UNDERSTANDING YOUR AUDIENCE

ADVICE FROM CRAIG BRIGG ON HOW YOU CAN IMPROVE THE PERFORMANCE OF YOUR SOCIAL MEDIA POSTS

Social media is constantly evolving, and new trends frequently test your marketing team’s ability to produce quality social media posts for your business. So, what makes social media content engaging and worthwhile?

In the past, brands used social platforms such as Facebook as just another platform to display their classified adverts in an attempt to catch the eye of a consumer, and hopefully generate another sale. However, since social media offers everyone a platform to share their thoughts, it has also changed the way businesses have had to align their business service/ product adverts with the interests of the consumers.

In fact, according to recent survey data from the US, consumers are preferring brands to provide content that is imperfect and unpolished. Consumers are wanting to feel like your business content is “real” and made by someone believable, natural and raw.

When a business understands this trend, it becomes relatable and trusted. Humour, for example, is a universal language that offers a great option for a brand to dissolve the boundaries between their consumer audience and their brand. The message here is authenticity and creating content that aligns with “normal” people, as if they were in your family or community.

It’s time for businesses, large and small, to start listening to their audience – rather than dictating with disruptive and “perfect” classified advertisements. Take a moment to understand your audience and consumer, and offer them an opportunity to engage with you through your social platforms – as opposed to telling them what you think they’re wanting to hear.

There are a multitude of options to improve the performance of your content, and in so doing increase your following and your own digital community. Very often the time you spend building relationships with your audience can lead to a higher number of sales – especially when you have an opportunity to interact with them on a social post, or when they engage via a message. Engagement with customers builds loyalty and automatically leads to sales. Videos, polls, humorous graphics or a photo that encourages others to tag their friends or creates a positive reaction from your audience, are great ways to generate interaction and engagement and in turn grow your following. *

5 Practical Tips

1. Offer Authenticity: Always provide your audience with real, authentic content.

2. Tell Your Story: An audience that can relate to your story will follow you.

3. Video Content: Static content is viewed less, while video content is becoming a very strong medium to tell your story.

4. Listen: Be cognisant of what your customer and audience want to hear.

5. Educate: Give back to your audience by offering advice and tips they can use.

If you would like to learn more about how to improve the performance of your digital media and build a social media following, please feel free to contact Craig Brigg of UHI MEDIA GROUP, on 079 505 3170, or email craig@upperhighwayinfo.co.za