How do I Connect with my Audience?
Why does my business exist and why should my audience care? What are the reasons to believe in the brand and what kind of stories can I tell which will connect with my audience? These are the kinds of questions you need to be asking yourself when devising a social media strategy. Presumably you’re reasonably aware of why your business exists (to deliver a service or product in return for some lovely money) as well as the more simple product or brand features which lead the audience to care on a basic level, but what about the emotional level?
Reaching Your Ideal Customers
For a brand or business to have a successful social media strategy they need to be relevant to their audience and the only way to be relevant to that audience is to know them. The first part of creating your strategy, therefore, comes down to market research. By researching what resonates with your potential clents, you will be able to understand how to create stories and content which will make a consumer care, i.e. click, comment, share, buy. To start researching, look at competitors in your category, see which posts are popular with their followers and try to understand their habits. Also, look at the other interests of those and your own followers to understand what catches their eye. By spending time getting to know your target audience and analysing the trends they follow, you will be able to devise a strategy that can be your guiding principle, giving you pillars of content or relevant topics, from which to create your posts. Don’t forget to look up thought leadership pieces and best practice articles to get inspiration from the big dogs as well.
Finding Your Brand Voice
So now you have built up a good profile for your audience; you understand their likes and dislikes as well as their characteristics. Now you need to start the matchmaking process by thinking about your brand as if it was a person. What kind of personality does it have? What kind of relationship does it have to your profiled consumer? Which adjectives describe your brand and which do not? How do you want your profiled consumer to think about your brand? The answers to these questions will help you find your voice as well as your tone of voice. Voice is really the mission of the brand, while the tone is the implementation of that mission.
Your audience-led research should have covered analysis of category, competitor, trends and use of appropriate channels in order to find your golden insight, which will form your strategy in the voice you have now carved out. In order to test the strategy you need to ensure you set benchmarks which will test the content you are about to create. More on this in our next blog, Creating Your Social Media Strategy – Part 1. Subscribe to make sure you don’t miss the next instalment.