As a new company, the first thing to know when it comes to social media is that IT TAKES TIME. Have patience. Remember, you’re a newbie! Recognised brands have a ready-made audience to fuel engagement whereas you will have to work hard to build a following – and for this, you’ll need a strategy.
Before you start splurging info on your social media channels you need to do some market research; figure out who you want to talk to, when they’re around, on which social channels they’re likely to be and how to get them to listen. Also work out your marketing goal – is it brand awareness, content distribution, lead generation, acquiring customers, building community, or all of the above?
Once worked out the behaviour metrics of your intended audience and the goal of your social media accounts, you’ll be able to develop a marketing plan for each social platform you intend to use. Here are some top tips to get you going:
Consistency: Using the same handle for every platform your company uses will make it much easier to find and follow you.
Brand Message: What is the core thing that you want your audience to know? – How great your product is? How your start-up adds value to society? That you’re unique and super cool? Pick a message and go with it!
Language & Tone: Speak to your audience in their language – informal/formal, emojis/no emojis, humour/less humour etc.
Post Regularly: This doesn’t mean every hour but rather post consistently and as often as is required.
Track & Measure: Pay attention to the analytics data that comes from your social media profiles; use the built-in tools that come with each site to begin tracking and measuring your results. Once you become familiar with how these work, you’ll be able to adapt your social strategy accordingly.
Experiment: Don’t be afraid to try new things – different content forms and tones of voice, for example. Social is dynamic; the last thing you want to be is boring!
Social media marketing has developed into something pretty complicated and it’s becoming tougher and tougher to make a dent in a world perforated with information and excess. But it is doable – how exciting is that!?