Many tourism, hospitality and wine businesses are still struggling with their social media.
Why is that?
We all agree that social media marketing requires a seat at the marketing table.
There seems to be a belief, however that it requires an elaborate social media playbook to achieve success. And really, this is just not the case.
Quite simply, a good foundation and an understanding of the 3 guiding principles of social media marketing will put any business on the right track.
What are these golden guiding principles and how do you get the key to unlock their secrets?
Think of them simply as the 3 C’s:
- Customer
- Context
- Content
How can you incorporate these 3 C’s or social media guiding principles into your own social media marketing strategy?
1. Respect Your Audience (customer)
Most businesses jumped on social media a few years back because they were told you can get your brand message in front of people rather cheaply. And the truth is you can.
In reality though, you actually don’t want to get your business in front of any old audience.
You want to be front and center with your unique target audience. Your ideal customers – the people who will actually buy from you.
To get in front and engage your ideal customer you have to be on the social platforms they are and put out content they will like rather than what you like.
2. Respect the Platform (context)
Use the psychology of what people are doing when they’re on the different social media platforms to your advantage.
A woman in her forties has a different mindset when she is on Facebook than when she is on Pinterest. Her motivation is different as these social platforms are there for separate reasons.
So use these unique platforms in the context they were created and repurpose content to suit that environment i.e. Facebook keeping up with the world, Pinterest intent to browse or shop.
If you do use automation between the platforms – say Instagram to Twitter, don’t forget to pop over to Twitter and reply to comments on that platform. Social media is about a two way conversation – if you’re using it as a broadcasting tool to push your content out and not engage….. well then, you really have missed the point of social media. Worse you’ll just be peeving off prospective customers.
3. It’s Not About You (content)
It’s actually never been about you – yes, tell your brand story in engaging ways, but don’t be creating content that you think is engaging. You are not your ideal target audience.
You may have things in common, put your ideal customer hat on and create content that will resonate with your Ideal Customer.
That’s really all there is to it.
Respect your audience, respect the platform and remember it’s not about you so take your personal agenda out of the equation. Stick with these guiding principles and you’ll start to see social media success.
Until next time…..
