I give my social media clients lots of simple tips to help them to improve the content and engagement on their social media profiles. A lot is personalised for their individual businesses and goes into a lot more detail with helpful examples. For some, I even write a content and engagement strategy. But I believe there are a few key things that you need to know in order to crack content and engagement on social media, so here are three things I tell every client:
1. Be Authentic
Be real. Be honest. Show the whole person behind the company. Tell stories. Create a voice for your business. The sooner you do that and give your brand a personality, the sooner you will win. Why? Because people respond to people. They don’t want to talk to companies on social media. They want to talk to people. Your followers and customers will see through anything you post that you aren’t 100% behind, so don’t try to emulate someone else’s popular account. Show what you, as a brand, believe in. If you do that consistently, then you will start to build brand loyalty and awareness, which in the long term will lead to sales and referrals. The plus here is that if you can get a conversation going, you can ask questions of your customers: what they like, what they don’t like, what they want to see next… It’s amazing market research.
2. Be Consistent
Consistency will get you far on social media for a variety of reasons. Firstly, the more often you post, the more opportunity you have to connect with your followers and customers, meaning you are more likely to increase traffic to your website, sell more products and services or simply increase your brand awareness. Secondly, social media platform algorithms, especially on Facebook, will work in your favour. If you are a page that shows itself to be taking social media seriously, then the gods of social media will reward you with more face time with your customers. What do I mean by that? I mean that your content is more likely to be pushed into the news feeds of your followers if you consistently post quality content that gains meaningful interaction. Thirdly, being consistent with your posting will help you to stay on top of your social media management. One, because you’ll get into the swing of it and establish a rhythm for posting and, two, because by having a schedule that you are following, you won’t be just randomly posting content without much thought. Consistency also means quality. Make sure that you check all spelling, grammar and punctuation. Also check that your links work, that your imagery is eye-catching and that your brand values, and your branding in terms of design, are clear in everything you do. Being consistent in your messaging and branding will ensure that followers become familiar with your brand voice and content which will build brand loyalty and recognition.
3. Be Worthwhile
Every single thing that you post must have a reason behind it. Are you sharing a blog post to generate traffic? Are you sharing a funny picture to give your brand a strong personality and gain a little interaction? Or are you posting because it’s Tuesday, you haven’t posted for 3 days and something needs to go up? I sincerely hope it isn’t the latter. Don’t post for the sake of posting. Quality over quantity is an important feature here. Your content needs to be worthwhile – for both you and the customer. Want people to click through to a blog post? You need to make sure that post is either helpful or entertaining for them. Those are the two options that you have. Your content needs to be informative, and therefore useful to people, or it needs to be something that they can enjoy. If you miss one of those two points, then more often than not, you will fall flat. You can also be helpful by taking the time to make your content interactive. Ask questions, spark discussion so that you can get involved and reply to your customers and followers. The long and short of it is that you MUST always have a WHY for posting & you MUST ALWAYS think of your ideal client when creating content. If you can answer the question ‘Why am I posting this?’ credibly every time, then you will be on to a winner.
Got any more questions about content on social? Please do drop your questions below.
P.S. I am hosting a workshop on 30th June at the Digital Greenhouse in Guernsey on ‘Getting Content & Engagement Right on Social.’ See you there? Find more info on our events page.
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