Social Media Doesn’t Need to be Complicated to be Effective


Social media can be for all businesses – whether they have dabbled before or are just thinking about establishing a presence. Many worry their following isn’t large enough or they aren’t posting frequently enough to garner effective results. This is not necessarily the case. With a narrow, yet consistent, approach businesses can see significant results.

One of our clients, a franchised beauty service company, focuses on two social platforms: Facebook and Instagram. Choosing two channels as opposed to several allows them to be more focused with their resources and deeply analyze their audiences, leveraging our social insights platform. Some questions we have helped them answer are:

  • When are your followers most active?
  • Is there a specific type of person that follows you?
  • What motivates your client (promotion, availability, seasonality, engagement)?

With a sense of their audience, we can then cater content that will be most appealing to the target audience, driving consistent engagement and performance on the bottom line. For example, if there is a specific day and time their audience is active, then consistently post at that time. Also, we help them keep the content fresh, as followers like to see a diverse array of posts on their feeds.

Many clients ask about promoted social posts. Our advice is always to be targeted and efficient. There should be no wasted resources with the ability to target so effectively. This client promotes on Facebook and Instagram, which not only raises brand awareness, but drives nearly immediate conversion. We frequently use targeted promoted posts, and within hours of the boosted post being live, their appointment books fill!

In order for a boosted post to be successful, it’s crucial that you have a focused objective. Ask yourself: What is my business trying to accomplish?

  • Promoting new content
  • Boosting website traffic
  • Simply trying to increase brand awareness

Once you have a clear objective, it’s time to choose your targeted audience. Facebook offers the following targeting options: location, age, gender, and interests. Most businesses find it better to target a specific demographic in order to get the best results – it is not necessary to use every targeting option. Also, test a few different approaches to optimize what works best.

When used correctly, social media is one of the most effective and cost-effective ways of gaining brand awareness and traffic. As long as you have a focused objective and a clear picture of your target audience, you will see results!

-Bailey Rayment


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