Marketing on social media can take a bit of creativity. Adapting our marketing message to each platform helps us reach our target market. Position our offering in an irresistible way. Social Media can take a bit of trial and error, but here are some guidelines to get on the right track:
Choose the Right Platforms for Your Audience
The first step is to choose the right social media platforms.
- Where does your target audience hang out?
- What do they consume?
- What are their preferences: articles, video, short-form..?
- When are they online?
Each social media platform is different so let review the characteristics of each:
Facebook: Building a community on Facebook, using pages + groups will help you to share your message. Facebook is the largest social media site.
It’s a place where people interact with friends over common interests.
When you advertise on Facebook, you can create a clone target audience based on their interest. As Facebook owns Instagram and WhatsApp, so you can then retarget your clients across all 3 platforms when you run ads.
Twitter: Health & Lifestyle updates with links back to your website is an effective use of this platform. Twitter is used for quick news and updates. People here are looking for the latest information on topics they care about.
Instagram: Images are often very aspirational on Instagram, so sharing transformations, your message about your client’s journey works well on this platform.
Sharing your stories, scroll-stopping videos, images, and other visual content that are easy to digest also works well on Instagram. You can cross-reference your audience from Facebook.
YouTube: On this platform, videos can be great for product demos, interviews, instructional videos, behind-the-scenes looks at your company or industry.
Vlogs, video blogs allow you to introduce yourself & brand to your customers.
LinkedIn: Recently introduced stories + live streaming so you can share behind the scenes of your business. As a professional networking site, Linkedin is especially good for B2B brands. It is also where your target audience lives if you have a premium brand.
Strategies for Social Media
Try Not to Shout Over the Crowd
It can be overwhelming how much content is being shared on social media at any given time. It may even seem daunting, especially if we haven’t used social media for marketing before.
Remembering that the goal is not to out-shout anyone, or to be the biggest voice on the site. The goal is to "Find Your People" and connect with them. Give them value. Put your offer in front of them.
Creating compelling content that targets your audience will help you get heard. Short-form videos and clickable images will get your audience to stop and pay attention.
A Plan for Your Marketing Message
- Create a goal for your marketing message on social media.
- Make your goal specific. What do you want to achieve and at what time?
- Set a goal that includes numbers; for example, 50 new email subscribers per month.
Create a plan for monitoring and reporting to determine whether you reach your goal or not. This will help you make improvements and refine your marketing message over time.
Study the Competition
A good place to start is to analyze the competition. For each social media platform, follow companies that offer something similar to yours or overlap with your audience.
See what they’re doing and see how much people are engaging with their content. You’re not stealing ideas, but simply watching them learn from their efforts about what works and what doesn’t.
Get inspired, and brainstorm ideas on how to set up your social media marketing message differently. Try doing something they’re not.
Social Media Marketing Basics
Your marketing message is unique to you and how you use social media to convey it is as well. However, there are some general guidelines to using social media that you should follow:
- Be Social. Your presence should be friendly and chatty.
- Your Content should offer value, and establish you as an authority in your field.
- Be Curious. Engage your followers, by asking them questions.
- Your content can provoke, challenge an existing belief, so illicit a discussion or interaction.
- Listen well. Focus on listening to your customers. Let them know they are heard.
- Stay positive. Don’t post anything negative or anything that could be misinterpreted.
Social media is a dialogue and you’ll learn a great deal about what’s working and what’s not working with your marketing message by seeing how people interact with it.
Limit your promotion. Instead of promoting, focus on helping people solve their problems. This will lead them to take an interest in you and learn more about the products you offer.
Crafting Your Marketing Message
Is your marketing message ready for social media? The first step is to craft the right message that communicates the unique benefits of your offer to your target audience. As a Health & Lifestyle Entrepreneur, your marketing message gets you heard above the noise.
Join us inside the DSC community and access our Masterclass on “Marketing Message for Business"