How to Attract Customers with Social Media Content
Are you wasting your time and resources by creating social media content from scratch because you believe it is what you should do? You need content to attract the right customer. Social media platforms are always hungry. The reality is this: You’re extremely unlikely to have the time, the resources or the skills to create enough of your own content to satisfy your greedy social media feed.
What is social media content?
Social media content can be anything from a written blog or article, a video, infographic or podcast or as simple as a status update, a picture or a meme.
Customers have different preferences for how they consume content. So, check that you have a good blend of formats for your content.
- Blog articles
Make sure that all your content is mobile friendly because over 70% of all social media content is consumed using a mobile device.
Quality social media content trumps quantity
All the content you produce should do at least one of the following things:
- Help your potential customers to discover your business or products
- Show thought leadership
- Show your expertise in your industry
- Build relationships with potential and existing customer
- Generate Leads
- Help people to buy from you by answering questions
The type of content you share on Social Media will need to fulfill at least one of these criteria:
- Is it educational?—Will it help your customer?
- Is it enriching or inspiring?—People remember how you make them feel
- Is it entertaining?—If you can make someone smile, they associate that warm fuzzy feeling with you
- Is it engaging?—Does it encourage interaction?
You don’t have to produce all of your own content to show thought leadership or to build relationships with prospective customers. Repurposing, curating and sharing other people’s content saves time and is cost-effective.
Ten steps to creating content quickly
Here are ten steps you need to take:
Start with the end in mind – what are your objectives?
- Know your customer – who are you producing content for?
- Create a simple content marketing plan
- Repurpose existing content
- Batch produce content to save time
- Become great at curating content
- Share the same content in different ways
- Schedule ahead to free up time for engagement
- Find tools that can help you
- Analyse what works, tweak and improve your content
A good ratio for content
There is no point in creating or sharing content randomly. All your content should help your customers. Of course, it is all right to sell on Social Media, but you are not going to get too far if all you deliver is ‘buy from me’ content. You earn the right to sell or promote your business by being a helpful, trusted member of your community. I like to think of it in the ratio that no more than 1 in 5 of your messages should be for blowing your own trumpet.
- Share content that your ideal customer would find useful—whether it is yours or other people’s content
- Share content that shows you are an expert in your field—such as useful tips or latest industry news
- Share other people’s content—acknowledge and thank them (this helps to build relationships)
- Engage—have conversations with no strings (or links) attached, just to get to know the other person better
- About your business—use customer testimonials, say what you are up to in a business context, offers, promotions, events, company news, etc.
What if you are starting out?
If you have never produced any content, start by sharing other people’s content and add value by making a brief comment about what you’re sharing.
Even if you don’t have a website, you can still create and publish content on LinkedIn.
If you are starting out, it is worth spending a bit of time looking for suitable content to post. Look at what resources you have already and collect ideas so that you can plan your content posting.
How to attract the right customer with content
Focus on your customer first. How can you help solve a problem that they have? Put a good system in place for your content marketing so that you can plan, generate ideas, repurpose, curate and schedule easily. It will help you to become more productive and save you time and money.
If you’re feeling overwhelmed, can’t see the wood for the trees or need a friendly helping hand, I’ve been inspiring and educating business owners to use social media for business since 2010. I’ve written two books on social media and I speak and train globally. I’m on a mission to empower business owners and professionals around the world to understand how to use social media in a way that will make them more money, save them time and become less stressed. Book a free online social media clarity call to see how I can help you.
Cover image created using photo by Jakob Owens via Unsplash and Canva