Create content that people see, like, and act on.
If you are marketing on social media and the billions of people on social media never see your content, then you’re never going to win.
And if you are marketing on social media and people don’t like what they see, then you’re definitely not going to win too.
They are going to scroll right past your post every time.
So today, our expert social media marketing company will teach you how to do marketing on social media in a way that will increase your awareness, engagement, and conversions.
Today’s post is all about how to do marketing on social media.
We’re going to give you 4 simple steps that make social media marketing easy to understand and implement for your business.
There is so much confusion when it comes to developing an effective social media marketing strategy.
For some people, social media is all about likes and followers.
While some people think that likes and followers are just vanity metrics and are completely worthless.
So what do you do? Who do you listen to?
What’s the best way to market your business on social media?
After doing social media marketing for a decade for hundreds of businesses, here is our take on the best social media strategy for any business.
1. Create Quality Content
The first thing you need to do to market your business on social media is by creating quality content.
You need to create content that provides unique value to a specific audience.
Valuable content is informative, entertaining, or inspirational.
This could be done by sharing facts, statistics, or other information that may help your audience improve their unique circumstance.
For example, a tax accountant might share important tax deadlines to help their audience avoid late penalties.
And a nutritionist might share surprising facts about popular food choices.
Entertaining content might consist of posts with witty captions, .gifs, or memes.
If you want a good example of entertaining content, just take a look at McDonalds.
Their page is full of humor and all about making people smile.
For your business, you might be able to resonate with your audience by creating memes and gifs.
However, be sure that these content are related to their experience trying to achieve a specific goal that your product or service may aid with.
For example, a landscaper might create a post with an image of a yard that hasn’t been cut in months with a caption that says,
“That moment when you realize you need to cut your grass.”
Something like this is both entertaining and relatable to your audience and business.
Inspirational content might consist of posts that show an end goal that your audience may have.
We see this all the time already – especially with fitness, fashion, or beauty businesses.
For instance, seeing fit people on social media that might motivate us to work out.
Or a really cool outfit worn by your favorite celebrity that might motivate us to buy a new outfit.
Or a 60-year man or woman that looks like they are 30-years old because their skin looks so good.
Seeing content like this might motivate us to try a new skincare regimen.
The bottom line here is that you need to create valuable content, which can be either of these things – inspirational, informative, or entertaining.
When you’re planning your social media content strategy, keep in mind to create the best content for your audience.
But in order to create the best content for your audience, you also need to have a very specific audience that you’re talking to.
Everyone has different goals and ambitions. What might inspire or entertain one person, might not for another person.
So before you write your content, you need to make sure you understand your buyer persona.
This is where you clearly define your audience’s goals and challenges.
Knowing your specific audience’s goals and challenges will help you create posts that relate to them.
As long as you create valuable content for a very specific audience, then you’ve done everything you need to do on this part.
2. Create Content That People See
The second challenge of social media marketing is making sure people actually see your content.
So many businesses create content over and over again that people never see. And it’s normally because they do not understand what they are up against.
Here’s what you need to know – there are millions of pieces of content being published every day on social media.
Frankly, there’s more content being published than eyeballs to read it.
Social media is a very noisy environment. And algorithms make it even harder to break through to gain visibility on news feeds.
So how can you break through the noise and algorithm restrictions? Here’s what you can do:
Choose the best 2 social media platforms for your business to be on.
You should choose social media platforms that your specific audience uses the most.
If you want some help in determining this, check out our post that tackles the pros and cons of the major social media platforms.
But in short, choose a maximum of 2 social media platforms to focus all of your energy into.
It’s not very beneficial to spread yourself so wide that you do nothing really well.
Then, start publishing quality content on those channels. Once you do that, you need to make sure that people actually see it.
Promote your content through advertising.
Most social media platforms have an option to boost your content to gain more visibility.
Facebook has Boosted Posts,
Twitter has Promoted Tweets,
LinkedIn has Sponsored Posts,
Pinterest has Promoted Pins,
…and so on.
You should set aside a portion of your marketing budget on social media to promote your best content.
Even a small monthly budget of $150 can boost your visibility astronomically on social media.
Are there other things you can do to increase your visibility?
Yes, but nothing will work as fast as promoting your content.
Sure, you can join groups. You can network and interact with your audience.
You can even pay influencers, and so much more.
The undeniable fact is that there is a lot of manual labor involved in doing these types of activities. And sometimes, you can do them and still fail at attracting attention.
That’s why we recommend keeping your social media strategy very lean and simple.
Just create really good content and promote it until a lot of people start seeing it.
3. Create Content That People Like
Once you start getting thousands of impressions, you need to step back and ask yourself an important question.
Do people like your content?
If people see your content and do not like it, then it has no positive impact on your business.
Fortunately, it is fairly easy to determine if people are enjoying your content.
All you need to do is look at your posts’ engagement levels.
Likes, comments, shares, views, and clicks make up your overall engagement.
You can use analytics to determine which of your posts have the most engagement, and which have the least engagement.
Then you can decide to adjust your posts to the style that is gaining the most engagement amongst your target audience.
You should also continue to try new types of posts to see if you can increase your engagement to even higher levels.
But ultimately, it’s important to keep a pulse on your social media KPIs.
Most social media platforms have native analytics that allows you to view metrics like this without paying for specific software.
There’s the Facebook Insights, Twitter Analytics, LinkedIn Analytics, and much more.
Find the data, look at your performance, and make appropriate tweaks to your strategy.
4. Create Content That People Act On
Likes and followers are cool.
But as the old saying goes, if it doesn’t make money, it doesn’t make sense.
Fortunately, likes and engagement make a lot of sense.
A lot of people dispute this and call engagement metrics “vanity metrics”.
Meanwhile, we like to think of them as “necessity metrics”.
If you look at any marketing funnel, you’ll find that the necessary steps to generate more conversions are to first build awareness and then engage them into consideration.
It is very difficult to sell to someone who is not engaged or aware of your business.
We refer to this as “cold selling”. And most of the people who are winning at social media marketing are selling to hot prospects.
They are using things like remarketing ads to advertise their latest products and promotions to an already existing audience.
A lot of people think remarketing only refers to running ads to people who recently visited your website.
But no – you can also run remarketing ads to people who have recently engaged with your business on social media.
At LYFE Marketing, we often include people who engage with our clients on social media in their remarketing campaigns.
And when our clients have a lot of engagement on social media, we typically see higher rates of conversions.
With that said, this is what you need to do to create content that people act on.
You need to create an action-driven ad, targeted to people who engage with your business.
Target your content to your hottest audiences, especially your website visitors and the people who love your social media content.
You can do this by setting up a custom audience inside of Facebook Ads Manager.
Once that is done, launch your ad, make variations of it, and measure its performance on your business.
Over time, continue tweaking your ads to improve your performance and ROI.
And that is how you market your business on social media.
Let’s quickly recap.
Today we discussed the best strategy to market your business on social media.
The 4 steps to marketing on social media are to:
- Create quality content
- Create content that people see
- Create content that people like
- Create content that people act on
A lot of people try to do social media marketing by focusing on step number four and fail because they do not have any hot leads to advertise to.
Don’t make this mistake. Use social media to be social, first and foremost.
Build awareness and engagement correctly. And then advertise to those people to convert them into leads and customers.
If this 4-step strategy entices you to take your social media marketing to the next level, let our experts help you.
Simply contact our specialists today to get started!