Why do we post what we do on social media?
For some of us trying to engage and attract consumers online, we post whatever content catches our eye or comes to our attention, including a constant stream of funny cat memes, before and after diet shots, and photos of our lunch. We might even mix in a testimonial, listing photo, or interest rate alert every once and a while.
However, when done correctly, a successful social media campaign is far from random or impulsive, but a well-planned and orchestrated strategy to grow our online brand.
So, instead of talking about the How, What, Where, or Who of your social media campaign today, I'd like to talk about the "Why."
In general, I think there are 12 purposes to social media posts, images, videos, and content we share. Each of them has a unique purpose, like to reach, inform, engage, or even dictate action from your audience.
Here are the 12 purposes behind your social media posts:
1. Show ‘em whatcha got!
No, I’m not talking about your aspiring model photos or your lunch, but show your audience what you’re selling and why you’re in business. For Realtors, that means a steady stream of photos, videos, etc. featuring great houses, neighborhoods, home amenities, and designs, etc. If you’re a loan officer, financial planner, insurance agent, etc., show your audience the features of your service and the benefits to working with you.
Just like real life, make sure it’s not all serious! Lighthearted, humorous, relatable, and genuinely human posts often get more likes, followers, and engagement than our “business” content!
The goal is not to talk TO your followers on social media, but talk WITH them. Therefore, use plenty of questions, polls, surveys, true or false, caption contests, etc. to elicit feedback and promote interaction.
4. Get local
People don’t live in a vacuum, but on and among neighborhoods, communities, cities, and regions. Especially for real estate post plenty of content that speaks to the local geographic area you’re focusing on from many angles.
Want to become a neighborhood expert and DOMINATE your local market? Read this.
Most sales people/brands/and companies think of ME, ME, & ME when marketing. But you can create unique opportunities and incredibly lucrative relationships by highlighting other professionals, beloved brands, notable and famous people, etc. A great way to do this is through short interviews, profiles, testimonials, and infographics, but it’s also the perfect way to gain access to a whole new huge audience – theirs!
Breaking down what we do, how we do it, and the benefits to the end user on a super-simple level. Never stop sharing the “ABCs” of your profession through a series of tips, stats, hacks, simple definitions, and other resources.
7. Demonstrate social proof
Human beings are still pack animals who look to others for signs of social acceptance, and that’s also true online, where testimonials, reviews, success stories, case studies, sharing, etc. go a long way.
8. Clearly spell out benefits
I love the old sales mantra, “We’re selling holes, not drill bits.” What that means is that you should always focus on the benefit to the end user, not just the feature in fancy business speak. Make sure you post plenty of content that clearly spells out the benefits to working with you from a consumer perspective.
9. Solve problems
The famous Zig Zigler used to say, “Help enough people get what they want and you’ll get everything that you want.” So, instead of just posting social media content about your products and services, spend ample time exploring the problems, challenges, and frustrations of your audience – and help by offering solutions.
10. Find your tribe
If our target demographic is first-time homebuyers, for instance, we should create and share content that specifically speaks to their needs, goals, challenges, and lifestyles, etc. Your tribe may also be likeminded people who you really connect with who can help your audience, too, or become referral partners.
11. Establish credibility
You should be (subtly and humbly) sharing content that establishes you as an industry leader in your field, including articles you’re quoted or featured in, awards, certifications, top-rankings, etc.
12. Gain trust
When it comes down to it, trust is really the most valuable commodity we can offer our clients and audience, but it’s also hard to earn and hard to win back. So always be genuine, authentic, truthful, and transparent with your dealings, especially on social media.
I hope these 12 purposes to social media posts help you have a more well-thought out social media strategy that brings in a whole lot more clients!
Contact me if you’d like any more help or advice.