The social media world is a crowded place. The 2016 statistics of people using each of the platforms is as follows:
Facebook: 1.7 billion
YouTube 1 billion
Instagram 500 million
Twitter 313 million
Snapchat 150 million
Now these stats include both basic users and enterprises/organizations which have presences for the purpose of promoting their products or services with marketing campaigns. The goal for a business is to grab as large a share of those non-commercial users as possible and to convert them to customers. But the competition is tough. You have to find ways to get above the crowded marketplace and make your pages the one’s users want to visit and share.
Building a strong presence takes time, but one requirement is universal – you must have amazing content. Here are eight tactics that will help you do that.
Have Some Fun
A few of the most popular Facebook pages are those of companies like Dollar Shave Club, the Gecko from Geico Insurance, and Taco Bell. They use humor, take funny surveys, hold contests, etc. There is always something new to read or view. You don’t have to be one of the “big boys” to do this – it’s free, and it just takes some creativity on your part. If you are always serious, people will not see you as a person and will not connect emotionally.
The goal is to have your target audience remember your brand, not necessarily make a purchase today. And if your posts are engaging, they will come back to see what’s new and share the fun stuff with their tribes. Just be certain there is a link to our site on every post.
Share Your Team
Highlight your team, either individually or as a group. Let your readers get to know them. You can also have a virtual tour of your place of business and show your product in the making. Human interest and stories are always compelling.
Share Your Customers
ModCloth does a great job of this. They ask customers to send them pics and videos wearing the clothing they purchased. These are posted on their social media pages regularly. Other customers/visitors comment and converse with each other. It’s a social thing, just like social media is supposed to be.
Post Teasers to Your Blog
A teaser that directs a visitor to a “how to” video on your blog is a great way to get people to your site, while you give them some great information. Within each post, you can also provide links to other related posts that would be valuable as well.
Variety Spices Things Up
Part of optimizing your content is to appeal to all individual tastes of your target audience. But most everyone will prefer visuals to text. If your content lends itself to visuals, use them – infographics, timelines, videos, photos. The human brain absorbs and remembers visuals more than text.
Sometimes, you just have to use text. When you do, you already know that it has to be broken up with pictures, illustrations, etc., and it has to be scannable, so readers can “snack” on what is most interesting to them.
Engaging with Words
When you do post content directly on your social media pages or when you entice visitors to access your site or blog, your content must be amazing. Here are some important tips for this:
- Your headline is critical. It has to be creative, enticing, and relatively short. You may want your social media visitors to link to a blog post or a landing page on your site to begin the conversion process, but they will not unless enticed to do so. Headline/titles that ask questions, promise lists, and/or solutions will get click-throughs. Here is an example from a chapter in the book Freakonomics: “How are Santa Clause and a Prostitute Alike?” Who wouldn’t want to read that?
- Think like a journalist. They have juicy headlines, great opening sentences, and lots of sub-headings
- While you are breaking up your text with sub-headings and bullet points, don’t forget the visuals too. And if you post one of those compelling visuals on social media with a link to the page or post on your site, all the better.
- If you are struggling with creative, catchy headlines and text, get some help. A writing service has an entire department of copywriters with experience in journalism and content marketing to help you out. Posting something horribly boring is worse than not posting at all.
Use the Great Tools You Have Access To
Never before have there been as many tools for content creation as there are now.
- Finding Topics: Buzzsumo and Ubersuggest: If you want to know what the most popular topics are in your niche, these are two tools that will give you that information.
- Great Headlines: Portent topic/headline generator; Linkbait Title Generator; CoSchedule Headline Analyzer: You can type in keywords and get title options; you can type in a headline you are considering and get an analysis on its potential impact.
- Grammar and Composition: Grammarly and ProWritingAid will both comb through your text, find errors and give you suggestions for improvement. Hemmingway Editor will help you simplify your text so that it reads at about the 7th-grade level – the ideal level for content.
- Visuals: Canva will let you create all kinds of visuals; Windows Movie Maker will let you edit your self-created videos.
Set a Schedule for Postings and Stick to It
Once you have loyal followers who are reading your posts, accessing your site content, and sharing your great stuff, don’t let them down. Have a schedule of posting and stick with it. It will be important to post once a day, even if you just have a great joke to share or an inspiration story to tell.
Remember – the Goal of Any Marketing Campaign is Conversions
All of the best social media posting gets you nowhere if you are not driving followers to your site and getting the conversions that you need. When people “like” and “share” your content, you get a major ego boost, but that does not translate to sales. All of the sharing will spread your brand, to be sure, but you want people to click-through, give you an email address or respond positively to some other CTA you have.
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