Finance. Technology. Energy. These industries can appear complex and are not always easy to understand fully or explain to others, especially through social media. As PR practitioners, our clients count on us to make their news and accomplishments jump off the page, and they increasingly expect these results via social channels. With only 140 characters to work with, the task can seem quite daunting, particularly for business-oriented clients that have strict messaging guidelines, policies and procedures.
So how do we generate creative and successful social campaigns for clients without naturally “social” personalities?
Make it interactive. When sending out a tweet or Facebook post for your client, add a picture to accompany the text. Pictures are more appealing than plain text and help to humanize the content. If you have a video related to the topic, add that too. Studies have shown that posts with visuals receive 94 percent more page visits and engagement than those without. Many businesses struggle in this area and it can be a big differentiator for the client. Infographics are another great way to share your message. Not only are they useful and simple to read but they are also very easy to share.
Appeal to your audience’s clients. Without structure or sufficient planning, it can sometimes feel like you are posting the same content over and over again. However, this can be resolved with pointed posts created with the end audience in mind. Think of key issues and topics that relate to your readership’s bottom line, as well as content of wider interest that might appeal. If you know who you are targeting, it will make it a lot easier to get the attention you want. Another great way to connect to your audience is to give options to provide feedback. It gets conversations started among visitors and can give your client valuable insights.
Find your voice. It is vital to find a “personality” that can provide a client with a unique voice. This can make them stand out from their competitors and boost their credibility in the market. Creating a more identifiable voice can also increase interest in your client and get them more exposure.
There is no such thing as a boring business. At times, it can be tough dealing with a client or subject matter that people are not naturally drawn to. By changing your strategy and generating a personality for the client, even topics like regulatory issues or product offerings can gain new life.
There is a vast potential audience out there, and it’s the job of PR professionals to engage them and get the buzz going!