In an earlier blog (What is relevant content?), we discussed having relevant content which can then lead to creating your content. What content do you use, how do you keep it fresh and exciting for your customers / fans/ followers? Some businesses are very dynamic and have new events or images available every day, others may have something new once or week or even once a month. So, what do you do?
First we can rule out the ‘spam’ posts of cute animals / children etc – unless of course, this is relevant to your business. The key is relevance and engagement. Once you know who your customers are, then you should have a very good idea of what content engages and appeals to them. Have your posting schedule worked out around what the business is promoting or the business activities. Have a Tuesday special? Make that your Monday evening post (or Tuesday morning). You know that most of your fans are online later in the evening? Schedule your posts to show when they are online. A little like seeing all those income protection advertisements during the evening news.
Nothing new in the business? Introduce a team member, or yourself if you haven’t done so already – make your business personal to your customers. Just remember to follow privacy protocols when posting about yourself and employees – no private contact details, professional images only, and content to be business related. An example could be ‘Joe’s Fishing Supplies’ featuring their best salesperson, Frank. An image of Frank in the business, wearing work clothing along with a few words “Come in and say hello to Frank, he can tell you all about XYZ product as he is a keen beach fisherman. Ask him about his favourite fishing spot, tell him about the one that got away”
Amongst the social media blogging and commentator community, feelings are mixed about posts that ask for ‘Likes’, ‘Shares’, ‘Retweets’ etc. It may create a short term gain and even a database for future sales but to gain the most benefit from this form of social selling, it is recommended to have your strategy and systems in place. This article by Keira Pedley provides a simple ‘how to guide’.
Keep your readers / fans engaged, throw in the occasional ‘funny’, but again, keep it relevant to your business. You may find that this type of post will create a lot of sharing and views, but do not be tempted to repeat these types of posts too often as they can be ‘off message’ about your business. A schedule will help your business organise what you want to say and when. Analytics and insight data will help your business see what has engaged your audience and allow you to adjust your posting schedule, remove or change anything that is not resonating with your intended audience.
Inspiration does not come easily to many, especially small business operators who may be more concerned about the daily operations and business planning. Our advice is to look back at your business, engage with your customers, see what is driving them to you. You may find your inspiration there.