We often get asked about what to post on social media and the answer is generally the same each time. Just be yourself.
This may sound a little bit vague but when you think about what this means it often makes sense. Everyone expects that if you are marketing your business then this must mean you should obviously post about the business. This is true of course BUT there are several other elements that you need to consider, some may be obvious but others we find are not so.
We’ve broken down some of the key parts to working with your social media identity and how you can make it work for your business
Identifying the types of business social media profiles
There are 4 types of common social media users;
- The blinkered business poster.
This is the poster who ONLY ever posts about their business and the services they offer. This is the most common style and possibly one of the quickest ways of disengaging with your audience. - The ‘friendly’ business poster.
This is the type of poster who offers a little more than just posts about their own services. Possibly promoting related businesses or local events.
One of the hardest types of style to use but often the most rewarding - The controversial poster
An absolute no-no for your business. Don’t be the type of account that highlights the failings of your competitors. Not professional and potential customers will see through this type of marketing - The ‘funny’ poster
Humour is subjective and while many of us think we may be the next stand-up sensation, others may not and your ill-timed humour may upset some of your follows and seriously damage your brand
To get the best out of social media you need to consider your content carefully. For most, being the blinkered business poster (from the list above), is the most natural identity to assume and this would be accurate, after all, you know the most about your business right so why shouldn’t you post about it?
You can share too much on social media
This is fine but just imagine, for a moment, that social media is ‘real life’ and you are actually face to face with your audience.
If, each time someone either spoke to you or even looked at you, you just responded with another fun fact about your business or just simply blurted out that you are the very best dog walker, dentist, or plasterer in all of the land then you would imagine that very quickly they would lose interest.
Now, switch that around and assume the identity of the ‘friendly’ business poster and every now and again you offer something different you may get a longer attention span from your audience. For example, instead of saying how amazing your dog walking skills are (sorry all dog walkers, we do love you really) you mixed things up and suggested that people should visit the local farmers market or there is a new pet shop opening in your town. This cross-promotion not only helps mix up the type of content you are posting but it can also encourage engagement from those you are supporting (the local farmers market in Surrey may post about you in return and your marketing reach could be double, tripled or more!)
Post about real business events
Whilst we don’t want to continuously post about the business, when you do focus on yourself you need to make sure it’s great content and there is nothing better than showing off your awesome work. If you are a roofing company then posting about a recent installation is sure to get people engaging.
You may even have an event you are running and want to reach as many people as possible so why not use Facebook, Instagram or Twitter to do the hard work for you.
What you shouldn’t post online about the business
Be friendly, be normal but don’t overshare! Your customers are not really going to want to know about your breakfast or the amazing deal you got on your stationery – unless of course you sell stationery then that is prime for posting.
Equally, boasting about your latest holiday or new car purchase is more likely to alienate your audience who will begrudge you wealth rather than applaud it.
As before, imagine that your social media audience are standing in front of you, you wouldn’t overshare face to face (we hope)
It may seem that using social media is a bit of a mine-field and you need to adhere to more rules than you like but this isn’t the case. It is just about being sensible and consider what you post (and when you post too)
If you think you need a little more support then we are here to help, get in touch with us today and we can help you build up a social media marketing campaign just for you.
