Most of us know that every modern company is a media company. It uses media to tell stories and to get in touch with its audience. But that still is the theory in a lot of cases. There are so many unused opportunities around. And that's a shame. Start using media to find an audience, help your audience and in the end reach your (company) goals. And do it now!
OK but where to start? Here's a little help from Stek.io.
Where is the audience I want to reach?
Find your audience. Your main audience can be on Facebook, on LinkedIn, on Twitter, on YouTube, on Instagram or a combination of those platforms. Try to find that out and analyse the characteristics of each of those platforms. And start using them depending on where your audience is. But - and I come back to that later - always combine your social media activity with your own home base, your own blog.
What is it that they want?
Try to find out what your audience is interested in. Is it insights in your company? Is it updates on tools? Is it use cases? Is it how to's? Ask them, watch them. You can do that literally, but can use online tools for that as well.
How can I add value?
When you know what your audience wants, give them what they want. Fulfill their needs. And try to find out the best rhythm. Should your schedule be daily? Weekly? Monthly? Test and discover. And stick to your schedule. Your audience wants to know what they can expect.
Answering those three questions can get you going. And when you do that really good, over time you can reach a monthly audience of 1,5 million people, like Buffer. The result of a good media strategy is a large group of people that knows your name, that knows where you add value, that knows to find you when they need you. And in the end that is business!
Read the Buffer blog, but don't get frustrated. When you're a small company you can't put as much effort in media as Buffer does. But you can learn a lot from them.
When you want to start, and you should, start small. A small story is a story too. And give it time. Build your audience one by one. And know that you don't have to publish like a quality newspaper or tv station. Keep it informal, keep it simple. For example ...
Say you're the local butcher ...
- Show your audience how you do your work. People like behind the scenes content.
- Share a recipe of how to prepare a steak. People like to learn.
- Tell your own story. Where does your passion come from? Why do you like what you like? A personal touch works!
- Ask questions. Start a conversation. People are social.
- Etcetera ....
Say you're a web agency ...
- Show your work and tell people why you made which choices and what is the idea behind the work. People like behind the scenes content.
- Give tips and tricks based on your skills. People like to learn.
- Tell your own story. Make portraits of the people working at your company. What are their experiences, what are their ambitions? A personal touch works.
- Ask questions. Or start polls. People like to interact. People are social.
You get the idea. It doesn't have to be hard work. This is to get you going. Don't be afraid, just do it. And use a good combination of your own site / blog and social media. Why a blog? Because your blog is good for SEO, your blog is the constant factor in an ever changing media world, your blog is yours. Use social media to drive traffic but be relevant on the platforms too.