Social media marketing can be overwhelming, new, and confusing for newbies, especially if you want to get ahead of your game early. For starters, there are a lot of good basic tips that you can practice. These include knowing who your audience is from the start and speaking their language.
Define Your Audience
Defining your audience is the key step in figuring out how you can brand and market your services. It is considered a best practice in social media, after all.
Firstly, you have to ask yourself the following questions. Who is it you want to talk to? Who are the people who will benefit the most from the products and services of your business?
To define your audience, you can first do your research. After you have gathered data on your audience’s psychographics, demographics, and media consumption habits, you can create your Buyer Persona. Your Buyer Persona is a sample of who your audience is. It humanizes your audience and allows you to figure out their problems (I prefer calling it their Pain Points) and habits on which you can base your marketing strategy around.
While the buyer persona is usually utilized in traditional marketing and advertising campaigns, it also works effectively for social media campaigns because it quickly pinpoints the online platforms where you can find, connect and forge a relationship with your target audience. On a more technical level of sense, you can use the Buyer’s Journey as a guide on creating digital content to slowly drive organic traffic and conversions towards your official brand, social media, and website.
Keep An Eye on Your Competitors
When running out of content ideas, keeping a steady eye on what your direct competitors are doing does not hurt. Public relations and marketing professionals (who are based in-house) track the activity and media habits of their direct competitors so they can find out what content ideas and public relations activities such as partnerships and events are doing so that they can directly compete with them in these.
Another reason for tracking your competitors is to compare the engagements they receive online to your brand. In addition, they make diverse content that focuses on offering value to their target audience. Depending on where you are based, some social media accounts, especially among direct competitors, tend to engage about who is the best in offering the products and services they provide. One good example is how the official Wendy’s USA Twitter engages with other brands.
Find Your Voice
In more detailed digital advertising creative briefs, there are two sections that confuse newbie marketers. These two sections, namely are the Voice and the Tone. The voice is your brand’s personality, while the Tone is how the brand will try to embody the brand voice and personality online through different channels.
With businesses going digital, remaining unique, and simultaneously, providing your target audience the best content and service you can offer can seem to be a Herculean task. However, staying focused on your target audience and how you want to communicate and position your brand is important. As a result, you can slowly find your voice and stick to it.
After all, it is hard to replace your brand after you have proven that you are a unique brand and provider of products or services which give value.
Tailor Your Message To The Platforms You Use
One major mistake brands tend to make on social media is posting the exact same message on Twitter and Facebook. Instead, you can tailor your message and Tone to fit the social media platforms you use. You do not need to be on TikTok, Instagram and Twitter, and LinkedIn all the time – you can focus instead on the platforms your target audience frequents most.
For a Gen Z and millennial audience, you can stick to Twitter and TikTok and focus there. As Marshall MacLuhan has said, the medium is the message. With these two platforms for younger audiences favoring shorter lengths of video and character limits, you must be witty, concise, and use the new generation’s language.
Consistently Offer Your Brand’s Value
Offering useful products and services encourages sales, improves customer loyalty, and grows your brand’s reputation. In social media marketing, the same principles apply. In essence, creating value for your target audience means your products and services have both a Unique Selling Proposition (the USP) and are worthy of their money and time. For customers to find your service worthy, the benefits need to be more worthy than their costs and maximize benefits within an acceptable price point.
In the content, you create and post, consistently value your brand and its products and services. In the long term, it increases your customers’ trust in you and your brand reputation and profits. It also sets up your business for success.
These basic social media marketing principles make online success achievable once you practice them. Remember, it is all about your customer – and the value you continue to offer them at the end of the day.
Edwin Deponte is a motivational writer who is also passionate about anything digital and social media marketing-related. On his free days, he spends his time indulging in digital and social media marketing books.
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