You know your customers are on it so why not leverage that for your business? Maybe you’ve had a Facebook page for a few years but it hasn’t generated any sales or new customers.
Maybe you post every day but never get any likes or comments. Let’s look at the key factors to creating relevant content for social media.
1. Know your Customer – The Who?
Do you know your audience? Do you know what makes them tick? Have you reviewed your social media content from your customer’s perspective?
Imagine you’re a real estate company trying to sell homes in a new development catering to retirees. Much of your Facebook posts have been portraying pictures of young hip 20-somethings with new slang verbiage. Do you think it will drive the traffic you are intending? I think not.
Whether you’ve been in business for 20 years or you’re a start-up, reviewing your customer’s demographics is something you should do often, as they can change over time. Think about their:
- Marital Status
- Income Level
Check out How to Build your Content Strategy here for an in-depth guide on how to develop your overall content strategy and social media.
2. Have a Plan – The When?
Using a “one size fits all” approach to your social media plan will undoubtedly limit your results. Your customer’s want to hear from you and they don’t want to see the same thing over and over.
Imaging someone looking to engage a financial planner. They do some research online and find 2 businesses which may be able to help. They then go to their social media platforms and find Financial Planner A posting informative videos each week, and providing tips on how to plan for retirement. Financial Planner B hasn’t posted in months.
Who would you instinctively trust?
You must keep things fresh to maintain engagement. If you go months without making a post, then all of the sudden react to an unexpected event in your industry your customer’s may not trust your response.
Planning out your content to keep your audience engaged is vital to success. One must also keep in mind that reacting fast in today’s nonstop technological world is crucial.
Take some time to look at your competitor’s. How often are they posting? On average, it takes 8 “touches” to get a customer to purchase your product but social media can help shorten that lifecycle.
3. Engage Your Audience – The What?
The more you can engage your audience, the higher the likelihood your audience will share your content. A study by Ipsos showed that 61% of people shared interesting things, 43% of people shared funny things and 29% of people shared unique content.
You need to engage your audience in a conversation. Get personable by showcasing your product and/or service. Instead of a stock photo of a rug you sell, why not a video of one of your customer’s unrolling their newly purchased rug in their home so your customer can see how they would receive it and how it looks in a living space? Or maybe you have a highly satisfied customer that sent you a testimonial detailing how your service impacted them. Why not showcase your customer to others?
Your goal should be to create an emotional response.
Get your customers excited, motivated, talking, amused, inspired, laughing, crying, etc. Keep it simple but go the extra step to reach your audience.
According to a recent study, content that had moderately controversial topics on average had more comments that those that were highly controversial. Think pictures and videos instead of text alone.
Again, review your competitors.
What are they posting? This is a good starting point. Gather ideas by having a brainstorm session with your team. Leverage trends and industry leaders Are there industry-specific websites you can get ideas from? Linking to other websites that are relevant can position you as a business expert. What is trending in your industry? You don’t have to overcomplicate it.
4. Measure Success and Adjust – The Why?
How much time do you put into measuring your social media efforts? This is where many miss the mark. If you’ve taken the time to produce a well thought out social media plan you need to be able to adjust when something doesn’t work like you thought it would.
Review your reach, exposure, retweets, and replies. Did your recent post drive any traffic to your website? Spend just as much time evaluating your results as you do producing the content. Why did it work or why didn’t it work? Also, make sure to check your results regularly. This may mean weekly or quarterly depending upon your business.
There are now over 2 billion social media users and that number will continue to grow. You have to think about how you will be different from the next. The things you do today will impact your social media profile tomorrow.
Book a strategy session with one of our digital strategists HERE to learn more about how you can take your marketing to the next level.