Losing sight of the purpose of your social media presence is common, especially if you haven't had a new product or service offering for some time. So, if you're feeling a little bit all over the place, let's bring it back to basics.
Contrary to popular belief, spending a significant chunk of your marketing budget on paid ads is not necessarily the way to go! Although this may come as a nasty shock, according to the 2020 Yellow Social Media Report, 48% of social media users take no notice of ads, and 53% ignore sponsored posts from businesses they don't follow. This means it is more important than ever to organically build visibility, trust and respect with your audience through value-adding communication and content.
To put it simply, easing your audience in before you start pitching your products and services is best, by offering them free information and helpful tips. Another way to speedily gain traction with an audience without appearing hyper-focused on conversions only is to promote your non-sales content instead, which can help with creating a sense of familiarity and trustworthiness with your intended audience segment.
A good rule of thumb is that if, as a business, you deliver value over and above your products and services in a way that is open and identifiably human, you can be sure you are effectively managing your socials.