Not seeing the results you want on your social media accounts? Are you looking for better strategies to get more views, likes, or retweets?
You’re not alone. Many business owners are scratching their heads too because of low social media coverage.
Understanding the ins and outs of social media engagement is no simple feat. It’s a process of on-going learning because algorithms change, trends fade, and technology advances.
But one thing is for sure when it comes to improving your coverage. You need to understand the lifestyle and interests of your target audience.
Research is key
Conduct market research to make sure that you have the right demographic in mind. You might think that your audience is middle-aged professionals who have 9-5 jobs without realizing that it’s quite the opposite.
The problem here then is that you create a marketing strategy based on your perceived demographic. So, you create a content plan geared towards professionals and post it on all your social media accounts – Facebook, Instagram, Twitter, and LinkedIn.
Get to know who they are, what sparks their interests, what they do for fun outside work, or what videos they watch on YouTube.
For example, 77% of people ages 30-49 actively use Facebook, but only 47% of that age group use Instagram, and only 26% use Twitter. What this means for your content strategy is that you’ll focus your efforts more on Facebook than other platforms. But this doesn’t mean you’ll stop posting altogether. Instead, you slow down the pace on Instagram and Twitter.
Peak at your competitors’ social accounts
Nothing wrong looking at your competition’s Instagram. But don’t sulk in despair. Use it as research. Take this moment to jot down notes. What makes them successful? What kind of content do they post? What is their posts’ average engagement? Analyze what will work and won’t work for you and your demographic.
Browse through their followers because if they’re your direct competitors, that means you probably have a very similar demographic. Find out how they dress, what kind of content they post or share, how they interact with their peers, and what hashtags they use.
This way, you’ll have a better understanding of what kind of content would get your audience’s attention. This is called social listening. You’re scouring for information on the web and social spaces, which helps identify your audience and potential influencers.
Conduct brief surveys with your current customers and to your entire listserve. It’s the simplest way to learn about your demographic.
Ask them questions that will help you get to know them better so you can provide better content. SurveyMonkey is a fantastic tool to help you develop surveys to help improve your social media coverage.
Need help improving your brand’s media coverage? We’re the digital marketing agency for you. We’ve helped so many businesses improve their social media coverage by developing their buyer persona. We can start one for you too!
But that’s just the beginning. We also develop websites, manage social media, and create engaging content, among many other things. Send us a message to book a consultation with one of our project managers. Let’s talk!