4 Keys to a Well Rounded Social Strategy
There always seems to be two types of social media clients: clients that want every post to push for a sale and clients that fear coming off even the slightest bit sales-y.
When creating content for social media, it’s important to take a holistic approach. I mean, really, who wants to follow an account that only ever asks you to buy something from them? That being said, brands still need to make a profit.
So what’s the happy medium here? Incorporating a balance of what Digital Marketer, Elise Cruz, likes to call the four quadrants of communication, also referred to as content themes, purposes, pillars, or buckets. Read on to discover how!
BOND BUILDER
First up: the bond builder. The goal of this communication quadrant is to create rapport and build a strong relationship with your audience. Before you can convert an audience, the audience must first come to know you. This requires building and fostering a two-way relationship.
We like to always refer back to the Know, Like, Trust Factor. First, an audience has to know you. Once they know about you, they can then come to like you. Once they like you, they will trust you enough to buy from you.
Here are a few pointers for implementing this into your strategy:
Post consistently, so they know what they can expect from you
Share content about your brand like BTS, About Us, Meet the Team, How It's Made, etc.
Engage with them via comments and DM
Engage with potential audience members that are not following you yet
Provide them with free valuable content first, before expecting a transaction
ENGAGEMENT ENGINE
If you follow us on Instagram, you know this might just be our favorite quadrant of them all. 🤭 The goal of this quadrant of communication is to foster relationships with your audience through regular engagement. The purpose of this is to remain top of mind for consumers, and create content so relatable that users feel prompted to share it with their friends.
Here are a few engagement-focused post ideas:
Design a graphic featuring a relatable tweet
Make your own meme out of trending imagery
Share UGC
Secure and re-post influencer partnerships
Share customer reviews
DOUBT DISSOLVER
Next up: doubt dissolver. The goal of this communication quadrant is to educate and inform your audience that you are the solution they are looking for. Think of this as your educational content – your opportunity to showcase your expertise and build your credibility in the minds of consumers. This is also a great opportunity to show social proof, like testimonials and case studies.
Not sure what to share? Here are a few questions to ask yourself:
What hesitations does my target audience have about converting?
What are some of my brand’s most frequently asked questions?
What pain points does my brand alleviate for consumers?
What makes my product or service different from competitors?
How is my brand a thought leader in the industry?
What case studies or statistics do I have to share?
What industry news or trends can I comment on?
What is something new I’ve learned that would benefit my target audience?
SPIRITED SELL
Last but not least: the spirited sell. The goal of this communication quadrant is to make money. 🤑 Contrary to popular belief, it’s okay to be salesy on social media. Once you’ve provided the value, don’t be afraid to make the ask.
As a general rule of thumb, stick to the 80/20 Rule:
80% of your content should be useful and provide value to your audience
20% of your content should promote your product or service
Overall, social media isn’t just about generating sales. It’s about fostering a genuine community and trusting relationship with your audience. Once that relationship is built, it’s easier to convert consumers time and time again.
We hope you found this blog post helpful in learning how to create a balanced, well-rounded social media strategy! For tips on how to measure your results, check out our social media analytics course, Decode Your Data, or our Social Media Analytics Bundle. Enjoy!
xx,
The Homies
