The right post in the right place
Before you create a piece of marketing content, whether it’s a post on Facebook or a blog post, or something else, it is worth spending a minute or two considering what you hope to achieve with it. For example, you might be trying to find new customers, answer a specific concern, teach people about how ethical you are, demonstrate value, or even make a sale?
Depending on what you want to achieve with your content, you have a few different options. Here are our top three and how you might use them…
This type of content is mostly used to introduce your business to new potential customers! When used this way, it will give a brief summery of your business, what you do and why. Don’t waste this on your business page, your followers already know what you do! Save these for adverts, landing pages, press releases, and any opportunity you get to talk to new people about your business.
You can also use awareness content to introduce new products to your existing followers. But, instead of talking about your business, you are summarising your new product and it’s key benefits.
In either case, once you have their attention, make sure to direct them to your page, blog, newsletter list, or shop so they can properly check you, or your new product, out in more detail! This is where you keep your consideration content…
These pieces of content answer questions about what you do. It teaches your existing followers about your values, your business, your products, and how you might solve their problems or objections. These can be used freely on your own social media, your website as blogs, your newsletters, and anywhere else that your fans hang out.
Some examples might include answers to frequently asked questions, sharing reviews, how to’s, behind the scenes, component/ingredient spotlights, case studies, your origin story, featured suppliers, and possible usage suggestions.
Once your customers have fully considered your service, they’ll be ready for the Conversion stage…
This is the salesy stuff. This will tell your customers stuff like what your offers are, how to buy from you, your prices, and your availability. These posts should be used sparingly, as too much salesy content will put your customers off.
You do need the odd call to action though. Without it your customers will get trapped in the consideration phase and never take action to buy from you. But, only show these posts to customers that are already following you on social media. Or in places where people expect to buy, such as buy and sell groups, in market places, and in your store.
A well targeted ad can also be used to convert a sale, but this ad should be carefully aimed at your existing audience and not be shown to a new audience. Very few people buy without doing a little research first, even if that only means scrolling through your top posts on your Facebook before deciding to purchase.
A good suggestion is to use approximately 1 conversion for every 5 consideration items. This means that anyone checking out your stuff will see a selection of informational content without having to search too hard past the sales pitches. Anyone looking to make a fast decision will rely on your past social media content, your blogs and reviews to decide. Customers with more time, might just follow you and buy when they are ready.
Don’t forget to measure the success of your content. If you know what you’re hoping to achieve then it should be easy to see if you are doing a good job or not. It’s not always about the likes and comments!