Maybe you have read a few of these blogs and are finally convinced that it is time to either start your social media accounts, or take your existing ones more seriously. That’s great! You’re doing the right thing!
Now that the easy decisions have been made, the follow-up ones require more thought. At BloomSocial, we like to begin every new client relationship with the same question, “What do you want your company voice to be?” Identifying a company vision statement is essential to any new business, and we believe that defining your company voice on social media or any other kind of marketing platform is equally as valuable. After years of helping clients answer this question and many more studying the overall landscape of social media, the conclusion here at BloomSocial is that there are many different ways to go about this, and no single way is the gold standard. Companies across all industries implement unique strategies with varying levels of success, but one thing in common in each of the success stories is commitment. Once you decide what your voice is, commit to it.
If you’re still looking to find your voice on social media, here are three tips we use with our clients to help them through this important decision.
This is just good practice for any business task you do. Gaining and maintaining intel on your competition is critical to beating them, and social media is no different. If you’re just getting started with your marketing pages, skim through the LinkedIn, Instagram, or Facebook of one of your competitors and see which posts gain the most response. One of the benefits to showing up a bit later to the game is letting other companies figure out what works and what doesn’t. Don’t completely steal posts word-for-word, but take some of the best examples from your competition to better inform how you should post.
This research is a bit more broad than just your competition. If you have personal social media accounts, go through the profiles you follow and determine what you like about them. In many cases, when businesses take on the “business-only” approach on social media, traditional users will discard anything they have to say because they feel like the business is “too salesy” or “too corporate”. The best strategies you can employ on social media are ones that don’t make you stand out too much from typical users. The reaction to a paid or sponsored post is often inherently negative, so creating content that isn’t always sales-focused definitely helps to generate a more positive response to your pages.
As mentioned above, there are so many different types of successful social media strategies you can employ, so understanding what you and your customers respond to is critical. Early on, you have a great opportunity to try out different strategies to see which one works the best. Here are some of the popular strategies that you can use to get started:
Thought Leadership – This strategy presumes that your business has been around a while and is worth listening to. If you have the experience, share some of the lessons you’ve learned with your audience. This typically entails sharing your own blog posts, case studies, or any white papers you may have written.
Helpful tips – Share articles that you think your customers would find helpful. This requires a good understanding of your audience, but if you do this well, the transition into thought leadership becomes much easier.
Memes – This is a newer strategy for businesses, and it’s incredibly difficult to get right. However, many companies are turning to memes since pop culture references do a great job at keeping your product top of mind.
Company Humanization – Many people look at specific businesses and organizations without any clue what it is actually like to be on the inside. Introduce your staff, show your office, and humanize the team to generate positive responses from your audience.
Getting started may seem daunting, but once you start to find your groove, the benefits of social media marketing will become more apparent each day. If you’re looking for help finding that voice, or are looking to hand off your social media strategy to someone who can run it for you, contact us at firstname.lastname@example.org to hear how we can help you and your business!