Eduardo Gonzalez-Guevara
Buildxact Senior Manager, Social Media & Communities
Social Media Marketing is more important than ever in today’s world. It provides brands the opportunity to directly communicate with their audience and to develop future customers.
However, we often see social media treated as a one-way conversation. While posting content is at the core of social media marketing, listening to your audience and then posting content based on what you hear is even more valuable.
People often forget the person who is on the receiving end of the content. Whether your approach is B2B or B2C, your brand is still communicating with everyday people.
Understanding their needs and motivators is crucial to achieving success, but how do you figure out what those are?
The Internet is a treasure trove of information. A great starting point is to search for online communities on Reddit, Facebook or other websites to see firsthand what people are talking about.
Notice how they communicate their needs, what those needs are and what topics are most important or compelling to them.
Once you’ve pinpointed your target audience and found what they care about, it’s time to figure out your content strategy. Overall, people go online for three reasons:
- to learn
- to be entertained
- to buy something.
While your business is on social media to sell your audience your services, that cannot be your sole focus. Being in a constant state of selling will only turn them away. Sell to them, but keep your approach balanced.
Take the example below. Here, we clearly want to reach out to our community of builders, either current or future customers. But we do so in a way that connects to their needs as business owners. We want our builders to know we care about the same things they do.
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Remember, most of your audience will not purchase a good or service immediately. You need to ensure you keep their attention with valuable content that has an honest purpose. In this way, your business remains top of mind once they are ready to buy.
Once you’ve published content consistently for a few weeks, look at your insights. Is the audience responding well to your content? How do they feel about your brand or business? What types of content do they prefer?
Then, look at what you’ve been doing and make the necessary adjustments to give your audience the content they are telling you they want to consume.
To see for yourself how Buildxact connects with its community of builders, check out the Buildxact Instagram and Facebook company pages.
