Achieving goals of any sort involves doing more of the right things. Marketing and social media goals are no exception. How can you better ensure your social media efforts will help you accomplish your brand’s objectives in this new year? Below, I’ve shared some tips to help you.
Think first. Then post.
Remember that what you post on your personal social media accounts can affect how people view your company. Think carefully about how posts that issue commentary on hot-button topics like religion, politics, or gender issues might impact your relationships with customers, vendors, and others in the business community.
Let them hear your voice.
On your blog and social media channels, let your readers see your personality shine through. Many people follow bloggers because they like what the writers are saying AND how they’re saying it. Share your unique insight and strike a conversational tone that engages readers. My client, Lennie, an elder law attorney, is an excellent example of a blogger who does this well. While many writers in his field cover the standard stuff like “10 things to put in your will,” Lennie writes about how smart seniors do dumb things, and he infuses his perspective into his content.
Show your audience that you have real people behind your logo; it will make it easier for them to relate to your brand. Some ways to do that are to introduce members of your team, show videos with “behind the scenes” glimpses of your staff doing what they do best, and take photos of your team at special events and activities. Also, consider promoting the personal brand of your business owner or a high-level manager to put a face to your business name. Many organizations are doing that, and it's an effective way to facilitate loyalty and trust.
Set realistic expectations.
Realize that social media alone can’t grow sales. Yes, it can help immensely by building your brand reputation, generating awareness, and increasing visibility of your business. However, many other areas of your company impact customer acquisition and revenue growth. Examples include the performance of your website, the quality of your products and services, your sales team’s skills, and your customer service. You must pay attention to your business as a whole for social media to succeed.
Write for your readers.
Focus your content on what will help your audience and write it in a way that they will understand it. This doesn't mean you have to dumb it down, but avoid overly complicated wording and sentence structure. For instance, I once edited a post for a client in which he used an example of bilingual translation to illustrate his point about communication. It was complex, and I feared readers might not grasp the meaning. I simplified his content to discuss communication via text message instead, something his millennial readership could relate to better.
Put personalization into practice.
Customers expect that brands will tailor deals and discounts to their unique interests and needs. Consider embracing the potential of targeted advertising and retargeting campaigns on social media to cater to the demand for individualized content and offers.
The positive changes you make now will position your business for better outcomes all year long. Cheers to a prosperous 2019!