Last week my blog post was about how you can create an interesting and engaging social media feed, if you are the ‘official’ social media manager for your own business pages.
Yes, this technique can be very hard work, but hopefully my tip for success has dramatically reduced the time you are investing, and helped to increase the amount of content that you are sharing with your audience.
To recap, in case you missed it, I recommended taking the approach of acting as the content curator for your page, as well as content creator. Hopefully that all makes good sense, but the question you may be asking now is: “Specifically what content should I be sharing?” If you are wondering what your audience wants to read, read on…
Today’s obvious yet often overlooked tip:
All of your content doesn’t need to be 100% related to what you are selling.
As long it’s in the same ballpark, feel free to mix it up a little.
To be clear:
- If you sell shoes, your content doesn’t need to be ALL shoe-related.
- If you are a physiotherapist, your content doesn’t need to be ALL physiotherapy-related.
- If you are a divorce lawyer, your content doesn’t need to be ALL divorce-related.
So how do you work out what else to include?
At The Marketing Architect, we rely on an approach that we learned while studying with Digital Mums.
It’s a simple 5-step process that helps the social media manager (that’s probably you, by the way) to create a content prescription for your social channels. Here are the steps.
- Create or refer to your Dream Client Profile (the description you have of your perfect customer) while donning your detective hat (deerstalker or homburg, either will do).
- Head to your flip chart or whiteboard and conduct a little brainstorming session – best done with a helpful friend, but you can equally do this alone.
- Interrogate yourself on what you know of your Dream Client. Besides having a problem that you can solve, what else do you know? Which other topics could he or she feel strongly about? What is he or she interested in? Which subjects does he or she want to know more about. You might have to use some guess work here. Your answers do not need to be closely related to the subject of your own business, but if they are ‘adjacent’ this is all to the good. For example, if you were a shoe seller, selling children’s shoes to parents with an above average income, you could be pretty sure that your audience would be interested in subjects that are in the area of and ‘adjacent to’ family life. Such topics could be: children’s parties, fun things to do in the area, parenting, family holidays, discipline, fussy eating, children’s sports clubs, etc, etc.
- Have a think about your own audience and create a list of the top 5-10 alternative topics. It might seem a bit weird to be sharing a post about a brilliant holiday in Greece on your shoe shop page, but if you phrase the intro correctly, you can weave it in. You could say, for example: ‘Which sandals would you be packing for this wonderful trip of a life time…?’
- Decide on the ideal proportion that each alternative topic will occupy as a component of your entire curated content strategy and record this in a pie chart. The more closely related to your subject, the higher the proportion should be.
Et voila, no need to tax the little grey cells any further, mon ami. All you need to do now is track down content online that sticks roughly to the proportions laid out in the pie chart. When you mix it in with your business content you’ll suddenly have a rounded non-party bore (see last week) type of social media page.
If you need more help getting into this mindset, here’s an analogy: imagine yourself as the finest cheese retailer in Leadenhall Market.
It’s your job to stock your shop by hand, selecting the finest cheeses known to humanity, from all over the UK (and beyond, Brexit permitting). You want to include cheeses in a range of styles, with a range of flavours (that’s your curated content, in case you aren’t following).
If you do this well, your shop (social media page) will become a hub for cheese-lovers from all over London. You hope that these fromage-o-philes (your prospects) will be happy to make a detour on a rainy Thursday to sample your latest cut of Wensleydale, simply because they love cheese so much, and they perceive you to be the expert on sourcing the best.
While your customers are perusing the wares in your shop, you might also suggest that they try a sample of cheese using your patented cheese-calorie-removing gadget. Your incredible invention retains 100% flavour, but only 20% of the calories. It also delivers a much higher margin than the actual cheeses in your shop, so your aim is to sell one to at least 50% of the customers attracted into the shop by your Red Leicester.
This is exactly how the social media curated content strategy works. In the same way that Kelis used her ‘milkshake’ to bring all the boys to the yard, you will use your interesting content to bring your audience to your feed – and, ideally, you’ll keep them there long enough for you to also showcase your product or service.
For more help developing this strategy in your business, book a discovery call here and we’ll talk you through the options.