Question: What are some of the topics we can use to create posts for social media? I am having trouble deciding what to say.
Answer: Posts on social media can tell your story, share information you think your customers or potential customers may find interesting, share a promotion or even communicate a success story with a buyer who has used your products or services. Social media platforms are ideal ways to tell your story using vehicles that can reach your market in a variety of different ways. They can tell the story in words, photos, images and even video.
Kat Sullivan, (www.marketingsolved.com) suggests several key musts: Make it RELEVANT for your audience. Talk TO your audience, don’t talk AT them. This is social media. People are looking for stories and posts that they connect with. If you’re not wording posts socially, you close the door for engagement. EVERYTHING you post should ALWAYS support your weekly, monthly, annual marketing and business goals. Don’t just “post just to post” – post with purpose. Post to connect. Post to learn more about your audience. Post to start a conversation. Post to get leads and drive traffic. Post to build your business. The more you do this, the faster you reach your goals. Here are a few ideas for your posts.
Your story: Everyone loves a story. Why not remind them of your story. Who you are, what is your differentiator, how you got started, who is on your team and a story about yourself.
Take the audience behind the scenes: Customers might see you and your sales clerks but they never see those who are stocking the shelves at night, those who work in your warehouse, those who do your accounting or manage your purchasing or even answer your phones. Tell their stories and how they are integral to the customer experience.
Share quotes: Customers love to read quotes that affect their impression of your brand. Find quotes that will resonate with your target audience and periodically post just the quote and its source.
Post “Ask Me”: Customer love to learn. They especially like to learn about subjects that they are concerned or interested in but haven’t asked. So, post questions and their answers so you become the go-to knowledge leader in your business segment.
Answer FAQs: Many of your customers have similar questions. Catalogue the questions you receive and periodically post the FAQs. By anticipating the issues that your customers are facing you are providing them a value-added element to dealing with you.
Host a poll: Polls are of interest to most buyers. Why not post questions that you get with potential answers that drive them to visit you or your website to learn more about the solutions you are suggesting via the results of the poll.
Sign up for monthly newsletter: Post a chance to sign up for your newsletter by sharing the types of information they will receive by being on the emailing list. You also might incentivize them to sign up by offering something of value like a “white paper” that shares information that is important to your target audience.
Share promotions: Post giveaways or promotions that are of interest to both your current and potential buyers. If you are featuring a brand of paint, then post that buyers get a free brush with each gallon of paint or post a coupon that gives them a discount on a quality brush with the coupon and the purchase of a gallon of the featured paint. Your posts might also have a seasonality element to them as well. They might be focused on holidays, or seasons of the year, or activities. If you choose holidays, then your buyers will look forward to the next major holiday for your posts to take advantage of the offering.
Share blog: If you have a blog page on your website, it is OK to post it on social media as well. With a topic of interest to your target audience, they will be driven to your website to initiate the buying continuum. You also might invite subject matter experts to guest-blog for your posts. By having someone who your buyers recognize as an expert share their information again shows how connected you are to the community of knowledge leaders.
Be a source of industry news: There is lots of information and data shared everyday about your industry. If you are aware of those sources, then sharing the news with your buyer base creates another value base focusing on why they should do business with you. If you can condense the information into an easily consumed format, then you are providing a go-to resource that will lead to sales when the need arises.
Share video: Today we are seeing evidence that memorability is affected by video more than just text and images. Post videos that drive audiences to your website, or even better, your physical front door. Videos that create value because you are sharing information or how-tos demonstrate to buyers that you are focused on their needs, wants and desires.
Schedule a Tip-of-the-Week: Every Tuesday post a tip of the week on how to utilize your offerings more effectively. If you have new product offerings, share them in a tip once a week to increase awareness that you have the product and how to apply it to solutions your buyers might be addressing. You might create a theme around the posts: Tuesday Tips, Wednesday Wisdom, Thursday Throwbacks or Flashback Fridays.
Share a success or, even better, a customer success: Stories about you or your customers’ experience in doing business with you to solve their challenges makes connections with buyers. They will imagine themselves in the shoes of your successful customer. When you can create an image of success in the minds of buyers, they will be driven to your front door.
Social media has become a “main stage” event in our marketing tool chests. Knowing how to use it effectively and efficiently is the challenge most small business owners are facing. Pick a platform your customers frequent. Choose an approach — stories, videos, polls, testimonials — and then track the response you get so you can determine next steps. It is just one of the many vehicles you have available to you when you are creating awareness and building image.
Contributed by Marc L. Goldberg, certified mentor. Sourced: MarketingSolved (www.marketingsolved.com) Kat Sullivan 5/13/19. Make an appointment today to connect with a mentor to harness the power of social media for your business: capecod.score.org, email@example.com, 508-775-4884. We go where you are!