We are all used to seeing plenty of content while we scroll through our digital media sites but how much do we stop and read (or like or share or possibly even comment) all of the ‘news’?
This is the big question for small businesses. There is not much point in putting up lots of general content just to keep your page filtering through the various news feeds and algorithms. Content needs to be relevant to your business and your business goals. Your customers will connect with you if they see the relevance to your business in what you are posting.
What is relevant? You can still post that Star Trek meme if the comment resonates with your business and you believe that a good section of your followers and fans will understand the reference and relevance. Do not post that picture of a cute puppy or kitten asking for ‘likes’ because it is cute. Sure you might get some viral sharing and likes BUT will your potential customers want to stay with your page / profile?
An example of this is the ‘Puss in Boots’ image used here. It is deliberately drawn to look cute, helpless and invites a reaction. Do you think that this image helps this blog’s relevancy outside of being used as an example? If I posted this as a headline image, would it make you want to click on the link to read the rest of the blog or just smile and scroll on?
Content that is relevant – an event you are holding or attending that is business related, new products, new team members, any customer loyalty programs, your blog or related industry updates. Keep it current, do not share an industry innovation article that is over a year old, while it may be relevant, it is no longer ‘news’. You could post an article / update that refers to the older article if you believe that it still has some relevance for your business.
How hard should you be selling? Is this site your point of sale? Can your customers buy directly on this site / page / profile? If the answer is yes, then you need to have all your product and sales information on this site. Are you directing them your website or even your actual location? If yes, then you need to make them want to make that click / decision to visit. So get your customers engaged, tell them about your product/s, make it easy for them to make the step to purchase and also easy for them to tell their friends all about it. Create a brand story, have your customers come to your social media sites for the news items and keep your website for selling (make sure that your news links on your websites link properly to the correct media pages).
Every ‘like’, share, retweet, +1 is not going to result in a sale but does increase your potential to create a connection with your future customer.
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