Writing unique, engaging content for your business can be difficult. You need to source the right topic, research it thoroughly and then spend time editing and redrafting until it reads exactly how you need it to. It is time consuming and to some feels more like a chore than a valuable task.
Content can become a treasured asset though, and, if written well and with feeling, can represent your company and your values in a way that nothing else can.
Unfortunately, creating great content is only part of the journey.
Once you have spent the time and effort fine tuning your blog, webinar or video, it is important that the right people can interact with it and that you are sharing it in places they will find it.
It is the same in all media.
A film will have little impact if it is shared on the big screen with no advertising in advance, and a new app is unlikely to cause a stir if it can’t be found on the Apple or Google Store. It is so important that the right people are consuming your content, to make all that time and effort worthwhile.
First, provide content that ‘stands out’
2016 has been a huge year for social media.
It has helped a billionaire TV celebrity to take the White House, aided in the revival of video through Facebook Live and Instagram, and given us unparalleled access to some of the truly memorable, and often miserable, events that have occurred throughout last year.
Across the globe, increasingly more people are embracing social platforms for aims that range from political, to personal, to business.
So, with the world connected in ways that have never before been seen, how do we, as business owners, create a distinction and cut through the noise?
At Skyline Social, we believe you can achieve this in the following ways:
Creating valuable content and putting it in the hands and minds of people who need it (your potential clients).
If what you share on social media (i.e. interesting content) is something that is incredibly valuable to people in your target audience – they will notice it!
Actually, they won’t just notice it – they will read, watch, listen and share it, then look forward to your next piece!
That’s why people subscribe to YouTube channels, why they follow you on Twitter and why they like your company page on Facebook. It’s because they like what you have to say and they want to hear more.
This is exactly how you ‘cut through the noise’ on social media and reach the hearts and minds of potential clients that are interested in what you have to say.
But remember two very important things:
- You can’t do this with bad quality content
- You can’t just sit there and expect people to “find” your content
You need to actively go out there and get your high-quality content in front of the right people (your potential clients) and you need to do this on a consistent basis.
Share your content with the ‘right’ people
The biggest failure that people have when trying to utilise and master social media is that their targeting is wrong, or that they have no targeting at all.
Some will simply share their content indiscriminately across cyber space in the hope that someone, anyone, will find and enjoy it.
Considering the billions of users that social media has across the planet, and the tens of millions of updates and links that are shared every day, this nonchalant approach is unlikely to strike home.
So you need to actively promote your content to people in your target audience.
To do that, you need to first answer these three very important questions:
1. What is your ultimate goal?
What exactly are you looking to achieve? Do you need to increase the number of followers you have, or the views your content receives? Are you ultimately looking for more sales as a direct result of your campaign, or more leads for your email database?
Once we know the goal, we can create the plan.
2. Who is your ideal customer?
This should be simple. Everyone knows who their customers are, right? You’d be surprised.
Often, it is only after we sit down with a client that they can truly isolate the characteristics of the people they want to reach. Age, gender, interests, location, job description; there are so many ways to determine who would be best suited. With this information gathered, we can then begin to find them.
3. Where do your potential customers ‘hang out’?
Social media is a diverse universe. Although some audiences overlap between platforms, chances are your audience prefer one or two social media channels to others.
Make sure that wherever you spend your time, money and resources, it’s on a social media channel that those in your target audience are using.
Want to learn more?
Make sure you read “The ultimate small business guide to creating a social media strategy that works”.
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.