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The Author is Paul Nyamueya, a Real Estate Consultant, Blogger, Vlogger & Social Media Strategist at Ujenziplan, www.ujenziplan.com. A Property Firm that deals in Real Estate. He can be reached at pnyamueya@ujenziplan.com

There are so many times when I hear companies say that social media does not work.  This is the Agony of one of my clients who came to our office in Westland’s to find out why it’s not working for her firm.

“Paul it’s a waste of time , plus we do not get any conversions from the time spent scheduling on social media.” Say Joan Irungu, she said as she looked stressed, when we were having the conversation. “I believe social media marketing works and it can lead to sales” I assured her.

 However, this is only true if you understand how social media works and that behind every account, there is a person with their own:

  • Goals
  • Targets
  • Needs

 If you focus your social media strategy around these three basics, you will begin to see an ROI from your social media scheduling.

“The biggest mistake that brands and businesses make on social media is to think of it as a set it and forget it system. They sit down when they first join and publish a lot of their own content”. I advised Joan

They are forgetting one of the major truths of marketing. Nobody cares about you. People care about themselves and their needs. If you show that you care about them and their needs, they will pay a little more attention to you. Once you get their attention, you can engage in conversation and then you can go in for the sales pitch.

Let’s break down how you should formulate your social media content strategy so you actually see an Return On Investment from  the content you push out.

HOW IS IT DONE?

1- Begin by creating a list of target audience. These are the people you wish to convert into an action. This will differ by brand and business. All social media accounts will have some similar conversion metrics. We all want likes, comments and shares. However, there are deeper and more important conversion metrics for all. For example, a blogger’s conversion will be a click through ,a blog share, a comment. An online electronic stores’ conversion will be …  a look through, select the electronic, pay through card or mobile money , ask to be delivered or the client will pick it up by them self’s…..; you get the idea.

 2 Once you have your target audience, you need to check their social media accounts. Where are they most active.

Remember it’s about them, create content that they would be interested in.  All the content produced should be in the interest of the clients/target audience. . Once you content, schedule it to your social media accounts and make sure you tag them on the posts.

PRO TIP: If you use a social media scheduling tool that lets you create recurring posts, schedule recurring posts, just make sure to space them out & you’ll make these people incredibly happy. You’re raising their influence score while filling up your content calendar. It’s a win-win.

N.B. Don’t stop there.  Go a step further. Message them on the social media account that they are most active and let them know you plan to share their post. This is an incredible way to get your foot in the door and start a conversation.

Don’t be too eager and pitch them immediately. The key here is relationships. You want to build a relationship and you want to get to know these people. This way, you will really get to understand their needs and once you do you’ll be able to offer them a solution with the action that also solves your needs.

 It’s totally fine to automate and schedule posts. It is not ok to automate and schedule posts and expect them to do all the work for you. The whole idea behind automation is to free up time so that you can engage and convert. If you follow this perspective of social media, you will soon begin to see those conversions and that ROI.