Posted by Erin Meyer & filed under Content Development.

The significance of social media messaging is increasing as the popularity of platforms like Facebook, Snap Chat, and Instagram continues to explode. According to the Digital in 2017: Global Overview, there were 2.8 billion global social medial users in 2017. To a growing degree, the social media conversation includes marketing messages.

Marketing Sherpa reports that 85% of U.S. consumers said they used social media, and 58% of all those surveyed said they follow brands through social media. The specific breakdown translates to:

  • 71% of people aged 65 and older
  • 74% of people aged 55-64 years
  • 85% of people aged 45-54 years
  • 92% of people aged 35-44 years
  • 95% of people aged 18-34 years

As these numbers continue to trend toward heavier consumer oriented social media use, the art of social media messaging is becoming more important. Developing an effective marketing message continues to be about speaking to the needs and desires of your prospective customers, but this new arena requires a different approach. That means it is time to ditch the pitch.

What is different about social media messaging?

It used to be that advertising mainly fell into two categories – print or broadcast. In either case, the communication was basically one way, meaning the message had to be direct and to the point. Social media messaging provides marketers with a new environment, which resembles more of a conversation. Social media messaging needs to feel less like a sales pitch and more like socializing.

Three ideas for developing artful social media messaging:

Engage with a question

One of the best ways to engage someone is to ask them a question. It could be a question that relates to your products or services. It could also be about a timely topic. The key is to make it simple, fun, and light-hearted.

Example: Ask your social media followers to share their favorite ways to use your products.

Intrigue with a story

Social media messaging gives you the opportunity to reveal the personal side of your business. Tell an interesting story that invites readers to learn more about you. Talk about things you are doing in the community or brag about your team.

Example: Share an account of how you solved a customer’s problem or met a need.

Attract with information

Social media users are drawn to useful information. Tips, tutorials, and advice are appreciated and often shared with other members. Consistent informative social media messaging establishes value for readers who are following your business postings.

Example: Share a video clip that provides how-to information for using your product properly.

Social media messaging is an important way to develop relationships with prospects. Need assistance with social media marketing ideas? Contact us today!


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