Getting started on social media isn’t rocket science but it does take some time and effort to learn the ropes. If you feel like you’re muddling through it or battling to continually come up with something new or engaging, take a deep breath and relax. That’s normal. Luckily, if that is you, you’re in the right place! Here are our top tips to help you write social media posts that appeal to your audience and take your marketing to the next level.
Create customer personas
Customer personas are not the same as a target market — although you cannot develop accurate customer personas without an accurately defined target audience. The personas will differ slightly and will include finer details about your customers. Just because two people have similar demographics does not mean that they will respond or shop in the same way. You want to be as specific as possible to ensure that you are communicating in the best way.
Customer personas are fictional characters that accurately represent a group within your target audience. Start with basic information, and give them a name and age. Then get more granular. Allocate a job, income bracket, location, and living situation. Include interests, hobbies, lifestyle, and personal life details that would influence their communication style, humour and buying behaviour.
Once you’ve defined these personas, you can target people more accurately to improve your conversion rates for current and future marketing campaigns.
Find your audience
If your audience cannot see what you’re posting, even the best content is a waste of time. Start with your social media journey by ensuring that you are creating content for the right channel.
According to your experience, statistics and studies, where does your audience hang out in the social space? Once you’ve found out where your audience is, plan accordingly.
If you’re needing some help discerning where your audience is, ask the following questions:
- To whom are you marketing? If your audience is made up predominantly of consumers, you want to look at a more consumer-based platform like Facebook or Instagram. If you market more to businesses or professions, try LinkedIn.
- How old is your audience? Do they even have a Facebook account?
If you’re needing help with the platform specifics, we’ve got a blog post for that. Read all about them here.
How to write social media posts that speak to your audience
Once you’ve defined your target audience and their personas make sure that you keep this information front of mind when creating your content. This will help you write content that is appropriate and relatable, in a language they understand.
To write posts you know that they will align with, do some research and ask questions. Find out:
- What your audience is looking for
- What your audience’s problems are
- What your audience’s goals are
- Where your audience is spending time online
- How they speak and what their tone is
- What kind of content they engage with
To find out the questions your audience is asking, you can use a tool like Answer The Public. If you’re looking for keywords we suggest Ubersuggest. Ubersuggest is a popular keyword tool that listens to autocomplete data from search engines like Google and then quickly cranks out every useful phrase and question that people are searching for. Once you’ve done your research and defined your tone, maintain it! Create rapport and build a relationship by being consistent.
Customer Problem Statements
To create posts that really speak to your audience, use the customer problem statement method.
This method speaks to your customers’ pain points and provides your product or service as the solution they’re so desperately needing.
Remember your hashtags
Ensure that you are findable by using between three and seven relevant hashtags that your customer personas would be following. We offer comprehensive hashtag strategies. If you’re looking for some basic tips to start out, find them here.
Don’t forget that social media is all about community. When you write social posts that are appealing to your customer personas, it will help you build a relevant and engaged brand community. Engagement is key to building a fan base and selling your products. Engagement helps you gain favour with the algorithm gods, expands your reach, shows your customers that you care and is good ‘social proof’ of your brand.
Need help with your content creation? Reach out now.