One of the questions we are frequently asked is:

“I have a social media account but what do I post?” Before thinking about what you should post you should first think about who your audience is.  By knowing who your audience is you can determine which social media channel is best for your business.

Before you start it is worth spending some time creating an avatar of the person you want to reach using social media.

According to the Customer Avatar Workbook on Hubspot,

“A customer avatar is a fictional character that represents your ideal prospect. When complete, it will help you understand the motivating beliefs, fears and secret desires that influence your customer’s buying decisions”

Be specific when creating an avatar. Give the Avatar a name, age, address etc.   Using this you can work out which social media channel you should be using and what you should be posting, otherwise, your posts will be far too general and won’t communicate well.

Each social media channel has its own demographic.

For example if you want to reach other businesses then it would be a good idea to set up a LinkedIn account.  On the other hand, if your business sells to a younger demographic then it would be a good idea to start an Instagram or Facebook account.  If your business has many audiences then setting up several social media accounts targeting those different audiences is recommended.

Once you have the appropriate social media account using the avatar you have created you will find your posts will have a lot more resonance.

For example, if you own a café and have a Facebook account your audience will probably not be interested in the latest financial news or if you are an IFA on LinkedIn your audience probably won’t be interested in what you ate for dinner last night.

“Behind the scenes” posts go down very well on social media also posts to do with everyday life. A beautiful view from your office window?

People love to view other peoples lives whether we like it or not and this applies to businesses too.

Your posts should be “interesting” but you should also be “interested” in your social media followers too. Replying to comments and sometimes featuring your social media followers in your posts is a great idea.

So the lesson here is making sure you are talking to the right audience and you will have a lot more engagement and sales from your social media.