If you answered yes to any of the above questions, your social media marketing probably sucks.
No, not you, I promise it’s not you. It has everything to do with your content strategy.
Now, before we go any farther let’s define the basics of a Social Strategy. See below for a quick Social Strategy 101:
2.CREATE ENGAGING CONTENT that enhances their experiences by delivering value or entertainment
Let’s take a moment to stop and think about what the ROLE is of our current social networks.
Did you think about it? Good.
If the role of any of your current social networks is to educate the consumer about your products, direct them to in-store deals or link them to your website to learn more about your products or service, you’ll never get more than the current level of engagement you’re getting now.
So if we can’t push our products and brand message down their throat every social post, how will we engage our customers?
I know! We’ll engage them with relevant timely content (genius idea, I know)
Like today! Guess what today is? It’s Friday, and we, we, we so excited.
Okay shit seriously it’s Friday. We better do a weekend post to get our fans excited about the weekend, right?
Unless your brand represents and stands for the weekend (think of your favourite beer company), then you have no right to be talking about the weekend. Stop trying to be something you’re not.
Focus on creating meaningful connections with your fans based on value, authenticity, and story-telling.
Why Content Marketing Is Important
The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story. The value returned is often that people associate good things with — and return to engage with — the brand.
Look at the Coke campaign, “Share A Coke”. This is content marketing to a T - giving the consumer the opportunity to create the ad, post it on their social network and share with their immediate circles.
Good social media facilitates conversations, bad social media directs conversations.
Consumers today are creators, curators and critics—personal expression and creativity is expressed every day on personal social networks. We’re moving towards a place where brands are valued because they are accessible and relatable, not because they made a funny post about Friday.
Remember why you joined social media in the first place. I guarantee it wasn’t to learn more about a product or service. It was to connect, be entertained, and learn. Your fans are no different than you.