Bar none, the question I am asked most frequently is how to build an audience on social media. I mean, everyone talks about how you NEED to maintain all of these social media accounts, but it’s hard to come across information about how to build an audience. Unfortunately, it’s not as easy as “if you build it, they will come.”
Social media gives you a direct marketing channel straight to your target audience. You can use it to spread awareness of your brand, interact personally with your followers, and learn more about the tastes and attitudes of your potential buyers. Are you ready to start growing your social media audience?
How to Build an Audience on Social Media
The Appropriate Social Media Mindset
There’s a certain mindset you need to have if you want to grow your audience on social media. Most of the platforms are fun, relaxed, and friendly. You have to be ready to interact in a positive way, not promoting or expecting anything in return. In fact, your best bet is to expect nothing. Set your goals low so you can be ultra happy when people do follow you!
If you can be a positive, helpful presence, you’ll see much better results from your efforts. So, get in the right state of mind before you log on and start building your audience.
Identify Your Goals
What are your goals for growing your audience on social media? “Because everybody’s doing it” isn’t good enough. Decide what you want to do with this audience and how it fits into your overall business plan.
For example, you may want to build a large, engaged community so that you can drive them to your blog. Or you may want to build your expertise so you can pitch information products. Maybe you just want to increase awareness for your brand.
Your specific goal will direct every decision you make, so define this goal clearly and keep it in mind when you get on the platform.
Also, as you’re identifying your goals, be sure to think about which social media platforms best align with those goals. I’m not a believer in the idea that every brand must have a presence on every social media outlet. Instead, decide which outlets are the best use of your time. If you’re not sure, do a straw poll to figure out where your ideal customers spend their time. It can be as quick as asking your Facebook friends.
Related: 4 Social Media Mistakes Small Business Owners Should Avoid
Know Your Audience
You should have a good idea of what type of audience you want to grow. Define your target market in terms of demographics as well as behaviors and attitudes. Learn as much as you can about this target group so that you can offer solutions to their problems and value that will help them.
This is what will help you gain more followers on social media. You also need to understand your followers’ tastes so you can create and share content that will engage them.
Take Consistent Action
Social media is a long game. You won’t see immediate results. What gets results is regular, consistent action. You have to log in regularly and post content, answer comments, reply to messages, consume content, and perform various other tasks.
Decide how much time you’re going to spend each day and what tasks you’re going to perform during that time. As your audience grows, they’ll expect you to be there every day interacting with them.
Engage Your Audience
The key to success on social media is to engage your audience. That’s what it’s designed to do. This means sharing content that your followers not only want to consume but also interact with. It should be content that gets them commenting, liking, and sharing. It can be delivered by text, infographics, video, podcast, livestream, or a mix.
There are ways you can increase engagement such as asking questions, presenting challenges, conducting surveys, and so on. As people interact with you, this gives other users more chances to see you.
Slow and Steady
When it comes to social media, you’re better off taking a “slow and steady” approach. The goal is to build an engaged community that’s really excited about your business, not just amass followers.
If the idea of tackling multiple social media outlets at one time is too much, start with just one outlet and give it all you’ve got. Post content. Engage. Repeat.
Do tell: Do you have any tips for how to build an audience on social media, or any questions I can answer?
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