Many companies have social media profiles. It can be a great place to communicate with clients, potential clients and stakeholders, since they are already there. And that’s an important criteria when aiming for a successful communication – meeting the clients where they are.
So, should you be on LinkedIn, Instagram, Facebook or Twitter? – or more than one of them? Choose the channels where your chances are highest of meeting exactly your clients and stakeholders. Communicate professionally and often, so your clients see your social media presence as active and informative.
Here are BGRAPHIC’s five tips on how to get the most out of your social media presence.
Employees working with social media are often active themselves on social media, so they are familiar with the different channels and the fast-paced and easy-going way of communicating.
It’s still really important, however, to have a communication strategy. To ensure that everyone agrees on where, why and how you act on your SoMe channels.
Having a strategy helps define your needs and wishes.
The strategy should describe how to attract clients, how to make them follow your company profile as well as engage in communication by liking, commenting and sharing your content. For instance, over time you might optimise your corporate communication and obtain a large number of followers on social media by linking to news on your website. You get more traffic to your website, and more people will get to know your company’s services, initiatives and products.
The strategy should also describe when and where you want to post content. It might be in connection with presenting your company’s annual report and CSR report. It might be the release of a publication. It might be when launching a new service or product. Or simply to attract attention to your company’s many services or talented employees.
If more than one employee is covering the SoMe tasks, it’s a good idea to define roles and responsibilities, so everyone knows what to do and what not to do.
We recommend starting by developing the communication strategy. Once it’s there, it’s easy to continuously update and renew it, for instance if you have new needs, new wishes from clients and stakeholders, or if you want to create a company profile on a new social media.
When you have a company profile on social media, clients expect you to be present and easy to reach. That you reply to their inquiries – and not simply within a new days or weeks. It has to happen fast – preferably within a few hours. Social media is fast paced, and clients have quickly moved on to the next click. So, it’s important to make a great impression while you have the chance.
You need to post often in order to draw attention to your profile. It’s important that you appear in clients’ feeds, and regularly, as that makes clients remember you and increases the chance of them choosing your services when the need arises.
And when clients visit your profile, they will consider it positive, if they can see that you post regularly. And that that you are present and answering questions and comments to your posts.
However, presence is not enough. Just like with your website, your business card, your presentation and your own appearance, the first impression is important when meeting clients. Your brand has to be perceived as professional and with a clear visual style.
Your profile photo and cover photo need to be perfectly sized to the specific channel and fit into your visual brand. Since photos are often what clients see first, they should be able to see these and recognise you and your company right away.
Having a strategy for posting, being present and looking professional are not enough if your heart is not in it. You should want to share. You need to be honest and real. And both text and the visual content are important.
You can share the interesting story, the surprising angle, the great idea and maybe even the strong buy. The clients need to feel that your content matters, is relevant and interesting. They should feel as if you are talking to them specifically. That you get them, and get what they need.
Always focus on what you want. To attract new, talented employees, appeal to more and new clients, sell more, share an important message that needs to reach all citizens. You can have many different angles in your communication. So, stay focused on what you want to say: loud and clear.
Furthermore, it’s always a great idea to add visual content to your text. When clients scroll through their feed, they should stop and look at exactly your post. A photo, an infographic or a video highlights your post. We’ll also suggest that you vary between the different visual means in order for the recipients to continually be surprised by the messages.
Quality is of high importance. Your photos should be in a high resolution, cropped to fit the format and matching the brand and tone of your company. And if you make sure your logo is located in the infographic, and that the colours are part of your visual identity, the recipients will have an easy time decoding and recognising you in the post.
All of this will help make you attractive to follow on social media. Your clients should want to read and like your posts and maybe even comment or in other ways engage with you and your posts. This ensures that the clients feel more connected to you, and that will increase the chances of them choosing your services or recommending you to others.
At BGRAPHIC, we develop content for social media for many of our clients. We primarily focus on corporate communication and presentation of your company and your services.
We can help you get started on social media, and once you are comfortable with everything, you can continue on your own. If you are short on time or hands, we can also help manage ideas, posts, timing etc.
Some clients ask for the entire package: We develop a communication strategy, we create ideas, design visuals and manage posting based on a time schedule we agree on with the client. Other clients only need some of the elements, and then that’s where we step in and help. Exactly where you need us.
Please contact us to hear more about how we can help you 🙂
9 December 2019