Successful business pages on social media have one thing in common: they use their online presence to build a real connection with their clients, as opposed to merely selling their products. This is because the old “yell louder than the other guy” technique falls on deaf ears in a place where consumers have the final say as to whether or not they see your content. Social media should engage your customers, entertain them and offer them something that might enrich their lives, otherwise they will not engage with your brand. Not sure if you’re taking the right approach to social media? Ask yourself the following questions:
Do I offer value to consumers?
If you see a company page with too much of a sales push, you’ll tune out. But if your content is engaging, helpful and shows you really care about your product or service, your customers are far more likely to follow you, regularly interact with your material and even share it with their friends. Every time you produce a social media post ask yourself: ‘If I were a customer, would I be truly interested in viewing this?’. The answer should always be yes. Remember: one overly-pushy social media post can leave a sour taste with your followers, causing them to unfollow you. This makes it essential to add value, 100 per cent of the time.
Am I always authentic?
No longer do brands have to look authentic, but they also have to be authentic. Today’s socially conscious and tech-savvy consumers expect the brands they endorse to be honest, transparent, deliver on their promises and remain true to their identities. They are far more likely to join brand communities that speak to human experiences, appear passionate about what they believe in and are willing to accept their faults. On the other hand, if these expectations aren’t met, criticism can spread like wildfire across social networks, devastating your credibility and making it near impossible to build a strong community. Remember, your credibility is one of your most valuable commodities, so use it wisely.
Do I create personal content?
We live in an era of personalisation. It’s essential to customise your content to ensure individuals only see the information they’ll be interested in. Why not tailor your message to specific individuals to ensure they get the most out of your communications? You can segment customers into groups that would benefit from a unique offering – for example, location, sector, purchase history, browsing habits or gender by reviewing the analytics data you already have about them. By feeling like your content has been tailored specifically to them, studies show that customers are much more likely to engage with your brand.
If you answered no to any of these questions, it’s probably time to reconsider your business’ social media strategy. Need help generating a soft sell approach that grows your followers? Merryn Bourne Creative can work closely with your brand to create an impressive return on investment. For more detailed information, contact us today.