As we all navigate through COVID-19 and look forward to whatever the new normal may bring, one thing has remained the same and actually becomes even more vital: Connecting with your audience via social media with the help of engaging content. Sounds easy right? Snap a pic, jot down a cute caption, add an emoji and a hashtag, hit publish and voila! Okay, so it’s not that easy…but the good news is: We’re here to break it down for you!
Understand Your Audience
Don’t even begin drafting that social media copy before this essential first step: know your audience in and out. Dive into the analytics that your social platforms provide. If you utilize resources like Sprout Social, Meltwater or Salesforce Social Studio, make sure to take full advantage of the analytics tools they offer. Get a feel for the demographics; are more men or women visiting your page? What is their average age? Where are they located? (Their location is especially important if you are looking to target specific regions!) Don’t be afraid to dig even deeper: How does she think? What does she care about? How does she talk?
Once you know who your audience is, you can start to adjust your voice and gather a deeper understanding of their interests and activities. When your target audience feels like the content you’re posting was made just for her, she is much more likely to like it, comment on it and share it with her network.
Create Engaging Content
What you post matters, and once you’ve identified your audience you can tailor your content to speak to their interests and introduce them to products and services that align with their lifestyles. Video content and imagery is a powerful way to stop your target audience from thumbing through their feeds. And don’t under-think a single aspect of your posts. Ask yourself:
- Is the visual high quality and high-resolution?
- Is the copy relevant to the visual?
- Will this post be effective in inspiring the target audience to think a certain way or take action on your product or service?
- And lastly, is this post right for this particular channel? (Because social media is not a one-size-fits-all: content made for Facebook, for example, would be distributed completely differently via Instagram Stories.)
Lastly, aim for genuine human interaction. When consumers comment and engage, respond! If you’re receiving hundreds of comments, it may not be timely to do so but always try to connect with people that are engaging with your posts. This lets them know that there are real people behind the brand who hear them.
Plan Your Social Media Calendar
Planning out your social media content calendar long-term may seem like a total pain – but trust us, it’s not as difficult as trying to put together engaging social posts on the fly! Building out a content calendar and implementing different buckets of content can make this daunting task feel so much more doable. Bear in mind: social media rewards nimbleness. So come with a plan but be prepared to make marketing decisions that tie in with the latest trending news, dance craze or viral meme!
Kickstart your content plan with your high priority marketing initiatives i.e. promotions that you push out on a consistent basis. And weave in actual content – and lots of it! Think teasers, podcast clips, user-generated content, blog posts and more. This process does consist of a lot of trial and error so don’t be afraid to try new things and see what connects with your audience.
Want to know more about what our content calendars look like? Or how we turn long-form marketing initiatives into snackable content for social? Drop us a line.
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About The Author
Ellen Fallon, Marketing & Account Supervisor at Discover Mediaworks is a 2019 University of Wisconsin – La Crosse Graduate. Her initial role as a Marketing Coordinator quickly evolved to one that is greatly hands on with both client and internal brand projects. From copywriting, to project management, and PR and social media she knows that adaptability is the name of the game when it comes to marketing.