Social media provides a world of possibilities, especially for marketers. Before you hit the ground running and spread your business’s latest news, there are a ton of things to consider to be able to target your ideal audience. But it’s still not just about targeting—it’s about taking it a step further and actually cultivating relationships online to build trust and authority in your space. Time consuming, yes; worth it, absolutely!
Here are five things to consider before embarking on your quest toward social media marketing success:
1.Research, Research and More Research
You can’t hit the ground running if you don’t know where you’re going. Before posting or tweeting anything, you must know who your target demographic is. Find you what your ideal client likes, listens to, wears, and where he lives, and shops. The more information you know, the better. If you cater to what they like and the types of habits they engage in, chances are you’re going to create a loyal following.
2. Be Picky with Your Social Platforms
Just because you have Pinterest, Twitter, Facebook and Snap Chat at your disposal doesn’t mean your demographic uses them all. This is an extension of your research aspect of how you’ll best target your audience. Not all demographics tune into all platforms. There are times when you’ll have to tweak your platform and use some more than others during seasons. It’s not a one-size-fits-all social media world.
3. Identify Goals
It’s important to know what you’re looking for at the end of the day. Have a mission statement for each social media platform and have your key members be in tune to what the end goal is. Success indicators can mean different things to many people, so make sure the mission is clearly stated and the path is set in stone.
4. Your Voice
Identify the type of tone and direction you want your social media posts to have. Do you want a comical or a more serious approach to your posting? This will indicate your brand voice and is imperative to how you will relate to your ideal audience. If you’re not sure what voice to use, sit back and listen. Find what your industry is doing and take their pulse. It may be smart to use a similar tone or perhaps you want to do the complete opposite. The tone you create will be an important aspect of your social media plan of attack. Once you identify it, make sure it’s cohesive and that all team members know in which direction to move forward.
Creativity can go a long way in social media. It’s time to loosen the tie and get creative with your message. Even if you’re a part of corporate culture, there’s always a way to make a brand look interesting without losing authority. Your messaging strategy can span from video, blogging, infographics, memes, contests and more. It’s time to brainstorm how creativity will play into your messaging.
6. Streamline Organization
Social media is very consuming and if you don’t have a system in place, you may be pulling your hair months from now. It’s important to create an organization system that will let you understand how you will interact, respond, and post. There are many organizational tools that you can use to help you streamline your messaging. Automation works great, but I always warn my clients to use automation strategically and not let it replace your authenticity. People will know if your content is automated and will lose interest if you’re not adding a personal touch to your interaction.
7. Engage, Listen and Revise
There’s no such thing as a one-size-fits-all social media strategy for any company. I tell my clients that what worked for them two weeks ago, may not work for them a month from now. Social media is incredibly dynamic and constantly changing. You need to listen to what your target audience is saying and engage to build relationships and be open to revisions down the line. There may not be a winning formula out the door, so that’s why you need to be open to trying new things to get the most out of your social media engagement. Trust me, your business will thank you.