Social media isn’t complex, yet people have a tendency to over complicate things. The key is to remember that in the end “it’s just advertising” and within that idea lay the three basic principles that are the hallmarks of all effective advertising initiatives:
– Make your ads easy to remember
– Make sure that your frequency is generous
– Be consistent
If you’re not in it for the long-haul, whether it’s traditional, new or social media, you won’t reap the benefits.
Here are some tips to help you improve your ads and messaging along with how to gain a few more followers for free.
Choose an audience and own it.
Trying to be all things to all people is fraught with danger. Mixed and changing messages, and bouncing from one type of media to another will only dilute your efforts and result in you wasting your money. However, don’t expect to be able to reach your targeted audience using only one media platform. Depending on age, social background and geographical location, some social media platforms will have more impact and deliver better results if used in conjunction with another. For example, if you’re running a Facebook advertising campaign you can increase its impact by running an equivalent campaign on Instagram. Research shows that if you use two or three media platforms as opposed to a single channel you can increase your ROI by over 300%, but whatever you engage in be consistent rather than piecemeal.
Make sure that your message is right.
With most Social Media you’re limited in what you can do and say in your messaging, but ultimately this is a good thing. Often, in an attempt to get the most for our money, we have a tendency to overload the content and fit as much information into the available advertising space as possible. The age old adage “less is more” is true in advertising and it’s particularly true when advertising on Social Media platforms. Messaging that conveys simple notions or simply draws people to your website is best. Remember, people aren’t online deliberately searching for ads, so when yours does reach them it needs to be simple and easy to remember.
Social Media, and in particular Facebook, is all about connecting, sharing, forging relationships and creating a place for feedback (good, bad or indifferent). As a small business advertising on Facebook, you can’t and shouldn’t expect floods of people to suddenly ‘like’ your page overnight. A great way to gain some new followers for free is by following the law of reciprocity. If you invest a little time each day `liking` the pages of businesses of a similar nature to yours, it is likely that some of those businesses will reciprocate and begin to follow yours – dragging along with them some of their followers – aka more potential customers for you.
There’s an old saying that goes “everything changes save change itself”. Change is an endless challenge in social media but if you use any of the ‘new’ platforms you can ensure you can get – and stay – ahead of the curve. For small business owners, keeping up with the pace of change can be quite overwhelming – and time consuming – but with the help of companies like HoneyBadger you can put yourself streets ahead of your competition. The key is to be agile and flexible.
The tech age has thrust upon us some amazing opportunities, particularly around data, communication and advertising – but never forget you’re dealing with human beings. Whilst it is a powerful advertising and sales tool, Social Media – as its name suggests – is social. It’s a place and an opportunity for you to interact with your followers and engage in conversation. Avoid the temptation to just post images of things you have on sale, or pictures of your latest product. Be you, be human! Why not post a photograph of a member of staff now and then, or a community event that you or your staff are involved in? Maybe a picture of your best customer? The key is to be authentic, be the `real’ you and you will attract like-minded followers.