Persona Based Social Media Marketing

Stop posting for the same audience on every social media platform. Every social media platform has a different segment of your audience. Today, I want to talk to you about how to build a persona-based social media strategy. It's not complicated, but it is crucial because if you're talking to the same people on every single channel, or worse, using the same content on every single channel, you're missing opportunities and not being strategic.

Signs Your Strategy Needs Improvement

How do you know if your engagements are low, your follower count isn't growing, and nobody knows what you do? You never actually close business that has originated on social media. These are some clues that your strategy is less effective than it could be. I'm going to walk you through how to fix that.

The Importance of Persona-Based Social Media Marketing

Let's dive into how to create a persona-based social media strategy. When we launched Winsome Marketing, we did a significant amount of research and identified multiple segments of audiences for our marketing and content services. Here’s a look at our persona-based social media plan:

Identifying Audience Segments

We have three main audience types:

1. Startups or midsize businesses
2. Midsize businesses without a solid digital strategy
3. Midsize to larger businesses with an overgrown or fragmented digital strategy

Associating Audience Segments with Social Media Platforms

Different audiences favor different platforms. We took platform-based data to understand where to provide content for our various audience segments. We associated each audience segment with a specific platform, tailoring the content for that audience.

Creating Customized Content

You don't want to post the same content on every social media platform. Tailor your content to fit the audience of each platform. This might involve tweaking captions, using different formats, or presenting the content in a unique way.

Developing a Narrative for Each Platform

For each audience segment, build a narrative around three categories:

1. **Initial Feelings**: How does the audience feel initially? For example, startups might feel lost and confused.
2. **Your Role**: What role do you play for them? As experts, we offer proven abilities and can give them a competitive edge.
3. **Post-Interaction Feelings**: How do they feel after interacting with your content? They should feel energized, motivated, and supported.

Knowing these elements helps shape your social media captions and the kind of content you post. It establishes a predictable identity on each platform.

Key Components for Each Social Media Platform

Here are a few points to consider.

MVP Lead Magnet

Ensure each platform has an MVP lead magnet. Social media is not an end goal; it should drive traffic and generate leads. An MVP lead magnet helps measure the ROI of your social media efforts.

Tailoring Content for Different Platforms

Here's an example of how we leverage persona based social media marketing by channel.

TikTok and YouTube Shorts

On TikTok and through YouTube shorts, we target midsize businesses without a solid digital strategy. They often feel overwhelmed by growth. We position ourselves as specialists who can help them prioritize and streamline their efforts.

LinkedIn

On LinkedIn, we focus on midsize to larger businesses with fragmented strategies. These businesses often feel unsure about growth. We present ourselves as capable co-leaders who can streamline their operations and provide high-quality work.

Also, two important points to not forget....

Maintain Robust Blogging and SEO

While social media is crucial, don’t neglect your website and blog. Maintain robust blogging to support SEO and organic search. This helps drive traffic to your site, even if it doesn't directly contribute to lead generation.

BE STRATEGIC: Multiple Social Media Accounts

If your audience is too vast, consider branching into multiple accounts on the same platform. For instance, we have a separate TikTok account for Winsome PR, focusing on personal branding and executive communication, which differs from our main Winsome Marketing content.

Building a Successful Persona-Based Social Media Strategy

To recap, build out your audience segments and evaluate who is on what social media platform. Create a plan for how they will encounter your content and what you want them to learn and feel from those interactions. By articulating this, you can nuance your content to authentically attract new business.

The goal of social media is to serve as an entry point to your business, guiding prospects further down the funnel until you can close the business you’ve earned. If you need help with social media strategy, feel free to reach out.