Each company has a distinct set of needs to be met by a social strategy, which is why we customize our Social Media Game Plan for each of our clients. However, there are common elements that lead to a successful social media strategy.
Be consistent: establish a brand voice
Unless you’re an impersonator, you probably have a tone, language, and character that people associate with you. The same should be said for your company. Brand voice defines the tone of your communications and the style of your writing. Consistency is key here; you want to make sure that when a prospect sees a social post, goes to your website, and talks to your sales rep, all of the language they encounter sounds like it belongs to the same brand.
Know your customers
One of the best ways to write content that sounds human, authentic, and genuine is to clearly picture who you are writing to. We do this by developing buyer personas. Buyer personas are fictional, generalized representations of your ideal buyers; identifying who your best customers are will help you better connect with the most valuable prospects. We think Buyer Personas are so important, we do not set marketing strategies without them.
If you’re marketing to everyone, you’re marketing to no one.
They help you understand your buyers (and prospective buyers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.
Create content that meets their need when they have it
Once you have a clear picture of who your customers are, it makes it far easier to understand exactly what challenges they face. Knowing their problem, and what kind of information they are looking for means you’re able to create content they care about. Once you really get to know your buyers, what their challenges, needs and pain points are, creating content for them will be as easy as talking to a good friend.
But most of all, the most important takeaway is this:
Social media activity should support your business development goals
If your social media activities aren’t related to your business growth goals, they aren’t serving a purpose. I’ve seen many companies hire intelligent, capable social media personnel who are well-versed in the tactics, but have never set a strategy for a company before. This almost always results in frustration on both ends: the marketing and sales departments aren’t meeting their quarterly goals, and the social media team feels they haven’t had adequate guidance or training.
If these challenges sound familiar, let’s chat about our Social Media Game Plan. The best solution for tackling your social media strategy is a hybrid solution of internal and external resources; and we can help set a social strategy that will resonate with your ideal customers, and ensure your team has all the tools, resources, and knowledge they need to implement.