Fixing Your Social Media Woes with a Content Strategyteamabode
Create Content Strategy for Your Target Audience
No business wants to purposely alienate its audience, or to provide useless information by sharing content that their customers don’t want or need. But those are the kinds of mistakes businesses make when they don’t have a real content strategy for their social media.
Businesses just starting out with social media often suffer from one or both of two problems:
- They say a lot that has little value
- They have no idea what to say
Creating an effective content strategy can help you avoid both of these problems. When you establish a framework for a content strategy it gives you a set approach for your social media opportunities. It reminds you of your identified business goal, making it easier to determine content that your audience will find valuable.
Content strategy for social media is a step-by-step process. It includes the following steps:
• Start by establishing a business goal
• Identify your target audience
• Create the right content
• Measure your results
Let’s further analyze those steps:
Establish a Business Goal
Setting up a social media account isn’t a business goal. Before you can use social media effectively, you have to know what you’d like to achieve. This may take some work and coordination across your entire organization. Issuing directives like “We need a Facebook page!” or “Let’s advertise on LinkedIn!” is not a goal.
But using a Twitter account to reduce response time for customer service queries from days to minutes is; as is using a LinkedIn account to improve your networking or to generate more quality leads.
Identify Your Target Audience
The first step in an effective content strategy is to identify your audience. Know who your content is for and know what social media outlets they are using. Using Twitter for customer service is pointless if your customers don’t use Twitter. If your customers aren’t using Facebook, posting on Facebook is going to prove fruitless and frustrating.
Don’t automatically assume that your organization has a message that your customers want you to share. You’ll probably be disappointed if you do. Find out what information your customers and prospects need. Then meet that need.
Create the Right Content
Everything you say (and everything you don’t say) represents your brand. To stay out of trouble start small. Some ideas:
• Offer a tip of the day, based on customer service questions you’ve recently received.
• You may have other in-house brochures and other materials that you can easily adapt.
• A user training course manual might offer content that would be helpful, if you share it well.
• Maybe customers have told you how they’ve used your product. Their case studies will make other customers’ lives easier.
Make sure that the content you’re sharing isn’t simply self-serving but meets the needs of your audience. Your customers will know immediately if you’re helping them or just pushing product.
Stay ahead of the game. Decide how often you’d like to post on a social network, and get several posts ready, depending on your planned frequency. Then wait and see how your customers respond. They’ll give let you know if you’re doing it right. Just be responsive to their needs.
Measure Your Results
Remember that business goal you set? Were you able to reach it? If you created the right kind of business goal, you should be able to measure the results. Did you decrease your time-to-resolution on customer service queries? Were you able to increase your brand awareness? Have you improved you lead generation or SEO ranking?
The key is to start with a simple strategy and measurable goals. You’ll find that your social content is easier to plan and it’s easier to meet your business goals.