How to Get the Most Out of Social Media

By on February 26, 2019

If you don’t believe social media has legs, you’d better go ask somebody. Easily one of—if not the—most powerful advertising media yet created, social media is the Usain Bolt of marketing. And, like the fastest man on Earth, social media has very long and very powerful legs. However, like any other advertising vehicle, you have to attract attention before you can direct it.

Here’s how to go about getting the most out of social media.

Know Your Audience

Marketing 101 dictates knowing your audience before you make any kind of presentation. This gives you the ability to determine their problems, needs and desires. It also enables you to discern the manner in which they most appreciate being addressed.

Is your customer younger or older? Are they professional or blue collar? Do they have a lot of wealth, or are they more mainstream? These factors will figure into the way you communicate, as well as the platform you employ and the nature of your posts.  You should always speak directly to your target customer when you’re developing a post.

When you’re trying to appeal to everybody, you could wind up appealing to nobody.

Know Yourself

Whether you’re considering how to sell ebooks online, baseballs, rain boots or chicken coops; you have to think of your wares in terms of how they will benefit your ideal customer. Remember, you’re in business to provide solutions to your customers’ problems.

To cast your products in that light, you have to know their benefits. Keep in mind, there’s a difference between features and benefits. Features are how your products work, benefits are what your customers get from the way they work.

Care to guess which holds the most interest for your customers? When you’ve figured out your value, you’re ready to speak to your customers in terms of their interests.

Know Your Platform

Getting to know your target audience will also clue you in to their preferred social media platform. Millennials tend to prefer Snapchat, Instagram, YouTube and Twitter. Linked-in caters to the college-educated professional community, while Pinterest primarily attracts females interested in food, clothing and décor.

Meanwhile, Facebook —the behemoth that it is— holds appeal across a broad swath of the population. According to studies conducted by the Pew Research Center, roughly two-thirds of U.S. adults now report they are Facebook users. Further, roughly three-quarters of those users access Facebook on a daily basis. And, most Facebook users interact with the platform several times each day.

Even still, you’ll be better off matching your offerings to the platform upon which it is most likely to stand out. Sure, Facebook has the biggest share, but rather than quantity, your focus should be on quality. If you’re selling home décor to women, you’ll see better results on Pinterest.

Know Popular Culture

Trends evolve quickly and you must keep pace. Whenever something sets people to talking, try to find a way to associate yourself with it. However, you have to be careful to make the connection genuine to avoid the appearance of jumping on a bandwagon—even though you are.

You also have to be careful to ensure your association is positive so you avoid blundering into offensive territory. Kevin Hart’s “cowboys and Indians” birthday party is a good example of this. You have to be aware of where your audience stands so you don’t trip over your feet trying to get to them.

Know the Ratio

If all of your social media posts come across as “Hey, buy something from me!” you’ll eventually be ignored. Instead, use your social presence to attract attention to your blog, which in turn will lead prospects to your online store.

This means you need to craft posts that provide useful information, offer a distinctive point of view, or can be seen as valuable in other ways. Keep your eye on the “social” aspect of social media and you’ll have a lot more success.

With that said, it’s OK to be shamelessly self-promotional every now and then—just not all the time.

Crafting smart social media posts is largely a matter of knowing yourself, your customer, the platform and popular culture. Reaching out to the public with those factors in mind will help you attract people who can benefit the most from what you have to offer.

About John Perry

John Perry is a professional writer. He has written many articles on Social Media. He is quite experienced in the field of web marketing as well as website designing. He likes to enhance his knowledge and passion when it comes to blogging, and appreciates technology.
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