While you know most of your target audience is present on social media, you would never like to miss the chance of promoting your products. However, social media marketing is not just about merely promoting your offerings in plain text. Self-promotion is not going to help you draw the attention of your users. You need to engage them and feed them something useful or something they want from you.
You know that you need to provide personalised content to your users, but many of you fail to implement the right strategy to target your audience. Before you understand the tips for creating customised content for social media marketing, you need to know what exactly it is.
Personalised marketing content is one that you send to your users based on their shopping behaviour. However, some companies use a more sophisticated form of personalised content marketing. It may involve showing only relevant products to users based on their past marketing behaviour.
Personalised social media marketing is crucial because it can convert potential clients to sales, boost engagement with users, encourage shares, likes and comments, boost brand loyalty, and increase brand awareness. Such benefits can help you grow your business quickly. Here is how you should create personalised social media marketing strategy.
Find out your buyer persona
It is useless to brainstorm personalised content ideas for social media if you do not know who you are targeting. Are you targeting a large group of people or specific groups like senior citizens with their particular needs? Unless you know who you are targeting, you cannot create a personalised social media marketing strategy.
Their age group, location, interests are essential to know. You will have to spend a couple of months to get an idea of how much time they spend on social media, what influencers they are following, what type of content they admire, like, share and comment.
If you have different kinds of buyer personas, you need to make a different strategy for all of them. Use Facebook, Twitter and other social media sites to know where your audience is present and what is fascinating them. It is useless to outline content strategy before knowing what they want from you.
Map out content to be published
Now you have understood the buyer persona, and the next step is to outline content you will serve to your audience. There is no use of identifying your buyer persona if you render content that they do not want to read. Content strategy should revolve around their interests. Make sure that you are posting what they want to read and what fascinates them.
Plain text is not enough to attract the attention of your target audience. Images, graphs, charts, infographics, videos and anything in between should be a part of your content strategy. Make sure that you are not just promoting your products or services. If you want them to spend more time on your posts, like, share and comment, you should provide them with what they want from you. Try to give them a solution to their problems.
Another way to understand what can engage your target audience is to keep tabs on the posts of your competitors. You do not need to copy them. It is just for taking an idea of what kind of activities are captivating users.
Create personalised content
Now you have got the idea of what kind of content your target audience is admiring, and you need to spend considerable time on creating content. You need to plan and build it with enough research, and it takes more time if you are targeting multiple buyer personas. Not only do you need to create personalised content for different buyer personas, but you also need to personalise content for various social media channels.
You can use some tools like ContentCal to design content for all types of buyer personas. It is available in both free and paid versions. However, the latter comes with advanced features to make your job easier and faster. It will allow you to create and save content ideas. You can also schedule and post your updates via the dashboard.
ContentCal can also help you create content for your blogs, emails, and so forth. You can add as many custom channels as possible that you can add to your calendar to brainstorm ideas.
The bottom line
Personalisation is an integral part of marketing. With a change in customer behaviour, you need to change in the way your market your product to streak ahead. However, nowadays, you cannot just rely on personalised content strategy for the growth of your business. You should focus on the overall marketing strategy instead.
If you are promoting personalised content across all social media channels, your potential customers will be interested in buying your products, which means your revenues will also increase. You should hire an expert who could help you create personalised content for social media. In case of a shortfall of money, you can take out doorstep loans.