When To Connect With Your Target
By Neil Draper
When we build a valuable relationship with our target audience, they go from a one-time customer to a person that repurchases your stuff, gives feedback on what you do, the products and services you sell and they’ll share their experiences with their peers or they’ll vouch for you when something is wrong.
But then we’ll have to build a relationship with them. You do not only build a relationship with what you do, but most importantly why you do it. People will sniff right through your scheme if you are not authentic.
Don’t get me wrong; if you want to sell stuff, and only that.. that's fine. But be clear about it. That doesn’t mean you can’t use some tactics to get in contact with them. In this article you will find some information about when to post and why…
A day in a life…
In the morning around 07h00 our audience get’s up and prepares for the day, switches on the news, has breakfast and heads out to work or perhaps brings the kids to school. Everything about these mornings of the start of the day is on the go. Work starts around 08h30 and people get behind their desks and PC’s to do the work that is required and around 12h00 they head out to have lunch or have a break from their chores. At 17h00 the bell rings and back home they go. Groceries, dinner, kids, couch…
The life time of a Facebook post
Studies show that the average lifetime of a post is approximately 3 hours. But what is seen with these posts is that the higher the engagement level is, the longer it survives. If your want to check the lifetime of your Facebook post you can check: http://edgerankchecker.com/edgerank/gopro. Keep in mind that your Facebook posts are not mini-banners you serve your audience, but they are a way to supply them with the information they need or a way to have them to interact with one and another. You post them to build a relationship, not just to bullhorn your message out there.
How do we consume information?
Thanks to our smartphones we get to stay connected when we are on the go and it enables us to consume the information we want… however when we are on the go, we do not really need to have a deep interaction with a brand or our peers… theres just not enough time. This does not mean that you do not have to post on your social networks. It does mean the way we interact changes; in stead of taking our time to comment on posts or to race time to share it. We will ‘like’ the post and the lifetime and reach of the post will grow.
When sitting behind our PC are have the time to respond and react, if the content we see is relevant and compelling enough we change from a spectator to a participator, thus reacting on the posts or sharing it to our peers. Our batteries are still charged and it is a welcome switch from being focussed on work the whole day.
At home it is time for relaxation and some quality time with the ones we love. Here we can sit and take in any information we want and thanks to our tablets we can interact with our environment (TV etc). By now most of our batteries are depleted and this is the time for sharing.
Adjust your posts..
Knowing the above it seems logical that we adjust our posts to the routine of our audience and that we set our expectancies for the required response. Also setting KPI’s on interaction levels. In the morning post about what you love in the right context to your business; your fan base will ‘like’ it. Around noon ask your audience a question and they are prone to react, in the evening supply them with some information or an offer that rewards them for being a fan… they will be more likely to share.
thanks to DanZarrella.com
Frequency of posting
From all the community management I have done for my clients, ranging from multi-nationals to FMCGs. They is one thing that it over obvious: limit a maximum of 3 posts a day. I see a huge correlation between the likability of a brand, the interaction levels and the amount of posts. For one people get annoyed if you are spamming their time line and two they go Brand Post blind. Your consumer is not only just following you, they are following several brands; imagine the amount of bla-bla they are getting in their own environment. Where Facebook used to be a social platform, it is now turning into an advertising medium. Nevertheless, consumers are still using it as a Social Network, so again… be remind yourself why you are on a SOCIAL network. If you wish to do three posts, make sure you can give something back to your fans and time your post wisely.
When we give our targets what they need they will inform, inspire and activate each other. How are your posts scheduled in your editorial calendar?