Are you planning to represent your brand on social networks? Then you are probably wondering – What is the best way to do that?
Today, there is a large number of social media platforms. Many business owners are asking themselves if it is really necessary to be present in each of them?
For a long time, the official websites of a certain brand, as well as YouTube and Facebook, were enough. With the emergence of new channels, everything gets a little more complicated and the number of social media channels is growing rapidly.
Many of these networks never really become popular enough to deserve your attention.
But, we are not here to talk about what is not worth paying attention to. Rather, about what needs to be done.
Let’s begin, step by step!
1: Specify your target audience
Before you start distributing your content, you have to find out who your audience is and where they spend most of their time.
Knowing the age, gender, and location of your desired audience is not enough for knowing them completely.
These are just basic characteristics to start from.
You should begin by creating an ideal buyer persona. That would be a perfect representation of your target audience.
The main items you need to discover your ideal customer are:
- Their interests
- Facing issues
- Their job role
- Likes and dislikes
- The way of spending free time
- The way of spending money
The more questions you ask about it and the more answers you get, the easier it will be for you to find the rest of the audience and sell your product.
The next step is to research which social networks a certain target group is on. That should be one of the main criteria for deciding adequate social channels for promoting your brand.
2: Choose your channels for brand promotion
As of 2020, there are more than 65 different social networking websites.
Of course, not all networks are equally popular and it is up to you to choose the social media channels that suit your needs best.
In other words, choose the ones that give you the most opportunities to display your product or service in the best way possible.
Let’s explain this in practice!
If you are selling a subscription for an online tool, in addition to your website which is a mandatory item and the main presentation of your business, you can choose between YouTube and Facebook.
You can post videos on YouTube where you can tell both potential and existing users in more detail how to use your product.
You can also create guides or user experiences to encourage new sales.
On the other hand, Facebook allows you to create different types of content, and use closed or open Facebook groups. By using them, you can form communities of the most loyal users or of those who are yet to become.
Share screenshots of your tool, testimonials, inform followers about news and updates. Ask people to state whether they would like to change anything or what they especially like about your product.
If you want to advertise different social media posts to get greater attention, you can use some of the automation tools, such as Smartly, or some of Smartly alternatives.
The possibilities are numerous, it is only important that you use all their benefits in the right way.
3: Specify your content goals
Before creating content, it is important to set your goals.
The goals you want to achieve by distributing content can be various:
- Creating a community
- Raising brand awareness
- Presentation of a product or service
- Newsletter subscription
- Collecting feedback
- Sales and content promotion
These goals can be combined, too. Most of them lead to the last-mentioned – an increase in sales!
Now you must be wondering if everything already leads to the same goal, why categorize them at all?
Because it is necessary to make a strategy. Well-organised strategy means that you know your steps and goals. By knowing them, you will have directions and save your time.
If you only encourage direct sales, and your product is not clearly explained, known, or promoted enough, it will be much harder for you to encourage people to buy it.
By offering valuable content, you gain the trust of your customers and become more interesting to them.
They recognize you as a brand that deserves their attention, time, and money.
For example, Backlinko is a popular SEO training platform which also has a Facebook page with more than 28k likes.
They use this page to share guides, information, studies, and analysis important for their target audience. At the same time, they post links that lead to the Backlinko website.
When people see their work and professionalism, they become more than willing to give trust and money for these training resources.
4: Create content your visitors will consume
If you have followed these steps, then you already:
- Formed your target group
- Selected social media channels
- Defined the goals you want to achieve
Now, it is time to focus on creating valuable content!
The point of your content is to serve your target audience in a certain way. Providing value is what makes your content worth following.
When creating content, the following items should be kept in mind:
- Posting relevant content
Posts related to your niche, interesting facts, notices, guides, courses, or prize games and discounts.
- Combining content types
If you upload only texts or only images, you’re making it easier for your customers to gradually become bored.
Combine visual and textual content, short and long texts, videos and images, infographics and tables, and similar.
- Coordination of your content
Of course, content that you distribute must be consistent with both what you’re offering and what your target audience needs and likes.
Prior knowledge of the target group will allow you to form that content much easier than it would be if you hadn’t researched it thoroughly.
5: Schedule your posts
Being present on a large number of sales channels can be a real challenge. Especially when you’re also trying to handle all the other items of your business.
You could leave this part of the job to marketing agencies or freelancers, along with creating content.
If you still decide that you want to do this part by yourself and have complete control over what happens on your social networks, it can take a lot of time.
Fortunately, there is automation.
Currently, several tools on the market can help you to schedule posts in advance.
Some of the most famous platforms used for this are Hootsuite, Buffer, Sprout Social, and others.
And how do they work?
Once you’ve created an account and linked it to your sales channels, follow these steps:
- Create a post in your content calendar
- Upload the post content (copy, document, video, images, links)
- Select the date and time
- Check everything in a preview
And, that’s it!
Consistency is important because it helps you maintain communication with your followers and remind them of your brand.
In my experience, social networks have such an algorithm that, metaphorically speaking, they “reward” you the longer you keep people on their platforms.
By visiting your page and reacting to your posts, people send a signal to social networks that what you’re offering is interesting to them.
Thanks to this, your posts will also have greater visibility.
On the other hand, if you publish content on your pages regularly, your followers will know that when they enter your page, they will always be able to see something new.
If you leave people without a new dose of information for too long, they will start to forget about you. Never seem unprofessional or not dedicated enough to them.
As you can see, when it comes to content distribution, consistency is an important item.
6: Target the right people and convert them into customers
To achieve the set goals, your content must reach the right people.
We have already explained how to create a target group. It is especially important to create such content that people will recognize as worthy of their attention.
When you want to promote content or offer through social media, you need to use targeting options.
Social networks now offer many options that will allow your content to be delivered to the appropriate group.
You will be able to target age, gender, location, interests, and many other characteristics.
If your posts and advertisements on social networks lead people to visit your website, you can also use pop-ups to keep the attention of your visitors.
By using pop-ups, you can offer them even more added value. You will be able to offer guides, questionnaires, interesting information, news, and similar. All of that in exchange for their email addresses, of course!
By running an email campaign, you can raise brand awareness and establish a stronger connection with future customers.
The bottom line
Use the full potential and power of social networks and their popularity.
If you want your brand to become successful, social media is a great way to build a loyal community.
Instead of filming overpriced TV commercials, you now have the opportunity to be in touch with your customers daily, and to get their feedback that will mean a lot to you on your path to progress.
If you need help distributing content on social media, PR Fire can help.