The goal of social media is to be social.
Social media is part of an overall marketing strategy and its main role in your business growth strategy is to show the social side of your business.
Social media’s place in the marketing mix is to provide content that leads to engagement and interactions which, with careful planning results in awareness of your brand, interest and down the track maybe even a sale.
One of the reasons you may not be getting much engagement on your socials is because your posts are well…boring! (The other reason is changing algorithms but we will save that topic for another day.)
But how do we define boring? Indeed, more to the point how does your audience define boring? Perhaps their lack of interaction indicates that they find your posts boring…
So, the first thing you need to do is unpack how to be sociable with your customers on social media. And the only way you will really understand that, is to understand what your customers want to see and hear from you.
Of course some companies are at a natural disadvantage on social media―we can’t all be selling surf and skate streetwear, or over the top freakshakes which are so #instagrammable, but we can take a few pointers from those brands.
Understand your followers, fans and friends
Tailor your message to emotionally connect. Leave them thinking ‘these guys get me’. The only way you can do this is by understanding your customers and then write for them. Talk to one person to make a strong connection and help them feel understood.
Tell a story
Use the power of a good story in your posts―stories capture our imaginations, a well told story stirs the emotions. Think about why you are in business and how you really help your clients and customers live their life―what do you enable them to do or be?
Be you. Be human
Showcase what makes you―you! Share what you are doing or learning―give your followers a look behind the curtains. Tell the story behind your business, tell the story behind your products and how they came to be.
Social media is a place to build awareness and trust and remain top of mind, so keep work to the 80/20 rule―80 per cent social and 20 per cent promotional.
Your audience never feels like they want to be sold to or preached at when they are on social, they are seeking a genuine and emotionally invested connection.
By Sara Berry, founder of Marketing Sense