The reason behind this fact is rather simple: it’s the changing demographics. New clients enter the market, contributing to the constantly increasing number of users who prefer a virtual shopping session rather than a visit to the mall. This is exactly why you must pay attention to your social media image. If all you have is a Facebook fanpage, start by revitalizing your advertising strategy implemented on this channel.
Discover the 4 steps to restarting your advertising strategy on social channels quickly and efficiently!
#1 Determine your business goals
You can use SMART analysis for this purpose. The five criteria it’s based on (specific, measurable, attainable, relevant, time-bound) can serve as a foundation for your goals related to business and communication. The business-related goal obviously boils down to increasing the sales of products or services that you offer. The communication objective aims at supporting the business goal and maintaining a close relation between the two. The overall goal may be to build the image of an expert who educates the fanbase, e.g., on the best balsamic vinegars, proper care of the car clutch or ways to build a plastic tunnel. There is also the specific objective, used to measure the increase of fanbase on a monthly basis.
If we want our measurements to be reliable, we must have a reference point, or a benchmark. This may be, e.g., data about the company’s activity in a given field in the past.
#2 Specify your target and create a buyer persona
First, a few words about the buyer persona. It’s an extremely important concept in e-commerce. A buyer persona is a model of an ideal customer with specific characteristics. This precisely defined fictional “character” is the recipient of your product or service, representing the characteristics and actions of real customers. Once you’ve created a persona profile, you will be able to pinpoint the exact actions, ways of thinking and purchasing motivation of your customers.
Unlike target audience, buyer persona focuses on behavior, attitude, way of thinking, and what drives the customer when making a purchase. Research on your target audience is based on “harder” data, such as sex, age, place of residence, education, etc.
When creating a buyer persona, remember to give it the characteristics of a real client (sex, age, place of residence, etc.). Ask yourself if your ideal client is a single mother, an adult male whose hobby is fishing, or perhaps a 21-year old guy who loves football and still lives with his parents. The more details you have, the better – your content in social media will be better targeted and more engaging.
#3 Create the right message
Now we’ve come to the crux of the matter – the legendary “right message”. But what does it mean exactly? Right for whom? And if you already know this part, how do you know if it’s right? See #2 above. If you know that your buyer persona (or the perfect customer) is a woman in her thirties who runs a food blog (or at least is active on the culinary side of social media), loves cooking challenges, cooking for her family (two children and husband), and collecting kitchen gadgets, and who’s also a freelancer, then you have enough data to come up with just the right message. Of course, that’s assuming that you sell high-quality kitchen accessories. In other words, once you’ve created a buyer persona, you know what guides your customers when making a purchase. For instance, you can create a video showing how to use the utensils you offer and how they make cooking easier. It’s similar in other industries; you might as well sell door seals for washing machines. If you add a video instruction showing how to replace such a seal (assuming that your buyer persona is a so-called handyman), you can count on increased sales.
There’s no shortage of social networks. One thing you have to ask yourself is if you really need to set up a profile of your company on each and every one of them. Probably not. It’s definitely better to run two efficient profiles than five average ones. How to choose them? Once you’ve determined your target group and created a buyer persona (or several personas), you should know the right way to communicate. Each website is different and it’s a good idea to take your time choosing which medium is best for your company’s profile. The previously conducted analysis of the business and communication purposes will help you with that, as will the fact that each social network has a different use. Then, you can select the right channel according to your target group.
Today we can no longer treat social media channels as mere curiosities, used without putting much thought or effort into it. These are extremely precise tools for building the image of your company, communication, advertising, and raising sales. Social network channels are a must when creating your advertising strategy, and precise analyses can help you quickly reach large groups of potential customers.