The following guest post is written by IMC 2015 Candidate Jen Van Overbeeke from her blog http://jenvano.com/
Creating original content is tough. I know it’s pretty much a truth universally acknowledged… but I want to talk about it here because it’s probably a problem you face too. And we could all use a little advice.
The problem of content is only getting worse. You’re being told to create content for more and more places. You’ve created signs and flyers for in your store, a retractable banner for events, direct mail pieces for your most loyal customers and a monthly e-newsletter and weekly e-promotions…
And now you’re being told to sign up for Twitter, Facebook, LinkedIn, Google+, Instagram, Pinterest… oh and you’re supposed to have a blog. And you better keep them all up to date, lest you look antiquated.
I’m not a content or social media marketing expert, but I’ve stumbled across a few bits of advice over my 8 years of social media use.
You don’t have to do it all. Consider your target market and how they engage with media. If your target market isn’t using Pinterest, you don’t need to be either.
- Twitter is a great business to business tool; Facebook is less so.
- Facebook is great for more involved content.
- Twitter is great for quick connections, announcements.
- Google+ will help with your Search Engine Optimization (SEO).
- LinkedIn is a great place to have a business profile.
Social media is about personality. About giving your organization or business a human face. Be authentic. Have fun with it. Go behind the scenes. Show pictures of your staff and volunteers at work.
Listen and observe. Social media is about conversations. Don’t just post promotional content. Twitter suggest that: “80% of your Tweets should focus on driving interactions with your followers, such as retweets, replies, and favorites. Once you’ve built some rapport, you can mix in direct offers or promotions that get followers to take actions, such as clicking on a link or making a purchase from your website.” I suggest that you use the same principle on Facebook.
Social media is visual. Use photographs to make your content stand out.
Don’t spam your followers.
Leverage your content across several social media accounts. If you are writing a monthly newsletter or a weekly blog, promote that content on Facebook and Twitter. Use conversations and questions that come up on Facebook and Twitter to direct your blog and newsletter content.
Seize the moment. Tap into current events. Oreo does a particularly good job at this: their Twitter is full of hilarious and timely content. And while we can’t really compete with Oreo (because Oreo cookies are the best thing ever), we can aspire to greatness. 🙂
Twitter suggests this interesting content marketing strategy:
Monday: Promote a product or service.
Tuesday: Go behind-the-scenes.
Wednesday: Provide a helpful tip.
Thursday: Showcase a valued customer.
Friday: Feature an industry expert or relevant news story.
Saturday: Showcase a community partner, news or event.
Sunday: Focus on your people, staff or volunteers.
You won’t need to be this rigorous on all your social media, but perhaps you could transform this weekly strategy into a monthly strategy or just use it to inspire content.