So you have great content ... Part 2
How can you achieve success in your business through using social media with great content? Your website is your 24/7 salesman or woman! It's what's inside that counts.
4. Search yourself – where are you?
• Where is your content and where can people find you? It’s easy to forget to do a simple thing such as a vanity search to find out where your content is, apart from where you put it. It might give you an indication as to where you should be putting your content
• What are people saying about you? Do you need to respond to a comment or delete something inappropriate? It is better to be seen dealing with a negative comment about your content, in a positive way, rather than ignoring it. On a larger scale, as a company, it may be worth considering a social media crisis plan - just in case the worse happens. And it happens. A disgruntled ex-employee could write something inappropriate that needs to be dealt with ASAP
• Can you find any reviews or testimonials about your content that you could use on your website or profiles? Sometimes a magazine may review your product or content without telling you. It’s worth looking out for those 5 out of 5 stars! (**ask for permission from the author of the review first)
5. Use your content as a tool to build relationships – communicate with people
• Inform and inspire. Deliver information that is relevant and what people want to read or see. In a lot of cases, you need to write for your reader, think like your reader and ask, why are they reading your content? How can you build on that?
• Are people talking about your content and communicating with you or sharing with others? It's a good idea to share your content in forums and groups - you can build relationships and learn from each other. Try to comment on their content too, it's not a one way street. If something is good, let them know. We all love a pat on the back
• Build trust and evoke emotions. We know that marketing is about storytelling, be interesting, insightful, reliable and use quality content. Reach out and educate your readers. Ask questions because if your content isn't achieving what you had hoped it would, try to find out why
6. Use analytics to help with your ROI – what are you getting from your efforts?
ROI on your online content and social media is what you get back from your time, effort and resources that you commit. The top metrics would be reach, traffic, leads, customers and conversions. As we all know, you can gain vital insights from Google Analytics, Google Adwords, Facebook or Bing ads.
In general, there are three different types of ROI:
• Financial – Identify your money investment and track. Assign, measure, analyze and improve
• Engagement – How many people are reading, liking and sharing your content? Compare yourself to the competition. What content are they using that is successful?
• Awareness – Are people spreading the word about your brand and services? Have you noticed more enquiries due to social media? Keep thinking about brand awareness - communicate, be clear about what you are, give quality and added value
So you have great content - Part 1 (1-3)
I think that there are three key elements to consider when sharing your content online. Good story telling, your brand awareness and the ‘know, like and trust’ factor. I’m just going to tickle your thought process with a few little bullets points.
1. Good story telling - sending the right message, to the right people at the right time (the classic marketing phrase).
• You can do this by giving your readers quality, valuable and informative information in a way that is easy to understand with a clear call to action if desired
• Broadcast your content (in an appropriate manner) and ask people to share your content if they find it valuable. You want them to ‘spread the word’ – to be a testimonial for your knowledge, expertise, service or product
• Deliver information that has a purpose and offers a solution to your customer’s problems or needs
• Think creatively, emotionally, borrow good ideas (it’s a compliment to those you borrow the ideas from but be mindful of plagiarism), keep up to date with the changes and hot topics!
2. Brand awareness - communicate, be clear about what you are, give quality and added value.
• Build your brand presence on social media. Are you on the appropriate social media platform for your industry? Join online groups that are relevant to you and your customers
• Have a cunning plan! (The Blackadder strategy) Review what you have done so far, what has worked for you?
• What makes you different? Tell customers why they should pick you, what is special about your brand?
• Be leaders, show your expertise – be proud of your brand
3. Know, like and trust – build relationships, help people, be interesting and don’t be afraid to fail.
• Treat social media a little bit like a house party, invite people in – get them to bring their friends
• Put yourself in your customer’s shoes engage and retain
• Evoke emotions, enhance your customers lives, ask for feedback and respond
So, if you have great content, use it wisely. If you don’t I’m happy to help.
Contact me by email: firstname.lastname@example.org or call me: +44(0)7800887857. I would appreciate a ‘like’ and ‘share’, thanks.