The 2018 Texas Conference for Women is an annual event designed to empower, inspire, and advise women as they advance in their careers. Content Strategist Raquel Guarino attended the conference and came back with a wealth of new knowledge that anyone could apply to their career or business. In this series called "Women Share Wisdom," Raquel will divulge the tips, tricks, and advice she gained from the successful women she encountered at the event.
Source: Vannessa Wade, Connect the Dots PR
For businesses, social media is the key to gaining a larger audience and hopefully, a solid consumer base. If you're having trouble navigating the social media realm, Vannessa Wade, award-winning CEO of Connect the Dots PR, has some suggestions for you.
First of all, Wade suggests examining how you're connecting with your audience. Get an idea of what is bringing you and your audience together. Take a look at the stories that are resonating. Are posts giving business advice doing better than ones about life in the office? Use this information to identify audience behaviors, preferences, and patterns. These insights will help you figure out what kind of content truly connects with the people you're reaching out to.
Once that's done, start to examine which kind of content is attracting the base that you're most interested in. This doesn't necessarily have to be your customer base. Wade suggests creating relationships in the media to bolster your social media content. Follow reporters whose content you enjoy, retweet and repost the articles that catch your eye, and let them know you appreciate their perspectives. When the time comes to start promoting something you're doing, explain to those reporters how your product solves a problem or fills in a gap. If you work hard on creating and nurturing these relationships, you will eventually see the returns.
Now that you're getting likes, comments, and retweets, it's time to take the next step in your strategy: turning all of that into conversions. The key to this is simple: offer your audience something of value. Think about what you're bringing to the table that your audience can't get anywhere else. One way to do this is by creating a newsletter. Add something such as a discount code or a piece of advice that adds something positive to their life and keeps people coming back for more. The best part about a newsletter is that it doesn't have to be long. Short and sweet does the trick.
Another way to add value is to give the audience an "in" to your product. That may be by announcing an event for your product, promoting consultations, or just giving your audience a chance to talk to you and learn more about what your brand has to offer.
People love consistency, says Wade. Whether your content style is blog posts, photos, or memes, once you post content in a specific way, people will begin to look for more of that content. It's also just as important to post regularly. If you normally post everyday and you stop, your audience will begin to lose trust in your brand.
Because your audience has certain expectations, it's important that you decide how much effort you can commit for social media posting. Wade suggests keeping your commitment smaller. Set a timer for 30 minutes and write as much as you can. By setting a limit, you're not over-committing and feeling overwhelmed. Staying consistent with smaller posts is more important than inconsistent but longer content.
Sometimes your content strategy will need to be adjusted. That's OK, says Wade. If you're not getting the results you want, don't be afraid to make a change. Correcting isn't necessarily a bad thing, and if anything, it can do wonders for your social media.
Wade emphasizes how important it is to simply get yourself out there. As maintaining a social media presence increasingly becomes the norm, your brand will need to contribute in order to stay competitive. Don't believe her? Wade says, "There's more content uploaded on YouTube in 30 days than content on network TV in the last 30 years." The audience is there, and it's waiting for your brand to share its story.
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