How To Market On Social Media - The Right Way.
Using your social media channels to post endless streams of “national day-ofs,” “happy holidays", or promoting your latest cool gadget or feature is an awful way to use social media.
Yet, 99% of all businesses use social media this way. You’ve seen it before. It’s national pancake day - so that’s an excuse for the business to post on facebook. Or it’s Christmas - yay! Let’s be sure to get a post out on our channels on Christmas day.
And it’s super frustrating to businesses and consumers because everyone knows the only point of that business posting is ultimately that they’re trying to draw in new business. It’s all self-interested.
THIS IS NOT HOW TO MARKET ON SOCIAL MEDIA.
Instead, you need to do 3 things: 1) Use the social media channels your target market is already spending time on 2) Create and share content your target market actually wants to consume. 3) Spend your money in social media advertising to ensure reach.
Use The Channels Your Market Is On
#1: Use The Channels Your Market Is On
If you’re trying to reach people under 25, they’re most likely not using Facebook on a regular basis - if it all. Your channels of choice need to be TikTok, Instagram, or Snapchat.
The whole reason you use social media in the first place as a business is to be where your target market is already spending a lot of time. So choose wisely, and then invest all your time in that channel.
Don’t use Instagram if you’re marketing to older businessmen, and don’t use LinkedIn if your market is housewives.
If you had to go all in on only 1 social media channel, which would it be? Choose that one.
Create Content They Like
#2: Create Content They Like
The emphasis is on they. Not you. Not what you like. Not content that you think should be shared. Even if it is national pancake day.
It’s all about THEM.
Your target market uses social media selfishly. They each want to watch videos they find interesting. They want to share posts that are relevant to them. They want to comment on things that compel them to action.
In fact, social media platforms are entirely designed around this selfish intent. You only get shown what you’re most likely to watch and engage with. That makes your experience on the social media platform more enjoyable. That’s the entire point.
So, your content and posts don’t get seen if people aren’t interested in what you’re sharing.
The key is to understand your audience’s interests, and pander to them a great deal.
This doesn’t mean you veer away from your niche. Stick with what you know, but create content your audience cares about related to your industry.
Are you a cleaning service? Share “how to keep your house clean” or “Use this product to help clean your stove”.
You have to shift the focus to them, not you. You’re speaking to what they want, over and over again. You’re trying to help them, inspire, direct, encourage, entertain.
Retail furniture store? Share “the best kitchen tables for hosting parties” or “this coffee table book will spark new conversations in your home”
Spend Money
#3: Spend Money
It’s at this point you might be shaking your head, but don’t. You want to learn how to market on social media? This is how.
Unfortunately the days of getting your content seen by all of the people that follow you are no more. It’s a pay to play game.
But the good news is that Facebook and Instagram ad costs are still pretty dang cheap. You can spend less than $10 right now and reach 1,000 people in your niche. And the more engaging your ad is, the less you spend.
Read more on How much to spend on Facebook Ads here.
Read more on Do Facebook Ads Work?
Spending money just ensures your content gets shown to the people you want it to - even if you’re targeting your own followers!
If you have content that’s already getting good traction organically (without paying to “boost” it), it’s a good sign that that piece of content would be a good one to put some money behind. You might broaden your reach, get some new customers, and drop more people into your funnel by spending less than $10 on good piece of content.
Marketing on social media requires you to become a budding advertiser. You’ll get there in no time the more you play the game.
