Social media is one of the most popular online pass times. In 2019 there were 2.95 billion social media users, a number expected to grow to 3.34 billion by 2023. Your client could be one of those people and with these tips, you'll be able to find them.
Identify Your Target Audience
The first step is figuring who your audience is. You can't create an effective social marketing campaign without understanding your audience. In other words: who is your customer persona and what problems will your content solve?
Next, you need to create that very solution. To do so, you need to understand how your customer communicates their problems. This helps you tap into an engagement strategy and create the type of content they want to see.
This doesn't stop with engagement. You need to go a step further and look at your customer insights. Who is looking at your profile? Is this who you thought your target audience would be? Understanding this will help you further customize your customer strategy.
Create a Content Calendar
Now that you know who your audience is, and what they want to see, you need to figure out when to post it. A content calendar keeps you organized. A calendar helps you break down larger concepts (campaigns) into more manageable tasks (posts).
Timing is key when posting. You need to know when people are looking at your content. With a content calendar, you can stay consistent with the timing of your posting.
A content calendar also helps you organize your content cross-platform Certain campaigns might be for all social media profiles, while some are specific to one. A well-maintained calendar helps you keep them all in one place.
Likes are great but how important are they in the grand scheme of metrics? Are those likes bringing in leads and are those leads turning into sales? The answer is most likely no. Here are the metrics you should look at and why:
- Reach. This is the unique number of users who saw your post. Is your content reaching users' feeds? How far is it actually going?
- Clicks. Each click means someone is taking the next step through your marketing funnel. Tracking clicks per campaign is important in understanding what encourages people to buy.
- Engagement. This is seeing who interacted and how does that number compare with the total reach. What do people interact with and why do they interact with it? These questions help you understand if the content is successful
- Hashtag performance. What hashtags created the most engagement? Which hashtags brought little or no reach?
To have a successful social media campaign you need to keep track of all these numbers.
Use A Call to Action
Copy is your opportunity to share with your audience why they should be using your service. It is also where and how you'll be creating engagement with your audience.
While there is no exact science to what you should post, the '80/20' rule is recommended by social media experts. 20% of the content should be about your brand. With every "promotional" post you need to add a persuasive call-to-action. The purpose of the CTA is to inspire your audience to learn more about your brand. The remaining 80% should focus on shareable and interesting content. Share content that caters to the needs of your audience. With every post think: “Why is this relevant and how does this benefit my consumer?” These posts should also feature a powerful CTA that will motivate engagement. Ask a question related to the content and create the conversation.
Don't forget to have an image to go with your copy. Pictures make or break a post. A well-composed graphic or a well-chosen image will, first of all, make your post stand out in the feed and secondly make it more appealing to engage with.
If you're looking for resources to use here are some sites:
Pexels - Photography
Unsplash - Photography
Reshot - Photography
Freepik - Vector Images / Photography
The Noun Project - Icons
Easel.ly - Infographic Creator
Hashtags are how people search for content on social media. Hashtags help potential clients discover you. They connect you with your target audience.
Using carefully researched hashtags will help your content get discoveredFind hashtags specific to your post and brand. Begin by doing a competitive analysis and take note of what hashtags your competitors use on their posts. Research these hashtags, and similar ones, to gather insight on their usage. Are they popular? What kind of posts are in those hashtags? Does your content fit? And, most importantly, is your target audience using that hashtag?
Don't use the same hashtags - switch them up post to post. A good practice is collecting your hashtags in a document to store for future use and categorizing them.
Hashtags are also a great way to brand yourself. Create a brand-specific hashtag to use on your posts that affiliates, or anyone sharing your post, can use.
If you don't know where to start on hashtags, here are some great tools to begin your research.
Using these 5 techniques together will help you grow and find your next client.