The final quarter of 2020 is coming to a close, and it is time to plan for 2021. A new year is a perfect time to start fresh and improve your current marketing techniques. If you’re ready to level-up your social media marketing strategy, here are a few things you can do to ensure that your posts resonate with your audience.
Choose the Right Message
When it comes to the messaging in your social media posts, the first step is to make sure you are communicating one clear message (typo-free!) at a time. Don’t try to combine many messages or themes into one post, this will confuse your readers.
It is also crucial that you identify the purpose of your communication. Is this to entertain? Inform? Attract new leads? Push your audience to take action?
The content you craft for each social media channel should be different. Too often businesses will use the same message (or photo, or video) over and over on multiple touchpoints and channels. If a fan is following you on multiple channels, this can cause them to tune you out. Additionally, most businesses have different audiences on each different social channel, so when you use blanket messaging statements, you are missing out on an opportunity to tailor unique and interesting messaging points that truly resonate with each audience.
Target the Right Audience
Since you likely have different audiences “listening” on each different channel, you need to identify who these audiences are and what they care about. This will help you craft the right message for them.
If your LinkedIn audience is 50-64 year-old males and your services benefit families, your key messaging points would be better suited for a channel where you can talk to more families, like Facebook or a blog post.
If you think your following on social media is not actually your target audience, meaning they are not likely to become customers, it may be time to restrategize your approach to social media.
Plan the Right Time
Make sure you are talking about things in a timely manner. This doesn’t mean you have to post about news-related items on your business’ channels, but it does mean you have to be in-tune with the greater cultural conversations.
For instance, throughout 2020 in the United States, we’ve seen conversations about equality and reform nationwide along with an impactful presidential election. If your brand focuses on your products or services with promotional content as if it was any other time in any other year, your content will likely be ignored. That doesn’t mean that you must – or should – get political. But sometimes, when something big is happening in our society, you need to think about how it is affecting your customers and what their mindset will be when consuming your content.
Getting these three things ”right” will help ensure that the most important marketing messaging points that your business needs to communicate are heard by your audience.
70% of internet users want to learn about products through content versus traditional advertisements.
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