The most important element in any social media strategy is great content. It’s also the component that most people neglect. They assume that actually posting on social media is the easy part. Not true. Even a large fan base is of no use to you if they are not engaged in what your company is sharing. You need to build a community of followers who cares about what you have to say, and will take time to absorb it.
With that in mind, here’s your Ultimate Content Guide:
Posting on social media is the equivalent of walking into a room full of people who want to know about your business. You want to talk to them, but this is not the time to wing it. Before you even think about posting, you need to determine your brand voice. What’s your company’s personality? How do you communicate with your clients and prospects? You need to establish guidelines about the types of content you share, and the tone in which you do it.
You do not have to have a profile on every single social media channel. There have been plenty of successful campaigns using only one or two channels. The most important thing is to choose the right channels for your business, and use them well and consistently.
Follow a Plan.
To get the best results, social media is something you will have to do every day. Even those of us who do it for a living have a hard time coming up with posts that are clever, engaging and brand consistent on a daily basis without any prompting. That’s why smart marketers create content calendars, and so should you. Plan out what types of posts to share on the various days of the week, so you’re never stuck staring at a blank screen and wondering what to post. (You can also plan around the time slots that get the best engagement – try sharing your strongest content on a Tuesday, Wednesday or Thursday morning.)
Do Your Research.
You do not have to create everything you post. You do need to have original content (blogs, videos, links to information on your website) to share, but you can also share interesting material from other sources. There is value in curation on social media – you want to become a resource for your fans, even if not everything you post is unique to you. Knowing where to look for great content can save you a lot of time, and keep your page more engaging and less self-promotional.
Get to the Point.
Your fans may love you, but they have short attention spans. No one wants to read a two-paragraph update on your Facebook business page. The best social media content is short and to the point. Cater to all those scrolling past you in the newsfeed and try to grab their interest with concise posts that speak directly to your target audience. (Insider tip: the most interesting updates always share a link, picture or video, Try to stay away from text-only posts.)
Taking the time to craft great content is essential to producing optimal results from your efforts on social media. Not only will it help you attract new fans, it will also help you engage the ones who are already part of your online community. And an engaged fan base is one that will buy from you, recommend you to others, and develop an emotional connection with your brand. You can cultivate meaningful relationships with your customers online, just like you can in real life. It all starts with knowing what to say.