It’s so tempting to believe you should be all over social media. From Facebook to the recent introduction of Clubhouse, it’s easy to feel inundated.
Being strategic about which platforms you choose will result in a more engaged following. Every platform has different features but here are some considerations which should help you to choose.
Where is your audience on social media?
Aim to be where your customers are. If you want to reach out to your audience and create a community, you need to discover which platforms they are hanging out. You need to be in the same place as them. Try to find out which social media party they are at. The analogy of the social media party is one I have written about before.
Don’t go to a party where all your friends and family are because they aren’t the ones who are going to buy from you. Look for the platforms where your potential customers are.
How do I know where my audience is?
My advice is don’t make assumptions about where your audience spends their time on social media. It is worth considering that certain platforms may attract a certain age or gender demographic e.g., in 2020 33% of the global Instagram audience was aged between 25 and 34 years but there are now people aged 40+ using the platform regularly.
The most constructive way of finding out where your audience hangs out most is to ask them directly. You could do this in a survey, especially if you explain that you are looking for information to give your followers a better user experience. Ask in the survey which platforms they use most and on what days and times. Make the most of asking your present customers and potential ones about their social media habits.
You can also ask some of your present audience by messaging them directly. Ask 5 – 10 of your followers, however many you feel comfortable with.
Your findings will enable you to make these become your go-to platforms, where you can ensure there will be an audience who wants to hear from you.
Is it better to avoid being on too many platforms?
There are some marketers who are keen to suggest that you need to be on as many platforms as possible. My advice is to be very wary about that.
This is how a lot of business owners become overwhelmed by social media – the belief of needing to be on all platforms for maximum visibility. Being everywhere is not as straightforward as it sounds.
Every platform works differently with varying algorithmic demands. You will need to know how each platform works in terms of posting and engagement and there are ever growing lists of platform features to learn about.
The challenge is posting content that is going to be seen on the feed and will attract a growing reach. If you have got limited time, and let’s face it most of us have, the best thing to do is to focus on one or two platforms at the most.
Is there some content that works better on some platforms than others?
You may choose to be on a specific platform because there is certain content that works more effectively on there. Make the most of the platform by using the features that work best for you.
Here are two examples:
I use Twitter mainly for Twitter chats. If you think you could commit a couple of hours a week to being on Twitter, you could focus on just joining two Twitter chats.
If you prefer going Live using Facebook or Instagram, using this feature will give you a presence on these platforms. This is a great way to create video which is spontaneous and gets your message out there.
Whichever platforms you are on, make sure that your bio explains exactly what you offer and who you serve on each platform. You may choose to say ‘come and find me on Instagram, that’s where I live, or that’s my home’ in your Twitter bio, that’s a good way to have a presence on each platform. At least then anybody who’s randomly popped onto your Twitter account will know that this is not the platform to see your best content.
You may feel it’s more appropriate to not be on a platform which just has your bio on it, than having minimum content on your account.
The benefits of cross posting
Again this is a practice which divides the opinion of social media marketers. Some believe you should try to make the content for each platform as distinctive as possible. In my view it is fine to adapt the same post to match the features of different platforms.
Here’s some ways to cross post:
- Post content from Instagram onto your Facebook page
- Share your Instagram Stories onto Facebook Stories
- Repost your posts from Instagram and Facebook onto Fleets on Twitter.
If you are overwhelmed by social media, stick with one or two platforms, and really get your teeth into them. Don’t fall into the trap of shiny object syndrome.
Don’t be distracted by thinking you’ve got to be here, there and everywhere on social media. Spreading yourself so thinly will not benefit your business. It is bound to drag you down. It’s likely to be hard to get momentum to pick yourself up again.
Getting consistency across your platforms
Try to link everything up if you are going to be on different platforms. Make sure that your headshot or logo is the same across all your platforms. Make sure that it’s consistent across the board if you’re going to be on different platforms.
Choose the platform that best suits your content
Remember that there are different types of content, which work better for you, depending on which platform you’re on. For products which are visually interesting, Instagram is going to be your go to place.
Make the most of visibility that you get through social media marketing
This is a perfect medium to build a community on. By building a community, you find out what your customers problems and pain points are. Address those problems and people will start to see you as somebody that they want to buy from. This is what makes social media so powerful. It’s a noisy world out there, but this is a fantastic way to stand up and stand out from your competitors. If you use it well, you use it strategically, it will lead to sales.
Would you like to know more about how to be more strategic with your social media marketing? I’d like to help you. I’m keen to see many more small business owners use social media effectively to attract their ideal clients. Drop me a line here and let’s have a chat.
In my work as a social media manager, if I write social media posts for you, how do I make it sound as if you’re the person who is speaking?
How does it come across as authentic?
I’m often asked about this when clients are looking for social media management.
They are perfectly valid questions too, especially as the essence of using social media effectively is that it is personal, and it invites engagement and conversation.
If you want your social media copy to sound as if you, the business owner, have written it then how can someone who is on the outside recreate your authentic voice?
Now I appreciate that businesses will use automated bots to generate social media posts but what we’re talking about here is creating social content that informs, educates and entertains – not just content for announcing and selling. Having said all that, even these posts can have an element of the personal.
What helps me to write as if I am you? The answer isn’t that mysterious or complicated really. There is no magic formula. It involves something that every business owner should develop anyway as part of their marketing strategy.
It’s about tone of voice. This is an intrinsic part of branding.
What is tone of voice?
If the business is clear about the kind of language it uses, the style of communication and the use of particular words and phrases, then its tone of voice will be very apparent. We can call this verbal identity.
- Is your tone of voice formal, informal or even colloquial?
- Are there particular phrases your business uses regularly?
- Is your style friendly and familiar or practical and matter of fact?
Then on a deeper level:
- Do you talk to your customers in the way they talk about you?
- Have you asked them what they think about you through feedback and reviews?
- What kinds of phrases do they use to show what it is they like and value about you?
Yes, finding your tone of voice will mean having a conversation with your audience. If you put the time in with them finding out what they like about you, this information will help you to develop your tone of voice.
It will be more real and speak to them in a way that resonates and grabs their attention. Don’t forget, if you don’t hold onto their attention, they will start to drift elsewhere.
What does your tone of voice add to your marketing strategy?
If your marketing strategy is built on what your business stands for (your vision, your mission, your values) then your tone of voice will be easy to identify and it will be authentic.
Be sure to always keep your target audience and ideal customers at the forefront whenever you are speaking. Your style and tone should resonate with them as you need to be able to communicate with them clearly. Building that marketing focus of know. like and trust in a way they can relate to is key.
Once you have added your tone of voice or verbal identity to your marketing strategy, it will make creating content so much easier.
Then when you want to outsource it to a social media manager like me, I can easily replicate it.
If you’d like to talk to me about developing an authentic tone of voice for your business, how to identify your ideal client, do drop me a message on the Contact form.
Are you a little sceptical about using social media to promote your business?
Can it really make a difference the way potential customers see you?
Yes it can, because people don’t buy things in the way they used to 20 or 30 years ago.
Nowadays, your potential customers are searching online, using social media sites, reading reviews, doing comparisons and looking to see if you are going to solve their problem for them.
Think of social media marketing as if it is a big party. You and your ideal clients are at the party – but then, like all good parties, so is everyone else.
The idea is that you want your ideal clients to find you at this party and then decide that they like you long enough to want to hang out with you. Once they’ve made that decision to spend time with you, then you can start to embark on building a relationship with them.
They get to know you, like you and hopefully trust you. If they trust you enough then eventually, when they are in need, they will buy from you.
It sounds like it might take some time and energy, but if you want your business to stand out from the crowd at the social media party, then you need to win people’s trust.
It’s not about broadcasting what you’re selling.
Marketing using social media is not about a broadcast. That’s advertising.
Marketing is something much more subtle. With social media marketing you use what you know about your target audience to get into ‘conversations’ with those people who are interested. With planning, attention to detail, consistency and patience, it will lead to sales and the creation of a loyal customer base.
So why does social media leave some businesses feeling that it doesn’t work?
When I say that I help businesses with social media marketing, I’m often told by businesses that are not finding their customers and clients through their social accounts.
Then I hear the scepticism.
‘I’m on it but I don’t get the reach I’d like with my posts.’
‘I don’t see all my efforts converting into sales’
‘It’s a bit of a waste of my time.’
‘I don’t see really understand how it works.’
Have you considered that your target audience is attending the social media party i.e. on Facebook, Instagram, Twitter but then going home disappointed because they haven’t met anyone they really like? They haven’t met you because they haven’t managed to find your business, due to all the traffic that passes through the feed.
How do you change that so that they do find you, follow you and grow to trust you?
Avoid the disappointment
Unfortunately, the low barrier of entry into social media marketing means that many businesses embark on using it without any real plan.
Setting up a social media business account is relatively easy and, with 67% of the UK population using social media, people believe it should be easy to use it to promote their business.
For many though, their efforts are leaving them feeling disappointed and deflated. It’s not everything they thought it would be and, what’s more, their posts aren’t converting into sales.
What’s the true picture?
The reality is that you’ll need to put a plan in place. Clear planning and messaging as well as patience and consistency are some of the important factors which will contribute to building your success on social media.
Ask yourself these questions:
What’s my message to the huge audience on social media?
How am I showing that I can solve their problems or match what they are looking for?
Do I know the kind of questions they are asking? Am I offering the answers they are seeking?
Are my posts attracting my ideal client?
Do I know who my ideal client is?
What platforms are they mostly on?
Do I create content which is interesting, engaging and keeps them coming back for more?
Do I focus too much on posts which are promotional?
Show your target audience that you care
The answers to all these questions matter because these will show how much you care and want to help your target audience. Enabling them to get to know you and your brand will help them to decide if they like you enough to stick with you.
Hopefully that will lead to that all important trust element which will eventually translate into a sale.
- Showing up when our audience expect us to and with a consistent message will also build the trust.
- Posting at the times your audience is most likely to be online gives them more chance of seeing your content in the feed.
- Using a consistent language and tone of voice in your posts will help to emphasise this.
How does all this make a difference to finding your ideal clients?
Your marketing is more targeted by being based on the needs and behaviours of people who are searching for products and services like yours i.e. a target audience of potential customers.
Your audience is kept informed of the latest offers, new stock and other updates easily if you are regularly posting and engaging on your platforms.
You can show your target audience you care by the way you connect and engage with them. Social media marketing most definitely can help your business if you are prepared to plan and use it strategically.
Are you ready to take the next step to getting a plan in place to boost your presence at the social media party?
I can help you to create a content plan and develop content which resonates with your target audience.
Drop me a message if you would like me to help you to be more visible.