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3 steps to boost your visibility in Luxembourg through social media

You’ve closely observed your market and you’re now convinced: Luxembourg is following the same trend as its European neighbours and communication on social media must be a part of your communication strategy, no matter your sector.

Your ambition is for all your social media company pages to quickly reach thousands of subscribers in order to create an engaged community and achieve your business objectives.

Here are then the 3 steps to boosting your visibility in Luxembourg through your social media: 

  • Work on the essentials
  • Choosing your social media(s)
  • Start creating high-impact content

Step 1: Work on 2 essential conditions

Your target

The 1st condition is to know your target perfectly: age, profile, consumer habits, geographical area, socio-professional category, etc.
You need to be able to answer the following questions: what problems are they experiencing? What are their needs? Their expectations? What communication channels do they use? What influences their purchasing decisions?

This mechanism doesn’t exclusively apply to B2C markets. You need to answer the same questions if you’re working in a B2B market, adapting them to the ‘company’ context: what is the company’s demographic profile (size, location, organisation, etc.)? What challenges does it face? Who makes the purchasing decisions? Who will use the product or service? What are their expectations?

The best way to do this is to contact your potential or existing customers and get the answers directly from them. With the consolidated answers, you will be able to draw up a ‘sketch’ of your ideal customer.

Your competition

The second condition is to carry out competitive intelligence. Don’t shy away from your competitors, study their strategy, their product, their service, their price, the communication channels they use, the frequency with which they communicate, the types of publications they release… Go through them with a fine-tooth comb! The idea is not to copy them, of course, but rather to analyse what works and what doesn’t so you can find a way to differentiate yourself and your positioning.
Competition is a godsend: it provides food for thought, enables you to learn from the mistakes of others, and to do better.

In short, when used properly, competitive intelligence is an asset for increasing your own visibility on the Luxembourg market.

Need help clarifying the prerequisites?

 

Step 2 : Choosing the ideal social media to be visible to your target audience

How do you choose the social media on which to position yourself so that you are most visible to your target audience in Luxembourg?

This choice depends on a number of criteria. Here are a few questions to ask yourself to get a clearer picture:

  • Which social media does your ideal customer use? This will depend on their gender, their age, the context in which they use it (personal or professional), the content they are looking for (informative, entertaining, inspiring), etc.
  • What are your objectives in terms of visibility and positioning: each media has its own particularities and its users do not come looking for the same content. Clearly defining your objectives will help you decide which channel(s) to concentrate your efforts on.
    • Personal branding
    • Raise awareness of your brand
    • Highlight your expertise
    • Develop your relationship with your customers
    • Generate sales
  • How often do you publish on this social network? Will you be able to keep up with it

Each publication or action on any of your social media takes time. And the algorithms require you to be regular if you want to continue to be visible in your audience’s news feed. If your time is limited, you will need to make a choice about the number of channels on which you can have a real effective presence.

Here is for example how much time you should devote to the following tasks:

    • Creating and retouching an image: 30 minutes
    • Creating and editing a video: 2 hours
    • Writing an article (research, writing, proofreading): 3 hours
    • Monitoring a particular subject: 1 hour
    • Prospecting: from 30min
    • Creating an editorial calendar: 1h
    • Interacting with your community: 30 mins

If you lack the time and resources to manage your social media, we can take care of it for you:

Bonus questions

Do YOU like communicating on this or these channels? Are you comfortable using it? Or do you need to learn how one or more social media work to understand their respective rules and procedures?

Need some help choosing the network or networks that will ensure your visibility on the Luxembourg market?

Steps 3 : let's do it

Now that you know your ideal customer inside out, your positioning is clear, your strategy is defined and you’ve chosen the channels that match all these criteria, it’s time to get started!

Whatever social media you choose, there are a few basic principles to bear in mind:

  • Keep in mind that it’s first and foremost a place for exchanging ideas, and then for selling.
  • Creating links and encouraging exchanges with yourself are the foundations for creating a committed community.
  • Be responsive regarding the requests from your community
  • Be relevant regarding your choice of topics: arouse the interest of your community. Take an interest in your audience: what information do they need?
  • Avoid ‘long-winded’ posts, as you risk losing your audience.
  • Be regular in the publication of your posts: there is no golden rule for frequency, but there are 2 points to bear in mind:
    • What does my target audience expect? When are they online? What is relevant?
    • Once you’ve defined a frequency, it’s essential to be regular. This is one of the golden rules for ‘pleasing’ the algorithms. If it’s once a week, that means 52 weeks a year, whether you’re on holiday or unavailable for one reason or another. To help you out, think about scheduling your posts and having 2-3 ‘timeless’ posts that you can use at any time.
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Once you’ve got the rules ok, the next step is to work on your content so it has an impact on your target audience. To do this, you first need to define the key elements of your editorial line:

  • What image do you want to convey (good humour, bubbly, for example)?
  • What image do you not want to project?
  • What are the main themes you want to cover?
  • Are there any particular terms to use or to blacklist?
  • Tone, vocabulary: community, customers / patients / coachees / learners, I / we, you / you
  • Style: short/long sentences, passive/active voice, emojis, short/long articles, etc.
  • What are the verbatims of your ideal customer?
  • What colours will represent you? Don’t hesitate to use an eye-catching colour.

Those principles are now clearer for you? You have made your choice of channels?


Now get started!

You don’t have the time or resources to manage your social media, we can take care of it for you:

 

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