Do you find yourself posting constantly on social media, but with no response? Feel like you’re just shouting into the void? In order to increase engagement and connect with your audience, you need to improve your social storytelling. When you approach social posts, you need to address these questions:
- Who is my audience?
- How do I get my idea into my audience’s head? And which tools do I need to understand them better?
- How do I change the way my audience thinks? How do we prompt a pivot?
- How do I change the way my audience behaves/buys? How do we prompt desired behavior after we’ve changed their minds?
Get To Know Your Audience
If you really want to connect with your audience, you need to get very specific with their persona. You should have a specific type of person in mind when you create your social media content. As great as your product is, it does not appeal to Men and Women from 18-65 who live in the US. It might eventually grow that big, but to start, you need to get specific.
Once you narrow down the identities and proclivities of your audience, it’s time to get clear on each audience’s goal. What is the thing this audience wants that your brand will help them get?
Understand Your Audience’s Problems
Now that you know your audience better, you can figure out what their problems are (and how your brand offers the solution). Don’t just find the problem your competitors found. Go deeper to find what your audience couldn’t see before.
Target the Right Channels
You could be serving the best food in the world, but if you’re in the wrong location, no one will taste it. It’s the same with social media. If some channels aren’t working despite your updates, it’s time to cut your losses. Look at engagement to determine your most productive channels and put your energy into those.
Remember These Questions
As you create posts and begin to tell the story of your brand, aim to answer these questions:
- What’s the goal of your campaign and/or strategy?
- What is the problem you solve? How can you tell that story?
- What idea do you want to replace in your audience’s heads?
- What change do you want to make?
To really reach your customers, you need to appeal to their emotions on some level. Changing the way people think and feel will put your brand at the forefront when they need to make a purchasing decision.
Quality over Quantity
Instead of posting endlessly to your social channels, waiting for something to stick, be more thoughtful in the process. Commit more to a smaller quantity – fewer pieces of content, fewer messages, fewer campaigns. This will streamline your storytelling. Focus on making one really great campaign by putting a lot of effort into a new photoshoot or a study on your industry.
Don’t get caught up thinking your brand just isn’t a good fit for social media. If you focus you efforts and remember who you’re talking to and why, it’ll be easier to create more productive campaigns and posts. If you’re looking for more social media guidance, contact us to see how Got.Media can help.