You might be reading this post because:
a. You work in a professional role – whether it be accounting, law, consulting, politics
b. You are looking to expand your digital presence
c. Social media is where you need our guidance.
Social media is sometimes overlooked in businesses. However in this day and age, it is becoming more important than ever. Websites are no longer the sole platform that customers refer to; they will look to Instagram, Facebook, and Linkedin for more information.
Typically, a website contains the key information and is a starting point for customer research. Diving closer to the brand, social media platforms contain insights into the brand such as videos, photos, infographics, updates, and ultimately their personality. Social media also gives the opportunity to engage with customers, and other businesses.
The five most important points to remember are:
1. Determine your tone of voice, and stick with it.
2. Content is important. The customer need to see that your services are of value.
3. Testimonials – people want the reassurance that they are provided the best.
4. Colour – choice of colour plays a huge part in looking the professional part. Stick to the theme.
5. Consistency. Is. Key. Stay on brand.
TONE OF VOICE
You are a professional, so you need to sound like it. It is a more relaxed atmosphere on social media therefore you can loosen the reigns a little, and be more transparent. But keep in mind that anything that is posted online, is always seen. Even if you delete it, chances are, if it’s damaging, it has been screenshotted and shared. Take care in what you say online. This includes posts, comments, and private messages. In saying that, social media gives a chance for businesses to share a more personal perspective, giving the chance to for your brand to be down to earth and relatable.
For example, on your website, be formal and professional. On your Instagram page, show a time-lapse of the work you did today, to show the public what your work looks like. Or, share an image of employees at a function, to share other aspects of the company culture.
TLDR: DO remain professional whilst being transparent and giving hints of personality. DON’T become unprofessional on social media
Customers like to know that they are getting their money’s worth. Show that to them, by revealing what is you do, and how you do it. Credibility comes from evidence that the person seems to know what they’re doing. Sharing information; being educational, is an easy way to show this credibility.
For example, you could share a mini guide on how to manage social media for professionals.
Another example is to share topical content about the industry, news, company updates, and helpful tips. These are the reasons why people will want to follow you on social media.
On a side note, promotions are a great way to acquire new customers. Having sponsored ads on Instagram or Facebook can reel in customers who are scrolling on their feeds. *However depending on your level of business, having constant sales and promotions can be a deterrent as ideally you would want to seem elite and not needing to constantly push the brand (so be careful with promotions and over-posting!). * maybe get rid of this?
TLDR: DO share quality content, DON’T spam.
If you were looking to spend your money on a service, you’d most definitely want to know how other customers felt using that company. Social media is a great way to showcase these real life testimonials authentically. For example, reviews on a Facebook page is a sure indicator of customer satisfaction. Customer comments on posts give an indication of how they might feel. Using user’s real reviews, graphic posts may be created and posted on Instagram, which would look great amongst the page tiles. Stories may include video or still photos, quoting a customer’s experience. There are many different ways to incorporate these to your social media presence, and is most definitely a way to assure your customer that you are the right fit for them. No reviews is a bad review.
TLDR: DO include customer reviews, DON’T leave it to the customers to guess.
COLOUR & CONSISTENCY
Colour and consistency are similar. Firstly, you need to stick to your brand. Whatever your brand colours are, they should be present throughout your social media. If you have navy blue as your core, use it within your posts. Have the navy as a background in your posts, or use it as the text colour. Interweave the brand identity throughout, reinforce that this social media page is clearly by your company.
More on consistency; the tone of voice, graphics, fonts, and style of posts should remain consistent too. It is jarring and unappealing to the eye if the Instagram tiles are clashing, over the top, and don’t flow from each other. Same principle applies to other platforms like Facebook and LinkedIn. Frequency of posts is also important – don’t be overloading the feeds with multiple posts at a time, and then have nothing for weeks – this suggests the brand is unorganised. Having a schedule of posts pre-planned for several times a week is the ideal way to be consistent.
TLDR: DO stay on brand and be organised, DON’T be inconsistent