13 Feb Our Valentines guide to wooing your target audience
You’re on a date. You’ve put in the leg work, you know a bit about them and had a snoop at their Facebook to see what they like. You talk about you and what you do, but they just don’t seem interested. Sound familiar? Loads of small businesses have focussed for years on building those lovely, shiny follower and like numbers and are now left feeling unloved, feeling like they’re talking to a brick wall. What’s gone wrong?
The clue is in the world ‘social’ really, unlike more traditional forms of marketing, social media is a two-way street. Constantly shouting about how awesome you are and the fantastic new product you’ve designed isn’t enough to be heard amongst the cacophony of other tweets and posts – plus you’ll only sound like you’re bragging and no one likes that.
We’re not just talking about responding to questions and queries either, engage with everyone who engages with you, extend the conversation by asking them questions (just like when you’re on a date), make them feel like the only person in the room!
Just because it’s a business account doesn’t mean you have to lose the personality. Authenticity is essential to engagement, replying personally, using names and asking specific, relevant questions is much more likely to illicit a response than an automated reply saying “Thanks!”
Of course, the flip side of this is trying too hard (no throwing your head back and laughing ala Janice from Friends on this date!). Be honest and transparent, don’t oversell and if you make a mistake, own it! Make sure that your content has substance; posting content for a cheap ‘likes’ boost will eventually cost you your credibility.
Listen and evaluate
Sometimes you’ll get it wrong. Sometimes you’ll think something is the best thing you’ve ever written and no one else will agree. Sometimes you’ll find the most successful post is one that suddenly fell into your lap on a dull Tuesday (OK, I didn’t mean this to turn into a Baz Luhrmann song, sorry!)
Listen to what your audience are saying to you; if a post gets a negative response try to establish why and rectify it in the future. Perhaps the most important thing you can do (and often the hardest when it’s your own work), is to look regularly at your page analytics and be ruthless if some post types just aren’t performing. Your strategy should be a fluid beast, the messages can largely remain but how you approach them changes to fit your audience.
Most of all, try to get to know your audience. Just like a conversation that happens over dinner, you both want to know about each other and maybe, if you’re lucky, it’ll turn into a lifelong relationship.