Social Media: Posting with a Purpose

Is your business struggling to harness the power of social media to build buzz for your product or service? You’re not alone! Many small business owners struggle with the same process.

Questions such as where to post, when to post, and what content to post on which channel are important when producing meaningful content. Market research, tuning into your unique offering, and knowing your target audience are crucial to a successful action plan. As a business owner, you want people to recommend your business to their family, friends, and partners. You want people to visit your website. And you definitely want people to buy from you.

Social media has the power to take your business to the next level. There are three main elements to posting with purpose: know your channels, cater to your customers, and laser-focus on intent.

Know Your Channels​

Every social platform has a different demographic, experience, and purpose. Different platforms appeal to different audiences and create unique user experiences. Instagram, Facebook, and Twitter are three large channels that are integral to many social media advertising strategies.

Instagram is an excellent way to share photos and videos. Many restaurants, health, and lifestyle brands engage with people via this visual medium. Facebook is a great place to post photos with short stories or anecdotes that create relatability and is more popular with adults because it invites conversation. Twitter, on the other hand, is wonderful for short, creative blurbs. Which channels you use will depend on your target audience.

Authentic social media posts come as a result of believing in what you’re posting. Believing in what you’re posting comes as a result of knowing how to connect with your customer.

Cater To Your Customers

Basic research on your customer audience and their interests will help you decide where to invest your time. It’s important to note that you should be present on all channels to maximize your reach. Work to understand your customers’ voice so you can craft posts that speak to them. Learn how they interact with other social media accounts in your industry and combine those learnings with your unique value proposition.

This is an ongoing process and messaging will need to be adjusted as you learn which customer interactions work best.

Focus On Intent

Depending on the channel, people behave differently and pay attention to different things. For example, people on YouTube and Google are usually looking for something very specific and will have a greater attention span based on their intent of researching a topic. People on Instagram might be scrolling mindlessly to pass the time and will be more visually engaged with the content.

On average, desktop users spend about 2.5 seconds on any piece of content. Mobile users spend about 1.7 seconds. Interactions with younger audiences are even shorter.

Your goal is to create a post that will ignite curiosity in less than 2 seconds. You want to catch people’s attention and get them excited enough to share your content. People respond to a call to action that resonates with their needs or intent. Create ways that move them to act. Making your content shareable will also increase the likelihood that your posts will reach a wider audience.

Businesses large and small need a clear social media strategy and calendar in order to execute effective posts every day, week, month, and year. KloudLift can get your business set up on social media in no time, letting you work your marketing and messaging magic without having to worry about the technical aspects.

Check out KloudLift’s social media services – now included with our small business technology bundle.

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