Posts

5 Social Media Tactics to Use Now

Social media can be a grind. The options are always changing and new content is always needed. The effort can help you reach and exceed business goals, so stick with it.
By working smarter and not harder, you can use these five tips to make sure you social media strategy makes sense for the resources you have, engages your audience, and effectively markets your business.

Know your target audience/customer.

If you haven’t defined who the target audience is for your products or services, stop everything. You need to know who you are talking to for any social media effort to be effective.

You don’t have to go through a massive branding or research project to define your audience. Get insight from these sources:

  • Details about current customers. Who are they? What do they like about your brand? What else do they like?
  • Google Analytics and social media data. Where do people spend their time with you? What do they react to most?
  • Pew research and other national data. What do the people who fit your target audience do online?

Create multiple touch points.

People rarely act on something based on their first contact with a brand or product. They need to hear about something several times. They need to learn more.

Keep this in mind with your social media. You can’t post about something once and expect to get the results you want. You need to talk about the same thing several times, in different ways and across several channels.

Repurpose content.

Use your content over and over. That blog post can generate several social media posts. The script of a video can likewise turn into text posts of several lengths. Use images as part of content and alone.

Find ways to extend the life of every piece of content you have by using it in a variety of contexts.

Track results.

There’s no harm in trying new things. There is harm in repeatedly doing things that don’t impact your goals, or worse, work against your goals.

Track everything you do with an eye on your intended goal. Do more of the things that move you in the right direction. Stop spending time and other resources on tactics that aren’t working.

Pay attention to the competition.

Always stay on top of what related brands are doing. Pay attention to what they post as well as how people react. You’ll get ideas for things you can do and also tips on what to stay away from.

You can look at their social profiles and see:

  • How often they post
  • What days of the week and times of the day they post
  • How large their follower bases are
  • What specific types of organic, sponsored, and ad content they post
  • Which types of posts get the most engagement

Take note of the patterns that emerge and use that Intel to inform you social media efforts.

Great Ways to Tell YOUR Story

Humans love stories. We always have. Today, those stories are often told with online content.

How do you tell your brand story in a way that gets noticed? Here are some approaches that work.

Be fresh.

Tell unique stories or give old ones a new twist. Keep in mind that saying something is unique doesn’t make it that way.

Really dig in and find something that people haven’t seen or read before. Look for something different or surprising in the brand, product or service itself or the way you tell the story.

Pose questions.

Asking the right questions can help you figure out whether the story will matter to your audience. Some great questions to ask and answer in your content:

  • Who should care about this? Frame the story in a way that matters to the target audience.
  • When did this begin? Timeliness matters.
  • Why does this story matter? The more you can reflect why the story matters right now, the more it will resonate.

Writing some of your content in question form is also effective. Ask people a question and they will want to know the answer.

Paint the picture.

Stories need context. Give the reader all the details – in words, images and/or video – to understand the completeness of what you are talking about. Allow people to make a connection to your story by giving them ample context to relate to it.

Start somewhere compelling.

Don’t equate “story” with a chronology. You don’t have to start at the beginning. In fact, it may be more interesting to jump in at the middle or end, then fill in the details before and/or after.

Just make sure not to leave out any important details. Loose ends can ruin the impact of your story. You want people to focus on what you are saying rather than missing pieces.

Insight into Gen Z Every Marketer Needs to Know

Consumers age 18-22 or Gen Z do not trust businesses to act in the best interests of society, according to “The Reckoning: Brand Relevance, Respect and the Rise of a New Generation,” a study by BBMG.

BBMG and GlobeScan conducted a national survey of 2,058 consumers to better understand people’s relationship with brands and brand trust, leadership, loyalty, participation and evangelism.

Key Study Findings

  • By a margin of five to one, Gen Z does not trust businesses to act in the best interests of society
  • 47% think brands should speak out on issues
  • 37% trust large companies where employees reflect a culture of being empowered to have a positive impact
  • 28% care about equality – social, racial, women’s rights, LBGTQ rights
  • 32% of Gen-Zers hope to make a difference by doing meaningful work in their careers

Five Strategies for Marketers

One outcome was defining five strategies for brands to be seen as authentic to you consumers.

Companies have to be careful as they market to GenZ. They are quick to spot insincerity and will not tolerate untargeted efforts to get their attention.

Be Brave

Brands should take a stand and give voice to their values. Gen Z isn’t afraid to take a stand on the issues that matter and they expect the same from brands.

Hold Space

Gen Z values opportunities for their voices to be shared, heard, expressed and validated. Successful brands will create space for the authentic expression of their experiences and creating platforms that amplify their voices and drive impact.

Welcome All

Gen Z is driven by a powerful desire for fairness and equity. They are the most diverse generation in our nation’s history. They want a world that welcomes all people no matter their race, ethnicity, gender identity or sexual orientation.

Fuel Passion

Gen Z has an entirely new perspective on wealth, well-being and the workforce and they’re seeking brands and communities to help them challenge the status quo.

Own It

Authenticity matters. Gen Z is ready to champion brands that show bravery on the issues that matter. They are also the first to call out brands that promote a commitment to doing good while staying silent about the negative impacts that make their success possible.