20 Jan 2015

Are you socially relevant?

With so much waffle on social media, how do you make sure you’re not spending your precious marketing budget on just creating more blah blah? 

Chit, chat. Natter, natter. There’s a lot of noise on social media networks these days. In the next 24 hours alone, 500 million tweets will be sent out and 4.5 billion likes generated on Facebook. Social media is big for business too. Any company serious about growth recognises it as an important way, as part of an integrated marketing strategy, to engage with customers and attract new ones. But with so much waffle out there, how do you make sure you’re not spending your precious marketing budget on just creating more blah blah?

Making sure your content is rich and above all relevant to your target markets is absolutely essential. That starts with understanding who your customers are and who among them are most likely to engage with you via social media. You need to make sure you understand more about them – how do they differ from other customers, for example? What interests them and inspires them? Then you need to get to the bottom of how they use social media. When are they online? Which are their preferred networks? Are they clicking through to your website and once there, do they take the actions you want them to?

Social media tracking tools like Buffer for Business and Mention help you stay on top of when your brand is mentioned online. Mention allows you to respond to mentions of your brand and Buffer has built-in tools to enable you to analyse the best times to post and which posts are working well and why. A good tip is to check out your competition. Who is following them? What kind of content are they putting out there? And is it working?

Once you have a clear idea of who you need to be targeting via social media, you need to come up with a strategy to engage them. Think about your messaging. What are key touch points along your customer’s social media journey to you? And what should you be saying to them and when? Get your content ready in advance and make sure you have a healthy mix of interesting and original posts (don’t just retweet for example) with a sprinkling of sales messages too. Don’t forget to enrich your content with images and video too as they are far more likely to be viewed. Check out Twitter cards for ways to add more relevant content such as images, video and links to your tweets.

It’s a brave new world out there with lots of powerful tools to help you make the most of your social media presence. Just make sure you put in the legwork first to really understand your audience so you can create content that is engaging and relevant to them.

Need help with your social media strategy? Talk to us. Call Business Development Manager Tom Rigby on 01453 521621 or tom@mra-marketing.com and follow us on Twitter @MRAMarketing.


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