Social media is something you should not ignore if you’re looking to run a successful business. With social media in our faces 24/7, why wouldn’t you want to take advantage of the 21st century’s most advantageous advertising tool?

Think about it this way. Many people in today’s society spend their mornings, lunch breaks and evenings most likely scrolling through socials. This is valuable time that you, as a business owner, should tap into.

Traditional means such as newspaper ads and brochures just don’t quite cut it anymore. Not by themselves, anyway. It’s all about the dominating the online sphere, and where are people spending most of their time online? Social media, of course.

But it’s not so easy to just post an advertisement on social media and hope it gets seen. One must do their best to understand a platform’s algorithms, and the relationship between these algorithms and converting customers. They must understand how to target the correct audience to engage and convert.

Content Strategy

A brand must build a content strategy to target the appropriate audience for their product or service. Your strategy should be tailored to each of the specific platforms you’re wishing to advertise on. Whether it’s Facebook, Instagram, Pinterest or LinkedIn, each platform requires different kind of strategic planning.

For example, a strategy for Instagram should cover the following:

  • Image theme – A theme for your images so that the Instafeed appears curated, unified and aesthetic.
  • Hashtags – What hashtags are relevant to your product and your audience?
  • Times of day to post – Are you looking at your audience statistics? Where are your followers from? Are you tailoring your posting to peak times relevant to that particular country/continent?
  • Competitor research – Follow your competitors closely and observe how they create content.

Social Media Copywriting

Creating compelling copy for social media can be a difficult task. It can be especially tough to think of new and creative ways to write for social media when you’re posting something every single day. It is both taxing and time-consuming.

Furthermore, your writing style and tone-of-voice will be dependent on the platform. For example, if you’re promoting on Instagram, adapting a more informal tone will be suited to the Instagram environment. However, that same tone won’t necessarily suit LinkedIn. Being a professional platform, you should alter your LinkedIn tone-of-voice to be more formal and authoritative.

And although the visual is most often the main attention-grabber (Twitter aside), copy is still important. A customer will read the caption if they are engaged and want to know more. It can also be your chance to introduce a call-to-action. You can promote a discount code or direct the user to a hyperlink.

Influencer Outreach

Reaching out to influencers can be a powerful way of advertising. It’s an affordable alternative to traditional advertising and can be very effective for promoting awareness of your brand.

But again, it’s not just a matter of reaching out to just anyone with a whole bunch of followers and asking them to post. A strategy for influencer outreach must be considered. Which influencers suit your niche? How engaged is their audience? Do they work for rates or for contra?

Having experience as both an influencer and also reaching out to influencers from a business’ side, my knowledge covers both ends of the spectrum. I know how to professionally pitch to an influencer and the steps you should take to secure a collaboration.

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