Social Media Content: Your Brand | Your Audience | Your Results
In May, we talked about social media content. This is a topic that I was excited to address with fellow small business owners because managing your own business’ social media content can be exhausting. It can take more energy than most of us as small business owners want to contribute to it. However, I want it to be something that’s fun and something you feel like is a great reflection of your business.
What makes good social media content?
This #LiveChat was organized into three sections – your brand, your audience, and the results that you get from great content on your social media channels. By “your brand” I mean consideration of who you are the world – your core values and passion. Focusing on your audience is in reference to delivering value to the people who are spending time and money with you. Lastly, we look at the results of your social media content. What’s the point of doing all of this work in the first place you are not achieving some kind of goal There’s enough noise on the internet and social media channels already, so you don’t want to just make more noise.
Your Brand in Social Media Content
There’s a quote from former Starbucks CEO, Howard Schultz that I think rings very true. “Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company they will stay loyal to the brand.” That really encompasses what I mean when I talk about the importance of your brand voice. Be authentic to who you are world. Share your core values in your business because it’s inherent for us to do that and you can’t ignore it. People have come to you and trusted you, and it is definitely tied to them liking you because of those values. They connect with the authenticity in your content, so making sure your brand voice is consistent in your content does matter.
Your Social Media Audience
If you are lucky enough to have a raving fan (also known as an evangelist or loyal customer), then you have a powerful marketing tool at your finger tips. You have done such a good job that there are people who will go out of their way to show you how much they love and respect you. These kinds of customers are worth more than any advertising you will ever pay for, because they genuinely appreciate what you’re doing for them and they will tell people about you.
When it comes to your social media, these are the people you want to think of first. Not only does it matter “where” you are ( which social platform), but it is key to deliver valuable content. Yes, that was a very obvious statement – I know. Stay with me for a moment on this concept. What defines valuable content? What do your raving fans want to get from you?
1 Does this content offer an insight into your industry?
2 Does it help customers better understand what your product or service is?
3 Does it add value beyond what they pay for?
4 Does it make them laugh or feel inspired?
Your audience will keep coming back for more if you are providing value based on what they want. This is the concept behind the customer-focused marketing approach. That is the environment we live in today and a reality we all have to face. You may need to do more customer research before truly delivering the best content.
Your Results from Social Media Content Distribution
Many small business owners have no goals in mind for their social media marketing. What kind of goals can you realistically set? It’s just social media, right?
In my experience, you always have the ability to set actionable goals. My recommendation is to set SMART goals: Specific, Measurable, Attainable, Relevant, and Time-based. Consider not only the specific requirements of your goal, but how it contributes to your larger business objectives – such as “increase my annual net profits this year by driving more traffic to a specific lead magnet that begins a sales funnel.
An example of a social media goal may be simple. Most businesses are leveraging these platforms for brand awareness, which is logical. How do you measure brand awareness?
1 Your total followers. Yes, this is a high-level and somewhat surface goal, but it’s something you can track the growth of over time.
2 Engagement with your social posts. Are people liking, commenting, sharing your posts? Has it increased? You can set a goal for that.
3 Website traffic. You can track in your Google Analytics how many click-throughs are coming from social media platforms and how long they stay on your website. If you want to get a little more fancy, then you can add tracking codes to see if those people opted in to your email newsletter or special offers too.
4 Authority. Social media contributes to your SEO through your web authority – based on your total followers, reach, and engagement. You can setup various social media listening tools to track that growth.
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Do you have additional advice for fellow small business owners about social media content? Please share below.