Crafting Social Media Posts for Multiple Audiences

By Dan Matthews

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Social media is a necessary tool for businesses big and small. Unfortunately, so many businesses either get it wrong or don’t use social media to its full potential. It’s more than just a marketing tool that promotes your business or product; it’s a way to truly connect with your audience.

In many cases, that means creating content for a variety of different demographics.

Your social media platforms should be a reflection of your brand identity, with a consistent style and tone across every outlet. One of the most common mistakes businesses tend to make with their social media campaigns is ignoring that identity and using social media as just another promotional tool.

Instead of disregarding the comment section and ignoring your analytics, it’s important to create social media content that will reach multiple audiences with a positive tone. How can you do that while still showcasing what your business has to offer?

Connecting With Your Crowds

Think about the people you’re trying to connect with through your business’ social media posts. Some of the most common audiences probably include potential customers, employees, partners, investors, and even competitors. Your content should consistently strike a chord with all of them.

If you’re a small business, attracting customer interest is only half the battle when it comes to using social media correctly. Engaging with people is what will set you apart from your competitors.

The best way to do this is to find common ground with the people you’re trying to connect with. Share content that almost everyone can relate to on some level: funny/popular memes, inspiring videos, motivational quotes about work-life balance, or even some light jabs that poke fun of what your company does or the products it sells can help to bring everyone together to enjoy what you’re posting. These kinds of posts draw attention from every audience without causing people to feel like they’re merely being sold to.

Believe it or not, there are ways to find common ground among all of your social media fans and followers; it just might mean you have to be a little more creative than usual.

Personify Your Brand

If your business isn’t quite sure what its identity is, it’s time to figure it out. It’s more than just your company’s image — it’s how people recognize you. This includes everything from the fonts and color schemes you use to promote your business to the tone of voice you use across social media platforms.

One of the best ways to build a stronger brand identity is to personify your social media marketing efforts. Simply put, post things that make your business seem more human! When potential customers, clients, and even potential employees feel like they can connect with your business on a more personal level, they’re more likely to trust what you have to say.

A big part of this includes engaging with your followers. If someone asks a question on your Facebook page, take the time to answer it. If someone mentions you on Twitter, respond publicly to let your audience know you care about the opinions of your fans and followers.

You should also make a point to share more personal things on your social media platforms, instead of keeping it “strictly business” all of the time. One great way to do that is to show some behind-the-scenes photos and videos of your company at work. Highlight certain employees and allow them to share personal stories or get out in your community. Volunteer, make a donation or have a company event at a local hot spot or attraction. The more your followers see the real people behind your business, the more likely they are to give you their attention and trust.

Repurposing Your Content

One of the best ways to engage with multiple audiences is to use a variety of social media platforms. Most Snapchat users (78%) are between 18-24 years old. On the contrary, the average Facebook user is 40.5 years old. If you have a business that has the potential to appeal to both age demographics, you’re going to have to cross content platforms in unique and innovative ways.

People consume content differently. A younger person might be more willing to check out a short video, while someone with a business mindset would be happy to read a long, informative blog post. By keeping your content consistent but tweaking it to fit with different platforms, you can take advantage of the different types of content consumption and still get your point across.

Creating social media posts for multiple audiences can actually be a lot of fun. It allows your marketing team to get creative and think of ways to connect with your followers. Don’t be afraid to think outside the box and let the true personality of your business shine through. When you’re able to do that, you’ll appeal to a variety of audiences.

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