Tired of poor performing posts on social media? Try this…

A client of mine told me that he hates seeing bad content from business pages on social media. He said:

1. A lot have no imagination…

2. A lot present no value for the audience…

3. When I read them, I realise it’s such a waste of time!

It’s true–many social media posts by organisations have no value! Poor social media posting can cost a business. Think about the time it takes to post and create content. Let’s say 45 minutes per day x 5 days per week, that’s some serious poor performing production time!

It’s not only wasted hours. It’s the lost brand value, audience build and potential leads plus sales.

Here’s a few tips on how to have better content and posts on your social media:

1. Define the purpose of being on social media in the first place.

Why are you posting right now? If you can’t answer that, don’t post.

Understand your purpose for being on social media. I suggest to look at using social media to create brand build. With brand build, usually what follows is sales and enquiries.

2. Understand your target audience and what they need and want. Survey them if you have to!

Visit Facebook groups, Reddit pages, blogs and forums that hold your target audience. See Linkedin influencers within your industry and what they are talking about. Find out the comments and reactions that are being given.

This will give you an understanding on what your target audience wants and needs.

From there you can prepare a plan to begin delivering to your target audience.

3. Present what’s needed and wanted. Make it valuable, varied and insightful.

From your finding’s from your target audience, present what’s needed. Make sure your posts are of value to your audience. Ensure your posting strategy contains varied topics. Always be adding value to your audience through your content.

Don’t preach your products and services, but give a lot of information away. Loyal audiences are built when high value is presented on a page.

To keep content varied, consider a content calendar. A content calendar ensures you are never sending the same message twice. It can look something like this:

Monday – Branding posts

Tuesday – Business Value posts (Talk about value points of your business)

Wednesday – Educational posts (Educate your audience on your industry, and valuable material they can use).

Thursday – Success Stories (Show your customer testimonials/case studies)

Friday – Branding

Saturday – Educational posts.

Sunday – A quote or statement.

4. Have the end goal to create a valuable page and following. You can create campaigns focused on sales once you have a valuable page.

The biggest mistake a lot of social pages and posts make, is that they focus too much on trying to create sales. Social media is one step of the sales funnel. It needs to be it’s own entity. Social media will create for you a brand and a following. It will create this through valuable engagement.

If you have valuable engagement, you will then be able to flow this to a sales campaign. But social media should not be only for creating a pure sales channel.

Brand touch points are very important in marketing. Social media is a platform which allows a lot of touch points. Make sure your audience becomes inspired. This will ensure more engagement and more brand loyalty.

I hope this has been insightful and helps you on your way to creating a dynamic posting strategy.