How to optimize your LinkedIn company page?
With the pandemic, many brands rushed to social media, with or without a publishing strategy, to keep in touch with their customers. In addition to being easy to use, platforms such as Facebook, Instagram, LinkedIn or Twitter let you talk directly to your customers: to understand what they want, what they like or not, and what they would like or not.
This type of contact is a privilege–especially in this day and age–to share news, new products and/or services, and to maintain a strong virtual presence.
Today, many companies have increased their activity on social media: stories, posts, contests, and online events … The platforms have become a real playground for marketers and communication specialists!
In this ocean of information and colourful feeds, how do you make sure your brand stands out?
The answer? Simple. By developing a good publishing strategy.
Keep reading, we’re about to share with you some key elements so you’re at your best on the various platforms of your own choosing!
1. Find your target audience and understand how to reach it effectively.
It seems quite obvious, but let’s be clear: you don’t talk to a 45-year-old woman like you would a 22-year-old man.
Which platform, what type of post, when to publish, using stories or not, and the tone of voice…, Each of these elements is likely to change according to the target audience. In order to reach them, you need to spend some time studying them. This is not a step you can afford to skip.
Your audience may also be different from the target audience of your business model. For example, the second one can target men and women from 30 to 45 years old, and the first one can target 20-to-30-year-olds to open the brand to a new market, or a target of 18-to-30-year-olds, but an audience of 18-to-25-year-olds.
Depending on your industry, it’s also possible to segment your audience. Facebook and Instagram are recommended for a B2C approach, while LinkedIn is more widely used for B2B.
In summary, knowing your target audience well means reaching it via your publishing strategy.
2. Review your priorities and objectives to achieve through your publishing strategy.
Why do you want to establish a strong social media presence? Do you want to increase your awareness? Your conversion? Your visibility?
Your objectives will determine the way you communicate, the frequency of your posts, and the tone of voice to use. It is therefore essential to define them from the beginning, in order to know where you’re going. An objective of brand awareness and visibility will not necessarily require the same number of posts per week, just as an objective of conversion or brand awareness will require very different types of content.
Also, take some time to review the statistics and see the evolution of your total of followers, the number of people reached and the number of reactions to each of your posts. In addition to putting a smile on your face, you’ll also be able to see which type of posts works best and reuse it.
3. Find your tone of voice.
The tone of voice is particularly important on social media: it’s what followers care about. The platforms are a bit like a showcase for your brand and all your messages must be part of your overall communication strategy in order to follow the same guideline so your followers are able to recognize you quickly.
The use of emojis, a more accessible tone with humour or on the contrary a stricter tone: it is your brand that addresses its audience. Some keywords related to your brand or industry can be used regularly, in order to highlight certain aspects of your business.
4. Find post ideas and visual identity.
Each platform has a particularity: Facebook followers will prefer text posts, but Instagram users are more interested in visuals. Depending on the platform(s) you want to use, pay attention to what users are looking for! And don’t forget to reflect your brand image as best as possible, so you become recognizable at first glance. These are key to a successful post.
To find effective content ideas for your industry, you can check out your competitors’ pages for inspiration, but beware of plagiarism! There is nothing worse to destroy your brand’s credibility on social media.
Carefully-made texts and visuals bring real value to your followers, and that’s precisely what they are looking for! A neat feed is always more attractive than a mish-mash of content. For that, don’t hesitate to alternate photos with infographics, and to create a preset so all your photos have something in common visually speaking.
Before launching your brand on social media, make sure you complete all these steps! Because publishing content is good, but publishing quality content for your audience is better 😉
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