousand words on social media.

 

For all brands, another strong consideration when looking at social media engagement is investment in influencer marketing, more specifically in micro-influencers. It’s a relatively new term and if you are a brand reading this, you may be asking yourself why you would want to invest in an influencer with a small following as part of your influencer marketing strategy.

 

Micro-influencers (someone with an audience within the follower range of 2,000 – 20,000 followers) are brand advocates who have a deeply engaged, niche audience and often have a higher than average engagement rate because their community is very invested in their content. Authenticity plays a vital role in influencer marketing – it is this personal and often intimate content, everyday people sharing their passion and personal recommendations which enables micro-influencers to build an engage community that brands can tap into and leverage.

 

Lookout for our upcoming blog specifically looking at the rise of micro-influencers and the impact they are creating for the brands they work with.

 

Looking for ways to increase your social media engagement?

Contact The Marketing Syndicate today.Ingrid@themarketingsyndicate.com.au

We’re a boutique Sydney promotional marketing and creative agency trusted by some of Australia’s biggest brands. We’re 100% passionate about what we do, and that passion shows through in the quality of our work. Give Ingrid Ambrosius a call if you'd like to know more about The Marketing Syndicate and our services.