Breathe New Life Into Your Social Media Content

September 09, 2021  •  Leave a Comment

The days of sporadic marketing are long gone. If your business is to succeed you need to look beyond boring brochures, stagnant websites and hit and miss mediocre social media and look closely at the kind of content your target audience will lap up. A well thought out content strategy will see clicks convert to sales.

Still need convincing? Think about the number of times you check your phone each day. You pull it out because you want to be entertained. If the content bores you, you’ll very quickly scroll down in the hope of finding something else to grab your attention. The average person spends over six hours online every day, so it’s worth making it time well spent.

Builders looking at images on mobileBuilders looking at images on mobileBuilders looking at images on mobile

The trick isn’t to churn out content in the hope that something sticks but to keep on top of content trends and learn how people access content. A production line of blog posts won’t result in higher Google ratings so let’s take five and talk about how you can create content that performs.

Research your Audience

The best way to build an online audience is to get to know it. Visitors to your social media channels expect to be rewarded for their time with meaningful content that is easy to access and presented in different formats. 

Your first step is to define who your target audience is and you can do this by creating your ideal customer. Creating great content is much easier if you can imagine that you’re holding a conversation with the perfect customer.

By researching your current customers and taking the following variables into account you can build a realistic customer profile:

  • Gender
  • Age
  • Location
  • Interests
  • Occupation
  • Education
  • Pain points (what are they struggling with?)

Your Customer AvatarYour Customer AvatarCustomer Avatar

With this information develop a pen portrait of your target customer. Here’s an example of a fleshed out customer profile for a brand designing business that wants to appeal to female business owners:

NAME: Amy            

AGE: 35                    

INCOME: £50,000+                    

BUSINESS: Amy runs a quirky furniture making business. She runs it with her family and they’ve decided to invest in the business with some well thought out branding.    

HOBBIES: Wine, tea, reading, family time, london markets, visits to National Trust properties.                    

FAVOURITE SHOPS: Boden, Joules, Oliver Bonas                    

IDOLS: Instagram influencers for home accounts   

 

Social media analytics are also incredibly useful at helping identify your most regular visitors, their age, location and interests. You’ll find that, generally speaking, older users prefer Facebook, while Twitter and Instagram appeal to younger audiences. What does this mean for your content? That the one size fits all approach doesn’t apply! When creating social media content remember that what appeals to the average Facebook user might not impress your Instagram audience. So, plan your content in advance and always modify your copy depending on your chosen platform.

Talk to Your Current Customers

If you’re an established business struggling to reach new audiences, survey your current customers about the kind of content they like to consume and why. Find out who they’re following. This simple exercise can clarify the social media platforms best suited to your product.

Check Out Your Competition

After a while writing compelling content that leads to hard sales becomes difficult. You feel like you’re repeating yourself and the stats show that engagement has dropped off. Find inspiration in your competition by looking at their most popular posts. What tone of voice are they using? Are they maintaining brand consistency across all of their channels? Are they using a mix of video and audio to reach browsers? What hashtags are they using? 

 

Monitor Relevant Keywords and Tags

To get some really valuable insight into your brand and current trends you should participate in a spot of ‘social listening.’

Listen to your audienceListen to your audienceListen to your audience

Social listening is when you track your social media channels for mentions of your brand. But it’s not just about monitoring and gathering data; it’s about understanding the ‘mood’ of consumers and supporters of your brand. You can use this understanding to both proactively respond to negative conversations and shape future marketing plans by being one step ahead of the crowd.

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If your business is crying out for a fresh approach to its social media content, taking a few hours to think through your planning strategy really will pay dividends. Get to know your target audience and your competition and engagement will soon pick up.  If you need further help call me for a chat on 07557 780336 or drop me an email

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