Before diving into the creation of your social media brand strategy, it’s beneficial to have a clear understanding of your ideal client. This knowledge will guide your content creation and platform selection process.
Your ideal client represents the primary target audience for your product. By tailoring your content to resonate with your ideal client, you increase the likelihood of engagement, thereby expanding your organic reach.
For instance, let’s say you specialize in creating original oil paintings. Your ideal client might be a 30-year-old woman who recently purchased a new home. This doesn’t mean that others can’t appreciate your artwork, but you recognize that your target demographic consists of established individuals in their careers, who enjoy bringing vibrancy to their living spaces and are seeking investment-worthy art pieces that provide long-term enjoyment.
Defining your ideal client or finding your niche involves identifying a specific target audience that you can envision having a conversation with, rather than a vague concept related to your field. This approach helps you better understand how to connect with and reach your target audience on social media, given that social media platforms are designed to foster social interactions.
Start by creating a “brand voice” document. Answer the following questions:
- Ideal Client: Give your ideal client a name and describe their work, home-life, and if they have a pet fish. Add enough detail to truly understand their unique needs and feel connected to them. Narrow down the social media platforms they frequent for a more targeted strategy.
- Brand Appearance: Establish consistency across platforms by deciding on brand colors, fonts, and design elements. This saves time and ensures a cohesive brand presence. Our talented designers can assist if needed.
- Brand Voice: Determine how you want to sound to your ideal client. Are you a friendly “big sister” offering personable advice or a knowledgeable advisor using a more direct approach? There are endless options for tone and voice, but consistency is key for your ideal client to feel a strong connection.
By addressing these questions in a brand voice document, you can shape your brand’s identity and effectively engage with your target audience.
What are common misconceptions of social media marketing?
There are two key misconceptions about social media marketing. Firstly, the mistaken belief that building an audience is a quick and effortless process. Secondly, the misconception that a larger following is always better. In reality, building a substantial social media following requires time, consistency, creativity, and hard work. Additionally, having a smaller yet highly engaged audience composed of your ideal clients is more valuable than having a large following that has little awareness of your brand.
Build a platform-specific social media marketing strategy
Not all platforms are suitable for every business, especially for smaller ones. Start by focusing on one or two platforms instead of trying to do everything at once. Consider your ideal client and their preferred platforms. Use Pew Research Center data to inform your decision. Also, choose platforms that align with the type of content you enjoy creating. Organic social media growth takes time, so be consistent and patient. Below are tips for managing accounts on Instagram, TikTok, Twitter, and Facebook. With dedication, your ideal clients will find you.
It’s essential to remember that a larger following doesn’t always equate to better results. Instead of focusing solely on numbers, prioritize building an engaged and loyal community. Growing your following organically requires time, consistency, creativity, and significant effort.
Don’t be discouraged if you don’t achieve viral success right away. Instead, focus on using these tips to cultivate a community that truly knows, trusts, and supports you. Building genuine connections and trust will contribute to your long-term success on social media.