1. MAKE PEOPLE CURIOUS!
Everything moves quickly, so make sure that you attract the attention of your target group through content that makes them curious. Many companies post content on social media on a daily basis, which can overwhelm you as a consumer. By creating content with which your target group feels connected or can identify, attention can be drawn. A good example of this is Post NL, which shares content through a recognizable problem of many people, which makes them feel more connected.
Or Ryanair that always responds to funny recognizable situations:
2. TRY AND VARY WITH CONTENT FORMATS
Keep up with the times… Don’t get stuck in the same content formats endlessly. Content formats are good because we like consistency, but these content formats are not meant to last for five years. Also, look at how certain content formats are doing and whether you should continue with something or not.
3. MAKE THINGS RECOGNIZABLE
Find something you can connect to. Think of something specific, where you respond to feelings or want to generate recognition. An example: what are important values for your brand/organization? Also, try to convey this in your social content. If your target group recognizes themselves in this, they have the idea that they are more connected to a brand. An example is Ben & Jerry’s where one of the most important values is the promotion of human rights and dignity. This is regularly reflected in their social content.
4. YOU ALWAYS SELL TO PEOPLE
Always keep in mind that you are selling to people. You always sell to people whether you have a B2B or B2C target group. It is often still thought that if you as a company have a B2B target group, you do not have to respond to feelings, because you are selling to companies. Still, nothing could be further from the truth, because the buyer is always human, so keep this in mind. For example, research shows that B2B brands make twice as much impact on the buyer when they engage on an emotional level than when they engage in a business way.
5. FIND THE INTERACTION!
Start interacting with your target audience. Respond to comments under your social posts or seek interaction through the social channels of your target group. In this way, your target group can really talk to the person behind a brand through this, so that they form more of a connection. Make sure that when one of your customers posts something about your brand and when they also tag your brand, you repost it.
6. A LITTLE EDGY CONTENT IS GOOD!
Try to look for risky content. Some organizations are afraid to share risky content because they don’t want to lose followers. Still, it is not a bad thing to lose followers, this ensures that the followers you have are extra relevant. It is important to consider what kind of brand or organization it is. As a really large organization that must be taken seriously, such as the tax authorities or something like that, it is not smart to share really risky content. As a brand that sells clothes or other items, for example, it can actually help to stand out when you share risky content. The last thing you want as a brand is of course to be a gray mouse… So try to push the limits, but don’t go too far. Find the balance between risky content and non-risky content for your brand.
An example of a brand that dares to post this risky content is Patagonia, which has announced on LinkedIn since 2020 that it will boycott Facebook. Although Patagonia runs the risk of losing many followers, they do know that it will retain followers who have the same standards and values as they have as a brand.
7. SPEAK THE LANGUAGE OF YOUR TARGET GROUP
Look at what words your target group uses. Try to use these in the content to evoke recognition among your target group and also not to come across as an outsider.
With these 7 tips, it is almost inevitable that your brand will really connect with the target group. Can’t figure it out, do you have questions or do you want to spar about it? Feel free to contact us and we will think along with you!
