Getting your brand’s pages up and running on social media networks is pretty easy to do, but filling them with good content that serves a purpose is a whole other story.
The year is not 1969. Social media isn’t Madison Avenue. And, more importantly, you’re not Don Draper or Peggy Olson.
Your task, should you wish for your brand to thrive in the wily world of social media, is to remain customer focused and deliver great content whilst doing so.
Here are three things to think about before you start promoting your business on social media:
1. Traditional advertising is so 1969 (just ask burned out Don Draper)
Before you post that big fat logo with your latest promotion, remember: People don’t really want to see advertising on social media.
We’re all so thoroughly seasoned at overlooking traditional advertising, that we barely even realise we’re doing it.
Because of this, businesses have learned to create content that actually connects with people. When content engages people, it gets attention.
2. “If you don’t like what’s being said, change the conversation”
Do you know who you are talking to?
Think about who you’re talking to, then create your content accordingly.
Although traditional advertising on social media is a bit of a no-no, branded content does have its place. If your brand has an established following of loyal fans who are likely to be repeat customers, feel free to target them.
If, however, your goal is to attract new customers who are not yet aware of your brand, your approach should be far more concentrated on delivering really interesting, valuable content that can help your target audience feel more informed about your industry, product or service.
By empowering your audience with knowledge, you quickly become perceived as an authority in your field, helping to build trust and bringing your brand to the forefront of people’s minds.
3. “People tell you who they are…”
Are you listening? Are you really listening?
Know your customers. Get inside their heads. Be among them, from a fundamental perspective. Above all, listen.
Before you make any content, think carefully about the people you are aiming it at.
Try developing some personas to detail who your customers are, what they like, what they talk about, when they use social media, what they like to share etc.
Don’t have a Hersey candy meltdown like Don Draper
Customer focus is really all there is. It was really all there was during the Golden Age of advertising, when real life Don Drapers were figuring out the power of the infinite “you”. Now, in social media, the infinite “you” is the personalised “you” – everyone has a profile, waiting to be connected with and spoken to.
The sooner you change the conversation to customer focus, the better off your brand will be. It’s as simple as that.
Ella Linton-Smith is the owner of Loudmouth Content, a business created to help other small businesses build and maintain a great online presence. Outside of work, she also dabbles in parenting her three young sons.
