We can sympathise with many business owners who have embraced social media, but now face the daunting task of posting relevant content on a regular basis. You’re not alone and your desire to just put off posting online until another less busy day is certainly not unique. But the key to making social media work in raising your profile and generating new business, is that it maintains momentum. For this reason, we advise everybody to create a social media plan!
A plan will enable you to gather content and schedule it in advance. You can decide to create a weekly, monthly or even quarterly plan to suit your business and audience. It is best to avoid the ‘sell, sell, sell’ approach as it has the potential to alienate your audience but instead offer them a reason to stay loyal with both content variety and value.
There is a formula you could use for populating that plan and generating content that will both demonstrate your expertise and provide healthy mix of engaging content for followers. Here’s how…
Mix it up!
Topic areas to include:
- Events – industry or your own
- Key dates – e.g. ‘Order by 20th December for Christmas delivery’ or ‘It’s our birthday!’
- Company news
- Product developments
- Industry developments and commentary – draw attention to news in the industry press
- Educational information – make them aware of resources available to them, e.g. an installation guide for a current product, or a brochure on applications for your product
- Opinion – show that you really know your stuff!
Reuse and Recycle
This isn’t just for your household waste – it applies to social media too!
Some content can be reused on a monthly basis without coming across as repetitive. Often events evolve over a period of time, so keep people up to date by revisiting it in your posts.
‘We are pleased to announce that we will be working with XYZ on their ABC project…’
‘Have a look at the competed project for XYZ, our products were used to…’
‘We have been shortlisted for the VWX awards for the Best New Business category – well done to the team!’
‘The VWX Awards are tonight and we are eagerly awaiting the results…’
Also, why not keep encouraging followers to sign up to your newsletter by offering an insight into the news in the next edition.
If this is a method you can utilise, then you must keep track of the content that you have posted previously to assess whether it continues to be relevant or highlight if it’s something you will want to promote again in future.
While one person could be responsible for actually writing and posting on social media, the responsibility for generating the ideas should come from across the business. Everyone working alongside you can add something as they will have a slightly different perspective of the activities going on. So make it part of the culture that everybody is a source of potential content.
For many, social media is a great way of giving their business and the people within it a personality. More importantly, it may be a persuading factor in getting an individual to conduct business with you, so don’t underestimate its value. Always have a plan, as this will make content writing far easier and one less thing to worry about. But don’t be afraid to modify or add to that plan!
Do you need more help?
Here at Pinpoint, we have created a Content Planning Package for our clients, because even if you understand how to correctly manage your social media, time is still an immense pressure…
Email us for details – firstname.lastname@example.org