Social Media Content
What is social media content?
Content posted on social media has the ability to reach a huge number of potential customers but without the right targeting, understanding of where customers are in their decision-making process or knowledge of the messaging that will cut through the clutter, it can be very difficult to create a campaign that sells more.
Why do I need to consider social media content?
Social Media affords businesses, with an understanding of the messaging that communicates with their audience, an extremely cost-effective way to communicate with them.
Being able to communicate on a regular basis with your intended audience, on a channel with more than 2.5 billion monthly active users (Facebook in 2019)* is a huge opportunity. However, due to a lack of training provided on how to use the tools, the results can be underwhelming, with some companies not seeing any increase in sales.
A lot of success on social media in its early days was born from being early movers on to the platform. The algorithm worked in such a way, that a huge volume of people would see posts companies put out, enabling them to grow their audience (followers) at little to no cost.
Social media, like most marketing tools has seen huge changes over the last 15 years and old strategies simply aren’t viable moving forward. Due to its popularity, owners of these tools (Facebook, Twitter, Instagram and many others) now charge to reach your audience.
Fortunately, this is still a very affordable way of marketing and these channels are massively underpriced for what they offer.
What benefits will my business see from social media content?
Utilising social media tools will allow continual communication with your target audience, building up relationships with users over a period of time to support sales conversions. These communication channels can be used within both business-to-business and consumer markets; there are many B2B companies advertising on Facebook with great success.
How do I create social media content?
Your social media audit will have identified:
- If your website is linked correctly to your social media page.
- If your social media page has been verified.
- What type of content your audience wants to see on your social media page.
- If you’re currently targeting the correct people.
- The level of engagement on your existing social media page.
- The most popular time of the day to interact with your audience.
- Which imagery your audience engages most successfully with.
Using the results from your social media audit, a social media strategy will be devised.
This strategy will detail:
If your website is linked correctly to your social media page.
If your website isn’t, this is a simple fix by including social media buttons on your website, linking to your social media pages.
If your social media page has been verified.
If not, this can be quickly fixed following these instructions. Verifying your social media page is critical when trying to improve your visibility on the social media channels you’re listed on.
What type of content your audience want to see on your social media page.
Using the market research you’ve previously conducted, you will have developed an understanding of how your target customers think and feel. These insights will allow you to develop a strategy that communicates effectively with their emotions, which in-turn influences their decision-making.
If you’re currently targeting the correct people.
As with any marketing campaign, it’s essential to ensure your potential customers utilise social media. If they are active users, networks like Facebook provide a suite of paid marketing tools to reach your potential customers. In all honesty, they know our likes and interests as well as we know them through recording users’ interactions over the past 15 years!
If remarketing will increase sales and leads within your existing marketing campaign.
Remarketing allows you to market to people who have already engaged with an advert on your social media page or clicked through to your site. This provides you with an opportunity to market to your audiences when they are at different stages of their decision-making process.
Using your social media strategy, content can now be created during the communication and design stage. Using the example of a brewery, they have identified a number of their potential customers really, really care about the province of their beer, how and where it’s brewed. Using this knowledge, they create a social media campaign. This comprises:
- Imagery in the form of a Facebook advert to introduce their audience to the beers’ origins, how long its brewed for and the ingredients used to create it.
- Genuine imagery of the location its brewed (not using superimposed bottles/ cans on foreign photos). The use of fonts and colours that support its origin.
- This imagery is then used to entice their audience to click-through to other content, including:
a. Articles on the website.
b. Podcasts with the brewer.
c. Competitions highlighting the quality of the beer, demonstrating its USP’s.
This brand awareness activity can use Facebooks marketing tools to target potential drinkers of world beer, who are not familiar with it. When being sold abroad, the nationality residing in that country can be targeted with the beer through language targeting. The brewery will rely on these drinkers to discuss their opinions of the beer with their friends via word-of-mouth, opening it up to more people.
Following the awareness stage of the marketing campaign, remarketing could be utilised to take potential customers introduced to the brand through to later stages in the decision-making process, through creating content:
- Showing the provenance of the beer, brewing process and natural ingredients in more detail through separate adverts, at different times to reinforce the USP’s the beer offers craft beer drinkers.
- Inviting people who have visited the website to beer tasting events, where they can sample the beer and take some home.
- Offering discounts off their first purchase to everybody who has visited the site.
Utilising the full suite of marketing tools Facebook offers, provides a powerful method of targeting potential customers, through their understanding of people that use the platform.
Unfortunately, so many companies have tried Facebook with little success that they don’t believe this method of marketing can work. It’s likely these campaigns:
- Used too many non-paid methods to build a brand.
- Their audience wasn’t correctly targeted.
- The content used to speak with their audience didn’t stand out or solve the customers’ problems.
As with any marketing campaign, if the targeting isn’t correct and fundamental marketing principles aren’t adhered too, you’re unlikely to experience the levels of success you’d like to.
At Need to Know Marketing, we understand creating social media content that converts through utilising the tools available can be tricky at first. If you would like some ideas around how you could create content to sell or generate more leads, we can provide some advice free of charge. Get in touch here.
What else do I need to know?
Creating content on social media that resonates with your audience and converts can be tricky. It’s critical you consider:
- Who your target audience is, how they’re feeling about the problems they’re looking to solve and most importantly if they use social media regularly.
- How your content communicates with their problems, moving them further along the decision-making process. It can take a few touchpoints for somebody to convert so it’s important to have it clear in your mind, how and what you communicate with them at these different stages.
- How you use the different social media tools to target your audience. All your hard work understanding and effectively communicating with your customer through the content you create, can be wasted if the tools aren’t used effectively.
“Of all of our inventions for mass communication, pictures still speak the most universally understood language.”