Updated: Oct 21, 2021
Often times when we hear "social media marketing" we imagine a bright and shiny picture of a young person trying to sell the latest consumer goods. These posts are effective because they usually show how the product is used and customers are able to make a purchase quickly - usually one click away.
But, what if you sell products or services that can't be bought online or explained in one short social media post? Can social media really help your business?
The short answer is yes, but it will take some work. Next, we'll break down the best practices you should use when creating your social media content.
Choose your primary platform
As you know, there are several social media platforms and each has pros and cons.
Facebook is a great starting point for any business. It has a large network, versatile features, and is easy to use.
Instagram is owned by Facebook, so there are some efficiencies there. But, it works best for brands that can represent their message with images or short videos.
LinkedIn is great for b2b connections, but engagement isn't as predictable as other platforms.
YouTube is very popular, but only supports video content.
Get to know your audience
It's impossible to please everyone all the time, so focus on your idea customer and grow from there. To get started create a persona to represent your ideal customer. Consider their background, interests, challenges, etc.
Define what you want to achieve
Social media can help you raise brand awareness, promote your website, overcome objections, and so much more. By focusing on one for each post will help you have a clear and consistent message.
Create quality content
Creating content for social media is more of an art than a science, but there are some best practices you can follow:
Make the product or service tangible and relevant by addressing your audience's immediate needs.
Build trust in your products or services by showing why it's valuable and reinforcing your audiences expectations of how it'll work.
Usher your persona to the next stage of the sales journey with a clear call to action.
Continue the conversation
Social media is not like the movies where "if you build it, they will come". You need to be engaged by responding to comments using a conversational tone, boosting content that is getting the results you're looking for, and creating new content that will keep your followers engaged.