April 27, 2015
/ by Adrienne Sheares
In 2015, it’s safe to say most companies view social media as a necessary communication channel for business. Although brands of all shapes and sizes are churning out 140 characters into the Twitterverse, going through the motions won’t help you stand out in the crowded marketplace, let alone reach your goals.
During PubCon Austin 2015, Boot Camp Digital CEO Krista Neher showed how to capture the attention of audiences with fleeting attention spans.
Here are three of her tips.
Sounds pretty obvious, huh? But before you shout out duh, keep in mind that this is not only often overlooked, it is sometimes easier said than done. Before saturating the social sphere with posts dripping with corporate speak, remember you can’t be focus on being more interesting than competitors in your industry.
“Brands aren’t competing against their competitors on social,” Krista says. “They’re competing against what people care about.”
That’s right, you’re competing against baby pictures, crazy Saturday night pre-game photos, all things Buzzfeed, and, of course, cat videos and cat memes.
So what can you do? Find out what your audience wants and give it to them. See what content on your site people are visiting most through analytics. Next, deliver. Also think about how you can incorporate visuals into your content, which serves as a transition to the next tip.
It’s no secret that Facebook’s organic reach is plummeting. Despite this, the social media giant is the default social network for brands to be on, regardless of whether it makes sense. Krista suggests that brands open their minds to other social networks, such as Pinterest.
Now before you write off the more visual social network as for food or luxury brands, consider the benefits they offer over Facebook. For example, if you want content to have a longer shelf life, Krista recommends Pinterest. Her firm still gets major website traffic from an infographic they posted over two years ago. What happens to an infographic you posted to Facebook even two days ago?
Instagram is also another great social network to consider. Unlike Facebook, posts from brands aren’t downgraded in importance so you have an equal opportunity to show up on users’ feeds. Also people on Instagram are more engaged with content, a perfect way to discover a new audience.
Before you roll your eyes because you’ve seen this tip a million times before, let it sink in.
“Your brain processes an image 60,000 times faster than text,” Krista says. “Adding user images on your site results in a 5 to 7 percent increase in conversions.”
If your company wants to jump in the visual game, Krista urges you to start with your website, not social media. This makes it easier for people to share content from your site, whether they choose to post it on Facebook or Pinterest.
Krista used Starbucks as an example to illustrate her point. Starbucks realized that its audience has passions for particular drinks, so they made it easy for coffee lovers to share that across social by putting each drink on an individual web page. That way, when people visit Starbucks’ website and see something they want to share they already have the perfect image attached to their post.
Krista’s tip? Make it as easy as possible for your customers to “do your job for you.” Isn’t that the marketing gift that keeps giving?
Want to multiply your audience by 10? Activate employees on social media. See how with our free tip sheet!
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