Using social media to market your business might seem as easy as posting and waiting for new customers to show up. However, it’s more complex than that. Every post should be part of a larger social media strategy. For example, imagine a new restaurant called Pete’s Paleo Pizza that offers gluten-free, dairy-free pizza. Pete just created some social media accounts to promote his pizza and is excited to start posting and gaining followers. But how can he ensure his posts actually benefit his business?
What Should I Think About When I Post?
Social media is about being social. A good hashtag can spark a conversation, and being informative yet approachable can build follower loyalty. This, in turn, leads to shares and reposts, helping you gain even more followers. Effective social media use is like hosting a successful dinner party: you need to keep the conversation flowing and maintain a welcoming atmosphere.
How Can I Define My Voice?
Running an effective social media account requires a solid plan, an open mind, and close attention to your audience’s needs. Focus on four key aspects: voice, content, timing, and conversation. Let’s explore each in more detail.
- Voice: Your voice should resonate with your audience. Understand their interests, demographics, and behaviors. If you know your audience, you can find your voice and effectively reach them.
- Content: Think of your content as the decor of your social media “home.” It should reflect your brand, encourage interaction, and maintain a consistent style. Your content should make your audience feel comfortable and engaged. Instead of just selling your product, use social media to tell your story, connect with your audience, and evoke emotions. Share behind-the-scenes looks, news, events, how-to’s, and photos. Engage with your audience by asking for their opinions and acknowledging special occasions, which helps build customer loyalty.
- Timing: There’s a fine line between engaging your audience and overwhelming them. Consistency is key. Typically, 1-2 posts per platform each day at times when your audience is most active should suffice. For Pete’s Paleo Pizza, this might be in the morning after a run or at lunchtime.
- Conversation: Engage with your audience by asking questions, starting discussions, and responding to comments. Use calls to action to encourage your audience to interact more deeply, like submitting photos or visiting your website during a sale. Although driving sales is part of social media, you also need to entertain and engage your customers.
Latest Techniques and Technologies
In 2024, several new trends and technologies have emerged in social media marketing:
- AI-Powered Content Creation: Tools like GPT-4 can generate engaging content, suggest posting times, and analyze audience engagement.
- Augmented Reality (AR): Brands use AR to create interactive and immersive experiences, such as virtual try-ons or behind-the-scenes tours.
- Short-Form Video: Platforms like TikTok and Instagram Reels continue to dominate, with short, engaging videos being key to capturing attention.
- Social Commerce: Integration of shopping features directly into social platforms allows users to purchase products without leaving the app.
- Personalization: Advanced algorithms personalize content to individual users, increasing engagement and conversion rates.
Example: General Electric (GE)
GE transformed its brand from being associated mainly with appliances to one that symbolizes innovation and technology. They identified their target audience as forward-thinking and interested in health, transportation, and infrastructure. GE developed a playful yet educational voice and used eye-catching images, videos, and questions to engage their audience. Their content focused on the benefits of their products, their employees, and success stories, making their social media a hub for global conversations.
Defining Your Voice
To start defining your voice, consider the following:
- Company Name: (e.g., GI)
- Two Adjectives: (e.g., fun, healthy)
- Industry: (e.g., food)
- Target Audience in Two Words: (e.g., health-conscious, fit)
- How You Want to Be Seen: (e.g., as a friend, guide, teacher, or expert)
For example: “We are GI, a fun and healthy name in the food industry. Our audience is health-conscious and fit, and we speak to them as experts.”
By following these guidelines and leveraging the latest trends, you can create an effective and engaging social media presence.
