“You have to post on social media.”
Marketers have been saying that for over a decade. And it’s true; without a social media presence, you’re missing out on a huge chunk of potential audience.
But “just post” isn’t a strategy.
“Just post” is what causes a lot of businesses to give up on social media altogether. They just aren’t getting anything useful out of it. Your social media marketing needs to be intentional. Don’t just fire off posts without knowing what you’re doing and why you’re doing it.
Once you know what you”re doing and why you’re using social media, ask these three questions before you publish a post.
One: Is it relevant to your audience? This question tests your knowledge of the people you’re talking to. Keep an eye on what they’re talking about on socials and how they talk. If your audience is C-suite executives, you probably shouldn’t be sending memes like Burger King or McDonalds. Is your audience serious or a little loosey-goosey? Do they care about what you want to post? If not, don’t send it.
Two: Does it contribute to your community? Repeating things they’re already talking about gets you nowhere. Bring something new to the discussion. It can just be your unique perspective, but it’s better if you’re adding new information or inspiration. For example, if you’re a roofing contractor and people are talking about the importance of getting your shingles checked for damage, bring something that builds on that message. Talk about the different ways insurance covers roofs that need replacement or the possible types of replacement shingles. Don’t just repeat what’s already been said.
Three: Will people want to share it? This is the hardest to gauge. Companies spend millions of dollars to figure out “what goes viral,” yet even the biggest brands haven’t figured out the formula. People need to find your content not only useful for themselves, but also so helpful and unique that it boosts their reputation to share it. Find an inspirational idea and lean into it. Use assets that make the post memorable and attention-grabbing, like alliteration, statistics or eye-popping graphics. Make it easily digestible and shareable
Social media is critical to your business. Don’t neglect it, but don’t just post for the sake of posting. Create content your audience will care about by having a clear “why” and answering these three questions.
Best Regards,
Ed Bardwell
President
Rainmaker Digital Services
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