After all, how can you speak directly to your audience’s specific needs if you don’t know what they are? Great content starts with audience research. As you study your target niche, ask these questions: What is the predominant age bracket or generation? What geographic locations and time zones do they live in? What languages do they speak, or what cultures do they belong to? What spending power and purchase behaviors do they exhibit? What are their hobbies, interests, subcultures, or affiliations? What other businesses do they interact with on a regular basis?
What forms of content do they consume or share on their accounts? What challenges or pain points do they need a solution for? What stage of life are they in (i.e., students, parents, retirees)? Use your answers to create insightful user personas, and craft your posts around them. Voilà! No more generic content. Mistake #3: You Don’t Have a Defined Social Media Strategy in Place Small and local businesses represent 65% to 75% of search and social media spend on Google and Facebook (and this is only likely to increase beyond 2021). With all these networks buy email list saturated with brand messages, you can’t just toss your own content into the mix and hope it will resonate with the right audience.
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No matter how compelling your brand’s message might be, if you don’t have a plan to adapt it to social media, your content will not deliver the traffic, leads, or conversions you’re looking for. If you’re serious about growing a strong social media presence, developing a strategy is a must. Not only will it help your content stand out, but it will also help you: Make sure you’re supporting your business goals. Target the right audiences for your brand. Save time by allowing you to plan a content calendar in advance. Set your brand apart from competitors with better content. Convert social media leads into sales.