Social media has opened up a whole new world of opportunity for businesses as well…
Never Worry Again About What Content to Post on Social Media
“If you build it, they will come” was the cry of Kevin Costner in “Field of Dreams”. It might work in Hollywood, but not in the world of Small Business and especially not when it comes to a business’ social media community.
The problem business’ face is: what drives people to like and actively follow a business on social media? When people follow a business on social media it means that they like the content it shares and finds it useful, interesting and valuable. But what types of content should you post on your social media profiles?
Let’s go through the five types of posts that I’ve found most effective for small businesses:
1. “How to…” Posts
This type of post has a high perceived value to your audience with the added benefit of demonstrating your expertise and willingness to be helpful. Basically, you add value by showing your audience how to solve their problems, improve their general lifestyle, and so on.
It is important to do some research to identify the most common or painful problems your audience experiences and address them one by one. There are various ways you can find these common problems, start with a list of frequently asked questions you receive from existing prospects and customers.
2. List Posts
“Top 10 mistakes…”, “5 simplest ways to…” make great social media posts. People love lists, tops and countdowns; they give them a sense of order and prioritisation. Also, lists are great for promoting the keywords you want to rank for. Leverage this by publishing a blog article on your website and breaking that article into a series of individual social media posts and branded images.
3. Question Posts or Polls
By asking a question, or polling your audience, you gain people’s attention, stirs up engagement and it shows that you are genuinely interested in what your audience has to say. This is also a great way to discover topics that your audience is interested in that can be covered in future posts.
4. Offers and Promotions
In the report by Sensis June 2016, discounts, give-aways and coupons where the top three reasons given by users for following businesses on social media. Special offers targeted only at your social media followers works really well. People love the feeling of being the exclusive beneficiaries of a discount or special bundle you promote. They will also feel the need to share your offer with their friends, helping you reach more prospects. A word of caution though, don’t overly promotion otherwise you may force your audience to unfollow you and you’ll lose their respect.
Videos, and now live streaming, are by far the most effective medium of content to build brand awareness and increase engagement. Videos usually get the most likes, comments and shares on any social media platform. Try using video to cover different topics, like demonstrative “how to’s”; behind the scenes look at your business and even promotional offers. Try creating a good mix of videos shared across different platforms like YouTube, Instagram, Snapchat, Vine and directly through Facebook.
A successful social media plan incorporates a variety of medium and message to attract and engage a healthy community around a business. If you just create one of each of the above, you will have a week or more worth of content to share with your audience on social media. Just remember to focus on value rather than quantity.
Do you use a content planning calendar in your business? What other types of content do you create and share with your audience?
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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