Despite best intentions, many businesses fall at this stage and end up with static social media pages. The trick is to be realistic about how much time you can regularly devote to creating quality content, and then commit to the task.
Initially, aim to set aside a few hours to one day to put together four posts for each week of the coming month. Repeat this for the next two months and you’re off to a great start. If you find it difficult at first, don’t give up. After a few months you’ll start thinking about posts in advance, and it will become part of your natural workflow.
Variety is the spice of social media life, so mix things up. Think about photos and videos rather than just text. Write your own posts, but if you’re stuck don’t be afraid to find RITE content online to link to. If you are a prolific writer and already have blogs on your website, link to them.
As Facebook’s VP of Advertising Technology, Brian Boland, said:
“Publish great content — content that teaches people something, entertains them, makes them think, or in some other way adds value to their lives.”
- A building firm might put up before and after photos of projects – with a positive customer quote – on Facebook or Instagram to inspire others and showcase work quality. They might add photos of the team who built it for a ‘behind the scenes’ human touch.
- An accountancy firm might link from LinkedIn to advice blogs on its website to highlight company expertise and knowledge.
- A florist might produce a series of how-to videos on arranging your own bouquets to underline their skills while building a devoted YouTube audience that they could potentially sell to.
Note that your content needn’t be big budget or complex to perform well. Sometimes the simplest things get the best responses. For instance, this brief product video for Tile(which allows you to track lost items, such as keys), which we posted on Warehouse Stationery’s Facebook page, has had around 125,000 views, 500 comments and 340 shares. Ponycycle New Zealand’s short, simple product video has had over 37 million views, with no paid promotion!
To encourage engagement more, you can ask questions in your posts, or run competitions that require people to comment on, or share, a post in order to enter. People in your audience who are also influential online can add a major boost to the reach of your content if they share or recommend it.
For sales, promotions can work – we regularly run them on the Warehouse Stationery pages – but make sure that you make them as RITE as possible and don’t overdo them. I’d recommend that no more than 25% of your posts should be sales focused.
Once you’ve created your content, and before you start posting, you’ll obviously need to set up your social media page. Each platform has guidelines for profile pages, the correct size for images and so on. Make sure the look and feel of your page matches that of your business.