As we always like to say, social media is (as the name suggests) SOCIAL. So, it’s important to remember that the content you produce and share should be representative of this social context. This means you’ll want a mix of content – not just sales content all of the time.
Whether your business is B2B or B2C you’ll want to make sure your social media feed is filled with a mix of curated content that speaks to the passions, and pain points, of your customer. And, particularly if you are a serviced-based business, it’s even more important to focus on the what, where, how and why of your offering.
It’s important to make the distinction between an advertising medium and social medium, and create a variety of content that suits the overall message you are wanting to convey. Remember that social media is simply one aspect of your overall marketing plan, so your messaging should be on-point and in line with all your other marketing activity (this includes your website).
So, with this in mind, here are our Top 5 pieces of content you can produce to engage with, and ultimately win over, your audience:
- You and your team
In marketing we often look for that unique selling point that separates your business from your competitors. And, especially for service-based businesses, this unique aspect is often you and your team. So, highlight their experience, knowledge and insights by celebrating them online. Introduce new team members, share team member anniversaries, celebrate birthdays, showcase team building events, and allow your team members to shine. Make a personal connection with your customer by helping them get to know you and your team in person.
- About Us/Did you know?
Be informative and educational about your business, share your history, let people know when and why the business was established, and celebrate your brand. Every business has a story so let people know about yours – share the passion behind the business, celebrate any business wins, and let people see a little bit of the “behind-the-scenes” action that keeps your business functioning.
- Client testimonials
Particularly for service-based industries, client referrals are a key aspect of gaining new business so testimonials become a very powerful part of your marketing strategy. Your current clients are your best advocates so use them as ambassadors for your business. Make sure you have a good strategy in place to ask for reviews and testimonials to keep this information flowing.
- Tips & Tricks
You are an expert in your business and your industry so make sure you showcase this by sharing helpful tips and tricks with your audience. This could be super-simple ideas that your audience can implement or helpful, educational information about how your product or service works, ways to avoid pitfalls relevant to your industry or general advice about what to do (or not do).
We know social media is an escape mechanism so engage with your audience by providing them with some inspiration and motivation. This could be a great quote you found, inspiration from nature, a great client story, an interesting challenge you overcame, your connection to a cause you believe in, a colour scheme you love or any content that’s relevant to your business or industry that you found appealing.
Above all – know your audience and speak to them in language and images that engage with their passion and that are true to your brand identity. Mix it up – no-one likes to be told the same thing over and over again! And, make sure you have a solid strategy behind your social media content. We recommend using a planning calendar and social media scheduling tool to plan out your content and ensure you are posting regularly and at the optimal times.