As we’re adapting to this new way of working and living, we are learning more about how best to use social. Initially, our focus was on posting the ‘right’ kind of content. We wanted to make sure it was helpful, reassuring, and didn’t add unnecessarily to the heightened noise on social media. But after going through our own strategy, we realised we needed to take it a step back, and re-evaluate the customer personas our content is based around.
Why are customer personas so important?
Customer personas are a key part of any social media strategy; they’re the foundation of all the content you post. Whilst it might seem to make more business sense to show how great your product or service is online, your content should focus on your customer first and foremost. Think about their needs, and how your product, service or content adds value to them.
A really useful piece of advice that I once heard is that if you try to reach everyone with a piece of content, you’ll end up reaching no one.
Be as specific as possible with your personas. Give them a name and an age, think about where they are based and what they do. What does their home life look like? What are their goals and pain points? Which social media platforms do they use?
Why do these need to be reviewed now?
It’s especially important to review these personas now because undoubtedly your customer’s lives have changed, and therefore the problems they need help with, and the way they are using social media, will have changed too.
Here are three tips for updating your customer personas:
1. Review your customer’s pain points
Here are a few examples of pain points your customers may now be facing (these will vary depending on whether you are B2B or B2C):
- Smaller budgets
- Managing teams remotely
- Time poor (balancing work with childcare)
- Less staff
- Lack of security and uncertainty around the future
- Information overload online
- Unclear communication from businesses/organisations
2. Consider how to communicate your solutions to these pain points
Communicating with your customers during this time is essential, and there’s no better way to do it than with social media.
Think about the social media platforms your customers are using at the moment. How has their social media usage changed as a result of the current situation?
This will depend entirely on your individual customer personas, but here are a few pointers to give you an idea of how social media consumption has changed over this period:
- Facebook reported that in countries hit hardest by the virus, messaging has increased by 50%
- Similarly, voice and video calls have more than doubled on Messenger and WhatsApp
- In Italy, Instagram and Facebook Live views doubled in a week.
Consider how your audience uses these platforms, and make sure your content is optimised for them. The Global Web Index found 70% globally are spending more time on their smartphone. This is over 80% for Gen Z, whilst desktop usage has increased amongst boomers.
3. Create content that appeals to your customer personas and targets their pain points
Now that you have a clearer understanding of who your customers are, and how they use social, it should be a lot easier to create content that they will engage
Remember: your content doesn’t have to target all of your customer personas at the same time. If you have multiple customer personas, and they are from very different demographics, create specific content for each one. Ensure you have a balanced mix going out across the month.
If you don’t yet have a set of customer personas, use this time to make some! We recently discovered a brilliant interactive tool from Hubspot called ‘Make My Persona’. It’s easy to use and provides you with a handy overview that you can take forward with you to level up your marketing.
Need help reworking your social media strategy? Book onto our next online Social Media Strategy Course, starting Monday 4th May, or book a free consultancy call to explore how social media can support your business with one of the team.