Is your social media offering engaging your customers? Are you content with your content? If you are a business start up looking for ways to improve your social media offering and grow your following then look no further….

Here are three tempting tips to entice users to become first followers and then customers…

1. Know Your Audience.

Who will be reading your posts? Your content should be tailored to fit the platform user.

Facebook users are probably Generation X or Baby Boomers, looking for posts that are relevant, fun or useful. Be relevant, make your call to action clear and achievable, your identity obvious (visible logo) and your content appropriate and interesting to this demographic.

Globally, Twitter users are more likely to be men, with 59% men versus 41% women in the UK. They are young and have an above average income. Be real and to the point, succinctness is key. Use a hashtag that is memorable and unique.

The majority of Instagram users are under the age of 30 although the over 30s are catching up. You are talking to the next generation of social media users here. Your images need to reflect the culture that your user is coming from, so ask a youngster for help if you don’t know what’s hot and what’s not.

Pinterest is used predominantly by women, many of them married and many with families. You will be marketing to more women than men through Pinterest, but they may well be the ones who make a lot of household purchases, including buying for male family members.

LinkedIN users are either in business, students or recent graduates. They will be prepared to read more content and will expect business to business marketing.

For all platforms, although especially with Instagram, any images attached to your post must be of high quality as users of all ages and backgrounds will be put off your product or service by an image which is of poor quality, unclear or confusing.

2. Know the Context.

What are your users using the platform for? Is your offering going to interrupt or alienate them or add to the experience they are having?

Facebook users are looking to promote relationship. Is your post all about you and your business? Are you selling “at” them? You need to meet the user where they are at. Communicate things which are real and important to them to promote your relationship with them! The user is probably looking to spend a few moments on Facebook with a view to taking a break from work, or to connect with their pals. Give them something to talk to their friends about that will make them laugh or meet a need, you will be building a relationship which may well lead to a sale in the future.

Twitter users are looking for news and information. They are also looking for conversation so Twitter is really great for networking. Find Twitter chats related to your industry and create a Twitter list for each, adding the users you engaged with. Retweet, favourite and reply to their Tweets and share their content. Have planned, conversational tweets ready for events throughout the year.

Instagram users are looking for quality images, so you need to be artistic and creative. You also need to be responsive. If someone takes the time to comment on your post, take the time out to respond to them. They might end up being loyal to your business as a result. Find out when your audience are using Instagram and post then. Put invites across other social media to follow your Instagram feed.

Pinterest users are searching for images of things that interest or inspire them. Gary Vaynerchuk in his book “Jab, Jab, Jab, Right Hook” describes Pinterest as the place people go to fulfil their material and emotional wish lists. Statistics show that users are much more likely to purchase an item they have seen on Pinterest than on Facebook. Make your images really attractive and appealing, then include hyperlinks and show prices.

LinkedIN users are looking for a job, contacts, information or a professional edge in this business-oriented site. Content for LinkedIN can be longer as you want to share specific information with users who are looking for it. It is worth the effort to make your posts original and interesting to make them stand out.

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3. Know the Platform.

It pays to know how each platform works and what it rewards.

The Facebook algorithm rewards content that people most want to share with others. Your goal is likes, comments, clicks and shares. Facebook content should connect with your audience and touch them emotionally in some way to get them to like it and share it. Creativity and subtlety are required. “In your face” sales tactics do not produce an emotional response, at least not a positive one.

On Twitter you can research trending hashtags and then post accordingly. Riding on the back of current affairs or news events creates more conversations. You need to think outside the box to make your product or service relevant to the latest news item.

Instagram will reward you with analytics once you have 100 followers to help you see which of your posts are liked by your audience. Make sure that you have a business profile. If you are using a personal profile convert it, as the business profile offers analytics. Use plenty of hash tags as this is the best way to get people to follow your business. Get on the Instagram Explore page – it’s designed to help people and businesses gain more exposure on Instagram. By getting your Instagram posts to show up on the Explore page, your business will be exposed to a whole new audience of potential customers. The algorithm is based on individual interests so you’ll be exposed to a targeted audience instead of a random one (ie. the type of customers that you want to attract).

Pinterest offers a direct path to sale as you can create lovely pins of your products which include a link to take consumers directly back to the retail page on your website. Job done.

If you need a hand with your social media strategy please contact us.

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