Oh, what a tangled web content marketing as weaved. Marketers have long used the internet as clever space to promote their products and services. For those that have been successful the internet has serviced the purpose of gaining and retaining a loyal customer base. Amid the realization that internet could obtain business without the added costs of yesteryear’s marketing tactics, a flood of information has overcrowded the space. Now, marketers are at a constant scurry to create the next big creative piece and get it out online to promote it. These efforts have all come at the cost of an informed and share-driven consumer market.
Today’s consumers aren’t interested in “hard sell” tactics anymore. Instead, they’re on the hunt for information and people that can give them insight into their purchases. They’re looking for brands they can trust. Now more than ever, they’re using social media to help them in their search.
If your brand is using content to provide these features and experiences to users, without much effect, it’s likely you’re dropping the ball on social. Marketers use social channels like Facebook, Instagram, and Youtube all of the time to drive interest in their brands. In order for you to do the same, you’ll have harness it correctly to gain optimum results. Here’s how:
If you want to take your content seriously, you’ll have to use visuals to promote it on social media. You know the phrase, “don’t just a book by its cover”? On social media its a philosophy that doesn’t get much consideration. In fact, most successful social media campaigns are built on captivating images. Sites like BuzzFeed, CNN, and Amazon lure users into their pages with the help of a captivating image. With photos 53% more likely to generate shares and likes on Facebook, so should you.
For ads that promote new content on your blog or site, use compelling images that will stir up interest and drive traffic to those pages. Utilize captivating images on sites and apps like Facebook, Snapchat, and Instagram to promote interest in your brand and it’s products and services. A good image will act as the “teaser trailer” needed to generate interest in your brand.
Choose The Right Platforms
If your brand is in the business of selling beauty products you could use LinkedIn as a promo tool, but know it’s probably not your best bet for a first choice. You’ll want to use a platform where your target audience will likely be hanging out. Remember, you wouldn’t sell your products at a paper company when you could get more success promoting them at a mall.
Pick out the right platform for your business by starting off with a well thought out target persona. An understanding of your ideal audience’s age group, socio-economic status, gender, and education level will be key to your efforts in picking out the right social platform. A well-rounded understanding of this audience will help you track down where they hang out the most.
A good launch pad for practically every business’s social media efforts is Facebook. The platform crosses audiences of all ages, genders and economic statuses. Businesses hoping to broaden their efforts should expand to two others once they’ve mastered their first.
Adjust Promotional Messages According to Platforms
Content doesn’t work as a one-size-fits-all strategy on social platforms. Certain channels not only require certain types of content (i.e. Twitter’s 140 character limit, Instagram’s images), they also attract users based on certain content. Consider what type of content is appropriate for certain social media. You’re less likely to judge a person for posting a selfie on Snapchat than you would if you saw them post one on Facebook. Likewise, you might find a political rant on Instagram less appropriate than you would if it occurred on Twitter.
Before you post the same content on different channels, think about how it would be better received if it was tweaked to accommodate a certain platform. If you’re a chocolate bar company, a fun video about the chocolate making process could generate amazing shares on Facebook. On Snapchat a zany comment about your love for chocolate might be more effective. If you’re using Twitter, be sure to use hashtags, if you’re using Instagram use their carousel feature. No matter what platform you use, remember the “rules of engagement” are always changing, so be sure to stay on top.
Post At the Right Time
You wouldn’t go fishing when the sharks were out, would you? Just as you want to find your fish when they’re less likely to be overwhelmed by competition, you’ll want to push your social campaigns when your audience is actually online.
There’s no one right answer for the optimal times to post on sites like Facebook, Twitter, and Instagram. Different businesses and industries will find different that different times work best. Still, a good concept of when your target audience will interact with a platform based on time and location will help. Consider how likely you are to actually share or like a post in the morning when you’re busy versus after work when you’re trying to relax and engage with your friend group. Look into the times that might produce the most action and results to generate the most leads.