Updated: Feb 28, 2020
Maintaining a social media presence can seem overwhelming and vague at times. First, you probably want to know “what’s really in it for me?"
Establishing a strong social media presence has many benefits. It is a very cost-effective marketing tool with potential to help improve many aspects of your business, such as:
Brand awareness and recognition
Client reach and conversion
Customer satisfaction and loyalty
Brand authority and standing out from the competition
Engaging with clients within the industry also gives you the opportunity to keep up with industry trends in real-time.
So, how can I step it up?
Know Your Ideal Client & Where To Find Them
We mention this often, but it’s key to focusing your efforts where it counts. Your audience is not ‘everyone’. Know your client and know them well. Understand their challenges and their values. Learn what platforms they are using the most, and who they love on social media. Monitor data from your current client-base, if available.
Having loyal followers that engage with you is more valuable than having a boatload of followers that ignore you. Understanding their wants and needs better equips you to give them more of what they want. Pay attention to their comments and shares to continually develop content that has value to them.
Find your audience where they are already spending time online. Determine the 1 or 2 platforms you’re likely to find your customers using MOST, and focus your marketing strategy there first, especially if your time is limited. You can always widen your efforts to other social networks, but don’t skimp on your client’s main platforms.
Understand Smart Use of the Platform
Each platform provides a different approach to online interaction. Why is your client there? What does that specific platform provide for them? They may be seeking information and solutions or inspiration and entertainment. It might be a combination, but knowing how each platform works and why your clients are there helps you zero in further on how you can deliver the value they seek.
Brush Up Your Brand Basics
Content should align with the look and feel of the branding you’ve established. Don’t overlook the impact of consistency with your logo usage, color palette, bio, banners and handle. Although each platform might differ some, ensure a common thread so you are recognizable.
Images, graphics and videos should stay true to your brand’s style and color choices. Posts should flow seamlessly into each other. The goal would be for your customers to recognize your post at a glance.
Creating a visual style guide with brand elements, fonts and colors can help keep this simple and consistent. Graphic templates can be helpful if you have recurring themes, such as announcements, blog posts, or Q&A’s, for example. These guides can be super simple, and they’re especially helpful if you are hoping to delegate your social media efforts at some point.
Develop Your Brand Voice & Personality
Your target audience should relate with your brand personality. Interact as a human and not just as a business. Show behind the scenes using team photos, photos of customers and events.
Review your previous posts to see where you can improve in voice and tone. Consider having a voice and tone guide with details of brand persona, company catchphrases, personality and market vocabulary for consistency.
Produce Real Value For Your Customer
Respect your clients time, and engage with them in ways that are relevant. Don’t make all your posts promotional. Focus on helping over selling. Offer solutions to their problems. If your following is buzzing over a topic, create content that speaks to that topic. Deliver consistent content to maintain a presence, but produce value over just quantity.
Be responsive. Engage and follow others. Provide answers to the questions your audience is asking. Tag people you reference, and only use hashtags that are relevant.
Use Compelling Visuals
People have come to expect social posts to include a visual component. When you can, show instead of tell. Deliver a smooth, cohesive visual experience. We are drawn to visuals and more likely to engage.
Other Actionable Quick Tips
Think about why your business on social media in the first place, and get clear about your social marketing goals. Establish a plan to achieve them.
Tracking performance can be tricky. Pay close attention to engagement.
Incorporate scheduling and automation to save time and energy and to free up more time for engagement.
Pin your best content to the top of your profile (if supported) to showcase your best work.
Keep tabs on the market and on your competitors, when possible.
Add your website and links to other social media profiles.
Include icons on your website to your social media profiles.
Add social icons to your emails.
Have Fun & Be Patient
It takes time to build brand recognition. Have fun with it, and try not to get overwhelmed.
Step back and take a look at the strengths and weaknesses in your social presence. Start making simple steps toward improvement as you move forward. Incorporate these tips for more consistent, cohesive and engaging content that will build momentum and help you stand out.