What makes for good social posting, anyway? In order to craft the ideal social post, we have to consider why people follow companies in the first place.
- Interest in services and promotions: Consumers love sales! Don't get TOO excited though. Over posting this info is also one of the main reasons people unfollow a company.
- Updates and info: Consumers are interested in what your business is up to! Have new products? Moving locations? Getting an office pet? Post it!
- Communication: Social media is for engaging. Consumers want to talk to you, and they want to review your products and services. Make sure you're responding to them: it shows you care about your customers.
- Entertainment: Are you not entertained? Users use social media to get a break from their mundane day. Post content that will place a smile on their faces or give them something to ponder. Tip: it does not always have to be related to your company.
So now that we've got a good idea of what consumers would like to see, how do we make the magic happen? When I write social posts, I use three major rules to direct me.
The 3 Golden Rules of Local Social Media Marketing
- Does it give value? People engage with content that relates to them. Consider whether the post is addressing a problem, starting a conversation or informing. People love to share information that is new and interesting. In order to offer the best value to your followers and customers, the huge majority (up to 80%) of your content should be valuable or engaging information. In fact, posts promoting the company should only make up 10%-20% of the content.
- Is it emotionally engaging? People love stories, and they share content they connect with. Do not be afraid to show the more personal side of your company. Really, who hasn't teared up during a Coke ad or giggled at the Budweiser Clydesdales? Brands that go the extra mile to create an emotional connection with their customers stick in their memories much longer. Why not post a cat video? Everyone loves a cat video.
- Is it visually stimulating? 1200 pixels are worth 1000 words. We're talking high quality images, videos and infographics here! Posts that feature visuals receive way more (almost 650% more) engagement than those without. Remember that not all visuals are created equal. The best ones are the ones that you take yourself, because they're local, personal and relevant. If you don't have the ability to take photos, reposting from other sites and accounts is a good way to keep your page relevant. Quality stock photos are also great resources, just be sure to pay attention to copyright!
Developing content for social media is vital-- you need to be present where your customers are, and they're on social media. While it is free to partake, establishing an effective social media strategy and sticking to it takes diligence and determination.