Businesses can’t ignore the power of social media. When used correctly, it can be a dynamic powerhouse that helps connect you with your audience, increase brand awareness, traffic and conversion on your website.

Studies suggest that 83% of businesses use social media as a marketing tool. That’s a lot of noise you need to cut through if you want to capture the attention of your target audience. Keep these golden rules in mind to achieve the best result from your social media marketing campaign and ensure that the money you spent on your campaign generates a high return on investment.

Create a detail buyer persona for your business

Buyer personas are a generalized representation of your ideal customers. This is based on the insights and market research you have gathered from your actual customer base.

As the online space becomes more and more crowded, it is important now more than ever to know and understand your core customers. You’ll want to start by broadly defining your personas and then break them down further.

Having a deep understanding of your buyer personal is crucial to maximizing your content effectiveness and advertising return on investment. It will help you create more compelling content, ensure that it contains the right message, and reach the right people. You should never dive into content marketing or paid advertising without knowing exactly who your target audience is.

Listen and respond to your audience

Social media provides an excellent way to connect, communicate, and engage with your audience. But it will only work to your advantage when it’s a two-way cycle.

As mentioned above, most businesses use social media as a marketing tool. Many of them see social media as an online billboard, where they constantly try to sell their products to unsuspecting fans and followers. While there is nothing wrong with promoting your products or services, your posts shouldn’t always be about you. You shouldn’t to do all the talking. Rather, you need to maintain a two-way conversation with your audience – real back and forth interaction.

Instead of doing hard selling, try to interact with your fans and followers. Ask for people’s opinion, ask questions, start a debate or encourage them to share their insights. These strategies will help you break the ice and start engaging on social media.

Engaging with your audience will help you know and understand them better and get insights you need to make important business decisions.

Develop your authentic social voice

As humans, we have our unique ways of talking and interacting with people. In the same way, your brand needs a unique voice that fits your brand image and match your market and their needs.

Your social voice is the most crucial aspect of defining your brand identity. Generally, it refers to the tone and style of your business interactions and communications. You can start by asking yourself, “If my brand was a real person, what would it sound like? Would it be formal, casual or funny?

Employing a unique brand voice will help set your brand apart from the others and make it more memorable. Once you have developed your authentic social voice, make sure that you stick to it. Use this brand voice across all your social media channels. When someone reads your content, they should be able to tell that it came from the same brand. Remember, inconsistencies can sabotage your social strategy.

Humanize your brand

Social media connects you to your audience on a human level. This is your opportunity to highlight your company’s culture and show off the human side of your business. You want to engage your prospects, leads, and customers in a way that is more human.

People want to know that they’re dealing with real humans, not robots that constantly push ads and promotions their way. Adding a human element to your brand makes it more approachable and relatable.

In addition to sharing industry-related news, branded content, and company updates, aim to share content that provides insights into your company and inner workings. Avoid using industry jargons when talking to your fans and followers. Rather, use casual, everyday language when speaking to them. Remember, people log in on their social media accounts to be entertained. They don’t need to listen to business-speak. If possible, show a sense of humor. Make sure, though, that your humor doesn’t hurt people.

Become a master of content creation

Good quality content always starts with research. Spend extra time researching which type of content gets the most traction and the topics your audience find interesting.

With the surplus of information on the web, people learn to ignore stuff they don’t need. If you want to get noticed on social media, you need to create good quality content – something that is thought provoking, heart-warming, eye catching, and engaging. The idea is to inform, educate, and entertain.

Each piece content you create should provide value to your audience. Present value, not a pitch. The more you know your audience, the easier it will be for you to finetune your content and write posts that make them tick. If you want to increase the chances of your content being shared on social media, focus on writing content that evokes curiosity and awe. It should appeal to your audience’s positive emotions such as amusement, illumination, and inspiration.

High quality content doesn’t necessarily point to written content. You can post photos, videos, slideshows or infographics. Consider mixing up your media to keep your audience engaged across a variety of formats.

Be authentic

Authenticity is a critical asset in your social media strategy. Studies show that 63% of consumers say that they would buy from a company they consider authentic. To make your brand more authentic, you need to be true to your brand and your voice.  Personalize and skip the automation. Be real and transparent. Today’s buyers are smart. They can spot sales talk from miles away, so try to avoid it whenever possible.

If you want your business to succeed, then you need to show a bit of yourself on social media. Today, customers are increasingly weary of scams and rip-offs. They want to make sure that you are a legit and reliable company before doing business with you. Posting pictures of the people behind the company, interacting with your audience, and getting involved in interviews and podcasts are some of the best ways to show yourself. Make sure, though, that you paint an honest picture of who you are as an individual and as a company.

Measure your social media performance

Businesses, big and small, use social media to for marketing, promotion, and customer support. While there is no denying that social media is beneficial for businesses, you need to develop a means to measure the effectiveness of your social media marketing campaign.

Success mean different things for different people. For some, success means climbing the corporate ladder. Others may see it as running their own business. You need to determine what success means to you and see if you have managed to reach your goals.

What is your purpose for implementing your social media campaign? Was it to increase engagement, drive traffic to your site, increase brand awareness or generate more sales? Without clearly defined goals, it would be impossible to measure your performance.

Now, try to list down your marketing tactics. Over the past few months, you have shared more content, responded to all mentions, ran some contests, and capitalized on trending topics. Assuming that your goal is to increase conversion rate, you need to consider whether these tactics have contributed to your goal. If it isn’t sufficiently contributing to a goal, then it’s probably time to scrap it.