How Social Media Content Allows Your Business to Shine
Social media content quality will always trump quantity. Creating the right mix of engaging and exciting content can be complex but it’s achievable with a smart strategy. While it may seem counterintuitive, the first step in creating a strong social media presence is to step away from your business. Are you ready?
It feels natural (bordering on mandatory) to flood your social media outlets with information about your business. Whether it’s product details, specifics on a new service offering, or upcoming events, your customers need this information. Yet, this mindset may lead your business down an overly self-focused content path. According to Steve Strauss, small business expert and author of the Small Business Bible, organizations should follow the 80-20 rule. He says, “Eighty percent of the content you distribute via social should be about your customers. What they’re interested in, what their needs are and new solutions to their problems. Only 20% should be about you and your business.”
This doesn’t mean that you stop talking about your products or miss sales opportunities. It’s about presenting your information in an engaging and relevant way that attracts and holds your target audience. According to Strauss, it’s also about keeping your ears open. “How can you sell someone something if you don’t know what they’re willing to buy?”, he asks organizations. When you take the time to listen to your customers, you may come across a common pain point that you can address and solve profitably.
With a customer-centric approach in place, decide what specific content will best resonate with your audience. Jon Thomas of Social Media Today believes there are five specific types, summarized briefly below:
Customers will get a thrill to see their content on your social media sites. This powerful recognition is exciting for the entire online community; it shows that you are actively watching and appreciate their loyalty.
Your most loyal customers are looking for a deeper connection with your brand. This includes “behind the curtain” VIP access to your organization, including unreleased footage, unseen commercial outtakes, or something else that makes them feel a true insider.
The goal here is to create unique and entertaining content that is so good it must be shared. When customers share your messages on their own personal networks, your company’s reach and potential grows.
It’s repetitive to post the same content on all of your social media sites. Customers will get bored and annoyed at a triple showing of the same product announcement. Think about dedicating content to specific channels. For instance, maybe your videos are only posted to Facebook while your promotional codes are only found on Twitter. Keep it fresh so people stay engaged on all your social media outlets.
Customers like to engage in brands, so create fun contests and games that make involvement fun.
Is Your Content Strategy Working?
Before you can determine your ROI on social media, your framework must be in place. First and foremost, all financial information should be current. Accounting software programs (like QuickBooks or Peachtree) and laser checks are essential for this accurate picture. As soon as business laser checks are created in the accounting program, all financial transactions are immediately logged. The program then updates all records to create a real-time snapshot of business finances. Leading provider Checksforless.com offers laser computer checks within 4,500 different software titles that are customizable to represent your brand. Laser checks save time, money, and boost financial accuracy.
Once you have visibility into your financial records, set measurement analytics in place. Define your social media goals with numbers and tangible benchmarks that are easily measurable. If you aren’t meeting the numbers, re-examine your strategy as often as needed. There is no proven foolproof social media content formula, so use your brand as your guide. Only implement strategies that align with your identity and make sense for your short- and long-term goals. Above all, stay true to yourself and your customers. Even with all the bells and whistles in the social media world, it’s the authentic content that will set you apart.
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