Five years ago, working in social media marketing was a very different experience. Just having a Facebook page was considered cutting edge. In 2013, however, everyone and their dog have a Facebook page, as well as Twitter, Linkedin, and ten other social media accounts. Corporate social pages can no longer be left abandoned after creation, and sparse, thoughtless status updates won’t cut it, either. What we want to work towards is thoughtful, interesting content creation. This post will help you fine-tune your social media posts and make sure that messages are getting through to your customers.
Content Creation Before & Afters
Facebook or Twitter Update:
Before: “Check out our new product, ___________!”
After: “Our new product, ______________, comes personalized in five different styles. Which one do you like best?”
The logic behind this one comes from something I learned in a babysitting course ten years ago. If you ask a child if they want milk, they will always say “no”. But if you ask them what colour cup they want their milk in, they can’t refuse you. Unless someone is already very interested in your product, just telling them to go and look at it will rarely work. Such obvious plugs for products come off as spam to most people. However, asking customers for their feedback and providing them with the opportunity to be interactive gives them a reason to visit your website. Social communication is all about interactivity and two-way talk; people want you to hear them, too.
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Before: An update on new products, sales and upcoming events.
After: A description of a DIY project that pertains to your industry.
Information on new products and upcoming events is very important for your customers. However, its place is not on your blog. When customers visit your blog, they want to see something that is of interest to them. Provide something that will keep their interest; genuine, original content is always best. If you can, get creative: a video message, a quiz or game, or an online presentation are all great ways to keep regular readers interested and to attract new readers.
Sometimes, however, you don’t have time to spend on a blog post each week. And that’s okay. Curated content, meaning content sourced from another website, is a great option during these times; just make sure that what you provide is useful and interesting to your customers (and, of course, that you state where it came from). If you wouldn’t want to read it, they probably don’t either.
Content Creation Vs. Sales Messages:
Content creation is the key to creating interest, and, in an ideal world, all of our posts would be intriguing. However, sometimes the messages that we need to get across to our customers, such as the news on sales and upcoming events mentioned above, aren’t going to be as interesting as their friend’s vacation pictures are. We just recommend that you keep a healthy balance between the two; HubSpot recommends a 20-80 balance of sales messages to original content, or close to that as possible. Both types of messages have their purpose, and, used properly together, can help your business’ social media pages become the best they can be.