Many of our clients work in sectors where they have multi-layered or different audiences they need to reach, which adds a level of complexity in developing their content.
This can be especially true on social media, where you have one channel meeting the needs of sometimes many distinct audiences, and you need to consider how to achieve good cut through for both.
Our client Davey Water Products is a prime example of this. They sell water pumps, filtration systems and water management solutions for pools, home & garden and drinking water use on one hand, and water transfer, irrigation, treating and storing solutions for farm and irrigation on the other. To support this, they have a far-reaching, and engaged dealer network, who sell Davey’s products to end users right across these sectors.
Davey’s social channels must serve both audiences, to create brand awareness to end users of their products while also engaging and supporting their dealer network. We have worked with them for many years on ensuring their social content hits the mark with both audiences and the social channels continue to play a key role in their overall marketing campaigns.
Here are some simple tips we use when creating social content for a client like Davey, where audience engagement is so critical.
Get the message right
Both businesses and end users are looking for something different when purchasing a product, so you need to make sure your messaging is tailored to their specific needs, pain points or questions. An overarching brand stance can help tie all this together, and all your content ladders underneath that. For Davey, it’s ‘Depend on Davey’ – simple, yet meets the needs of both audiences.
Get creative
Everyone knows images are key on social, but you should put some thought into what images are suited to each audience. Your business audience might be more interested in a product image that easily shows it’s features and specs, whereas a consumer audience might be more interested in application images where they can see the product in use.
Targeting is key
Every social campaign should have spend behind it. Whether that’s boosted social posts, ad content, or retargeting. The key is recognising which will have the most traction, so you are maximising your budget.
For example, short, snappy product focused content might be better suited as a Facebook ad, whereas longer form content like a customer case study is better for organic infeed posts.
We’ve achieved some great success for Davey’s on their socials, by ensuring content is suited for the audience AND the channel.
What is your call to action?
With every social post or ad, you want to give your audience a next step, but this will differ dependant on who your audience is.
For businesses – you might want them to visit the product page on your website or contact your sales team for more info. For end users – you’ll want to direct them to where they can buy the product. This could be a ‘Find a Dealer’ page, or a phone number for more information.
If you need some help with tailored messaging for your many audiences – reach out and we can see how we can help! [email protected].au
Alex Williams