- Content is King - Without content, you have nothing to say & no one will hear your message. It is the foundation for all other elements of your marketing & communications with your customers. The more you can engage your customers, the the greater loyalty they will have to your brand & bottom line. Social content is different than traditional content in that it is brief & easy to consume when & where your customers want to. Social Media is typically used because people are looking to be:
- Connected - Be social! That's why we're here. Want to know what your customers are interested in? Connect with co-workers & friends to share & communicate.
- Entertained - LOL Cats & Memes... Squirrel! It's true that pictures & videos are the heart of social engagement.
- Informed - Provide up-to-the-minute information & news to customers. More than 50% of Americans read their news on social media channels.
- Required components - Know how your customers engage with your content, what gets their attention.
- Images - The days of text heavy social channels have become more visually engaging in pictures.
- Video - People are 4x more likely to watch a product video than to read about it. One out of four consumers lose interest in a product if there is no video.
- Interaction - Give your customers a voice with Polls, Quizzes & Surveys. Let them directly communicate their feedback & respond to their input directly.
- Right Now News - Responding in real time to events is a popular trend in Business to Consumer marketing. Scheduled content publishing can work well for this type of content.
- Influencer Content - An influencer is an individual who has an audience either by being a celebrity or an expert in their field for example. Consumer opinion is often swayed by influencer promotion.
- User Generated Content (UGC) - The most powerful content your brand can get will be generated by users. UGC is significantly more trusted than paid promotion & marketing. Have a contest or a quiz to engage users. Try new things & test your results. Align your audience & business goals.
- Make a plan - Failing to plan is planning to fail. Having a strategic approach to content creation. Align your business goals with your message & your audience's buyer personas to maximize engagement & conversion. Audit your marketing efforts to know what is working & what is not. Each social channel has a different audience & different message mechanisms.
- Inflection - Narrate the voice & tone of your message to resonate your brand's goals. Make your voice heard with the tone that fits your audience, message or purpose. Social channels let your brand personify itself & better connect with customers & develop brand loyalty.
- Content - Shotguns don't hit targets. Your business goals drive your message & the content that delivers it best to your ideal customer profile. By creating a campaign you can group content in to an audience focused content delivery.
- Calls to Action (CTA) - You will miss 100% of the shots you don't take. Almost all social media campaigns would benefit by having a CTA. By directing your audience to either; Subscribe, Register, Share, Buy, or other action, engages with your audience directly. Be time sensitive when appropriate. Track the results with linking to the content.
- @Tagging - Posts that contain tags (the 'at' symbol, no spaces, no punctuation) are used to reference a source. If you share content from another person or business, it is appropriate to tag the source.
- #Hashtags - Posts that contain hashtags (the pound sign, no spaces, no punctuation) receive twice the engagement & are shared 50% more often. Less is more, don't use too many hashtags. keep them relevant to your brand & your message. Hashtags group separate posts together with a common element.
- Text - KISS: Keep It Super Simple. Keep your brand's voice & tone in check but don't overdo it. Less is more when trying to capture & keep customer retention. Spell & grammar check tools like Grammarly are essential.
- Content Curation - Maintain a consistent voice across social media channels & gather relevant external content that supports your message. When you find external content & ideas that you can share, it bridges connections to a larger audience. Save time & share additional variety of information while diversifying your sources to create value to your audience. Be sure to share only credible content sources & give credit where it is due.
- Tagging, Timing & Testing - These three key elements to social content are crucial to social engagement success.
- Tagging - It is good to tag people & businesses as reference for a source & give credit. When you use Tagging your posts may show up in their page and help reach a larger audience. Facebook, Instagram & Twitter are great channels for Tagging.
- Timing - When & how much posting you share will impact how well your message is received. Target your audience & location to identify when to post content. Don't overdue it, by over posting you begin to dilute your message & lose retention. Social channels have varied audiences & therefore, different peak times for increased reach.
- Facebook - Weekdays between 1 & 4 PM or Weekends between Noon & 1 PM
- Instagram - Images should be shared on Monday & Thursday at any time, except 3 to 4 PM. Video is best after 9 PM & before 8 AM any day of the week.
- Twitter - Peak Tweet times are Noon to 3 PM or 5 PM.
- LinkedIn - Maximum reach times are Tuesday through Thursday from 7:30 AM to 8:30 AM & from 5 PM to 6 PM.
- Pinterest - Saturday from 8 to 11 PM & on Friday afternoon at 3 PM
- Testing - Watch analytics, reach & engagement. How effective is your social engagement driving traffic to your website or building brand awareness? Is it helping with conversions?