When it comes to managing your social media, it can be difficult to find a happy medium between brand awareness and direct response. Through practical scheduling and engagement assessments, a content calendar can be curated to encompass all of the topics you want to be covered.
Brand awareness: What you should be covering
When someone views your social media profile, they should immediately know what your service is and where they can learn more, and in some cases – where you’re located. When it comes to daily content, don’t forget to have fun – especially on networks like Facebook and Instagram since they have more of a light-hearted feel. Not every single post has to be super meaningful or cost-driven.
Here are some content examples if you’re looking to boost your brand awareness:
- Employee Spotlights: This content shows people what your teams look like, who they are, what they value, etc.
- Product Photos: If your brand is rooted in e-commerce it’s essential to have high-quality photos of your products. People want to see what they are interested in purchasing.
- Company Updates: Keep your followers up to date on any awards, achievements, goals, etc. to make them feel even more connected to your brand and mission.
- Invest in Influencers: Establishing an influencer program is a great way to increase your brand awareness and expand your audience to people you may not have reached yet.
Direct response: What to cover
Direct response is crucial to making a lasting impact on your followers and supporters. Utilizing your social media platforms to talk and connect with your audience is the best way to be successful at direct response marketing. Keeping up with regular ad reporting and analytics should also be a constant staple in your social media strategy.
How to improve your direct response:
- Instagram Stories: Use this feature on a regular basis to track the direct traffic coming to your Instagram stories, including viewers and engagement.
- Twitter Q&A: Live-tweeting is on the rise, especially with more people flocking to the platform for daily news and updates. This allows you to directly interact with your followers in order to spread your brand message in a live capacity.
- Ads, Ads, Ads: In this category, the click should be directly related to the purchase. Focus and perfect your ads to garner an immediate action from your target audience.
- Instagram Live: Participate in an Instagram Live to open up your audience to have a direct line to your brand and even spokespeople associated with your brand or company. Don’t be afraid to get creative and debut a new product, start a Q&A, live stream an event, or even host a webinar.
Use a combination of brand awareness and direct response in your daily marketing and social media efforts to produce a pay off with an increase in your following and hopefully your overall sales.
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