Social media platforms are used by brands, organizations, and institutions every day to engage with their consumers, raise awareness, and generate leads and business. Brands can effectively spread the word about campaigns, new initiatives, and new products and services like a ready for occupancy condo by having an engaged following on one or more of the main social networks. Having 1,000 Facebook friends or 200 Twitter followers, on the other hand, isn't the best sign of social media success.
Thousands of followers may follow you but never read your posts or click on your links. The aim is to cultivate a vibrant online community of your ideal fans, those who will actively engage with your material, share it with their networks, and eventually convert into paying customers.
7 Ways to Build a Better Social Media Reach
Set SMART objectives
The concept of SMART goals has been around for years, but they are so important to your social media presence today. In short, brands should set goals that are specific, measurable, achievable, relevant and time-bound. An example of a good SMART goal for social media reach would be something like “We’ll increase our Twitter response rate by 25% by the end of the first quarter.”
Include a visual with every post
Visuals are high-performers on social media, so be sure to include an eye-catching, colorful image or graphic with each post. Consider these visual marketing statistics, compiled by HubSpot:
Content with relevant images rack up 94% more views than content without images. Compared to other types of content, visual content is more than 40x more likely to get shared on social media. Instagram photos showing faces get 38% more likes than photos without faces. Say for example, you are marketing a condo living campaign. How can you drive your audience to read your post? Aside from the power of captioning, using images of condo living will definitely do the job.
Identify your audience
Breaking down your audience will help you figure out the following:
- Which social media sites you are active on
- Your posting schedules
- The type of content you publish
- Your brand’s voice
- The information in your profiles
Many brands spin their wheels because they do not post content that speaks to a defined audience. Spend some time looking at your audience personas, understanding what their challenges are and what brands they already love via social. You can also identify their demographics, cultural background, and behavior. This sort of competitive analysis can help you understand how your own social media presence can stand out from the crowd.
Be proactive in listening to and responding to your online community
Did you know that 83% of your Facebook fans, and 71% of your Twitter followers, now expect a response from you on the same day that they pose a question on each respective platform? In fact, 32% of Twitter users now expect a response within just 30 minutes. Give your followers a fantastic user experience on social by being exceptionally responsive. Listen to their needs, and respond accordingly. You should also look to publicly recognize people who retweet, favorite, and mention your organization or brands and services on Twitter, and thank users who comment on Instagram and YouTube. For example, if you are a real estate agent selling a ready for occupancy condo, and your target audience interact with your post, reacting to their comments will only take a second. When you make your online community feel heard and acknowledged, they are more likely to become raving fans, and your most loyal social media ambassadors.
Create a calendar
Spoiler alert: sticking to a content schedule is not just something “extra” that brands do. If there is a common thread between the biggest brands on social media, it is that they post on a consistent basis. Chances are you are juggling multiple social channels and are trying to make sure you tick a lot of boxes in terms of descriptions and when to post, right? Consider how a content calendar can make the process much easier by allowing you to fine-tune each of your posts for each platform without having to jump between sites. Timing your posts to maximize engagement, keeping you from having to constantly post in real-time. Avoid repeating the same content over and over again, ensuring each of your articles or pictures gets the most love possible. In short, taking the time to make a schedule does double duty of keeping your social media presence organized while also maximizing your contents’ reach.
Post evergreen content
Creating evergreen content is one of those things that is easier said than done. A typical post on social media, especially on giants like Twitter or Facebook, can have a widely varied lifespan. These posts also need to be engaging. You may, work in a boring or dry industry, but you can still find a way to make your posts stand out despite the subject matter. The bottom line is this: Do not publish content with an expiration date. For example, if you are to write about condo living for a company, do not post a content that is only trending during that time. Instead, post something that can be informative after a year or two. You may also consider solving common and persistent problems in your industry. Even better, try to post something educational and funny. Humor, shock, or awe are great emotions to target with evergreen content. People will always share positive posts more than negative ones.
Give people a reason to follow you
Give both prospective and current fans reason to follow you on multiple platforms. Do not simply “set it and forget it” with generic, automated links blasted across all of your social media channels. Tailor your content for each channel’s users. For example, you should use Twitter to share condo living short stories while you can use Facebook to tell more compelling, longer stories about the people who lives in a condo. You should look to strategically use each social media channel based on its strengths and demographics, and give your target audience a good reason to connect with you on that specific network. What value are you providing? What are you offering that will entice them to stay tuned in? Think about the reasons people use each network, then formulate a plan to consistently post and share content that will resonate with your specific audience, wherever they congregate online.
The secret to organic social media reach is the same as the secret to ranking well on search engines. It’s all about optimization, user experience, and high-quality content. If you start thinking about your social media efforts in the same way you think about your SEO work, you will see the pieces fall into place.
Vista Residences is the condominium arm of the country’s largest homebuilder, Vista Land & Lifescapes, Inc. that offers ready for occupancy and pre-selling condominium projects in Manila, Makati, Mandaluyong, Quezon City, Ortigas, Baguio, Cebu, and CDO that are strategically located within major cities, in close proximity to premium universities, transit oriented locations and developed business districts.
For more information on Vista Residences, email [email protected], follow @VistaResidencesOfficial on Facebook, Twitter, Instagram, and YouTube, or call the Marketing Office at 0999 886 4262 / 0917 582 5167.