Tag: Social Media Marketing

Top Tips to Keep Your Social Media Content Relevant to Your Audience

If you haven’t gotten on social media to promote your business yet, it’s not too late to start. Did you set up a profile once but have since abandoned it because you found the whole process overwhelming or didn’t achieve the immediate response you expected? 

Like anything worth doing, staying relevant on social media takes work. It’s nice to have a place where you can connect with your target audience in real-time, but that doesn’t mean they’ll be easy to find right out of the gate. There are right, and wrong, ways to use social media for a business and we’ve seen it all!

Here are our top tips for staying relevant on social media as a business: 

Creating Original Content for Your Brand

Anytime you update your website, create marketing materials, or post on social media – you are creating content. Content Marketing is a broad term describing any copy, design, or video elements you create for your brand and then share with your audience. Much of content marketing happens online via a company’s website and social media channels. 

What tends to happen with small businesses, or businesses new to social media, is that they spend the bulk of their time sharing content that other people have created. The idea behind this strategy is to have a consistent presence on social, but it doesn’t work well because you are not actually making an impact with your audience in regards to your own business or brand. Often you are sending your audience away – to some other brand creator’s social media account. 

“To positively impact your audience and your bottom line, your content must be tied to your business.” Christina Perricone, Hubspot

This means that you have to invest time, energy, and money into creating original content around what you do, why you do it, and who you do it for. What’s the point of following you on social media if you have nothing original or interesting to say? 

To stay relevant on social, you need to be sharing informational, inspirational, educational, or entertaining posts, images, audio, and video to earn the attention and trust you need to convert your followers into customers.

How to Stay Relevant on Social Media

After 15 years in the social media marketing space, my team has noticed definite trends in what does (and doesn’t) work well when it comes to social marketing. 

If you want to stay relevant on social as a brand, here’s what you need to avoid:

  • Posting content that directs people away from your channel or website.
  • Focusing too much on sales and not enough on relationship-building.
  • Not having a clear call to action.
  • Neglecting to share your brand stories.
  • Only posting when inspiration strikes instead of being consistent.
  • Not paying attention to current events and ensuring your content is not insensitive. 
  • Not being responsive to people who engage with your posts.
  • Posting text only posts on visual platforms.
  • Not taking advantage of hashtags. 
  • Posting content that is overly personal OR posting content that is completely impersonal (this requires a somewhere-in-the-middle approach).
  • Trying to be everywhere all at once. 
  • Speed through setting up your social media profile(s).

While that’s not a comprehensive list, it does cover most of the basics. To stay relevant, focus on the exact opposite when it comes to sharing content:

  • Invest in creating original content about and for your business.
  • Follow the 80/20 rule of posting only 20% promotional or sales content and 80% content that is entertaining, educational, informational, or inspirational.
  • Let your audience know what you want them to do next. Don’t leave the next move up to their imaginations.
  • Know your brand stories and get comfortable sharing them in creative ways to help your audience get to know, like, and trust you.
  • Build an editorial calendar to help you stay consistent when posting on social media.
  • When something big happens in the world, double-check that the content you have created and scheduled isn’t insensitive or untimely.
  • Create time to engage with people on your chosen social media platforms and respond to those who have taken the time to engage with you. People can tell if you are simply posting and walking away. Social media is meant to be social.
  • We highly recommend using attention-grabbing visuals and video in your social media strategy.
  • Learn to love hashtags – what they are, how they are used, and how they can help your content get found!
  • You want to establish a connection with your audience by being the real, authentic you but remember that being too personal, too early is actually a turn-off for people. Keep your eye on sharing content about your brand and establishing relationships with folks.
  • No one can be a master at all the social media platforms at once. Pick 1 or 2 that you like using and start there.
  • Take advantage of all the characters and space a social media platform gives you on your profile pages. A robust profile will often convert strangers into followers and followers into customers – plus those added keywords help you get found!

Does this mean that you have to do everything yourself to stay relevant on social media? Of course not! You can absolutely hire an experienced social media manager to help you establish a social media strategy, create original content, and stay consistent on your channels. However, understanding how this works will help you stay relevant and on top of your own social media marketing success.

When to Shift Your Message

It seems like there’s a new fire to put out every week anymore, but that’s no reason to check-out. This is especially true if you have a social media presence for your business. It only takes one big news story to change your content from being humorous to being offensive and brands don’t always see it coming. 

It helps if a business understands their BIG vision for their work and the impact they want to make in the world. This process gives a small business owner a compass for decision-making. It helps for that founder, and their audience, to know right away where the company stands on any particular topic. 

Since most social media crises happen out of the blue, it’s important to establish a social media crisis response plan for your business. Create a social media policy, make certain your accounts are secure with strong passwords and an authentication process, and don’t be afraid to pause your scheduled posts to ride out a potentially-damaging wave, if something troublesome arises.

When You Need Support

Every social media platform is searchable. Do you have the right keywords and information on your profiles? Is your messaging current? Did you take advantage of all the space available so that it’s easier for your audience to find you and resonate with what you do? 

Now is the time to revamp your social media channels to get found by your people so you can make a bigger impact with your work. Every word matters. We help small businesses, like yours, maximize the potential of their profiles. Book a session with us to find out about our Robust Profile Optimizations for social media!


Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

Do You Find Learning Social Media Frustrating?

We talk with businesses every day that are frustrated with social media when it comes to marketing their businesses. The time they spend on social media doesn’t feel productive or rewarding in any meaningful way. They hear all the bad press about social media as well and they often ask us whether or not the time spent posting on social media is worth it.

Is social media marketing worth it? Absolutely! However, it’s not as simple as posting and forgetting it. Social media marketing requires a solid strategy and a basic understanding of how it all works.

Sharing Content

Anything you share on social media is content. Unfortunately, too many small businesses waste their time online sharing content that someone else created. This type of content will earn you almost no attention, reach, or leads. AND when you share someone else’s content you are encouraging what audience you do to leave your page and go to someone else’s social media profile or website. That doesn’t sound effective, does it?

In order to be successful on social media, you have to create original content that is relevant to you, your brand, and your products or services. The whole goal is to get attention from strangers by share what you are doing in a compelling way so that you can convert these people into customers, right? Sharing someone else’s content will not accomplish that objective. Original content is the way to go!

Selling on Social Media

One of the tricks to being successful on social media is understanding that your audience doesn’t use social as a shopping channel. They aren’t logging in to be sold to 24/7. Yes, you can purchase things in a variety of ways on social media but since the audience isn’t there simply to be sold to – you must first work to get their attention and earn their trust. The way you show up on social matters. If all you are doing is posting about your sales, discounts, and promotions – then you don’t have an audience. That’s not why they are there!

The same goes for click-bait type of content. Clickbait is content utilizing creative ways to get people to click on a website. Click-bait is often misleading or dishonest in an attempt to get people to a webpage. It’s also a fast track to destroying trust in your business and will damage your brand. Savvy social media users know how to avoid click-bait and will scroll past promotional content if they don’t already have a connection with your brand.

If you approach your social media channel as a way of earning attention from your target audience, as a way of spreading awareness about your vision of your work, and as a way to build trust through establishing your own online community – who will turn into brand advocates – you’ll find that social media marketing works well. It’s a tool for connecting with people – not a sales tool. That connection will lead to sales but too many businesses skip it.

Annoying Spam

Since billions of people sign into their social media accounts every day, you can be certain plenty of them are trying to find ways to game the system and make money off strangers. Not everyone understands what does (and doesn’t work) on social and many don’t care. In the same way that your phone blows up with recorded voices talking about your car’s extended warranty, social media is a free tool making it quite appealing to scammers and spammers. This makes understanding how to use this tool relevant for people and businesses alike. You certainly don’t want to come off as a business that uses spam to get attention any more than you want to draw the attention of the scammers on the platform.

The bottom line is that social media can be frustrating if you don’t understand how it works, best practices, and what to avoid – but that doesn’t mean that social media marketing doesn’t work.

Are you looking for social media training you can participate in from the comfort of your home?  Join other small businesses, at your own pace, currently benefiting from the 40+ video training series included in the Social Power Program.  We have a Private Facebook Support Group, Monthly Ask the Expert Mastermind Sessions, a FREE Ebook, and regularly uploaded new videos to support your marketing efforts. Become a social media expert by learning everything involved in social media marketing from creating the editorial calendar, to creating custom branded images, to use of hashtags, to paid ads and reporting and so much more. Find out more about the Social Power Program here.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

Can Your Business Benefit from Social Media?

As a business, there are several marketing assets you’ll need to be successful. Your business cards, for one, are important for in-person networking and connection. Your website is essential for people to do research about your business so they can make decisions about whether or not to contact you. And, a robust social media presence with complete profiles, loaded with keywords, is also a valuable asset for your company.

Improving Search

Many business owners aren’t aware of how important social media is when it comes to online search. If you do a search for any brand or company, in the first ten searches their main social media channels will show up. Also, since each social media channel is its own search engine – using the right keywords and phrases will help your target audience find you when searching on social.

Growing Your Audience

While a website is great for search and getting questions answered, it’s not ideal for connection and audience growth. This is where social media excels! A social media channel will not only attract the right people, it gives them an opportunity to connect with you and with other members of your audience. This community-building aspect encourages your audience to come back and invite their friends!

Hashtags

As more and more people jump onto social media, getting the reach you need and getting in front of new people becomes harder. That’s why so many businesses are currently investing in social advertising to show up in the feeds of their ideal clients. However, hashtags are a free and less commonly known tool for finding new people. Hashtags are especially effective on platforms like Instagram and Twitter. Understanding and properly using hashtags is a great way to gain organic growth on social media.

Are you looking for social media training you can participate in from the comfort of your home?  Join other small businesses, at your own pace, currently benefiting from the 40+ video training series included in the Social Power Program.  We have a Private Facebook Support Group, Monthly Ask the Expert Mastermind Sessions, a FREE Ebook, and regularly uploaded new videos to support your marketing efforts. Become a social media expert by learning everything involved in social media marketing from creating the editorial calendar, to creating custom branded images, to use of hashtags, to paid ads and reporting and so much more. Find out more about the Social Power Program here.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

Do You Find Social Media Marketing Overwhelming?

If you’ve never built out a social media channel, it can be overwhelming. Where do you start? How does it work? What should you post and when should you post it? How do you reach the right people online with your social media posts? What if you fail? These are all great questions to ask and it’s where every business owner starts when creating a social media marketing strategy.

Where to Begin

The downside of all those questions is that there is a process that needs to happen before you set up your social profiles. Are you confident in your brand messaging and your company’s culture and story? If that question makes you pause, let me encourage you to begin the work here. If your message is in alignment with your values and culture, you will attract the people who are seeking out that vibe. If you aren’t certain what those things are, then people will be confused and they won’t resonate with your content.

Being of Service

The next step is understanding that while social media marketing exists to help you sell your products or services, it is not a sales platform. The way you build out your social media channels should not feel like it’s 100% promotional or sales or that you are only there to pad your pocketbook. Social media is meant to be social. A commitment to social media marketing, if you want to successful, is showing up generously – from a place of service. You want to attract your ideal clients, not repel them. You want to build an online community around the way you serve. It’s a different mindset than simply selling and it’s vital to be successful on social.

Providing a Safe Space

One of the subtle aspects of growing your online community on social media is that you earn the trust of your audience. You are creating a safe space for people who are like you, think like you, and dig what you like. Your ideal client will look and behave much as you do. You are creating a safe space for your people. That trust will encourage them to convert from followers to clients.

Are you looking for social media training you can participate in from the comfort of your home?  Join other small businesses, at your own pace, currently benefiting from the 40+ video training series included in the Social Power Program.  We have a Private Facebook Support Group, Monthly Ask the Expert Mastermind Sessions, a FREE Ebook, and regularly uploaded new videos to support your marketing efforts. Become a social media expert by learning everything involved in social media marketing from creating the editorial calendar, to creating custom branded images, to use of hashtags, to paid ads and reporting and so much more. Find out more about the Social Power Program here.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.


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