Erase the word marketing from your vocabulary! People today are bombarded by ads and quite frankly ignore them, so don’t waste your time. The word to focus on is content. You have probably heard the word tossed around, but may not be sure exactly what that means or how it should apply to your business. So let me give you some insight.
First, content means just that, content. It could be a blog post, photograph, video, or even a podcast. It should be original and fresh, meaning newly created weekly, if not daily. It should not contain your latest sales pitch or coupons. That might be a hard concept to get over, because isn’t the point of social media to get your business out there and traffic to your website or location? The answer to this is yes and no.
Social media can be used to get your business noticed, but social media was created to be social. It is for connecting with your potential and current customers on their level and to give what interests them, not for sales pitches. What customers want also vary from platform to platform, so the same content should not be posted to all of your social media platforms.
How do you know what people want to see on their platforms? Well, you could ask them. Facebook and Twitter have polling posts you can do. Give people a few choices and see what they have to say. You could also email your customer list, and be like “Hey, we are revamping our social media, would love to hear what you want to know more about.” Or something to that nature. The following list is kind of a general rule of thumb of the kind of posts people are expecting per platform:
Facebook: Tips & Tricks, Blog Posts, Shout-Outs to new customers or perhaps wishing a current customer Happy Birthday or a Happy Anniversary for being a customer for a certain amount of time.
Twitter: News in your niche, Trending Topics in your niche, Recommendations for other products or people to get in touch with.
LinkedIn: Post articles that would be interesting to other companies in your niche. Here you are not connecting with customers per say, but more networking with other professionals in your niche that may lead to team-ups in the future. But be aware there could be potential customers lurking in the shadows of LinkedIn, so this is great way to showcase your knowledge of the niche.
Pinterest: How-tos or Did you know? articles that are linked to your site.
Google+: Google Plus is the outlier in this equation. Here you can post whatever you want, but should always have links to your site. This may help your Google Rankings in the end.
Here is an excellent example of content that brings brand awareness but doesn’t shout at your customers to buy something. REI, a well-known sporting good brand, put together this video that showcases people doing outdoor activities. Nowhere in the video or on the post does it have a link to their store or the latest coupon or deal. Just a simple hashtag, #OptOutside.
So how does a post like this result in sales? While this post does not directly relate to sales, it relates to brand image and connecting to the customer. Customers will see this video and think it is pretty neat, which leads to shares. When content is re-shared you are reaching people that may or may not know about your business. This results in greater brand awareness. While people may not remember the business name, they will remember the catchy hashtag and search it later. This will take them back to the business and will result in sales eventually. On average, people will visit a site 9 times before they decide to make an action or purchase. So the more interesting and helpful content you put out there, the more likely your efforts will results in sales.
Companies that just post ‘Buy Me’ ads tend to give people a bad taste in their mouth. They don’t want to be asked to buy stuff all the time. I would suggest putting out 6 pieces of content that is solely to connect with your customers’ interests to every 1 ad post with your latest deal. Try this equation for one quarter and see if your profits go up, they should!
Be sure to leave a comment below if you found this article helpful or if you have any questions! If you want more tips like this one, plus my personal Facebook strategy, join my mailing list below…