Tag Archives: strategy

Content – Finding Inspiration

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.

Connect on Facebook or Google + .  Engage by leaving your comments and feedback, let’s continue the conversation.

Choosing your digital platform

Once you have decided that your business does need a digital voice, there is now the decision of which platform (s) to use. Which will suit your business best? Is your business very visual? Can you take regular new images on a daily basis? Well perhaps Instagram may suit you best but you can also use Snapchat, Facebook and Twitter for your imagery.

It brings you back to the question of who is your intended audience, what platforms are they communicating on? If you already have a social media presence then a quick look at your analytics may give you the answer to that question, however this is assuming that you are directing your customers to your website or other sales area that can track the origin of the transactions.

The all important questions to ask are: what is your business, who are your customers / intended audience, where are they finding you, how easily can they find your business details. The ‘when‘ comes in as ‘when‘ do you have the time to manage your content. Social (or digital) media content is now required to be current and relevant. A potential customer looking at your page / profile/ account that sees no activity for a month or more, can rightly assume that this is a forum where they can’t contact you and expect a response in a reasonable length of time. 

Having current content and images creates a good first impression and gives the potential customer confidence in contacting you with their business enquiry.

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