Whether you’ve been in business for 20 years or only getting started, it’s essential for you to have an audience and to continue to speak to them consistently. As you set out on your social media strategy, it’s helpful to cultivate your audience by building on any existing fan base.
Who is your audience? Maybe it’s your average, middle-class homeowner, looking for a repair tech. Or perhaps, as a local tutor, you cater to parents who want to make sure their children are getting a quality education. Do you own a day spa? Target people who have a stressful lifestyle and could use a massage.
Make sure you identify your target audience to understand their world, and why they need what you have to offer. Here’s where you get to show them how you shine.
If you have been in business for some time, use your current customers to build your social media audience. Send your past and current customers an e-mail with an incentive to like your Facebook page and other social platforms. You can link to your social media pages from your website to make it easy for existing and potential customers to join you online.
If you are new to your business, use any audience of people who like you and believe in what you do. Maybe it’s a personal Instagram following, or your aunts and uncles who are on Facebook. Share your new business social media accounts with everyone.
Social media can be an enjoyable place to spend time, especially if you are promoting a business. Your business might characteristically have a fun, irreverent brand, tone, and audience, which makes it easier to post and build your audience. Or you might have a more buttoned-up nature, such as a medical billing company trying to show credibility to doctor’s offices. However, regardless of your brand and its identity, you will enjoy building your audience by staying true to the roots of your company.
Building your audience becomes less daunting when you realize that social media is not constrictive or permanent. You can immediately delete or edit anything you put out in the social media ether. Next, social media is incredibly visual. Even businesses with limited financial or technical resources can use something as simple as PowerPoint to put together a reasonably professional-looking graphic, using your logo and a picture from a free stock photo site like Pexels, and voilà, you have something impactful.
People are on social media to have fun and invest their time in passions and hobbies that interest them. They are also there to network with friends, family, or colleagues. No matter what you do, you can create enjoyable incentives for your audience to connect with their interests through your company. For example, we have a client that puts together special movie premiere nights for their staff and social media followers. Have fun with the incentives you develop to get people engaging with your pages and your content.
We hear from a lot of clients who ask us how they should measure their success on social media. There’s no one correct answer to that question. The various industries, and individual companies within each, make it a challenge to generalize success in social media. There are also different ways business owners define success of social media. Some companies might have a sales process that closely tracks how a lead came in, but in most cases, they don’t. Some business owners might feel that success looks like landing a significant client using social media, while others are just thrilled to have the added credibility of pages they can promote on their website.