Social media marketing is an overwhelming process of posts and images shared across Facebook, Twitter, Google+ and others. Sure, it’s easy to be fun and relevant when you are Nike or Virgin Airlines, but what do you do when you are a boring business solving every day, difficult problems for consumers? How can you make your social media sound fun? Forget fun, how can you get people to read your content in the first place?
The best way to start off your new 2015 plan is to model it after someone who already makes it work. There are lots of very successful companies out there, but let’s take a look at one of the most necessary (and boring) businesses there is: Taxes. Liberty Tax is well known for its statue of liberty signs and street dancers who bounce up and down trying to get you to notice their offices around the country, but did you know that their Facebook page is just as effective?
Let’s take a look at a few of their posts and see if you can model your own posting by following their strategy.
#1 Relevant Content. This is one of their new year posts that touches everyone who spent just a tad bit more than expected over the holidays. It is not directly about taxes, but it falls under the overall services that a good tax Advisor would offer its clients: money management. There is no sales pitch, just useful, relevant information that establishes Liberty Tax as an authority.
#2 Be The Resource. It is important that every business become a resource of knowledge to help navigate the overwhelming amounts of information that come across our newsfeeds. Who do you call to get answers to questions? Well, that should be you. Affordable Care Act is not directly related to the services that Liberty Tax would provide, but why not offer the knowledge in tips to their followers and then gently offer their number for them to call?
#3 Problem Solving Tips. Using the hashtag #taxtuesday, Liberty is offering tips and solving problems while at the same time optimizing their content consistently. #TBT became a thing because enough people understood the consistent message of posting old photos on Thursdays. Find your voice for tips and problem-solving and then make it a day of the week that people begin to look forward to.
#4 Branding. Liberty Tax is all about the Statue of Liberty. That green foam statue hat on top of the white sheet is waving its arms at us from January through April on most street corners. We recognize it. It is their brand identity. In our visual world, we need to have these touch points to distract us from our overwhelmed lives, and Liberty Tax does it well. Everyone posted a Happy New Year Image, but when we use our branded image to reinforce the message, there is a purpose behind the post.
#5 Fun. I suppose that Willie Nelson wouldn’t find this post that fun, but for everyone else– who doesn’t want to feel a sigh of relief in a world of celebrity news? Here are real situations related to the business of tax that are fun because they involve someone else. Find newspaper comics or stories that make light of serious situations and people will look forward to your information.
#6 Links Back to Their Site. Most of the articles posted by Liberty are from their blog. A blog being your natural and most effective way to become the resource and go-to source that people need. Finding your voice in the world of social media is essential for success. You have views, information and a whole lot of resources that people really want to read and share. Plus, having a blog and posting the content on other sites gives you the best social strategy of all: bringing people back to your website!
So take a look at successful company pages of your competitors and see what works for them. Are they consistent in their posting? (probably yes) Are they selling all of the time? (most likely no) Are they giving us a piece of their personality? (if people are following them then you can be sure the answer is yes)
Make a plan. Post on a schedule. Create your own content and share. And remember, you must be consistent!
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