Not knowing what content to use on social media can be a factor that stops people from marketing their business on Facebook, Twitter, Instagram, LinkedIn, Pinterest and other platforms.
Simply posting for the sake of posting just isn’t a good enough strategy, you won’t get heard above the noise. Designing a strategy that works with the right content is the key to make the most of your on-line channels. Social media today is a very crowded space.
Here’s some figures to prove just how competitive it is out there and why it’s important you get your content right.
- There are 2.5 billion active users on social media across the world
- 50 million businesses actively use Facebook
- 25 million businesses actively use Instagram
- 500 million tweets are sent every day
- 78% of small businesses use social media for marketing
- 320 million new social media users joined between September 2017 and October 2018
Makes you think doesn’t it?
The best social media content approach for 2020
There are two things you should always consider before posting;
1) Focus on the ‘know’, ‘like’ and ‘trust’ elements and 2) people buy from people.
- Share tips and advice. Add value to the reader without the sales pitch. They’ll thank you for giving them something beneficial. This builds likeability and trust.
- Create engaging content which encourages interaction. Social media platforms will reward you for providing great content which attracts comments and likes and will spread your message far and wide.
- Post about you and what you get up to. This can be everyday events, celebrations, birthdays, anything that gives the reader a clear picture of who you are, what’s important to you and what your values are. This builds a personable connection and again strengthens trust and likeability.
- Tell your story. We are a nosey bunch really; we love to hear about people’s ‘why’. Demonstrating your purpose and values will attract the right customer.
- Post about the people behind your business and show that they care and take pride in their work. We all like to see who we are going to be doing business with.
- Don’t constantly sell. Businesses who only sell on social media turn potential customers away. Social media is not the place to do this, it’s a place to be ‘social’.
- Don’t run ‘like, share and tag’ competitions. Yes, these will get you more page likes instantly, but this will ultimately damage the reach of any future post. Social media platforms will only send any post to around 5 – 15% of your followers (more when someone likes and comments), so if the majority of these followers are only after ‘freebies’ from you then they are probably never going to buy from you or interact with your posts. The best practice is to grow your business organically and only have customers and potential customers follow you. They are the ones you want to be speaking to.
- Don’t just use stock photos. Do a quick snap of yourself every now and then – it doesn’t have to be perfect; it just needs to show who you are. This helps you make a connection with your followers. Remember rule number 2 – people buy from people. It’s a poor decision to remain anonymous – get out there – be social!
Show who YOU are, it doesn’t always have to be about your business.
This is me and my family having a waterfight, we couldn’t go on holiday due to CORVID-19 so we simulated a Spanish water park in the garden!
The ever-evolving world of social media content
Have you ever thought how sophisticated social media has become? Just think for a moment.
Social media platforms are forever changing their algorithms (rules on how they share content) depending on the demands of the users. These platforms can see what their users want and are constantly adapting the algorithms so people see more of the things they are most likely to interact and connect with. Clever isn’t it? And this is something you should use to your advantage when deciding on your content.
This makes for great customer service on the part of the social media platform but doesn’t make it any easier for the business owner trying to get their voice heard. What worked well for you last year, may not be working so well this year. Keep checking your data!
I have a great YouTube guide on increasing your likes. Just click here to check it out.
Top Tip: Always provide content that you know your customers will want to see – NOT what you want them to see. Visualise your ideal customer when posting!
Who would you choose?
Allow me to demonstrate something to get you thinking about your own content a little bit more. Imagine you are in the market to buy a conservatory for your home.
On Facebook, you see two companies you’ve not heard of before – both local to you – and from the images they use, they both supply the kind of conservatory you are looking for. So, how do you go about choosing which one to contact and possible buy from?
The image: research proves that customers are drawn towards images with people in them and more so if the people in the photo look happy.
The reviews: potential customers are highly likely to check out Facebook reviews to see how pleased people are with their service. Always ask for reviews.
Their posts: customers are likely to check their posts to learn more about the company and the people who work there.
Ultimately potential customers will favour companies who tell their story, are personable, take pride in their work and enjoy what they do. Take a look at your posts – are you hitting the spot?
How to create & manage a successful Facebook business page.
If you’d like to become a Facebook expert and achieve a bustling business page that stands out from the competition and gets you loyal customers, check out my online course. It could be what you need to make this a year to remember!
Bye for now,
Social Media Consultant, Social Media Executive