Today’s consumers, especially Millennials and Centennials, seek to engage with thoughtful, community-minded brands.
1 – Know Your Audience. They already "Liked" your page, so visit their pages; learn about them. Then Segment Your Audience. Separate them into logical, titled groups that you can then send highly-targeted messages to.
2 – Understand that Social Media is a Single Channel. Just like MTV, one channel that plays programming 24/7 must cater to many different Audience Segments, and playing the content at the right time is critical to Overall Viewership.
3 – Deliver messages at the right time, to the right Audience Segment, and most importantly – to the right place. Not everyone who uses Facebook also uses Twitter, or Instagram, or Pinterest. Understand which of your Audience Segments use each Channel.
4 – Content Authenticity. This is the downfall of most social media agencies. Know your product inside and out by living your brand as a Lifestyle; it’s the best way to ensure that your messaging gives your consumers the 'real deal' vibe. If you don’t know enough about a subject, it’s best to leave it alone on Social Media until you do.
5 – Use Magnetic Content as much as possible. Absorbable, share-worthy, highly-targeted content that is made to look attractive; this combination ensures your message is consumed and engaged with by your fans.
6 – Success is always Subject to Change in digital marketing. Always test. Try two different, three different, five different approaches to a campaign – and run them all. Cancel campaigns along the way that don’t do well. Experimentation is always a fun way to find the things that work. Never forget that Social Media is a full-time job.
7 – Build relationships with customers at a personal level. Don’t be afraid to send a Private Message to engage them to learn even more about your brand. Build Brand Ambassadors by sending occasional private messages, hooking them up with gifts, tickets for local events, etc. This is a very inexpensive way to learn more about your brand at a Street Level.
8 – Success relies on the effective curation of content. Use as much Magnetic Content, and also Epic Content – the kind that generates a positive emotional reaction, or disrupts a common belief or trend. This is the content that is so persuasive, your customer can’t resist but to CLICK-TO-FIND-OUT-MORE.
9 – CTA RULES. Add a Call-to-Action to as much of your content as possible. If you did your job by using the advice I've mentioned, your viewer is DTC (DOWN-TO-CLICK).
10 – Always follow the 80/20 Rule. Use 80% of your posting for General Interest Content, and save 20% for Overtly Promotional and General Housekeeping Content.