As a business owner, you are bombarded with advice and tips on what you should be doing to succeed on social media every day. This is because many businesses are coming to realize they cannot succeed without social media. But it is still so new that there aren’t many who know how to use it well.
Most of the people and brands doing well on social media have huge marketing budgets. Or they are businesses that have been on social media for years, with strong and established audiences. They are happy to share what worked for them, or what is working for them now. But what worked for a company in 2015 isn’t going to work for a company getting started on social media now. And what works for a company with 10,000 followers isn’t going to work for a company with 100.
But there is one thing that you can do to increase your chances of succeeding on social media. This one thing will save you time on social media content creation because it will focus your message. It will allow you to see what social media platforms your business needs to be on, and what platforms will be a waste of time. It is one simple thing that you can do today to improve your results and save time on social media.
What is that one thing? Creating a buyer persona for your company.
What is a buyer persona?
A buyer persona is a detailed description of a person who is most likely to buy the product or service that you are selling. A buyer persona should be very detailed and include information such as the gender, age, income bracket, hobbies, and type of job your ideal customer has. Other details could be the number of children, and whether or not your ideal customer owns a house or rents. The idea is to create an imaginary person (or persons) in your head that you can turn to when you are making marketing decisions.
How do I create a buyer persona?
There are a lot of templates available online that you can download to help you create a buyer persona. You can also create your own by just jotting down a description of the person who is most likely to love your product or service. If you are an established brand, you can send a questionnaire out to your most loyal customers.
However you decide to go about it, you must remember two things. First, your buyer persona should be as detailed as possible. Second, you should never say your ideal customer is everyone. While everyone might be interested in your product or service, identifying the type of person who will be your most loyal customer will help you target your content to attract more sales.
How many buyer personas should you create?
Start with one, maybe two. Especially if you’ve never done this before. If you take the time to really focus on crafting one or two incredible buyer personas, you will have more success than you will if you create several. Really spend some time crafting high-quality content directed at the one or two personas you create. This will help you see where the buyer persona needs to be tweaked and where it is accurate. Once your content is getting results, you can create more personas.
How does a buyer persona save me time on social media?
Ah, that’s the real question now, isn’t it?
A lot of the social media “gurus” say a business should be on as many platforms as possible. Others say that a business should pick one or two and really focus on building and developing a presence on those platforms. Who do you listen to?
No one. You don’t listen to any of the conflicting advice out there because it is useless for you and your brand. And, with a solid buyer persona in hand, you will be able to make this decision with confidence. Why?
Because when you know who your ideal customer is, you know what social media platforms they like best. You know how they use those social media platforms. And you know how to talk to your ideal customers in a way that will get their attention on those platforms.
So if you are sick of trying to create multiple pieces of content a day across multiple platforms while also trying to manage your business, step back and really think about who you are trying to target with your social media strategy. Focus on creating killer content for the platforms your ideal customer is on and the rest will fall into place.
Here at The Social Expansion Project, we highly recommend that brands also take the time to do regular social media audits and competitor analyses before creating social media content. Learn more about these time-saving tools on our blog! Make sure to follow us on social media so you don’t miss out on future tips!
And if you’re thinking of outsourcing your social media content creation, check us out and see what makes us different!