The Key Ingredients Missing From Your Social Media Strategy
When it comes to effectively promoting your brand, not having a social media strategy is no longer an option. However, social media changes rapidly, making it hard to keep up with the latest features, guidelines, and standards. It can be overwhelming to stay up-to-date on every platform along with the ever-changing needs of consumers. Plus, consumers are busier than ever, making it even more difficult to create messaging that encourages them to make a purchase.
Most consumers – and especially millennials – are wary of advertising and marketing practices. Younger consumers grew up around marketing and often grow skeptical of selling practices. So, how can brands enact effective social media strategies without creating distrust? The key is to add an ingredient that’s missing from many of today’s social strategies: respect. Creating meaningful, honest social campaigns can have a dramatic impact on brand awareness and lead generation. Here are three social media strategy tips that can help you build respect and brand awareness:
1. Have Respect for Your Audience
While treating your audience with respect may seem obvious, most brands miss the mark when it comes to building respectful social strategies. A successful social strategy will respect your audience’s real-life needs and won’t expect them to make large mental leaps to understand your message. Have respect for your audience’s time and interests – be straightforward about your intention, which is to sell your product or service.
Of course, respecting your audience’s time doesn’t mean that you shouldn’t devote time to examining their needs and interests. When you know what makes your audience tick, you can deliver content that genuinely interests and motivates them. Don’t be shy, use a killer headline to really grab their attention. Then you can provide your audience with value lifestyle content, use eye-catching photos, and even entertain them in their news feed. Knowing what content is valuable to your audience is one of the best ways to practice respect. Ask yourself, “How can I quickly and easily show my brand’s value to my audience? What does my target market care about most?”
2. Have Respect for Your Brand
Respecting your brand involves building an organic social media following – it does not mean purchasing followers. For those in the early stages of developing a social media strategy, this can be tedious and even be discouraging at times. However, steadily building followers will have far greater returns over the long term. Your brand’s social media strategy should focus first on those that you know are interested in your brand. Creating interesting targeted content is a great way to kick off your social media efforts.
It’s also important to be transparent about your brand’s goal: to make a sale. Many brands will sneak in a call-to-action about their products or services at the end of their blog posts. Unfortunately, this approach can be detrimental to your sales strategy, as posts that feature products at the center tend to be 30 percent more effective. Don’t be afraid to showcase your products and services – again, the key is, to be honest about your purpose.
Think about the things that your brand truly cares about, and share those values with others. When you respect your brand by showcasing its strengths, others will come to respect it as well.
3. Have Respect for Social Media
Even in today’s digital age, many marketers continue to think of social media as an afterthought to their overall marketing strategy. If your goal is to increase brand awareness and engagement, you must respect social media by building a plan devoted to the channel. This doesn’t mean that your social media plan is a standalone effort; with proper planning, social media should amplify your other media efforts.
Keep in mind that each channel has different needs – for example, a Facebook campaign shouldn’t be run the same way as a Twitter or Instagram campaign. In addition to working with each channel individually, you should also use real-time feedback to ensure your promotional efforts are working properly. Think about the benefits of each social media channel and how you can leverage them to build your business.
Respect for your audience, brand, and social media channels are all essential to your marketing plan’s success. When you deliver content that respects your audience’s needs and remain honest about your brand’s intentions, you’ll be able to build a trusting, lasting relationship with your target market.