Most people think that marketing on social media means promoting a product or service that your company offers. While you are correct to an extent, social media isn’t just about promoting a product or service. In fact, many people would argue that you will lose potential clients if all you ever talk about is what you offer.
So, if you’re not supposed to just talk about products or services, how are you supposed to market your business on social media platforms like Facebook and Instagram?
I’m about to share the secret of all SUCCESSFUL social media marketers. Are you ready?
Social media marketing isn’t about selling a product, service or even a brand; it’s about selling a lifestyle.
Let this question guide you when it comes to promoting your business on social media: What are people actually trying to gain by choosing your product or service? Whatever service or product you sell is simply a vessel that people use to reach their end goal.
For fitness professionals or health food services, you are a vessel for people to lose weight and live a healthy lifestyle. For healthcare organizations, you are a vessel for people to live an active, pain-free lifestyle. Even for the service industry such as lawn care companies, you are a vessel that allows people to spend more time at their kids’ little league games on Saturday morning and less time doing yard work.
No one buys a product for the sake of the product. Everyone buys a product for the sake of the benefit it will bring them. In order to have a successful social media marketing campaign, you have to determine the benefit that you provide to people, and then let that benefit be the main focus of your social media page.
PLEASE NOTE: You should still talk about your product or services in your social media posts. Otherwise, people won’t actually know what you sell, and they won’t be driven to contact you about your services. However, you should focus your messaging and your images around the lifestyle that people can gain by using your products or services, instead of the services themselves.
Here are a few tips to get your started down the path of SUCCESSFULLY marketing your brand on social media:
- A picture is worth 1,000 words. Choose images that represent the lifestyle that your potential clients want to achieve, rather than an image that is just of your product or service. If you’re promoting fitness, post images of fit people enjoying life or working out. If you’re selling an entertainment venue, showcase people having fun, celebrating and making new connections. Your image will be the first thing that people see, so make sure it represents the lifestyle that they want to attain.
- Brand your images. Even though you’re promoting a lifestyle over a product, you still want people to know about your business. Make sure your logo is on every image you share so you can build brand recognition as your social media presence grows.
- Talk about the service in the text. While your picture promotes the lifestyle, the text below the image should BRIEFLY explain how your services help clients attain the lifestyle portrayed in the image. Always tie it back in to your services, otherwise people won’t be inspired to contact you.
To learn more tips about social media marketing and other aspects of digital marketing, subscribe to our Marketing Academy blog. If you’re ready to turn your brand into a digital movement, contact our digital marketing team at Burg & Co. Marketing and schedule a complimentary brainstorming session. Just fill out our contact form below and we will help you determine the best solutions for your digital marketing strategy! Contact us today.