Good morning! Do you have one minute to read and one hour to do? If so, you can improve your small business’ marketing in a big way. Each week, we will provide new ideas. Grab your morning beverage and let’s get started:
This Week: How to Capture Your Audience’s Attention with this Tactic
To get social media engagement, you must first get your your audience’s attention.
We are always wanting more engagement: likes, clicks, and comments to our posts. But this can’t happen if your audience doesn’t stop in the first place and look at your post. How do you assure that they do this? They must recognize immediately that the post scrolling by is from your company.
Follow these four steps to learn how to capture your audience’s attention for more engagement.
STEP ONE
Pick one color (or two) and stick with it.
It’s amazing what this will do for your brand. The minute I see certain colors in my stream, I stop scrolling because I know it’s one of my favorite brands.
For example: the color “tomato red.” Both Coke and Smoothie King use this color well, do a great job with it, and have for years.
STEP TWO
Pick two fonts and stick with it in your post graphic images.
Your font can become as recognizable to a customer as your color.
Since more than one brand uses the same color, as we discussed above, this piece can be really important.
Again, Coke has their famous script and Smoothie King has the energetic-looking slanted print. They both have a more “everyday font” to complement their main font to use for the rest of their text.
STEP THREE
Pick one “tone” and stick with it.
This is where you really get your brand differentiation. It’s possible for two brands to have the same color and/or font. But, it would be rare that they also had the same tone.
Back to Coke and Smoothie King: Coke has alway stood for good time and relationships. You expect to see at least a hint of that sincere, life affirming, family and friend oriented tone in most of their posts. Smoothie King has always stood for healthy eating and living. They use a feeling of energy, vibrancy, and positivity in their posting tone to convey this lifestyle.
STEP FOUR
Don’t use your logo in your post image.
There are exceptions, but as a rule, you don’t use your logo in your post image. Since on social we are trying to build a relationship, too much use of a logo can seem inauthentic and overtly commercial.
Payoff: Use these tactics to stop the reader, get more engagement, and ultimately more leads and more loyal current customers! Enough said.
The colors, font, and tone you use on social media should obviously be the same ones the customer sees when they access your brand anywhere: on your website, in an email, in a brochure, etc. A good Brand Guide for reference will help make sure all marketing pieces coordinate and reinforce your brand. This is one of the resources we provide to our Marketing Toolchest community. For more information: www.smallbizbrands.com/toolchest.
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